Marketing Manager

Key Responsibilities:

I. Digital Marketing:

1. Content Marketing:

• Develop and implement a content strategy that aligns with the brand's goals, patient interests, and SEO objectives.

• Curate and manage a content calendar across formats: blogs, patient education articles, doctor interviews, case studies, testimonials, newsletters, and social media content.

• Collaborate with medical teams to create credible, reader-friendly content on complex eye health topics and procedures.

2. SEO & Web Strategy:

• Lead the development and execution of the hospital’s SEO roadmap—focusing on on-page optimization, off-page backlinks, local SEO, and technical SEO enhancements.

• Supervise the website's structure, navigation, load speed, and mobile responsiveness to ensure an optimal user experience and conversion rate.

• Regularly audit and update web content to keep it relevant and search-engine friendly.

3. Social Media Management & Online Reputation:

• Develop platform-specific strategies for Facebook, Instagram, LinkedIn, and YouTube with engaging storytelling, visuals, and patient-centric messaging.

• Post and monitor content consistently, analyze engagement trends, and adjust strategies accordingly.

• Manage and respond to patient reviews, ratings, and online feedback across Google, Practo, JustDial, and other review platforms.

4. Graphic Design & Visual Identity:

• Oversee the development of visual creatives and ensure brand consistency across all online and offline touchpoints.

• Supervise internal or agency-led design efforts for brochures, banners, digital creatives, social media posts, and clinic branding.

• Ensure a modern, empathetic, and professional visual identity is upheld across all campaigns.

5. Performance Marketing:

• Plan, create, and manage paid digital campaigns across platforms such as Google Ads (Search, Display, YouTube), Facebook, Instagram, and third-party networks.

• Monitor daily campaign performance metrics such as Click-Through Rates (CTR), Cost Per Lead (CPL), Conversion Rates (CPA), and Return on Ad Spend (ROAS).

• Optimize targeting, creatives, ad copies, and bidding strategies in real time to maximize effectiveness and minimize acquisition costs.

II. Offline Marketing:

1. ATL Marketing (Above-the-Line):

• Plan and execute hospital branding and service promotions through traditional media such as print advertisements, regional newspapers, FM radio, and local cable TV.

• Work with media planning and buying agencies for campaign placements, schedule optimization, and budget utilization.

• Analyze ATL campaign impact through call tracking, footfall correlation, and brand awareness metrics.

2. BTL Marketing (Below-the-Line):

• Develop and lead patient outreach programs including free eye camps, school health screenings, corporate wellness tie-ups, and community partnerships.

• Plan and implement in-clinic engagement activities like seasonal promotions, awareness weeks, and referral programs.

• Oversee the production and distribution of flyers, posters, standees, hoardings, and pamphlets in target markets.

3. Champaign & Event Management:

• Plan and manage key events such as doctor CMEs, patient education seminars, health awareness drives, press meets, and brand campaigns.

• Coordinate all aspects of events from budgeting, vendor management, branding materials, hospitality, and post-event promotions.

• Collaborate with the PR team to ensure effective media coverage and community impact.

Team Leadership & Strategic Planning:

• Lead and mentor a multidisciplinary in-house team comprising digital marketers, graphic designers, content creators, and outreach executives.

• Liaise with external agencies for media buying, creative development, public relations, and influencer collaboration.

• Define monthly/quarterly/annual marketing goals and KPIs, aligned with overall business objectives.

• Build and manage comprehensive marketing budgets, ensuring judicious and ROI-focused utilization.

• Analyze and report marketing performance to senior management with actionable insights and improvement strategies.

• Stay updated with emerging trends in healthcare marketing, consumer behavior, and digital innovations.

Desired Qualifications & Skills:

• Master’s Degree in Marketing, Business Administration, Mass Communication, or equivalent (MBA/PGDM preferred).

• 8–12 years of progressive experience in marketing, with a minimum of 3–5 years in a strategic leadership role.

• Proven track record of success in performance marketing, healthcare content creation, SEO optimization, and executing both ATL & BTL campaigns.

• Strong knowledge of digital tools including Google Ads, Meta Business Suite, Google Analytics, Ahrefs/SEMRush, Canva/Adobe Suite, and CRM systems.

• Excellent communication, stakeholder management, and project execution skills.

• Ability to work cross-functionally with doctors, operations, vendors, and partners.

• Language proficiency in English, Hindi, and Punjabi is highly desirable.