Head of Marketing

2 weeks ago

sany, India Careerconnects Full time
Job Title Chief MarketingOfficer
PositionReports toCEO
KeyRelationships Unit Heads; All group functional Heads; Sales& Marketing Team OperationsHeadHeadMedicalServicesMain Objective of the Role Overallaccountability for Marketing Branding and PR of the hospitalservices in therespective region to increasethe awareness of the Hospitals group bypromotingthe various services and packagesoffered by the hospital. Will strategiseandimplement the Omnichannel lead genengine. Will be accountable for achievingthemonthly and annual brand positioning andfootfall targets of the hospital.The job isheavily tilted towards creating the positioning of the Hospital asa Centreof Excellence with relevant doctorsand new territories. This would be donethroughDigital ATL/BTL events seminars CMEsand Service innovationbranding.
KeyResponsibilities Marketingstrategy: Convert theorganization targets into Marketing & Brandingtargets Arrive at a Marketing strategyby:o Firming up the key specialties to focuson for the year(specialtyfocus)oInterface with market research firms marketing consultantsPRagenciesoIdentifying key sources of business and translation/allocationoftargets to the sources i.e. Doctormarketing/referrals Corporatesales Directmarketing (consumer focus) BrandingDigitalMarketing PR.oNew Geography identification and creatingcommensurateproduct/servicestrategy.o Identifying new markets; newengagements new specialties andways to drivefuture branding and footfalls.oConceptualizing new initiatives for increasing top of mindrecallamongst potential patients/customersand to leverage theCKBHBrand Ensuringstrategy balances specialty focus Workclosely with the Unit heads / Business heads to ensure footfallandbrand positioning expectations aremet Managing profitability of the hospitalsby ensuring marketing spends arecommensuratewith the turnover achieved. Communicate themarketing plan and budgets to team membersMonitor implementation of strategy by team members Periodicallyanalyzing MIS reports to draw inferences trends and inputstobe used formarketing. Periodically analyze advertisingand marketing spends to ensuremarketingbudgets are utilizedeffectively. Driving the Digital Marketingfrom both paid marketing andbrandingperspective.Periodic review of all the verticals (Brand Marketing PR Digital)tounderstand execution excellence and takecorrespondingcorrectivemeasures.Product Advertising and communication:Creating a brand identity and Providing clarity to the team membersandother key functions in CKBH on thepositioning of the brand Setting up aprocess to capture customer perceptions of HospitalsCKBHunits in particular and taking measuresto correct the perception whereverit is notin the desired direction. Firming up themain campaigns for the Hospitals Creating aroadmap for execution and firming up the team structure forthesame (including agency ifneeded) Briefing the agency on the campaignand ensuring that desired outputisdelivered. Ensuringfeedback on the campaigns and advertising is collectedandimpact on the revenue and brand image ofthe company is ascertained Ensuring that allmarketing advertising and communication undertakenbythe department is in tune with the imageof CKBH and there is no dilutionof thebrand. Evolving a PR strategy (highlightingthe right occasion to the media)briefing thePR agency and managing media effectively along withtheteam. Providinginputs to CEO / Directors on any facts/figures required foranypress releasesCommissioning undertaking market study from time to time tounderstandpricing of competitors competitors activities and products offered. AnalyzeMIS reports and identify areas ofdevelopment. Conduct a gap analysis toidentify gaps in products and servicesbeingoffered in the market and use theinputs for new products to be offeredandmarketed by CKBH. CRM Process monitorimprove andengage
TeamDevelopment Ensure that allstaff/team are in place to achieve the targets and theyarewell equipped with the knowledge/skillsrequired to achieve the goalsforCKBH. Interactwith HR for recruiting new employees into theMarketingdepartment and for training.Delegate responsibilities to team members and help them takeonadditional areas of work (to get betterunderstanding of other functionsand as apart of their career development process)Identify competency gaps and areas for development andensureappropriate training is imparted tothem.
MajorJob Qualifications / Specific SkillsRequiredEducation:M.B.A inMarketingPreferredEducation:M.B.A inMarketingExperience Minimum 1518 years ofexperience in relevant fieldKnowledge andSpecific Skills Minimum 1518 years of which 45 years experienceasa lead role in Branding and MarcomminFMCG/Consumer durables/Pharma/Hospital oranyB2Cbusiness
RequiredCritical BehavioralCompetencies
oPassion for Excellenceo ResultsOrientationo Coaching Empowerment &TeamDevelopmentoCommunication Skillso CustomerFocuso Risk TakingoIntegrity & Ethicso BuildingRelationshipso &Partnershipso Leadership &Influencingo Strategic Thinking &Executiono Planning &Organizingo Problem Solving and DecisionMakingo FunctionalExpertiseoNegotiation

branding,strategy,hospitals,communication

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