Job Purpose
The behavioral content analyst will be responsible for creating and maintaining high-quality, client-facing content across digital and assisted channels specifically focused on engagement. The purpose of the job is to manage the continuous enhancement and improve pipelines for engagement communications, including: content creation, template testing, content adjustment, content review, and managing content through the various approval steps.
Areas of responsibility may include but not limited to
Content Strategy & Development
Own and evolve the content strategy for all engagement communications.
Process management of how engagement communications meet business needs.
Ensure content is accurate, consistent, and aligned with Discovery Bank's tone and voice.
Digital Innovation & Content Technology
Stay ahead of digital trends in content creation, including AI-assisted writing, personalisation engines, and voice interfaces.
Evaluate and implement content tools (e.g. CMS platforms, chatbot builders, A/B testing tools) to streamline workflows and improve content delivery.
Collaborate with UX/UI teams to ensure content is integrated seamlessly into digital experiences (e.g. app flows, web journeys, chatbots, WhatsApp).
Collaborate with CVM and MLOps to ensure content tools are integrated with the necessary pipelines.
Omnichannel Content Strategy
Develop and maintain a cohesive content strategy for CVM across all digital touchpoints including Banking app, WhatsApp, websites, chatbots, email, and social media.
Ensure content is responsive and adaptive to different devices and platforms.
Collaborate with marketing on recommended data driven targeting and personalisation
Use client data and behavioural insights to tailor content for different segments and personas.
Work with analytics and data science teams to measure content performance and optimise based on user engagement and feedback.
Quality Assurance & Governance
Oversee quality control and sign-off processes for all content.
Ensure business rules and regulatory requirements are consistently applied across platforms.
Maintain a single source of truth for content, incorporating business standards and change governance.
Regulatory & Compliance Alignment
Ensure all content complies with financial regulations, data privacy laws, and internal governance standards.
Maintain audit trails and version histories for all client-facing content
Stakeholder Engagement
Collaborate with Product, UX, Legal, Compliance, Marketing and Customer Service teams to ensure content meets client and business needs.
Act as the central point of contact for content-related queries and updates in CVM.
Insights & Optimisation
Use customer insights and analytics to refine and improve content.
Analyse performance of content and communications to identify opportunities for enhancement.
Prepare performance reports for management on marketing and engagement initiatives.
Project & Process Management
Manage content projects from initiation to delivery.
Coordinate content updates across channels and ensure timely execution.
Support special projects and engagement initiatives as required.
Team Leadership
Own the end-to-end process of content management in the Research and Development team.
Manage and improve the continues pipeline for all engagement communication, and support change management.
Foster collaboration across teams and ensure alignment with business goals.
Manage all marketing-related campaign and data requests.
Technical Skills and Knowledge
Proficiency in Microsoft Office (Word, Excel, PowerPoint), Microsoft SQL and content management systems.
Excellent writing, editing, and proofreading abilities.
Familiarity with customer journey mapping and UX principles.
Strong leadership and communication skills
Must demonstrate proven ability in digital and content communication.
Education and Experience
Bachelor's degree in Analytics, Marketing, or Engineering related field.
Minimum 2 years of experience in relevant field (e.g. business analyst, digital/customer/marketing analyst)
Experience with AI tools for content generation, translation, and summarisation.
Experience working in digital banking or financial services is advantageous.
Experience working on dashboard reporting is advantageous.
Experience working with content management systems or UX writing is advantageous.