Head – Digital Marketing

from 10 to 15 year(s) of Experience
₹ Not Disclosed by Recruiter

Job Description

Roles and Responsibilities

The Context -Narayana Health (NH), one of the largest healthcare chains in the country, is known world over for its innovations in healthcare delivery and its focus on health-tech. The NH health system is in the process of transitioning into a digital-first integrated healthcare provider.

The Role
Our colleague in this role will own the Digital Marketing vision, its planning and execution. This role is vital in broader vision of running highly automated and efficient mega health systems. As an expert in the field of digital marketing, the right candidate will spearhead the rapid enhancement of NH’s digital revenues through continuous expansion of NH’s digital footprint. This person will push NH’s brand through multiple digital communication channels maximizing reach across key audiences. Our associate in this role will build a powerful team that includes young and dynamic subject experts in UX/UI, SEO, SEM, and webpage development that will create and manage NH’s web assets.

Key Workflows - Our colleague in this role will build Content and Social Media teams to develop core content and strategies to drive engagement among patients seeking healthcare advice online. The team will work with multiple clinical departments, exercise synergies across on-ground marketing efforts, develop content, run social media campaigns, and engage with our patients across multiple social media outlets.

The Head of Digital Marketing, a passionate marketer with strong program management skills, will further build a robust patient engagement team to track and manage NH’s patient journey from having a medical query, to taking care of them after they have undergone a procedure.

Success Criteria
i. Revenue generated through digital campaigns.
ii. User engagement across NH digital properties
iii. Revenue generated through patient engagement programs
iv. ROI of the digital marketing vertical


Responsibilities:-
a)Strategy & Planning
  • Actively contribute to NH’s overall digital strategy
  • Build and own NH’s digital marketing roadmap.
  • Stay updated on digital technologies and digital marketing best practices from multiple industries across the world.
  • Review new technologies, customer research, market conditions and competitor data to keep the company at the forefront of developments in digital marketing.
  • Plan annual digital marketing budget, maintaining control of spend on content, media, and lead management systems.
b) Execution
  • Develop robust analytics dashboards to track real time effectiveness of digital marketing efforts, placing data at the heart of all digital marketing activities.
  • Drive all digital marketing campaigns, generate leads, acquire new users and convert to revenue.
  • Oversee the social media strategy and manage NH social media assets.
  • Deliver an effective content marketing strategy, secure feedback, endorsement and support from key stakeholders, tailor messages to relevant audience.
  • Lead the web team to develop world-class websites, drive traffic, enhance reputation, improve search ranking, coordinate with content team, develop web analytics.
  • Improve the usability, design, content, and conversion of NH’s websites, landing pages and web portals, tracking conversion rates, and ensuring regular content and style updates.
  • Develop and manage digital marketing campaigns, working closely with NH teams and third parties.
  • Implement performance marketing campaigns, monitor conversion funnel congestions, A/B test design and success factors of high conversion campaigns.
  • Identify key, measurable success factors for patient engagement programs, using a growth hacker mentality to test, iterate, and scale rapidly.
  • Develop NH’s patient lifecycle management system and build teams to manage each stage of the patient journey (onboarding, engagement, and retention), through automation tools like CRM.
  • Use data collected to create and execute a cohort-based customer lifecycle management roadmap that leverages patient behavior to create a mix of triggered, targeted, and broad engagement programs for enhancing customer stickiness.
  • Manage and optimize digital advertising spend on paid search, SEO, PPC, etc.
  • Manage relationships with third party agencies and suppliers.
c) Review
  • Develop KPI structure for detailed performance reviews of key employees.
  • Track achievements with respect to revenue targets from existing & new customer
Key Areas of Work:SEO, SMO, Web Pages, Content, Design, Social Media, CRM, Customer Loyalty

Reports To: Chief Operating Officer

Location: Narayana Health Corporate Office, Bengaluru


Desired Candidate Profile

Qualifications & Capabilities:

(Must Have)
Knowledge & Experience
  • Minimum 10 years’ experience with digital marketing and business development, preferably in a technology startup 
  • Experience in driving rapid growth and working in agile teams
Skills & Abilities
  • Excellent problem solving and analytical skills with strong quality orientation and attention to detail. 
  •  Excellent project management and team building skills.
  • Very solid technology background with an analytical mindset and comfortable with numbers 
  •  Experience with CRM integrations and customer life cycle management 

(Nice to Have)
 
Knowledge & Experience
  • Prior responsibility for driving digital marketing campaigns, generating leads, acquiring new users through SEO, SEM, SMM, Website, Portal and App.
  • Thorough understanding of major ad platforms & ability to predict future trends and developments in digital marketing.
  • Experience in marketing analytics, managing attribution and data driven marketing strategies.
  • Proven experience in building and scaling customer database architecture and platform technologies to maximize revenue throughout the patient journey.
  • Experience in Conversion Optimization, A-B/ MVT Testing, Web design, User experience, Consumer Research, Online marketing, Web Merchandising, Campaign management, e-Commerce, Product - Project - Account management and Web analytics. multi-channel and cross-platform marketing (Mobile - Apps - Desktop).
  • Sound knowledge of Direct marketing processes and Marketing automation technologies – including mail, WhatsApp, online, eDM, SMS and content, response management, incentive/loyalty marketing and data agencies.
  • Excellent understanding of the evolving digital media landscape, platforms & publishers.
  • Expertise in managing customer life cycle programs with an excellent understanding of the evolving digital media landscape, platforms & publishers.
  • Expertise in defining digital analytics, managing attribution and data driven marketing strategies that deliver demonstrable business outcomes. 
Skills & Abilities
  • Capable of on-going evaluation of tools & technologies used for ad-serving/ testing. 
  •  Excellent planning skills in digital marketing to drive business and maximize engagement.
  •  Ability to develop actionable business opportunities from analysis of multiple datasets.    

Ideal Persona: Master Strategist + Tech Enthusiast + Ace Project Manager + Street Smart



Education-

UG:Any Graduate

PG:Any Postgraduate

Doctorate:Doctorate Not Required

Company Profile

Narayana Health

Narayana Health is headquartered in Bengaluru, India, and operates a network of hospitals in India and Overseas. Our mission is to deliver high quality, affordable healthcare services to the broader population.


For more details, please refer to our website at: https://www.narayanahealth.org

Company Info
View Contact Details+

Contact Company:Narayana Health

Website:http://careers.narayanahealth.org

Salary:

Not Disclosed by Recruiter

Role Category:

Senior Management

Role:

Head/VP/GM/ Mgr-Online/Digital Marketing

Employment Type:

Full Time, Permanent