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KEY RESPONSIBILITIES
The Content Specialist is responsible for developing and delivering content that supports business objectives, with a strong focus on product content marketing and direct-to-customer content. This role requires a business-first mindset, a solid understanding of the customer journey, and the ability to write and optimize conversion-driven content across multiple touchpoints.
1. Product content marketing
- Develop ideas, concepts, and content plans for Home Credit's financial products and product-led campaigns.
- Translate product USPs, features, and benefits into messages that are easy to understand, easy to remember, and easy to act on for target customers.
- Work closely with the Art team, Product Marketing, Brand Marketing, and relevant stakeholders to ensure content is accurate, clear, and effective in driving conversion.
- Develop content aligned with each funnel stage: Awareness Consideration Conversion Retention.
2. Conversion content
- Ideate, write, and optimize high-conversion content, including: Landing pages, Digital ads, POSM copy, in-store messaging...
- Understand and apply conversion copywriting principles (CTA, urgency, reassurance, clarity).
- Collaborate with stakeholders to test, learn, and optimize messaging based on performance data.
3. Direct-to-customer content
- Develop direct-to-customer content, including SMS, ZNS, push notifications, and in-app messages.
- Personalize content based on customer segments, behaviors, product ownership, and lifecycle stages.
- Ensure brand tone of voice remains customer-centric and empathetic, while clearly communicating value and next actions.
4. Business & brand alignment
- Understand the business objectives of each campaign to deliver content that directly supports desired outcomes.
- Ensure all content complies with brand guidelines and business requirements.
- Proactively recommend message improvements based on customer insights and real performance results.
KEY REQUIREMENTS
We're looking for a business-minded Content Specialist who combines sharp thinking with strong storytelling instincts. Someone who understands customer behavior, translates product value into clear messages, and knows how to turn words into action.
- You are a strategic thinker, grounded in customer insights, market realities, and data - not ideas for ideas sake. You write with purpose, always asking, What should the customer do next
- You are a confident wordsmith who enjoys shaping messages from a blank page, refining them through feedback, testing, and iteration to improve performance and impact.
- You are a customer-centric storyteller, able to simplify complex financial products into human, relatable stories that build trust and drive conversion across multiple touchpoints.
- You are a collaborative partner, working closely with cross-functional teams to bring effective, scalable campaigns to life.
- And you are a commercial communicator - comfortable presenting, explaining, and defending your content choices with logic, insight, and results.
Experience
- 3 4 years of experience in Content, Copywriting, CRM Content, or Product Content Marketing roles.
- Experience in financial services, fintech, consumer finance, or e-commerce is highly preferred.
- Proven experience in writing conversion-focused content for digital and CRM channels is a strong advantage.
COMPENSATIONS & BENEFITS
- 13th Salary Fixed and KPI Bonus.
- Premium Health Care for personal.
- 24/7 Accidental Insurance.
- 100% Social Insurance.
- Meal + Phone Allowance.
- Yearly Medical Checkup.
- 15 Annual Leaves.
- Professional and Transparent Working Environment.
- Apply Latest Financial Technology in the World.
