and Specification:

We are looking for a strategic and experienced Senior Manager Content Marketing to lead the company's content function across brand marketing, digital marketing, product marketing, SEO, lifecycle marketing, website and thought leadership initiatives.

This role requires an individual who can build and execute a robust content strategy while leading a team of content professionals. The ideal candidate should possess exceptional writing and editorial skills, strong financial market understanding, and expertise in SEO-driven content, creative storytelling, AI-powered content workflows, and integrated marketing communications. The role will work closely with Product, Marketing, Research, Compliance, and Leadership teams to ensure consistent, engaging, compliant, and high-performing content across every customer touchpoint.

Role and Responsibilities:

1. Content Strategy & Editorial Leadership

- Develop and own the companys content strategy aligned with business and marketing objectives.
- Create quarterly and annual editorial calendars covering all business verticals.
- Define editorial standards, content governance, and brand tone of voice.
- Build a scalable content framework across all customer touchpoints.
- Ensure consistency of messaging across online and offline marketing channels.
- Review work of junior team member

2. SEO & Organic Growth

- Own and execute the company's SEO content strategy to improve organic visibility, website traffic, and lead generation. Partner with Digital Marketing and Technical SEO teams to develop content that aligns with search intent and business objectives.
- Conduct in-depth keyword research, search trend analysis, competitor benchmarking, and content gap analysis to identify current content opportunities and build a robust SEO content roadmap.
- Drive the creation and optimization of SEO assets including pillar pages, topic clusters, landing pages, evergreen content, glossary pages, and knowledge hubs while ensuring adherence to on-page SEO best practices.
- Monitor and analyze SEO performance through tools such as Google Search Console, Google Analytics, SEMrush, Ahrefs, and AI-powered SEO platforms. Prepare weekly and monthly performance reports with actionable recommendations to continuously improve rankings, organic traffic, and content effectiveness.
- Leverage AI-powered content and SEO optimization tools to improve content quality, scalability, search performance, and productivity while ensuring human editorial oversight and brand consistency.

3. Long-form Content & Thought Leadership

- Lead the development of insightful, high-quality long-form content including blogs, articles, research reports, whitepapers,



market outlooks, investment guides, educational eBooks, newsletters, and knowledge centre content that establishes the company as a trusted thought leader.
- Own the website content management process, including timely updates, content optimization, new page creation, content audits, and continuous enhancement of the user experience through relevant and up-to-date content.
- Collaborate with Product, Research, Business, and Leadership teams to transform market insights, investment themes, product updates, and industry developments into engaging, customer-centric content.
- Build a consistent thought leadership calendar aligned with key market events such as the Union Budget, RBI policy announcements, IPOs, earnings season, taxation updates, and emerging investment trends.
- Ensure all long-form content is well-researched, SEO optimized, factually accurate, compliant with regulatory guidelines, and repurposed effectively across digital, social media, PR, webinars, and customer engagement channels.

4. Campaign Dissemination & Martech Execution

- Own the end-to-end campaign execution process, from brief to go-live, across martech platforms including CleverTap, Plotline, Netcore, Haptik, and similar tools
- Configure campaigns accurately: audience segmentation, triggers, schedules, content variants, and UTM parameters
- Lead and manage the team member in day-to-day platform operations; step in as primary executor in their absence with no drop in quality or timelines
- Conduct pre-launch QA on all campaigns, zero misconfigured or mis-triggered communications
- Continuously optimise campaign flows, automation sequences, and channel orchestration based on performance data

5. Lifecycle Communications & Funnel Contribution

- Develop and manage communication strategies for every stage of the customer lifecycle:
- Prospects & Leads awareness and consideration-stage nurture sequences
- New Clients onboarding and KYC/account activation journeys
- Active Clients — engagement, upsell, and cross-sell communications (SIP set-up, product discovery, feature adoption)
- Dormant & Never-Activated Clients — re-engagement campaigns with defined reactivation targets
- Work closely with growth and CRM teams to align messaging with funnel objectives and segment performance




- Translate product and feature updates into clear, benefit-led customer communications

6. Brand & Social Media Contribution

- Contribute short-format copy and content briefs to brand and social media campaigns on a regular cadence
- Ensure all content reflects the firm's brand positioning, particularly during market events, product launches, and regulatory developments
- Proactively pitch topical and trend-led content ideas, Budget Day, results season, market milestones, product moments etc.
- Partner with the brand and design teams to ensure content and visual language are consistently aligned

7. Compliance & Regulatory Adherence

- Ensure all client-facing content meets SEBI communication guidelines, AMFI norms (for mutual fund content), and internal legal review standards
- Maintain zero instances of misleading, unsubstantiated, or non-compliant claims across any published content
- Stay current on SEBI advertising and communication regulations; proactively flag potential risks before content goes live
- Act as the first line of compliance review within the content team before formal legal sign-off

8. Team Leadership & People Development

- Directly manage and develop your team
- Set clear, well-structured briefs; provide timely, constructive feedback; and coach team members toward independent, high-quality delivery
- Conduct regular one-on-ones and performance conversations; document development goals for each direct report
- Build team capability through knowledge sharing, cross-training on martech tools, and editorial upskilling
- Own workload planning and prioritization across the team to ensure no single point of failure

Qualifications and Education Requirement

- Bachelor’s / master’s degree in communications, marketing, journalism, finance or a related field.

Work Experience

- 7-9 years of experience in writing and reviewing content, including marketing communications
- Experience working in the stock broking sector will be an added advantage

Skills Needed

- Strong understanding of SEO, digital and social platforms, and their use for marketing
- Proven record of excellent writing demonstrated in a qualified portfolio and experience in blog posts, infographic, video script and social content
- Familiarity with the stock broking industry or an understanding the voice of the financial services industry is preferred
- Proactively using multiple sources, internal and external and AI tools to gather information required to complete marketing collateral
- Good communication skills and time management skills, including prioritization, scheduling, and adapting to a fast-paced work atmosphere

📌 Senior Content Manager (Mumbai)
🏢 Incred
📍 Mumbai