content and campaign strategy lead

The Content Strategy & Planning Director will play a critical role in helping build the Virtusa brand.  The role will be at the center of how our offerings and capabilities are translated into relevant and differentiated messages for our customers, prospects and other stakeholders. The primary responsibility of the role will be in developing, planning and executing content and channel plans aligned to the go-to-market campaigns for either our horizontal technology service lines (e.g. AI, Cloud, Data, Assurance, etc) or our industry vertical groups (e.g. Banking, Healthcare, Insurance, etc). You will lead a team that will be responsible for overseeing overall messaging and narrative for critical content themes that underpin a campaign focus (e.g. GenAI in Banking) and bringing them to life through content that lives on multiple platforms (website, social media, sales collateral etc). Ultimately, the output of your teams work will drive some of our key content and campaign KPI’s such as reach, engagement, and conversion into some type of action (site visit, content consumption, form fill, etc) among our existing customers and user base.   

 As both a content strategist and planner leading a team, your key responsibilities will be

A.    leaning into the art of storytelling to build and maintain a strategic direction in each campaign that brings it to life through multiple assets (blogs, infographics, videos, etc).

B.    Managing an overall intake, triage and content planning process that results in clear editorial calendars that the rest of marketing can see and use to understand “the big picture” and see the overall content plan and allocate resources accordingly.

To do all this you will lead a Content team that partners with 3 primary groups within marketing (and many more). Your team will manage a process to intake, strategize, write narratives and plan campaign tactics once campaign goals and briefs are aligned.  Your team will consist of 6-7 writers/editorialists and at least 1 project management and process support resource.  The 3 primary groups in marketing who are your partners will be:

1.     Our Industry or Horizontal marketing leaders (and teams) who will come to you with desired campaigns and content requests that you will refine with them into clear and compelling message briefs and content strategies for each campaign.

2.     Once your team has developed the overall campaign narrative you will partner with our visual and video design team to create the actual content assets (e.g. blogs, social posts, videos, infographics, etc).

3.     Finally, to implement and execute the assets that are created you will work with our digital/social/PR team that implement, activate and measure the content of a campaign.

In summary, in many ways this role will act as the “glue” for our holistic campaigns, from brief to execution and responsible for the internal agency process and editorial calendars to drive the execution of our brands omni-channel communication strategy.

Key Responsibilities include:

•         Helping your partners in field marketing in campaign/content strategy (e.g. the Industry or Horizontal Marketing leads) in building clear and powerful messaging briefs and messaging strategies (e.g. Message houses) that can underpin our campaigns.  

·       Defining the channel specific needs of each campaign that result in clear and actionable content asset needs that our in-house team can develop. This often starts with identifying key customer segments to tailor marketing initiatives and campaigns

·       Guidance and engagement yourself in helping your team develop narratives and our design team create compelling content assets (blogs, social media, infographics, etc) that can translate complex and technical stories into logical, readable and easily understandable content.

·       Develop and manage ongoing the editorial and content calendar that the rest of marketing can refer to on “what’s happening when” to unleash efficiency across the entire marketing team. This will help the team align all our resources needed amongst staff and outside agencies.

·       Triage content requests from the larger marketing team by ensuring details and documentation are provided and kicking off the project to ensure the correct discovery gets conducted, workflow gets followed, stakeholders are involved, and the right assets get delivered on time.

·       Over time, build campaign blueprints for rinse and repeat strategies and ensure the sequence of work to avoid overlap and duplication of efforts

·       Perform content audits to assess how well existing content is performing and make recommendations on what’s working and what’s not

To accomplish the ideal candidate would have the following characteristics:

·       Excellent copywriting, messaging and communication skills with a demonstrated ability to craft unique messaging strategies (e.g. promise statements, benefits, proof points) from myriad client inputs for global audiences.

•         Staying abreast of industry trends, competitor activities, and market shifts to proactively adjust marketing tactics as needed

•         Strong experience in B2B technology marketing and a demonstrated ability to drive growth and work collaboratively with individuals at all levels of organization, including sales, partner ecosystems, delivery, and product development team. 

•         A deep understanding of integrated marketing and sales enablement, including channel and client outreach, client journey development, account base marketing, and client research.

•         Experience developing and delivering creative briefings to internal or external agency teams, collaborating with and supporting creative teams throughout the process.

•         Willingness to work hands on with editors, writers, actors, producers, project managers and other team members to produce content

•         Ability to proofread and edit content for errors and inconsistencies to improve readability