Marketing Manager

Job Purpose:

The future of digital marketing with Doctors will involve omnichannel engagement of CPs, sophisticated content curation and dissemination. This job entails defining omnichannel marketing pre-requisites including how and what of the content engine, driving central initiatives for CP engagement with this approach, and guiding therapy marketing teams on developing user journeys and ecosystems using this approach.

The job will evolve to provide a solution to on-demand, personalized experience to our customers that is best in class and helps maintain and enhance our share of voice with important prescribers.

50% role is envisaged to drive central programs and other 50% to guide / govern and improve therapy driven programs

Majority of our customers are going to be millennials by FY25 and the way they consume content and is heavily influenced by how they consumer personal content on social media. The job will build on this mega trend and provide a highly engaging omnichannel experience for our customers, leading to a more sustainable growth in uncertain times.

Key Accountabilities:

Build, Manage and Grow HCP customer omnichannel experience strategy

a. Act as the point of contact for Cipla Marketing and Business teams for right content marketing initiatives

b. Understand existing content strategy/initiatives and benchmark with best in class organizations

c. Develop a mechanism for taking HCP feedback and inputs to build omnichannel content strategy for HCPs and patients

d. Bring best practices in Content planning and management understanding across CP engagement channels like website, apps, inclinic etc.

e. Evaluate OTT entry strategy

f. Hand holding & guiding marketing teams for best practices in digital project management.

g. Envisioning digital boot camps for leadership's teams to generate breakthrough tech solutions for enterprise.

Example - Set personalization strategies for assigned brands, therapies, marketing teams considering their specific requirements

Key Accountabilities:

Evaluate and source content partnerships and platforms to support omnichannel strategy

a. Seek, shortist and secure partnerships for pilots and scaleup for top brands / therapies / customer segment

b. Setup pits and run them with clearly defined success metrics

c. Develop process for content management at scale for future scale up

d. Guiding operations team on setting reporting dashboards formats that align with business strategy & to optimize campaigns

Key Accountabilities:

Support, guide and govern marquee therapy team initiatives on HCP and patient side to accelerate success journey

a. Bring expertise in evaluating success rates of marquee initiative and guiding teams to improve initiative designs

b. Improve governance and pace

Major Challenges:

Content led Digital marketing is the future of detailing with a blend of personal & technological enablement . However, managing content and curating quality content in digital world is a major challenge ROl of digital investments remains a concern

Key Interactions:

Internal

• Digital

operations and marketing excellence teams - Daily

• Business units heads & Therapy heads- Weekly

• IT leads - Monthly

• Management council- Fortnightly

External

• Tech vendors- Monthly

• Digital agencies-Fortnightly

• Content agencies- Monthly

• Health publishing set ups- Monthly

• Google+ Facebook - Quarterly

• Digital events/awards - Quarterly

Dimensions:

• A+ customer retention and growth of business

• On demand customer experience scores of 4.5+ on 5

• Content quality index improvement

Key Decisions:

Decisions

• Digital business strategy

• Team structure & skill sets requirements

• Technology Infrastructure & Training needs

• Content and digital channel strategy

Recommendations

• Digital budgets & tech licensing costs

• Training Needs & operational tactics.

Education Qualification:

• Bachelor's Degree - Any and Master degree or equivalent - Marketing

Relevant Work Experience:

• 10+ years of planning and execution of Content driven Digital Initiatives in a pharma / healthcare organization plus

startup industries will be an added advantage

• 10+ years of hands on experience in marketing communication planning and execution.

• 10+ years of operational management of creative, technology & project management teams.

• Experience in senior management role & ability to engage with C-suite teams.