Government Public Policy Research & Operations

Axis My IndiaIndia

5 days ago

Job description

Axis My India is seeking a Head of Content Strategy to lead the sourcing, curation and programming of content for Bharat and rural audiences on the Axis My India app. This is not a social media content creator role — it’s about building a content engine that engages millions of users daily with relevant, authentic and inclusive content. The role demands deep understanding of Bharat consumers, strong content programming expertise and the ability to forge partnerships that bring unique, impactful content to life

Key Responsibilities

Define a long-term content strategy and roadmap that prioritizes categories relevant and catering to Bharat : infotainment, agriculture, health, news, utility and sports

Curate and schedule content that is fresh, relevant and localized to user needs, ensuring daily stickiness and engagement

Identify and onboard regional publishers, NGOs and content creators to bring authentic, hyperlocal stories and insights. Build strong relationships to secure steady content supply.

Build and maintain a robust pipeline of content, ensuring continuity and diversity while reflecting cultural nuances and regional preferences

Manage negotiations with content providers for licensing, syndication and acquisition, ensuring legal compliance and cost-effectiveness

Leverage app analytics and consumer research to understand what resonates with Bharat audiences and use insights to fine-tune content

Adapt content into multiple languages and culturally appropriate tones and formats, ensuring inclusivity across India’s diverse population

Create frameworks and dashboards to measure content engagement, effectiveness and stickiness. Continuously refine based on insights

Develop original formats tailored for Bharat audiences, such as voice-based storytelling, utility-driven content and short-form informational videos

Education

Bachelor’s degree in Mass communication or Journalism or Literature or Media Studies
Master’s degree in Marketing / Strategy or MA in Media / Journalism or Rural Development

Experience

10+ years of experience in content strategy, programming or curation.

Prior experience in vernacular media, regional OTT, digital content platforms or Bharat-first consumer platforms

Strong track record in building and scaling content ecosystems for rural / vernacular markets

Proven experience in partnerships, licensing and managing diverse content portfolios.

Creative and Operating Skills

Sharp editorial judgment with ability to identify content that engages and informs Bharat

Data-driven mindset : ability to use analytics to refine strategy

Excellent project management skills — able to deliver quality content at scale and on time.

Creative ideation for new formats and engagement models (e.g., voice-based, utility content).

Ability to balance consumer aspirations with grassroots realities

Strong storytelling ability with sensitivity to cultural and linguistic nuances

What We Offer

A front-row seat to one of India’s most ambitious citizen-tech platforms.

High-visibility role with direct access to CXOs and government leadership.

Entrepreneurial work environment backed by Axis My India’s credibility and reach.

Competitive pay with performance-linked incentives.

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Government Public • India