Seasoned content professional, experienced in delivering user delight by creating deep and out of the box marketing experiences. 11 Years of expertise in leading content marketing, product marketing , growth and business development in video and audio OTT platforms, social media(TikTok) and new media platforms(Times Internet).
Hi, I’m
EDWIN ALBERT
Head of Content
Gurgaon
Summary
Overview
11
years of professional experience
4
Languages
Work History
Airtel DigitalGurgaon
Head of Content & Partnerships
1 2020 - Current
Job overview
- Head of content , user-engagement growth & marketing partnerships for Airtel's music streaming platform Wynk Music ,video OTT platform Airtel Xstream, Airtel TV(DTH) and Airtel Thanks app
- Leading content and marketing strategy for combined MAU of 150 mn users
- Managing partner relations with music labels, content aggregators and production houses in music/video domain
- Reduced music licensing costs by 30% on Wynk music by optimising content consumption strategy.
- Revived music marketing and content experience at Wynk and grew engagement by 120% and total streams by 200%.
- Built content strategy and supply for launch of Xstream Play which now aggregates 22+ video OTT platforms and has seen a 200% YoY jump in engagement metrics in last 2 years with avg user watching 500 mins/month
- Built Airtel's creator economy programs for music and gaming from scratch, which are Wynk Studio and Airtel Gaming
- Created community of 2000+ artists on Wynk Studio within a year of launch with 80% active rate
- Solved content rights, distribution and built Xstream video marketplace
- Lead all product partnerships with partners like Meta, Google, Dolby and marketing partnerships with all label partners
- Managing , defining and setting up processes for growth of organisation's north star metrics
- Leading a team of 25 which consist of content marketers , analysts, product marketers
- Built Airtel's creator economy programs for music and gaming from scratch, which are Wynk for Artists and Airtel Gaming
- Created a community of 2000+ artists within a year of launch
- Assisting cross-functional teams of product , engineering and business to provide deep data driven insights on content through sustained analysis
- Ownership of complete demand-supply stitch on both platforms
- Leading teams responsible for partnerships, deck management , programming, curation and content promotions
- Ownership of new content acquisition, creating accurate SOWs to acquire relevant content for business growth
- Content intelligence to fuel supply and growth marketing.
- Conducted comprehensive competitor analyses to identify market trends and capitalized on emerging opportunities.
- Fostered positive work environment to improve team morale and productivity levels.
- Collaborated with cross-functional teams to develop innovative solutions addressing complex business challenges.
- Increased market share through strategic partnerships and alliances with complementary businesses in industry.
ByteDance
Lead - Content & Community
04.2019 - 01.2020
Job overview
- End to end content management of top vertical categories of Humor and Local Content(Tech , Offbeat,Food, LifeStyle etc) for Helo
- Managed Humor & Local content for TikTok India
- Managed team of 15 content and 10 creator partnership experts
- Collaborated in building industry first viral trend predictor at TikTok which worked with 90% accuracy.
- Fostered and managed a community of 12000+ active premium creators
- Ideated and executed multiple campaigns that garnered billions of views
- End to end management of business development of vertical categories
- End to end management of partnerships of vertical categories
- Analysed data and created bi-monthly content strategies for for DAU/MAU growth
- Built partnerships to maintain and grow premium creator/influencer pool
- Planned and executed creator events and summits for creator retention and PR
- To plan expansion and evolution of meme consumption demographic of Helo's content.
Times Internet (CoolBoots Media)
Senior Manager - Content Ops
01.2018 - 03.2019
Job overview
- End to end management and conceptualization of the content for the quiz and gaming app Qureka and the sports prediction app GameOn
- Spearheading the creative team in developing creative video and gaming formats
- Strategizing the product vision & guiding the engineering and design teams for execution
- Management of digital presence and community outreach of Qureka and GameOn
- Direction of the daily shows produced and promo videos, fully conversant with video production
- Accountable for hiring, training and managing a team of 3 content managers, 20 content writers and 4 script writers
- Training the team & ensuring adherence to the norms; reviewing yearly performance of sales/ finance & operations team in the states for reporting to top management
- End to end management of the video production department
- Handling monetization by closely working with Sales department and creating multiple branding solutions for the app
- Creating and delivering multiple campaigns for brands like CEAT, Gaana, Frooti
- Developed and came up with creative strategies to monetize the content on Qureka and GameOn.
Times Internet(ViralShots)
Senior Manager - Content Operations
03.2015 - 12.2017
Job overview
- Developing several holistic content strategies and architecture for ViralShots and other apps like Flikk, TaskBucks and Databack(content syndication for growth)
- Leading the company's branding arm to effectively drive strategies for recognition and presence
- Leading the organization's creative arm for brand management ( online and print)
- Single-handedly directing the editorial for the products like ViralShots and Flikk
- Working together with the executive team to define product vision and user experience
- Accountable for hiring, training, managing and motivating a team of 6 content managers and 45 content writers in all 6 languages (English, Hindi, Bengali, Tamil, Telugu and Kannada) of ViralShots
- Developing and managing a powerful network of freelance writers
- Training the team & ensuring adherence to the norms; reviewing yearly performance of sales/ finance & operations team in the states for reporting to top management
- Clarifying the product vision & scope to Engineering and Designing Teams for execution via a planned release schedule
- Participating in pro-active discussions with delivery and account management teams to transfer technical information to both engineering and business stakeholders in an efficient manner
- Playing a pivotal role in conceptualizing and developing creative strategies to monetize content for ViralShots
- Successfully running several native campaigns for multiple brands like PepsiCo , Amazon etc
- Taking the daily engagement of the app from 10 screens / DAU to 150 screens / DAU by working on Analytics insights.
Way2Online (Way2SMS/Way2 News)
Manager- Content
02.2015
Job overview
- Hired, trained and lead a team of 7 creative writers for viral content website Rookiestew
- Worked with brands like Amazon, Coca Cola, Pepsi.Co etc as spoc for native advertising, delivering high CTRs and high social visibility
- Managed and checked digital presence and community outreach
- Overlooked all content syndication and online community for websites Way2SMS and 160by2
- Collaborated with game developers FITH Media to develop games like Nikal Padi and Where's My Cat
- Integrated content into marketing campaigns.
Education
University of DelhiNew Delhi
Bachelor of Science from Physical Sciences
04.2001
University Overview
Skills
Business Analysis
Websites
Present Address
Present Address
house no 205, SF, Sector 51, Gurgaon, HaryanaPersonal Information
Personal Information
Date of Birth: 02/02/90Timeline
Lead - Content & Community
ByteDance
04.2019 - 01.2020
Senior Manager - Content Ops
Times Internet (CoolBoots Media)
01.2018 - 03.2019
Senior Manager - Content Operations
Times Internet(ViralShots)
03.2015 - 12.2017
University of Delhi
Bachelor of Science from Physical Sciences
04.2001
Head of Content & Partnerships
Airtel Digital
1 2020 - Current
Manager- Content
Way2Online (Way2SMS/Way2 News)
02.2015
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