Senior Manager - Content Strategist

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Job Purpose

The Senior Manager – Content Strategy will be responsible for leading the development and execution of an integrated content strategy across ISB's PGP suite, Executive Education (EE), and Digital Learning (DL) portfolios. This role will own content governance, publishing cadence, and channel-appropriate content formats for website, social, blogs, and video content. The ideal candidate will bring a blend of strategic thinking, editorial excellence, stakeholder alignment, and hands-on ability to manage high-quality content pipelines across platforms. This role will work closely with portfolio heads, marketing, business teams, and creative partners to ensure the content strategy supports brand positioning and lead generation goals.

1. Content Strategy, Planning and Governance:

   Develop and lead a cohesive content strategy across the PGP, Executive Education, and Digital Learning portfolios. Build a centralised calendar and editorial pipeline that integrates marketing and business objectives. Tailor content planning to match persona journeys, market segmentation, and platform formats. Collaborate with portfolio leads to align campaigns and storytelling with programme narratives.

   Outcome:

   Strategic alignment across portfolios, increased efficiency, and high-impact content execution

2. Website Content Creation and Improvement:

   Lead the development, editing, and optimisation of all static and video content on the ISB programme websites. Ensure seamless collaboration between design, SEO, and tech teams to deliver high-performing digital assets. Build strong UX-driven content structures that support organic traffic, engagement, and conversion. Outcome: Improved user journeys, content contextuality and depth, and discoverability across touchpoints

3. Social Media Strategy and Execution:

   Design and execute a data-led social media plan across PGP and EEDL portfolios, aligned with business objectives. Define platform-specific content strategies for Instagram, LinkedIn, YouTube, etc., incorporating formats like reels, carousels, and stories. Maintain an optimal brand-to-performance content ratio, optimising for engagement and leads. Outcome: YoY growth in social media performance, channel credibility, and qualified traffic.

4. Community Engagement and Reputation Management:

   Monitor social listening dashboards and manage inbound interaction (DMs, comments, replies) with brand tone and accuracy. Proactively address sentiment dips and build positive engagement loops with niche communities and prospects. Feed qualitative feedback and trends into the content creation pipeline. Outcome: Stronger audience trust, enhanced brand sentiment, and deeper community loyalty and WoM.

5. Performance Analytics and Optimisation:

   Regularly analyse performance of content across all touchpoints using web and social analytics platforms. Lead experiments (A/B testing, timing, format changes) to refine content and improve ROI. Integrate insights into quarterly planning and reporting cycles. Outcome: Data-driven decision-making, improved followers, CTRs, engagement rates, time spent and content efficiency.

6. Team and Stakeholder Management:

   Lead assistant managers, consultants and allied teams guiding them on content planning, delivery, and performance. Collaborate cross-functionally with business, admissions, faculty, and creative teams to align on vision and delivery and manage relationships for continued support. Manage content-related agency and partner relationships to ensure consistency and quality. Outcome: Positive feedback from teams, peers, stakeholders, near zero escalations

Job Specification

Knowledge / Education

Specific Skills

• Strong editorial judgement and content planning capability
• Deep understanding of social media platforms, video-first content and community dynamics
• Adept at managing and scaling content workflows across multiple channels
• Experience in SEO, performance-led content marketing, and CMS-based publishing
• Proficient in web and social analytics tools (e.g. Google Analytics, Meta Insights, Sprout/Sprinklr)
• Excellent stakeholder management, agency coordination, and people leadership skills

Desirable Experience

• 8-10 years of experience in digital content strategy, with at least 4 years in a team management role
• Demonstrated ability to scale content engines and lead high-performing teams
• Prior experience in education, consulting, or B2C content-led organisations preferred

Key Responsibilities

1 Content Strategy, Planning and Governance - 20%

2 Website Content Creation and Improvement - 15%

3 Social Media Strategy and Execution - 25%

4 Community Engagement and Reputation Management - 10%

5 Performance Analytics and Optimisation - 15%

6 Team and Stakeholder Management - 15%