Bennett Coleman & Co. Ltd. (The Times of India)
Website:
bccl.in
Company:
https://www.linkedin.com/company/bennett-coleman-and-co-ltd-times-of-india
Industries: Newspaper Publishing
Job details:
Broad Scope & Purpose:
The Head – AI Content & Copywriting is responsible for leading the overall narrative, messaging, and AI-enabled content ecosystem across BCCL’s brands, advertiser solutions, premium IPs, and emerging business ventures. The role exists to elevate content from a communication layer to a differentiated brand and audience influence capability by shaping how stories are conceptualized, articulated, adapted, and amplified in an AI-first environment. Reporting into the Head – AI Creative, the role will anchor the end-to-end content and narrative function across campaigns, brand communication, branded content, thought leadership, events, editorial-commercial integrations, audience engagement initiatives, and advertiser-led storytelling ecosystems.
The role will lead the development of narrative architectures, brand voice systems, AI-assisted ideation models, messaging frameworks, conversational content ecosystems, prompt-led storytelling workflows, and audience-personalized communication approaches. The incumbent will also play a critical role in defining how generative AI can augment creative thinking, accelerate content velocity, and enable storytelling scalability without compromising originality, editorial sharpness, contextual sensitivity, or brand authenticity.
As the senior-most content and narrative lead within the AI Creative ecosystem, the role will be responsible for shaping the future-ready content operating model, strengthening storytelling standards across the organization, and driving a shift from fragmented content creation towards intelligent, integrated, and scalable narrative ecosystems that operate seamlessly across print, video, social, events, branded content, and emerging AI-led consumer engagement platforms.
Key Responsibilities:
Enterprise Narrative & Brand Storytelling Leadership
- Lead the overall content and narrative ecosystem across BCCL’s brands, advertiser solutions, events, premium IPs, branded content initiatives, and emerging business ventures, ensuring storytelling remains differentiated, contemporary, audience-centric, and commercially impactful.
- Shape the larger narrative direction and messaging architecture for campaigns, brand communication, market-facing initiatives, integrated experiences, and audience engagement ecosystems across platforms and formats.
- Drive the evolution of content from isolated copywriting outputs towards integrated narrative systems that create consistency, distinctiveness, and stronger audience influence across the BCCL ecosystem.
- Anchor storytelling standards across the organization by ensuring communication remains sharp, contextual, emotionally resonant, platform-sensitive, and aligned to brand tonality and editorial credibility.
AI-Led Content Ecosystem & Workflow Transformation
- Lead the development and operationalization of AI-assisted content ecosystems spanning ideation, prompt-led storytelling, narrative generation, scripting, multilingual adaptation, content personalization, headline generation, conversational content, and large-scale content adaptation workflows.
- Drive the integration of generative AI capabilities into content creation processes to significantly enhance content velocity, experimentation, scalability, and audience contextualization while preserving originality, authenticity, and editorial sharpness.
- Build scalable content systems including narrative playbooks, prompt libraries, tone frameworks, messaging architectures, adaptation models, and reusable storytelling structures that can operate seamlessly across brands and formats.
- Continuously identify opportunities where AI can fundamentally redesign traditional content production approaches by enabling modular storytelling, intelligent personalization, high-volume adaptation, and dynamic audience engagement.
Brand Voice Governance & Communication Architecture
- Define and govern enterprise-level brand voice systems, narrative principles, communication standards, tonal frameworks, and storytelling guidelines across brands, campaigns, advertiser ecosystems, and audience-facing communication.
- Ensure AI-assisted and AI-generated communication consistently reflects brand personality, audience sensitivity, platform expectations, and contextual depth while avoiding generic, repetitive, or mechanically generated storytelling.
- Build intelligent communication frameworks capable of adapting effectively across platforms, demographics, geographies, languages, and content formats without diluting brand consistency or narrative quality.
- Partner closely with Editorial, Brand, and Marketing leadership teams to balance commercial storytelling with credibility, authenticity, trust, and audience relevance.
