General Manager - Digital Marketing

Job Duties & Responsibilities:

1. Marketing strategy:

- Demonstrable experience leading and managing SEO/SEM, marketing database, email, social media and/or display advertising campaigns.

- Creative in identifying target audiences and devising digital campaigns that engage, inform, and stimulate.

- Convert the organization targets into top line/revenue targets

- Firming up the key specialties to focus on for the year (product focus).

- Identifying key sources of business and translation/allocation of targets to the sources i.e. Doctor marketing/referrals, corporate sales, Direct marketing (sales focus).

- Identifying new markets; new engagements, new specialties and ways to drive future business.

- Conceptualizing new initiatives for increasing sales and top of mind recall amongst potential patients/customers and to leverage the Suraksha Brand.

- Ensuring strategy balances sales and product focus

- Work closely with the Center heads / Ops Managers to ensure top line expectations are met.

- Managing profitability of the Centers by ensuring marketing spends are commensurate with the turnover achieved.

- Communicate the marketing plan and budgets to team members

- Monitor implementation of strategy by team members

- Periodically analyzing MIS reports to draw inferences, trends and inputs to be used for marketing.

- Periodically analyze advertising and marketing spends to ensure marketing budgets are utilized effectively.

2. Marketing efforts to Doctors (Doctor Marketing):

- Assist and ensure executives identify key potential doctors (based on specialty and their ability to contribute towards increasing referrals of patients).

- Guide and direct team members on the right process to be followed for creating a doctors referral base.

- Guiding team on focus areas and ways to ensure greater conversion of doctors and enhanced referrals.

- Set a process for creating a data base of competent consultants (doctors) who can be future contacts.

- Engaging with doctors in the city and developing good network for future possible engagements.

3. Product, Advertising and communication:

- Providing clarity to the team members and other key functions in Company on the positioning of the brand.

- Setting up a process to capture customer perceptions of diagnostic centers, in particular and taking measures to correct the perception, wherever it is not in the desired direction.

- Build and run customer engagement/loyalty programs.

- Good knowledge of website analytics tools (eg. Google Analytics etc).

- Collaborate & partner with the teams of other line of business (LOB) to brainstorm new and innovative growth strategies and marketing initiatives.

- Briefing the agency on the campaign and ensuring that desired output is delivered.

- Ensuring feedback on the campaigns and advertising is collected and impact on the sales of the company is ascertained.

- Manage content for Diagnostic Centre on social media, website, emails, sms/WA, Bots, and other forms of digital communication (eg META).

- Ensuring that all marketing, advertising and communication undertaken by the department is in tune with the image of Company and there is no dilution of the brand.

- Evolving a PR strategy (highlighting the right occasion to the media), briefing the PR agency and managing media effectively.

- Prepare reports and analytics on the overall performance of various marketing campaigns, including ROIs and KPIs.

- Providing inputs to CEO / Directors on any facts/figures required for any press releases

- Commissioning, undertaking market study from time to time to understand pricing of competitors, competitors activities and products offered.

- Analyze MIS reports and identify areas of development.

- Conduct a gap analysis to identify gaps in products and services being offered in the market and use the inputs for new products to be offered and marketed

4. Subordinate development:

- Ensure that all staff/team are in place to achieve the sales targets and they are well equipped with the knowledge/skills required to achieve the goals .

- Interact with HR for recruiting new employees into the Marketing department and for training.

- Delegate responsibilities to team members and help them take on additional areas of work (to get better understanding of other functions and as a part of their career development process)

- Identify competency gaps and areas for development and ensure appropriate training is imparted to them.