Cochlear is the global market leader in implant hearing solutions. Cochlears mission is to help people hear and be heard. Around the world, more people chose a Cochlear-branded hearing implant system than any other. A Cochlear Implant is an electronic device that is surgically implanted under the skin near the ear that restores hearing to those who suffer from severe hearing loss. It s an incredible piece of engineering and the only product in the world that restores a sense through technology. Imagine using your experience to help people around the world to hear again. Our mission is to help more people to hear.
Position Overview / Purpose
The incumbent is responsible for leading the development and execution of best-in-class multi-channel marketing plan to drive category awareness via digital media and generate consumer demand and action in South Asia. The incumbent implements Consumer activities that will drive brand choice and retain Cochlear s market leadership and increase recipient engagement to build advocacy that will help drive growth initiatives.
The individual localises regional creative platforms and supports the development of the media strategy for South Asia. This role leads Cochlear India s social media platforms, website content, Search Engine Marketing (SEM), display advertising, digital engagement, and integration into Salesforce and Marketo, and delivers reporting, optimisation, and effectiveness monitoring. The person collaborates closely with the Sales team, APAC marketing team, Global Marketing teams, Recipients and Hearing Partners, whilst also acting as the campaign strategist for South Asia.
The incumbent is also responsible for planning and executing integrated marketing campaigns to support demand generation activity within South Asia. The position is responsible for campaign planning, campaign development and execution, target audience identification, copy-editing and performance management. The incumbent will also work across key functional teams to coordinate content requirements, target audience acquisitions, collateral needs, field communications and ultimately driving outbound execution.
Accountabilities:
Accountability 1: Lead effective consumer marketing communication strategy and campaigns
- Develop and deliver effective, integrated marketing strategies and campaigns that support business objectives
- Build comprehensive campaign briefs for agencies to deliver local media plans, Public Relations (PR) initiatives, and localised creative, when required
- Collaborate closely with the Sales teams, Marketing and concierge teams to deliver insight-driven initiatives and collateral to support the field team
- Partner with the Professional Marketing Manager to ensure an integrated and aligned approach to consumer and professional messaging of any Cochlear Implant category and product-related communications
- Partner with APAC Marketing Communications and Global IT teams on website content optimisations, analytics, social media, email, search, and e-commerce
- Lead and implement market research initiatives for ongoing tracking and marketing understanding, when required
- Support the South Asia Marketing team in developing local collateral, when required, adhering to brand guidelines and delivering insight-driven materials
- Be the brand custodian, ensuring all branded collateral adheres to brand guidelines, updated and current.
- Manage campaign budgets, as appropriate, and ensure timely delivery of campaigns
Accountability 2: Lead and execute commercially driven demand generation plans
- Drive and manage performance of media agencies and third-party lead generation agencies to deliver target leads generated, conversion rates and cost per lead
- Collaborate with agency partners to ensure timely execution in line with the media plan and budget
- Develop and implement a calendar of social media posts, within brand guidelines, to support the brand s social media presence (i.e. 2/week)
- Lead social media monitoring, partnering with South Asia concierge and sales teams to adequately respond to queries
- Partner with APAC and Global Campaign Managers to coordinate social media for marketing campaigns, and generate social media posts from regional content
Accountability 3: Planning, reporting and continuous improvement
- Implement the localisation, tracking and optimisation of consumer campaigns. Define and track KPIs for all programs, providing reports and executive summaries, as required
- Partner with the APAC and/or Global Marketing Analytics Specialist to define analytics and communicate insights on lead generation and conversion
- Partner with the APAC Marketing and concierge teams to develop insight-driven optimisations to the lead generation and conversion process
- Manage the digital and lead gen marketing budget - propose the expense budget, effectively manage and maintain the approved budget in accordance with agreed Finance processes ensuring appropriate return on investments
- Drive continuous improvement and optimisation with ongoing monitoring of activities. Analyse various data sources (i.e. 3rd party research, competition, digital trends, past campaign data) to help guide and inform decision-making and annual busines planning.
- Develop consumer marketing strategy and activity plan as part of the annual business planning cycle
Accountability 4: Automation
- Drive the integration of key systems utilized across sales and marketing functions in South Asia. Leverage existing tools such as SFHC and Marketo to align with the country s strategic objectives and ensure seamless workflows that contribute to business growth.
- Lead the integration of analytics into strategic business decisions. Collaborate with senior sales leaders and marketing teams to provide data-driven insights that influence business direction, including sales performance trends across clinics, segments, and regions, as well as actionable opportunity matrices for product upgrades.
- Oversee the analysis of sales data from SFHC and Marketo, identifying key performance indicators and trends that will shape the direction of business initiatives. Influence and support leadership in making informed decisions based on comprehensive sales data, improving processes for higher efficiency, and leading automation initiatives to enhance ease of use across teams.
