Manager, Marketing Digital Marketing & Communication, Urology & Critical Care
The Manager, Digital Marketing & Communication will be responsible for the ecosystem of communication assets that present this companies Urology & Critical Care businesses to current and prospective customers. The Digital Marketing & Communication Manager will establish and grow the brand equity for each of this companies unique platforms, drive business growth and improve the customer experience by leveraging the digital channel. This is a high visibility role tasked with establishing a plan for digital transformation for this company. This will include but not be limited to the development and execution of the following platforms; e-Commerce, salesforce enablement, CRM, social media, and KOL engagement as well as mobile applications and commercial and educational campaigns. This individual will possess a broad understanding of traditional marketing channels, the latest trends in emerging media and digital channels, and partner with internal and external stakeholders to ensure the objectives of each of this companies platform are achieved.
Responsibilities of the Ideal Candidate:
As the digital subject matter expert for this company, this individual will provide strategic guidance and develop the direction and transformation of the digital function while collaborating and advising marketers and IT colleagues. This role will:
• Evangelize the goals and the value proposition of Digital Marketing and the Marketing function for this company.
• Develop, execute and promote a digital strategy, to include multi-channel marketing and communications strategies, to drive increased key customer engagement and influence.
• Develop a digital marketing roadmap that aligns to the customer journey for each UCC platform.
• Develop comprehensive digital plans for awareness, demand generation and retention campaigns with measurable objectives.
• Leverage digital initiatives to generate new revenue streams and increase ROI.
• Ensure alignment between web presence and strategic business objectives focusing on the customer experience/engagement.
• Provide guidance and consultation to key stakeholders on digital strategies, tactics and processes for effective marketing and communications initiatives.
• Partner with the sales organization for funnel optimization from MQL to SQL.
• Implement global standards, policies and guidelines including those that impact legal regulations, agency management, brand integrity and security.
• Drive education related to digital marketing, channels, platforms, and the adoption of digital marketing approaches while seeking continuous improvement opportunities.
• Responsible for organic and paid growth strategies, SEO, SEM and analytics.
• Manage the digital spend aligned to each platform marketing budget and other organizational resources.
• Ensure needs and solutions are fully understood and connected to one cohesive master strategy, in sync with global objectives and day to day operations of existing digital assets.
• Create a roadmap and own execution for this companies website content, social media, and online advertising campaigns.
• Create, maintain, and implement a digital marketing calendar.
• Create and manage a repository of digital content.
• Develop multi-channel feedback systems that capture insights regarding customer behaviors and trends.
• Develop and measure performance with robust, critical metrics (i.e. revenue generation, ROI, etc.).
• Provide insights by working closely commercial leaders, gathering qualitative and quantitative user feedback via multiple formats (e.g., ethnographic insights, heat maps, adobe analytics etc.).
• Verify and maintain the integrity of data sources and integration to promote reuse and inheritability across the digital ecosystem.
Qualifications of the Ideal Candidate:
• Bachelor’s degree with emphasis in marketing / marketing communications; MBA or MS preferred
• 5+ years of relevant marketing / marketing communications and 3+ years of relevant digital and social media marketing expertise in a complex commercial organization
• Intimate understanding of traditional and emerging marketing channels
• Healthcare experience is desired, but not required
• In depth knowledge of digital tactics including SEO, SEM, e-Commerce, programmatic advertising, social media and email marketing
• Comprehensive understanding of digital ecosystems and how desktop, mobile, social, search and other online and offline channels work together in a consumer’s journey is preferred
• Experience with marketing automation systems such as Marketo, Bigtincan, Global Meet, Akkroo, Google Analytics, Media Beacon
• Experience with platforms such as CMS, digital asset management, ERP, marketing automation, CRM, web-service architecture, database administration, cloud architecture, business process planning, product life-cycle management for medical devices, services and technology organization
• Financial acumen and experience with developing financial models to assess impact of digital strategies
• Strong analytical and strategic thinking skills; ability to interpret and synthesize large amounts of data from multiple sources into meaningful, action-oriented recommendations
• Exceptional communication skills; develop and sustain close working relationships with key stakeholders. Ability to challenge and defend recommendations and the implications of them to all levels of the organization
• Results oriented; ability to design digital solutions to address business questions and/or challenges; self-motivated and organized to successfully complete high-quality work projects on time; attentive to details
• Manage a high volume of projects simultaneously and maintain high quality deliverables in sometime ambiguous business environments
• Ability to work across boundaries and partner with various stakeholders to build consensus and achieve business results
• Domestic & international travel as required to support programs/initiatives depending upon opportunity and complexity
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