Head Branded Content and Education
PhonePe
Head Branded Content and Education
PhonePe
Digital payments platform enabling UPI transactions
Overview
We are seeking a dynamic and results-oriented marketer to head branded content and education for PhonePe. As the Head you will be the brand champion of PhonePe’s content channels across social media platforms (Youtube, Instagram, X, LinkedIn, and emerging platforms), responsible for shaping and executing strategies that drive brand awareness, customer acquisition, and overall business growth.
This is a high-impact role that requires a blend of strategic thinking, P&L understanding, creative flair, and analytical prowess to build and scale PhonePe’s content playbook. You will work cross-functionally, collaborating with teams across Product, Business, Finance, Analytics, and Marketing to achieve shared goals.
Core Competencies
Craft & Taste Supremacy: You possess an uncompromising eye for design, copy, storytelling, and brand nuance. You know the difference between a high-converting, humanly crafted campaign and generic noise. You have the experience of running long form content strategy and channels on Youtube.
Thoughtful Tool Integration: You embrace modern creative technology and AI, but you evaluate tools through the lens of human enablement. You champion productivity and efficiency through automation, without compromising the creative soul of the content.
High Execution Rigour & Governance: You establish rigorous editorial and operational standards, brand content guardrails, and human-in-the loop review processes to ensure every piece of work meets the highest standards of brand safety and quality.
Executive Influence: You confidently articulate content strategy to senior leadership. You frame creative and content choices around business impact, brand equity, and emotional connection rather than vanity metrics or technological trends.
Culture & Mentorship: You mentor brand marketers, social media teams and creative talent both inhouse and external, to elevate the story-telling craft. You build a collaborative culture where human curiosity and creative experimentation thrive alongside operational speed and business impact.
Cultural Relevance & Trend intelligence: You have a deep connection to Indian consumer behavior. You spot subtle cultural shifts and turn them into brand campaigns that genuinely connect with our diverse user base. You have strong experience in enabling rapid-response and real-time content workflows that keep the brand embedded in daily national and regional conversations.
Content Distribution: You have a deep understanding and experience of partnering with or working on media planning and distribution from your past experience.
What You Will Own
Story-telling on Social Media Platforms:
You will define and maintain the overarching content and narrative standards across PhonePe’s social media platforms. Establish clear guidelines for human editorial oversight, brand safety, and content quality, ensuring that the content and its distribution is able to meet business objectives.
You will translate complex financial and consumer tech products into clear, emotionally compelling brand campaigns. Present creative strategies, campaign concepts, and brand performance updates to executive leadership.
Business Impact through Content:
You will define the impact of our content on the business P&L and long term brand building. You will build and deliver on annual operating plans working closely with Business and finance teams.
Team Leadership & Craft Mentorship:
You will lead, mentor, and grow a team of social media, content and brand marketers. You will foster a culture of craft excellence, encouraging the team and agencies to push creative boundaries on content creation and distribution while maintaining strategic discipline.
Campaign Execution & Performance Balance
You will oversee key brand launches and high-stakes campaigns to ensure speed does not compromise quality.
You will collaborate seamlessly with Product, Engineering, Legal, and Brand teams to protect brand integrity while meeting aggressive timeline demands.
Creative Mastery & Craft
Deep experience in brand storytelling, content strategy or creation, high stakes execution at scale. across multi-channel environments (digital, visual, social, video).
A strong, proven portfolio that reflects deep attention to detail, diversity, narratives and formats. Clear editorial judgment with a track record of upholding brand integrity against low-quality, generic asset production.
Understanding of YouTube as the growth engine
Deep experience and understanding of building YouTube playbook: formats, series, packaging (titles, thumbnails, hooks), retention, search and discovery, and the long-form and Shorts mix.
Understand how to grow subscribers, watch time and return viewership through programming, not one-off campaigns, that leads to business growth.
Build YouTube capability across your team and agencies.
Marketing Domain & Leadership Depth
10 to 12 or more years of experience in creative leadership, brand strategy, or advertising agencies / high-growth consumer brands.
Proven track record of managing and mentoring teams of marketers, or creative strategists.
Strong stakeholder management skills with the ability to articulate creative decisions clearly to business leaders and technical teams.
Experience in fintech, e-commerce, or high-growth consumer tech is highly preferred.
Mindset to Succeed
You believe that Brand marketing leads to revenue growth and enjoy it!
Craft Ownership: You take personal pride in the visual and narrative quality of everything PhonePe puts into the market. You reject mediocrity and generic content.
Human-First Technology Approach: You view new tools and automation as a way to elevate human talent, save time on repetitive tasks, and unlock deeper creative potential.
Systems Thinking: You build repeatable frameworks, review mechanisms, and workflows that help large teams scale quality output consistently.
Adaptability & Judgment: You make sound creative choices in fast-moving environments, knowing when to move fast and when to pause for craft refinement.
Ideal Candidate Profile
Why This Role Matters
In an era where digital noise and automated content are everywhere, genuine creative craft and human strategy stand out more than ever. PhonePe believes that blending human creative vision, authentic story-telling with modern tools and platforms provides a true competitive advantage. The Head of Branded Content and Education will ensure our brand remains distinct, emotionally resonant, always present and visually exceptional while empowering our marketing team to work with unmatched speed and focus.
PhonePe Full Time Employee Benefits (Not applicable for Intern or Contract Roles)
PhonePe is a digital payments platform in India that uses the Unified Payments Interface (UPI) to enable fast, secure transfers between bank accounts for individuals and merchants, and it also offers insurance and investment products. Users link their bank accounts in the PhonePe app and make transfers with a few taps, while the company earns through transaction fees, commissions on insurance and investment sales, and merchant partnerships. It stands out by commanding a large share of the UPI market and creating an open transaction ecosystem that combines payments with insurance and investments. Its goal is to broaden digital payments across India, reaching the next billion users and strengthening the country’s financial ecosystem.
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