Head- Marketing

Position Summary:

The Marketing Head will be responsible for leading the entire marketing function, including digital, retail, and product marketing, for the diagnostic business. This role plays a key part in building brand equity, driving patient acquisition and retention, supporting business growth, and leading integrated campaigns across online and offline channels. It will also involve closely aligning with product teams to ensure successful positioning and promotion of diagnostic test offerings.

Key Responsibilities:

1. Strategic Marketing Leadership

• Develop and implement a unified marketing strategy integrating digital, retail, and product marketing.
• Define and track KPIs such as brand awareness, lead generation, patient acquisition, and ROI across marketing channels.
• Build and reinforce the diagnostic brand across all consumer and business-facing platforms.
• Align marketing strategies with business goals and regional expansion plans i.e Budget and resource allocation.

2. Digital Marketing

• Lead end-to-end digital marketing initiatives including SEO, SEM, paid media, performance campaigns, content, email, and CRM engagement.
• Oversee digital platforms including website, app, and CRM tools to ensure seamless integration of booking, feedback, and customer journeys.
• Leverage analytics to optimize digital marketing effectiveness and reduce cost per lead/acquisition (CPL/CAC).
• Manage digital branding, content strategy, influencer marketing, and social media presence.

3. Retail & Field Marketing

• Design and execute BTL campaigns, including health camps, doctor outreach, corporate tie-ups, and local partnerships.
• Drive in-store visibility, branding, and patient walk-ins across labs and collection centres.
• Lead community engagement programs (RWAs, wellness camps, etc.) to build local market trust.
• Conduct regular audits to evaluate ground-level execution and brand presence.

4. Website & Platform Management:

• Drive enhancements and SEO/UX optimization of company websites and apps.
• Work with product, IT, and design teams for smooth digital journey and lead capture.
• Oversee and ensure seamless integration and functionality of the website, mobile app, and CRM platforms

5. Performance Marketing & Lead Generation:

• Lead B2C and B2B lead generation campaigns across Google, Facebook, Instagram, LinkedIn, etc.
• Monitor performance analytics to optimize campaigns and reduce cost-per-lead (CPL).
• Implement retargeting and marketing automation strategies.

6. Partnerships & Alliances

• Identify, evaluate, and build strategic partnerships to expand reach and drive brand salience.
• Collaborate with platforms, health-tech partners, influencers, and medical ecosystems for co-marketing and branded initiatives.
• Drive strategic alliances for cross-promotional opportunities and B2B outreach.

7. Campaign Execution & Brand Communication

• Plan and execute integrated 360 campaigns combining ATL, BTL, digital, influencer, and event-led channels.
• Collaborate with editorial and design teams to create branded content, videos, blogs, and educational material.
• Ensure consistent, impactful messaging across campaigns and platforms.
• Manage all creative development, including microsites, newsletters, brochures, and digital assets.

8. Team, Agency & Stakeholder Management

• Lead and mentor the internal marketing team, including regional marketing managers, digital specialists, and creative resources.
• Coordinate with internal stakeholders (sales, product, ops, tech) for seamless execution.
• Manage vendor/agency relationships across digital, media, creative, PR, printing, and events.

9. Analytics, Reporting & Optimization

• Track marketing effectiveness using tools such as Google Analytics, Meta Insights, CRM dashboards, etc.
• Generate performance reports and business insights to drive future campaign decisions.
• Continuously optimize marketing spends based on data and trends.