Digital Marketing Manager

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: Manage 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 

• Drive 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 digital 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: Execute commercially driven demand generation plans   

• 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) 

• Monitor social media ensuring appropriate & timely responses 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: Achievement of SAL target 

• Ensure monthly and quarterly SAL (Sales Assessed Leads) targets are met through the lead-gen campaigns 

• Track conversion to surgery from the digital SALs, referencing benchmarks in APAC & Global 

• Report data to APAC and country management regularly 

• Early intervention & course correction to be done when SAL targets are under pressure or additional funding becomes available 

Accountability 4: 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 business planning. 

• Develop consumer marketing strategy and activity plan as part of the annual business planning cycle 

Accountability 5: Manage the Consumer Engagement Team 

• Manage team of 3-5 inhouse concierge team to help triage and nurture digital leads 

• Ensure accelerated movement of the digital leads through the sales funnel by regular training 

• Ensure use of SFHC and all digital tools for lead qualification & nurturing by team 

• Tracking daily performance of concierge to ensure effective and timely handling of digital leads and ensure concierge KPI’s are delivered  

Team Role (People Manager):  

• Attract, develop and retain the best team to deliver Cochlear’s current and future business objectives, for example, by: 

• Ensuring clarity of expectations for individuals and team 

• Providing regular feedback on performance 

• Monitoring and working towards growth and success to build individual and team capability 

• Demonstrate due diligence commitment to workplace health and safety through active involvement and implementation of Cochlear’s WHS and Injury management procedures. 

• 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 people

• Demonstrated experience delivering to a sales/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 50% of the time)

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