Lead - Branded Content & Education

PhonePe Group; Bengaluru; On-site; INR 2,500,000 - 4,000,000; Full time

Benefits offered by this job

Medical Insurance

Critical Illness Insurance

Life Insurance

Employee Assistance Program (Wellness)

Job summary

PhonePe Limited is seeking a Senior Lead - Creative Strategist to head the creative thinking layer across major video channels. You will own concepts, hooks, packaging, and narratives from ideation through production, bridging finance topics with audience psychology.

You will manage a team of writers and strategists, drive cross-platform strategy, and set standards for quality, alignment, and speed of execution.

Qualifications

• 8+ years of experience in content strategy, creative direction, or lead scriptwriting for high-scale digital platforms.
• Proven experience managing creative teams.
• Deep understanding of modern video platforms and their algorithms, packaging, pacing, and retention.

Responsibilities

• Lead the creative strategy team and ensure quality, alignment and fast output.
• Mentor writers and strategists; raise the bar for creative rigor.
• Align cross-functionally with production, growth, and project management.
• Develop and refine SOPs for research, briefs, packaging reviews and retrospectives.
• Drive YouTube long-form strategy and packaging, title strategies and thumbnails.
• Oversee short-form formats for Instagram Reels and Shorts with engaging hooks.
• Create Beat Sheets and script outlines for production teams.
• Capture real-time trends and translate into ready-to-produce briefs.
• Analyze retention analytics and translate data into creative optimizations.

Skills

Senior creative experience

Multi-platform mastery

Finance literacy

Analytical creativity

Job description

PhonePe Limited (Formerly PhonePe Private Limited) is a technology company that builds digital platforms for Payments, Digital Distribution Services and Financial Services. Headquartered in India, the PhonePe digital payments app was launched in 2016. As of April 2026, PhonePe has over 70 Crore life-till-date registered users and a digital payments acceptance network spread across over 5 Crore merchants. PhonePe’s products and services include Consumer Payments (including Digital Distribution Services), Merchant Payments, Lending and Insurance Distribution services, and New Platforms, which comprise Share.Market (stock broking and mutual funds distribution platform), and Indus Appstore (Android-based mobile app marketplace). Culture:

At PhonePe, we go the extra mile to make sure you can bring your best self to work, Everyday!. And that starts with creating the right environment for you. We empower people and trust them to do the right thing. Here, you own your work from start to finish, right from day one. PhonePe-rs solve complex problems and execute quickly; often building frameworks from scratch. If you’re excited by the idea of building platforms that touch millions, ideating with some of the best minds in the country and executing on your dreams with purpose and speed, join us!

Job Description

About The Role

We are looking for a senior Lead - Creative Strategist to head our creative thinking layer across all major video channels. You are a pure thinker, story architect, and platform strategist who determines what content we build before production starts - bridging complex financial topics, audience psychology, and platform-specific mechanics. Whether designing a 15-minute YouTube deep dive or a 30-second Instagram Reel, you own the creative concepts, hooks, packaging, and narrative structures that capture attention and build brand affinity. In addition to driving cross-platform strategy, you will manage our team of writers and strategists, setting the standard for creative quality, strategic alignment, and execution speed.

Team Management & Operations: Lead the day-to-day operations of the creative strategy team, taking full accountability for creative quality, strategic alignment, and output speed.

Mentorship & Quality Control: Guide writers and strategists through concept development, story arcs, hook design, and script reviews. Raise the bar for creative rigor across the team.

Cross-Layer Alignment: Partner with production, growth, channel intelligence, and project management leads to ensure creative concepts move smoothly from idea to final publish.

Workflow Standard Operating Procedures: Build and refine processes for research, brief generation, packaging reviews, and performance retrospectives.

YouTube Strategy & Packaging: Drive deep-dive long-form video concepts, defining title strategies, thumbnail direction, and retention-focused opening hooks (first 30 seconds) to maximize CTR and watch time.

Short-Form & Reel Strategy: Oversee fast-paced, high-reach formats for Instagram Reels and Shorts, leveraging social trends, audio hooks, visual text overlays, and text-on-screen frameworks to drive scroll-stopping engagement.

Format Ownership & Beat Sheets: Design distinct, repeatable video series and content IP across ecosystems, writing concise beat sheets, script outlines, and visual edit notes (specifying text placement, b-roll, and pacing) for production teams.

Real-Time Trend Capture: Monitor financial feeds, market shifts, and social sentiment to translate breaking conversations into ready-to-produce creative briefs within hours.

Focus Area 3: Performance Feedback & Creative Testing

Retention & Drop-Off Analysis: Analyze audience retention charts, completion rates, shares, and click-through rates alongside the intelligence team to translate raw numbers into actionable creative fixes.

Iterative Feedback Loops: Treat every video as a creative experiment, running regular creative post-mortems to double down on winning hooks, test new pacing styles, and drop formats that underperform.

What We Are Looking For

Senior Creative Experience: 8+ years of experience in content strategy, creative direction, or lead scriptwriting for high-scale digital platforms, with proven experience managing creative teams.

Multi-Platform Mastery: Deep understanding of modern video platforms (YouTube, Instagram, Short-Form), including their distinct algorithms, packaging principles, narrative pacing, and retention drivers.

Information Distillation & Finance Literacy: Ability to take dense financial, economic, or market concepts and turn them into simple, visually engaging content frameworks for retail audiences.

Analytical Creativity: Ability to look at audience drop-off charts and platform data, translating raw numbers into immediate creative adjustments.

Mindset To Succeed

Pure Thinker & Decisive Leader: You take pride in structural storytelling, concept generation, and platform strategy, while confidently guiding and unblocking your team.

High Agency: You treat channels like your own products, proactively spotting content gaps and bringing new concepts to the table without waiting for a brief.

High Volume Idea Engine: You generate concepts consistently and pivot quickly, with zero ego around killing ideas that underperform.

Qualifications

Additional Information

PhonePe Full Time Employee Benefits (Not applicable for Intern or Contract Roles)

Insurance Benefits - Medical Insurance, Critical Illness Insurance, Accidental Insurance, Life Insurance Wellness Program - Employee Assistance Program, Onsite Medical Center, Emergency Support System Parental Support - Maternity Benefit, Paternity Benefit Program, Adoption Assistance Program, Day-care Support Program Mobility Benefits - Relocation benefits, Transfer Support Policy, Travel Policy Retirement Benefits - Employee PF Contribution, Flexible PF Contribution, Gratuity, NPS, Leave Encashment Other Benefits - Higher Education Assistance, Car Lease, Salary Advance Policy

Our inclusive culture promotes individual expression, creativity, innovation, and achievement and in turn helps us better understand and serve our customers. We see ourselves as a place for intellectual curiosity, ideas and debates, where diverse perspectives lead to deeper understanding and better quality results. PhonePe is an equal opportunity employer and is committed to treating all its employees and job applicants equally; regardless of gender, sexual preference, religion, race, color or disability. If you have a disability or special need that requires assistance or reasonable accommodation, during the application and hiring process, including support for the interview or onboarding process, please fill out this form.