Role Summary:
The Digital Content Manager owns and drives the content strategy across digital
channels, primarily the website and EDMs. This role bridges the gap between product,
marketing, UX, and growth by creating user-centric content with strong storytelling and
a clear sales narrative that drives engagement and conversion.
Key Responsibilities:
Content Strategy & Ownership
- Own the content strategy for digital channels, primarily the website and EDMs.
- Ensure content aligns with business goals, user needs, brand guidelines, and conversion objectives.
- Partner closely with channel owners (e.g. website PMs) to define content goals,
- target audiences, and success metrics.
Storytelling & Sales Narrative
- Translate product features and marketing messages into compelling customer
- stories.
- Create persuasive content that clearly answers:
o Why should users care
o Why should users buy
- Apply copywriting best practices to move users through the funnel—from
- awareness to conversion.
Content Creation & Optimization
- Create and refine content for:
- Website pages (landing pages, product pages, campaigns)
- EDMs and WhatsApp marketing content
- Optimize EDM and WhatsApp content for open rates, click-through rates, and
- engagement.
- Continuously test and improve messaging based on performance data.
UX, SEO & Readability
- Collaborate with UX designers to ensure content is:
- Easy to read, scannable, and user-friendly
- Work with SEO stakeholders to ensure content is:
o SEO-friendly and well-structured for search engines and AI discovery
Cross-functional Collaboration & Ops
- Work closely with marketing, product, creative, UX, and ops teams.
- Lead structured content workflow:
o Drafting in shared documents
o Organizing reviews
o Supporting ops in final publishing to web and EDMs
Skills & Experience
- 4–7 years of experience in digital content, copywriting, or content strategy.
- Strong storytelling and persuasive copywriting skills with a conversion mindset.
- Experience writing for digital platforms such as websites, EDMs, and messaging
- channels.
- Solid understanding of UX writing principles and SEO best practices.
- Ability to balance brand tone, user needs, and commercial outcomes.
Nice to Have
- Ability to create simple visual assets (e.g. basic banners, EDM visuals, or social
- graphics).
- Experience with A/B testing content or CRO initiatives.
- Familiarity with CMS, EDM tools, and analytics platforms.
Success Metrics
- Improved website engagement and conversion rates.
- Higher EDM open rates and click-through rates.
- Clear, consistent, and user-centric storytelling across digital touchpoints.