Integrated Content & Audience Engagement Ecosystems
- Lead the development of integrated storytelling ecosystems across print, social media, video, events, branded content, thought leadership initiatives, newsletters, immersive experiences, and emerging AI-led conversational engagement platforms.
- Drive platform-native storytelling approaches aligned to evolving audience behavior, engagement patterns, consumption dynamics, and attention ecosystems.
- Oversee the creation of modular and adaptive content frameworks that enable rapid AI-assisted repurposing into multiple formats including short-form, regional, multilingual, personalized, and audience-specific communication.
- Ensure campaigns, experiences, advertiser communication, branded content, and audience engagement initiatives operate through cohesive and interconnected narrative architectures.
Stakeholder Leadership & Commercial Storytelling
- Act as the senior-most narrative and content partner for Brand, Response, Editorial, Times Experiences, and leadership stakeholders by shaping communication direction, storytelling approaches, campaign articulation, and audience engagement narratives.
- Lead the development of high-impact advertiser-facing storytelling solutions including branded narratives, integrated communication ecosystems, thematic content properties, event-led storytelling, and differentiated campaign messaging frameworks.
- Partner closely with senior business and creative stakeholders to translate business priorities, audience opportunities, and monetization objectives into compelling storytelling ecosystems.
- Work collaboratively with the Product & Technology (P&T) organization to align evolving AI content capabilities, conversational systems, and storytelling workflows with business and creative requirements.
- Content Quality, Governance & Responsible AI Usage
- •Establish enterprise-wide quality benchmarks, review mechanisms, and governance frameworks for AI-assisted content to ensure originality, contextual relevance, narrative sharpness, audience resonance, and communication effectiveness.
- •Lead structured content reviews and narrative critiques focused on storytelling depth, communication clarity, emotional impact, editorial sensitivity, audience relevance, and platform effectiveness.
- •Ensure responsible and ethical use of AI-generated content by driving adherence to editorial standards, copyright norms, brand safety principles, misinformation safeguards, and responsible communication practices.
- •Maintain a strong balance between AI-driven scalability and human editorial judgment to ensure content output remains thoughtful, differentiated, credible, and culturally/contextually nuanced.
Creative Evolution, Thought Leadership & Capability Building
- Continuously track emerging trends across generative AI, conversational storytelling, adaptive communication systems, synthetic media narratives, audience personalization, and evolving content consumption ecosystems.
- Drive experimentation with next-generation storytelling formats, AI-led engagement models, and intelligent narrative systems that can unlock stronger audience engagement and future monetization opportunities.
- Lead internal enablement initiatives including workshops, demos, storytelling reviews, and creator capability-building sessions to strengthen AI-assisted content adoption and narrative excellence across teams.
- Build and nurture a future-ready AI-native content and copywriting capability within the organization by fostering experimentation, creative exploration, learning agility, and continuous evolution of storytelling practices.
Ideal Candidate Profile:
- 15–18 years of experience across content leadership, brand storytelling, editorial communication, copywriting, branded content, integrated campaign communication, narrative development, or content studio environments, with a strong body of work demonstrating impactful storytelling and audience influence across platforms and formats.
- Demonstrated exposure to AI-powered content creation ecosystems and workflows including generative AI, prompt engineering, conversational storytelling, adaptive content systems, AI-assisted scripting, multilingual communication, personalization, and scalable narrative production models.
- Proven capability to combine storytelling depth, editorial sharpness, audience understanding, and creative articulation with technology-enabled content scalability and AI-assisted communication workflows.
- Experience in managing and mentoring high-performing content, creative, editorial, or copywriting teams in fast-paced, high-output environments with multiple stakeholders and competing priorities.
- Prior exposure to media organizations, publishing ecosystems, advertising agencies, branded content studios, integrated marketing environments, or new-age content-led businesses would be strongly preferred.
Educational Qualifications
- Bachelor’s or Master’s degree in Mass Communication, Journalism, English Literature, Advertising, Marketing, Media Studies, Digital Communication, Creative Writing, or a related discipline.
- Strong practical exposure to evolving content ecosystems, AI-assisted storytelling workflows, and audience engagement models will be preferred over purely academic credentials.
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