Head - Digital Marketing Strategy & Lead Generation - Healthcare

Head of Digital Marketing Strategy & Lead Generation

Role: Reporting to the VP Digital Experience & Operations, you will be responsible for day-to-day planning and execution of digital marketing, social media, CRM, email marketing, website, content marketing and campaign performance/management activities. You will be managing a team of 20 people.

Responsibilities:

Channel Marketing, Strategy & Campaigns Management :

- Lead, manage, implement and execute on the digital, performance, social media, SEO, and channel marketing roadmap and strategy.

- Lead and manage construction for a fit-for-purpose omnichannel marketing funnel architecture, ensuring cross-channel customer attraction, acquisition and attribution.

- Manage the PPC biddable media across search, social, display, programmatic, retargeting networks.

- Project manage cyclical digital marketing, content marketing and campaign production approval processes.

- Manage the execution of all digital marketing campaigns, including liaising with internal stakeholders as well as third-party optimisation specialists on performance improvements, budget allocation, forecasting, management, and CPL/CAC/LTV efficiency gains.

- Identify and provide recommendations on new and innovative performance marketing strategies, omnichannel engagement tactics, conversion rate optimisation and advocate on CX or product/service positioning benefits to drive new customer acquisition with an implement, test, measure, refine, scale-out mindset.

- Ensure brand + product proposition consistency for all biddable media promotions, respecting customer attraction and conversion value chain objectives, aligned with the digital, brand marketing and customer experience strategy.

- Mentor and support our small Digital Marketing team through regular coaching, mentoring and ongoing training.

- Manage external agency relationships and processes, ensuring deliverables and KPIs are set and achieved on time and on budget.

Content Marketing/Brand Management:

- Lead the development and management of digital content amplification strategies to drive and optimise campaign results. Additionally, assist the HR and TA teams with recruitment and employee engagement activities.

- Maintain strong and agile online brand voice through responsive social media targeting, channel marketing tactics and content engagement.

- Be a content guardian, working closely with the Content Strategy Leads, ensuring that we are continually evolving our content approach and sustaining a testing culture.

- Attention to detail ensure all designs and/or design collaterals have been checked in accordance with style guide/check spelling and grammar and appropriate checks and version control measures are implemented

Campaign Performance & Reporting:

- Manage weekly and monthly KPIs, success measurement, full-funnel performance reporting, ensuring capital deployed delivers ROMI.

- Provide always-on performance marketing analytics and reporting through real-time dashboards.

- Define measurable goals and set benchmarks for full-funnel digital, social, omnichannel performance; ensuring all activities ladder up to overall brand/digital marketing and customer experience objectives.

- Development and maintenance of data acquisition and attribution, including Hubspot, Google Analytics and Google Tag Manager.

CRM/Email Marketing & Automation:

- Customer Analysis identifying trends, insights and behaviors

- Manage database segmentation, optimising communications, improving customer conversions, and personalized communications (solid understanding of HubSpot and ZoomInfo desired).

- Ability to build emails as well as develop an overall email and SMS strategy that includes: audience segmentation based on behavior and profiles, email and SMS campaigns and email/SMS drips, A/B testing and multi-variate testing

- Good understanding of email IP reputation and maintenance.

- Solid understanding of the components of an effective and compelling email, including: email copy, email design (e.g. visual hierarchy), subject lines, Pre-headers, CTAs.

Website design and development:

- Establish and support a data-driven approach and drive CMS development to produce effective, personalized experiences for prospects and members.

- Build company websites from scratch, update and maintain websites using WordPress and Squarespace

- Ensuring websites are always up to date

- Provide recommendations to improve the user experience, in line with contemporary best practice for UX design principles.

- Consolidate, restructure, and enhance and if necessary, override existing CSS to achieve two specific objectives:

- Consistency in terms of colour palette, font, icons and layout

- A responsive layout that renders well on mobile and desktop browsers

Required Skills:

- 10-15+ years in a digital marketing leadership role, preferably within the IT sector managing a team and digital marketing function. Ideal if someone has had the experience of building a digital marketing function from scratch and managing all the functions channel marketing strategy, PPC ads, SEO, brand management, content marketing, CRM, email marketing and automation, web design and development.

- Demonstrated expertise creating, managing, optimizing digital campaigns across Social Media channels.

- Experience working on multi-channel, geo-targeted, regional and global campaigns.

- Demonstrated digital marketing project management knowledge and experience.

- A strategic and tactical mindset able to lead direction and execution of various digital marketing channels.

- Strong digital/marketing technologist comfortable and proficient building channel architecture including full-funnel tracking.

- Broad interest, understanding and know-how across emerging digital marketing technology trends.

- Demonstrated capabilities and excellence across end-to-end Paid Social/Search campaign management, PPC/biddable media tactics (established and emerging trends), Conversion Rate Optimisation. methods, mobile-first targeting, email/SMS, content that converts, funnel architecture, eCommerce, and omnichannel marketing technologies.

- Advanced proficiency and in-depth knowledge operating digital performance measurement software + social media business manager dashboards including Google Analytics, Data Studio, Google Tag Manager, Facebook + Instagram Business Manager, Excel, Tableau, PowerBI and other bid, tracking or database management platforms.

- Strong decisive analytical skills; a data-driven approach to problem-solving and decisions.

- Certified in HubSpot, Google AdWords, Google Analytics.

- Demonstrated working knowledge of integrated SEO best practices including for example SEMrush / Ahrefs.

- Know-how and thrust for emerging digital marketing methods including Voice Search.

- Strong copywriting + creative messaging skills; proven ability directing, creating, deploying Ad copies.

- Sufficient technical knowledge to foresee and address possible planning and production issues.

- Agile leadership capabilities applied in aggressive scale-up situations.

- Strong team leader and team player, willing to get his/her hands dirty, support and mentor team members and hold them accountable for their deliverables.

- Creative thinking and strategic decision-making skills.

- Strong communication skills; ability to influence.

- Confidence proving/disproving hypotheses and proposing your own.

- Able to formulate and prioritize projects from unstructured origins.