Digital Content Strategist

We are looking for a Digital Content Strategist to join Alibaba Cloud International and play a pivotal role in shaping our content strategy to drive demand generation, lead nurturing, and conversion. This is a strategic position where you will create and execute a cohesive content plan that underpins all stages of the customer journey—from awareness to consideration and ultimately conversion. As the Digital Content Strategist, you will be responsible for crafting compelling, data-driven content strategies that resonate with our diverse audience segments, including small and medium-sized businesses (SMBs), enterprises, developers, and partners. You will ensure that all content aligns with our business objectives, enhances user engagement, and supports measurable growth outcomes. This role will enable Alibaba Cloud International to build stronger relationships with customers, generate higher-quality leads, and convert more prospects into loyal users. By putting content at the heart of our demand generation, lead nurturing, and conversion strategies, we can unlock new opportunities and solidify our position as a trusted partner for businesses worldwide.

What We're Looking For

• A strategic thinker who can balance creativity with data-driven decision-making.
• Someone passionate about using content to solve real-world problems and drive business outcomes.
• A collaborative leader who can inspire and guide while maintaining strong relationships with internal and external partners.
• A problem-solver who thrives in fast-paced environments and is comfortable navigating ambiguity.

Key Responsibilities

1. Content Strategy Development

   Develop a comprehensive content strategy that supports demand generation, lead nurturing, and conversion goals across multiple channels (website, email, social media, blogs, etc.). Map content to the customer journey, ensuring it addresses the needs of key audience segments at each stage—awareness, consideration, decision-making, and post-purchase. Collaborate with cross-functional teams (marketing, sales, product, UX/UI design) to align content with business priorities and customer pain points.

2. Demand Generation & Lead Nurturing

   Design content frameworks that attract, engage, and convert prospects into leads, focusing on high-value touchpoints such as landing pages, case studies, eBooks, webinars, and email campaigns. Create personalized content streams for lead nurturing programs, leveraging automation tools to deliver timely, relevant messages that move leads closer to conversion. Work closely with the demand gen team to optimize content for SEO, paid campaigns, and other acquisition channels to maximize reach and impact.

3. Conversion Optimization

   Craft clear, action-oriented copy that drives users to take desired actions (e.g., sign-ups, free trials, demos, purchases). Analyze user behavior and content performance metrics to identify opportunities for improvement and refine strategies to boost conversion rates. Develop A/B testing plans for headlines, CTAs, landing pages, and other critical elements to continuously enhance performance.

4. Global Audience Focus

   Ensure content resonates with an international audience, adapting tone, language, and messaging for key markets Partner with in market teams to maintain consistency in voice and style while ensuring cultural relevance.

5. Collaboration & Leadership

   Act as the bridge between content creation and execution, working closely with team leads to optimize for impact. Stay ahead of industry trends and competitor activity to keep our content fresh, innovative, and differentiated.

Required Skills & Experience

• 8+ years of experience in digital content strategy, content marketing, or related roles, preferably within the AI, tech, SaaS, or cloud industries.
• Proven track record of developing content strategies that drive measurable results in demand generation, lead nurturing, and conversion.
• Knowledge of UX principles and how content impacts user experience.
• Strong understanding of SEO principles, content distribution channels, and performance analytics tools.
• Exceptional writing, editing, and storytelling skills, with the ability to simplify complex technical concepts into engaging, customer-centric language.
• Experience managing a team of content creators and collaborating with cross-functional stakeholders.