Arlene Mathew
Bangalore
Summary
Communications and people leader with 10+ years of professional experience and 8 years of expertise in content strategy, editorial leadership, and strategic writing. Skilled in narrative design and multi-format storytelling, spanning short- and long-form content, informed by UX principles and performance insights. Brings a strong blend of content leadership, programming fluency, and human-centered people management in global environments.
Overview
11
11
years of professional experience
Work History
Head of Content Strategy & Storytelling
EY
Bangalore
11.2021 - Current
- Serve as brand custodian for EY’s 8,000+ Nordic workforce, shaping storytelling standards across internal and external communications in alignment with EY’s global verbal style guide.
- Own content strategy and editorial leadership for the Nordic markets (Sweden, Finland, Denmark, Norway), partnering with senior onshore brand, marketing & communication (BMC) stakeholders to shape high-visibility content across technology, sustainability, and priority sectors. Delivered a 4× increase in campaign click-through rate for account-based marketing by developing sharply targeted messaging.
- Lead and mentor a team of six storytellers, and represent a 15-member Nordic storyteller chapter across offshore and onshore teams. Improved team quality scores from 70% to 100% by designing targeted training and reviews.
- Interview and ghostwrite for partners, directors, and senior leaders to create diverse content assets, including thought leadership, reports, white papers, articles, newsletters, social media content, video scripts, and ad copies.
- Apply UX-informed content design, keyword research, and on-page SEO (Conductor), supported by Google Analytics and Power BI, increasing average session duration per long-form article by over 200% through improved content structure, visual hierarchy, and CTA placement.
- Work in agile marketing environments and champion Generative AI adoption (prompt engineering with EYQ, Microsoft Copilot) to streamline research, and content creation.
- Act as a trusted advisor to senior stakeholders, positioning content as a strategic capability, and strengthening collaboration across content, design, and campaign activation teams.
- Represent the offshore BMC team in Nordic leadership forums, addressing concerns, strengthening onshore–offshore integration, and fostering a sense of belonging.
Content Writer
Goodera
11.2020 - 11.2021
- Owned the editorial calendar across websites, email, ads, and sales enablement assets, aligning content to marketing goals and performance KPIs.
- Partnered with the Marketing Head, CEO, and senior leaders on campaign strategy and executive thought leadership for partner and PR platforms.
- Collaborated with design and video teams to prioritize work and deliver assets on time.
Content Officer
Soroco
05.2018 - 10.2020
- Created and edited content across blogs, case studies, thought leadership videos, infographics, and landing pages, working closely with founder Rohan Murty on narrative and positioning.
- Collaborated cross-functionally on client- and internal-facing documentation, including SOPs and brand guidelines.
- Supported designers with PPT sanitization and reviews.
Trainee Journalist
The Times of India
12.2017 - 05.2018
- Reported on civic, environmental, and entertainment beats, and authored 19 published stories across print and digital platforms.
- Conducted interviews with public figures and subject-matter experts.
Software Engineer II
Athenahealth
08.2015 - 03.2017
- Developed and maintained Perl libraries handling sensitive healthcare data for U.S. hospital systems.
- Received the Annual Spotlight Award (2016) and served as a founding member of the Women Leadership Forum.
Education
PG Diploma - Development Journalism (Print Media)
Indian Institute of Journalism And New Media
Bangalore05-2018
Bachelor of Engineering - Computer Science
VTU
Coorg06-2015
Skills
- Content strategy and management
- UX-informed content design
- Generative AI integration
- Editorial leadership
- Thought leadership on LinkedIn
- Executive narrative development
- Stakeholder interviews
- Multi-format brand storytelling
- Campaign and ABM storytelling
- Content systems optimization
- AEO and SEO strategies
- Analytics-driven optimization
- Senior stakeholder engagement
- Global team leadership
- Cross-functional collaboration
- Agile marketing methodologies
- Google Analytics proficiency
- Power BI expertise
- Conductor platform knowledge
- SEMrush usage
- WordPress management
- HubSpot CRM skills
- MS Office suite proficiency
- EYQ (EY's GenAI platform)
- Microsoft Copilot utilization
- Prompt engineering
- Programming experience
- Team mentoring and coaching
- Project management expertise
Languages
English
Proficient (C2)
C2
Malayalam
Native
Native
Timeline
Head of Content Strategy & Storytelling
EY
11.2021 - Current
Content Writer
Goodera
11.2020 - 11.2021
Content Officer
Soroco
05.2018 - 10.2020
Trainee Journalist
The Times of India
12.2017 - 05.2018
Software Engineer II
Athenahealth
08.2015 - 03.2017
PG Diploma - Development Journalism (Print Media)
Indian Institute of Journalism And New Media
Bachelor of Engineering - Computer Science
VTU