Head of Content

Job Description

The Head of DNUK Content leads the editorial vision and delivery for DNUK, with the aim of making it the most trusted and most used website for UK doctors. The role will redefine the value proposition of DNUK content for doctors and reconnect the Content team with the wider DNUK organisation, so that editorial activity supports overall company objectives.

Objectives

• Redefine the value proposition of DNUK content for UK doctors and advance DNUK as the most trusted and most used website for UK doctors.
• Reunite the Content team with the rest of the DNUK organisation and align editorial activity with company objectives.

Key performance indicators

• 7-day and 90-day active users (A7 and A90) among doctors in target specialties.
• Volume of content consumed by active users.

Key responsibilities

1. Audience-driven editorial strategy

• Ensure all content (curated, syndicated and original) reflects a distinct DNUK point of view and builds trust, credibility and relevance among doctors.
• Design editorial processes that deliver a meaningful and enjoyable on-platform experience, grounded in a deep understanding of doctors’ unmet needs in professional media.
• Use multi-channel publishing (site, newsletter, alerts, mobile, social and partnerships) to maximise engagement and retention.
• Broaden the scope and formats of editorial, including interactive quizzes, video, audio and peer roundups.
• Build partnerships with medical societies, key opinion leaders (KOLs) and influencers to strengthen credibility and diversify content voices.

2. Content performance and planning

• Develop content plans that maximise performance, measured as engagement relative to content production cost.
• Use metrics such as click-through rate, dwell time, return visits, quiz interactions and specialty-level engagement to set editorial priorities and identify emerging audience signals.

3. Cross-functional leadership

• Partner with the Head of Product to deliver shared KPI targets.
• Work with Product and Marketing to optimise content exposure across existing channels.
• Align editorial initiatives with sales opportunities to support revenue growth without compromising editorial integrity.

4. Budget and sourcing

• Allocate budget across content areas (for example news, long-form and education) to maximise audience engagement.
• Source suitable third-party content, from within M3 Group and from external providers, to supplement in-house development.

5. Innovation

• Explore and trial the use of AI in content development.