Marketing Manager UK&Ireland

Based in either the UK or Ireland, the Marketing Manager will play a key role in crafting and implementing omni-channel marketing strategies, promoting the medical services of the company to achieve the corporate goals (revenue, growth, referrer engagement, competitive advantage in the market) and ensuring execution according to plan, on time, and on budget.

Key focus of the role is building and driving the implementation of the Affidea Marketing strategy, properly identifying target audience, stakeholder identification and engagement, ensuring market level intelligence is fed back to the executive teams and designing appropriate digital marketing campaigns with relevant content.

DIGITAL MARKETING| MARKETING

Strategy & data insights

• Designs, and implements the company’s omni-channel marketing strategy to support customer acquisition, retention, increased web traffic and revenue goals, creating positive customer experience while promoting the company’s services
• Plan and executes digital marketing strategy across all interaction channels and media (owned channels – eg. Mail, contact center, centers of service, mobile, web, with strong focus on content development – digital media channels – e.g. paid search, display or FB). Constant review of campaign results and defines new actions or tests.

Tools

• Plans, executes, test when necessary (A/B testing) and measures results of campaigns in an integrated digital strategy view, following the appropriate attribution models. Campaigns will include offline media (event management, outdoors, TV, Radio etc), online content generation and dissemination for organic positioning improvement as well as paid acquisition channels like search or pay per click campaigns.
• Evaluates emerging technologies in digital marketing to improve user experience and increase conversions. Tests (AB and multivariant testing) the whole web experience, measuring each step metrics and identifying areas to improve through CRO. Provides thought leadership and perspective for adoption where appropriate.
• Monitors web technical performance and back-link strategy and coordinates with key stakeholders (internal and agencies) to highlight and solve key areas for improvement
• Analyzes current customer base to the level of sub-segment and defines a clear engagement strategy for each type of priority customers and the necessary contact strategy (frequency, messages, channel,…)

Content

• Coordinates the production of valuable and engaging content for website, blog and social media that attracts and converts our target groups
• Collaborates with advertising, web and social media agency to create compelling stories, content and landing pages, driving leads and increasing customer engagement
• Oversees and approves all marketing materials, from website banners to hard copy brochures and case studies.

Insights

• Analyzes market data, trends, consumer preferences, and competitor behavior to optimize marketing strategies
• Measures and reports on the performance of marketing campaigns, gain insight and assess against goals (ROI and KPIs)
• Informs and trains medical representatives about the company's medical services, promotions and campaigns
• Monitors feedback provided by patients and physicians regarding the level and quality of service offered by the company

COMMUNICATIONS & BRANDING

Strategy

• Creates, implements and measures the success of comprehensive public relations and communications strategies that enhances the Organization’s brand and position within the marketplace and the general public

Tools

• Coordinates media interest in the company and ensures regular contact with journalists and appropriate response to media requests
• Oversees organization of congresses, conferences, and events online according to the needs of the Medical Centers of the Country
• Coordinates the appearance of all company print and electronic materials such as letterhead, use of logo, brochures, etc. according to corporate brand guidelines
• Initiates & implements marketing integration and rebranding within current network and new center acquisitions

Content

• Manages copywriting editorial direction, design and delivery (production and distribution) of all company publications and external appearances (media and advertising, presentations, marketing materials etc), translates and delivers marketing kits defined by the Corporate Marketing

PLANNING AND BUDGETING

• Delivers marketing/communications mission, goals and financial objectives

Develop short- and long-term plans and budgets to assure the implementation of the Marketing and Communication strategies are developed in adherence to financial planning.

MANAGING THE MARKETING TEAM

• Maintains a climate that attracts, retains and motivates top quality personnel
• Recruits, trains, appraises, supervises, supports, develops, promotes and guides qualified personnel in the marketing department. (content creators, event planners, agency)
• Ensures effective management within the marketing, communications and public relations function, with provision for succession

Qualifications

• • Degree in business, marketing, advertising or other professional qualification
• • Skills, knowledge, and experience in the design & execution of marketing & communications activities
• • Proven experience in leveraging on consumer data to deliver personalised marketing campaigns through multiple channels with a vision of growing consumer loyalty and increasing their lifetime value to the business
• • Demonstrable experience in leading and managing SEO/SEM, marketing database, email, social media, A/B testing and display advertising campaigns
• • Knowledge of the marketing technology landscape including key players, industry dynamics, and disruptive trends
• • Comprehensive understanding of the technical and organizational challenges and complexity of implementing marketing technology solutions
• • Demonstrated successful experience in preparing & delivering compelling content and presentations
• • Solid knowledge of website analytics tools (Google Analytics, Google Tag Manager/Google Search Console and Google Data Studio are essential) and ad serving tools (Google Adwords)
• • Strong analytical skills coupled with proven project management and planning skills
• • Data-oriented, with proven experience in analyzing data and draw insights

Experience

• Minimum 5-year experience in marketing and communications and minimum 3 years in digital marketing strategies with demonstrated success, in the services sector
• Event and seminar management
• Overseeing content creation
• Experience of working with and managing external agencies
• Proven experience in designing and delivering digital marketing campaigns
• • Proven UX experience and understanding of the customer journey mapping
• Experience in developing and managing budgets
• Proven experience in implementing and using customer relationship management solutions (CRM)
• • Personalization experience is a plus
• Experience in healthcare marketing is a plus

Authority

• · For the level and scope of authority please consult the “Delegation of Authority” policy

The current document corresponds to a functional description of the position under Affidea’s group structure. It does not replace or depletes other responsibilities and tasks in the contract, legislation or good practice applicable to the area operation of Affidea personnel, but supplements those. The latest job description supersedes the prior one.