Content Strategy – Bharat & Rural Audiences

Axis My India; Mumbai; On-site; INR 1,500,000 - 2,500,000; Full time

Benefits offered by this job

Competitive salary and benefits package

Opportunity for significant contributions

Walking distance from Chakala metro station

Job summary

A leading consumer data intelligence company in Mumbai is seeking a Head of Content Strategy to enhance engagement with rural audiences on their app. The successful candidate will develop a long-term content strategy and forge partnerships to deliver authentic, localized content. The role requires over 10 years of experience in content strategy, particularly in vernacular media. A competitive salary and performance-based incentives are offered, along with a structured work environment.

Qualifications

• 10+ years of experience in content strategy, programming or curation.
• Prior experience in vernacular media, regional OTT, or Bharat-first platforms.
• Strong track record in building rural content ecosystems.

Responsibilities

• Define a long-term content strategy and roadmap for Bharat audiences.
• Curate fresh, relevant content tailored to user needs.
• Identify and onboard regional content partners for authentic stories.
• Manage negotiations with content providers for licensing and acquisition.
• Leverage analytics to understand and refine audience engagement.
• Adapt content into multiple languages and culturally appropriate formats.
• Create frameworks to measure content engagement and effectiveness.

Skills

Content strategy

Programming expertise

Partnership development

Analytical skills

Project management

Storytelling ability

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

Job description

About Axis My India

Axis My India Limited is India’s leading consumer data intelligence company, committed to enabling data-driven decision-making. It has launched the "A" App, a people empowerment platform designed to enhance the lives of a billion citizens by providing access to authentic information and practical solutions for everyday needs. The app follows a PHYGITAL model, leveraging Axis My India’s vast network of 5,000+ locations across 700 districts. Powered by Google Cloud and Google Gen AI, it continuously learns and improves to deliver better user experiences.

Role Overview

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

Qualifications

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.

Benefits

• Competitive salary and benefits package
• Opportunity to make significant contributions to a dynamic company
• Walking distance from Chakala metro station, making commuting easy and convenient.

At Axis My India, we value discipline and focus. Our team members wear brand on sleeves, adhere to a no-mobile policy during work hours, and work from our office with alternate Saturdays off. If you thrive in a structured environment and are committed to excellence, we encourage you to apply.