Head of Content Experience

6 months ago

Melbourne, Australia Bupa Full time

**Be at the heart of our brave new digital world**

We thrive on cross-functional team collaboration, we embrace experimenting, and we work with progressive methods and tools. This includes leveraging agile ways of working and keeping human-centered design thinking the focus of everything we do. This means you’ll be at the heart of finding better ways to help people live longer, healthier, happier lives and making a better world. Working in such a customer-focused and rewarding area brings a huge variety of opportunities for professional and personal growth.

Just imagine the impact you could make

**What’s your role?**

As the Head of Content Experience & Operations, you will lead the Content Experience & Operations function across APAC to define, design, deliver and govern content (both editorial and informational) in an effective and efficient manner, fostering the creativity and innovation required of content teams across Bupa and external partners, while executing efficiently through world-class content management systems and process. You will also be responsible for leading Bupa’s Content and Engagement Strategy and execution to deliver a broader community of users to deepen their engagement with Bupa across our digital channels and both on and off-platform community spaces in service of our ambition to transform healthcare through our Connected Care vision.

The impact of your work will be measured by content engagement, audience growth, content governance risk within appetite, deploy time and efficiency of content production and publishing.

**What will your day involve?**

In this exciting newly created leadership role, you will be responsible for:

- Development of our Digital Content Experience strategy and plans to achieve Bupa’s enterprise strategy and ambition and operationalise this throughout our digital experience, including ownership and product management of community and content platforms (i.e. Healthlink)
- Demonstrating a high degree of operational efficiency and adoption of content design, content production and publishing and the adoption of methods and approaches which ensure Bupa creates mature and productive practices to expand audiences, increase engagement, and govern digital content risk across Bupa channels and off-platform, embedding these ways of working in BAU practices as well as within digital squads, crews & missions.
- Governance of Bupa’s content strategy and global navigation / content architecture, working closely with Bupa’s content owners, risk owners and Executive leadership team to ensure that our content strategy and execution achieves our objectives to improve our customer experience, deliver connected journeys, provide customers with the right healthcare services to improve health outcomes - while managing customer trust and regulatory & ethical obligations within tolerance.
- Partnering on the development and implementation of a strategic roadmap for content-focused platforms e.g. Bupa CMS/DAM/CaaS, that aligns with business objectives through leading teams to define requirements and prioritise features in collaboration with Enterprise Digital Products and Technology teams.
- Leading the creation and delivery of a cohesive team of Content Designers, SEO Specialists, Editorial and Production capability which ensures we can effectively innovate and adopt effective practices across Bupa, as well as ensuring effective career development, evaluation, and recognition of our talent across Bupa. This may include external partners as well as individuals across Bupa who require craft leadership and support as part of their contributions to digital content and audience engagement.
- Building and leading a high-performing Content Design team and content experience culture that can embed across Bupa’s products, services and missions who will balance the need to execute on shared objectives whilst challenging the status quo - ensure capability is able to be deployed effectively across Bupa within agreed lead times.
- Continuous improvement to content which increases NPS, customer frequency and engagement to realise value from connected customer journeys.
- Providing creative leadership to support social, digital marketing, SEO, brand, and channel analysis in collaboration with other teams across the enterprise.
- SEO performance of our Bupa digital properties and in developing a strategy and business case for where we can invest in improving our performance to increase reach, frequency, engagement, and journey conversions.
- Building a strong network of thought leaders, partners, and external insights to seek out new ideas, growth opportunities and ways of working improve Bupa’s level of innovation, capability, and performance as our digital content experience leader.

**What will you bring?**
- 10+ years’ experience leading teams and driving content strategies, content production, SEO optimisation, content governance, community engagement, and complex

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