Job Purpose:

This role will be responsible for defining the content strategy, which includes planning, development, and management of content to enhance HCP’s experience and support brand objectives. Content Strategist will drive the implementation of defined content strategy, measurement of content effectiveness, and optimization of content across channels, based on the campaign goals. He/she will work with cross-functional teams to ensure cohesive and personalized messaging across all channels.

Primary Duties & Responsibilities:

1. Content Strategy & Design

• Defines content strategy that supports the development of purposeful content, personalized as per local HCP needs/preferences.

• Guides on the LOC specific nuances for development of relevant push & pull content based on campaign and brand objectives, content pillars and HCP needs to establish connection across the Omnichannel (OC) ecosystem.

• Provides guidance on designing the right content for the HCP’s journeys, leveraging relevant global or local content for each touchpoint.

2. Content Development & Management

• Oversees the creation and management of content calendars.

• Develops content governance guidelines for design, tone, style, and voice of all content in alignment with Marketing, Medical & Compliance.

• Shares guidance to ensure all content development, optimization and implementation follows the requirements set out within internal and external operating frameworks including the GSK Code & ABPI code.

• Conducts periodic content audits to identify gaps in the content and suggests ways to extend, augment, edit or create content, as required.

• Ensures editorial outlook is up to date, provides feedback and suggestions on digital content (both on visuals and copies).

• Works with the relevant regional/global teams to share guidance on relevant content creation.

3. Cross-functional Collaboration

• Works closely with OC Lead and Experience Design & Channel Orchestrator to share relevant inputs on HCP’s journey design.

• Partners with brand managers to ideate on content, aligned with the objectives, relevant to the segment/ persona and fit for purpose for the channels.

• Shares Medical, Marketing & Territory teams inputs around having right nuances, scientific content / HCP content preferences/needs with relevant teams for content planning & development.

• Collaborates with Content Management, Creative, Technology CRM agencies to identify content topics most relevant to target HCPs and shares with relevant teams to accordingly modify brand’s communication.

4. Content Analytics & Insights

• Acts on content analytics to enhance content effectiveness and adjusts strategies and tactics as necessary to optimize results and provide personalized content to HCPs.

• Translates insights, data, and disparate pieces of information into narratives that promote the value of the company’s products.

5. Project Management & Support

• Creates and maintains project schedules by developing project plans and specification, estimating time requirements, establishing timelines, monitoring milestone completion, providing timely reporting of issues that impact project process, coordinating actions, and resolving conflicts.

• Provides expertise and guidance to relevant teams for designing the content architecture, developing the right content that can be leveraged across channels.

• Acts as a single point of contact and subject matter expert to guide on content planning, development & approval, taking into consideration local LOC nuances.

Key Requirements:

• Bachelor’s degree in marketing, Communications, Advertising, or any other related discipline.

• Professional on pharmaceutical industry and medical equipment

• MBA in Marketing or any other post-graduate degree in content / communication preferred. 

• 5+ years of directly related or relevant experience, preferably in content management, marketing communications or advertising. ​

Preferred Certifications

• Digital Marketing Certifications

• Content Marketing Certifications

• Data Analytics Certifications

• Project Management Certifications

Skills & Knowledge

Technical Skills

• Content Strategy

• Content Curation & Assessment

• Market & HCP’s Intelligence

• Marketing Analytics & HCP’s Insights

• HCP’s Experience Management

• KPI Reporting & Monitoring

• Asset & Content Management

• Social Media Optimization

• Media Auditing & Evaluation

• Content Analytics

Behavioral Skills

• Collaboration

• Detail Oriented

• Effective Communication

• Creativity & Innovation

• Presentation Skills

Tools Knowledge

• MS Office suite

• Web Analytics tools like Google Analytics

• CRMs like Veeva, field-force

• Marketing automation tools like SFMC, Pardot

• Content Management Systems like Veeva Vault

• Data tools like Claravine

• Database Activity Monitoring (DAM) tools

*LI-GSK

Why GSK?

Uniting science, technology and talent to get ahead of disease together.

GSK is a global biopharma company with a special purpose – to unite science, technology and talent to get ahead of disease together – so we can positively impact the health of billions of people and deliver stronger, more sustainable shareholder returns – as an organisation where people can thrive. We prevent and treat disease with vaccines, specialty and general medicines. We focus on the science of the immune system and the use of new platform and data technologies, investing in four core therapeutic areas (infectious diseases, HIV, respiratory/ immunology and oncology).

Our success absolutely depends on our people. While getting ahead of disease together is about our ambition for patients and shareholders, it’s also about making GSK a place where people can thrive. We want GSK to be a place where people feel inspired, encouraged and challenged to be the best they can be. A place where they can be themselves – feeling welcome, valued, and included. Where they can keep growing and look after their wellbeing. So, if you share our ambition, join us at this exciting moment in our journey to get Ahead Together.

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