ASSOCIATE VICE PRESIDENT - PR & CORPORATE COMMUNICATIONS

ROLE SUMMARY

The AVP-PR & CORPORATE COMMUNICATIONS is involved in managing the brand’s reputation and narrative through strategic public relations and compelling content. The role requires positioning the fintech division as a thought leader in the industry, ensuring alignment with organizational goals, and fostering trust among stakeholders

KEY RESPONSIBILITIES

Public Relations

• Develop and implement a PR strategy to build brand visibility and credibility in the fintech space.
• Forge and maintain relationships with media outlets, journalists, and industry influencers.
• Manage media queries, press releases, interviews, and event participation to ensure positive coverage.
• Carry out crisis communication plans and ensure timely, accurate responses to mitigate reputational risks

Content Development & Strategy

• Manage content strategies across digital and offline platforms to support marketing campaigns, product launches, and brand-building initiatives.
• Create high-quality, SEO-optimized content, including blogs, whitepapers, case studies, product FAQs, newsletters, and thought leadership articles.
• Collaborate with product and design teams to create user-friendly and engaging content for websites, apps, and marketing collateral

Reputation Management & Campaign Efforts

• Monitor brand sentiment through various media channels (Digital, Print/TV Media) and other tools
• Align PR and content efforts with integrated marketing campaigns to amplify reach and engagement
• Track and analyze PR and content performance metrics such as media coverage and audience engagement

KEY CHALLENGES

• Leveraging thoughtful and strategic communication approaches to maintain the director’s preference for limited media interactions while building a strong and credible brand presence

KEY DECISIONS TAKEN

• Provide signoffs on all external communications, including PR content and press releases, in consultation with compliance and legal team to ensure alignment with regulatory standards and brand integrity.

KEY INTERACTIONS

Internal Stakeholders

External Stakeholders

• CEO/CXOs
• CMO and Central Marketing Team
• Legal and Compliance
• Media Houses
• External agencies and Partners

KEY ROLE DIMENSIONS

• Team Size: Individual Contributor

EDUCATION / EXPERIENCE

Minimum Qualification:

Postgraduate in Journalism and Mass Communication or Postgraduate in English Literature

Nature of Experience:

• Min 15 years of experience in Public Relations, content strategy, or corporate communications, preferably in fintech, financial services, or a related industry.
• Proven track record of managing PR campaigns and developing high-quality content.
• Excellent communication skills with respect to stakeholder management vis-à-vis media houses, board of directors and agencies