- Evaluate and drive continuous improvement of ROI for key strategic initiatives, such as CITRUS, Path2Success, IMPACT, and SPARSH. Ensure the leadership team has the necessary data to assess the effectiveness of these initiatives and optimize resources to maximize impact.
Accountability 4.1: Outbound Marketing Automation Communications (utilising Marketo)
- Lead the development and execution of outbound marketing assets, including emails, landing pages, and web content, ensuring adherence to brand guidelines and marketing objectives for South Asia.
- Drive best practices in email deliverability, database management, subscription compliance, and regulatory adherence, positioning marketing automation as a key business enabler.
- Collaborate with Marketing Automation Specialists (APAC/Global) to optimize the Marketo-Salesforce integration, enhancing lead management processes and enabling data-driven decision-making for South Asia.
- Develop and enforce testing, QA, and post-campaign analysis standards to ensure campaigns deliver measurable results and align with business goals.
- Partner with internal teams in SA (concierge & sales) to resolve campaign challenges, ensuring effective implementation and maintaining alignment with broader marketing strategies.
Accountability 4.2: Marketing Automation Process Development
- Identify and address local market and regulatory requirements, ensuring they are integrated into scalable, automated marketing solutions.
- Design and implement streamlined processes to address recurring business needs, enabling consistency and scalability in marketing automation practices.
- Collaborate with key stakeholders to reduce process complexity, enhancing automation while maintaining flexibility to address unique market demands.
- Maintain and refine documentation of processes, ensuring alignment, collaboration, and knowledge sharing across the marketing automation team
Accountability 4.3: Campaign Development
- Act as a regional Marketo expert and strategic advisor, partnering with marketing and cross-functional teams to deliver impactful and efficient campaigns for South Asia.
- Oversee the planning and execution of campaigns, including design, setup, testing, and performance measurement, ensuring alignment with marketing objectives.
- Foster strong stakeholder relationships to ensure alignment on campaign goals, execution timelines, and quality standards, consistently exceeding expectations.
- Monitor third-party and internal campaign performance, ensuring delivery meets agreed milestones and quality benchmarks.
- Provide guidance and direction to internal teams and external vendors, ensuring campaign assets align with business needs and brand standards.
- Drive continuous improvement by contributing ideas and insights during campaign planning to elevate performance and engagement outcomes.
Team Role (Individual contributor):
- Follow relevant quality procedures in order to deliver quality products and services and identify and support the implementation of continuous improvement. Undertake additional quality responsibilities (e.g. audit) when appropriately trained to undertake these responsibilities.
- Contribute ideas on systems and process methods to improve deliverables.
- Work safely, complying with all safety procedures, rules and instructions, and reporting workplace hazards, incidents, or injuries to manager.
Key Incumbent requirements:
Minimum:
- Post Graduate qualifications in marketing or business
- Minimum 10 years experience in DTC marketing / brand management
- Demonstrated experience in leading cross-functional project teams
- Demonstrated experience delivering to a marketing budget
- Excellent verbal, interpersonal and relationship-building skills
- Demonstrated experience in driving projects and leveraging IT tools.
- Excellent stakeholder management and demonstrated ability to influence stakeholders
- Achievement oriented, outstanding follow-through, self-starting attitude
- Time management, prioritisation and project management skills to deliver results
- Willingness to travel (up to 25% of the time)
Ideal:
Development Value of this role:
- Act as the brand champion within South Asia
- Opportunities for development, growth and advancement in local, regional and global roles
- Opportunity to make a real difference to people s lives by improving the awareness of, and access to cochlear implant technology
Cochlear s mission is to help people hear and be heard. As the global leader in implantable hearing solutions, Cochlear is dedicated to helping people with moderate to profound hearing loss experience a life full of hearing. We aim to give people the best lifelong hearing experience and access to innovative future technologies. We collaborate with the industry s best clinical, research and support networks. That s why more people choose Cochlear than any other hearing implant company. Learn and grow with us as we tackle the most complex challenges in helping more people to hear and experience life s opportunities.
If you feel that you have the skills and experience to be successful in this role and take on new challenges to build your career with Cochlear, please start your application by clicking the apply button below.
#CochlearCareers
How we recognise your contribution
We want Cochlear to be a place where our people truly enjoy coming to work. Through our internal programs and employee benefits, we aim to create an environment where our people will feel value and supported. Whether your focus is on continuous learning, professional development or simply finding an environment which enables you to thrive whilst balancing family or personal life commitments, then we have several programs in place to support you.
At Cochlear we value and welcome the unique contributions, perspectives, experiences, and backgrounds of our employees and aim to build a culture that celebrates and leverages these differences, creating a sense of belonging and enabling our people to realise their full potential.
