The Group Marketing Manager leads the marketing and communications functions of the Alina Vision system of eye hospitals and centers. The Group Marketing Manager will consistently consider – “how can we grow our brand base to outperform our hospital revenue and profitability targets”?
The Group Marketing Manager will be a member of the AV Group Leadership Team and will work particularly closely with Alina’s Medical Director, Operations Manager and Sales Manager. The Group Marketing Manager will be accountable for:
Marketing foundation
Ensure marketing campaigns are targeted and compelling and align with Alina’s brand and communications strategy as well as sales targets.
Prepare and monitor the marketing budget. Monitor and report on marketing performance (including not only marketing spend (relative to budget) but also return on investment (RoI) and other informative analytics).
Ensure month-wise marketing plans are developed - with detailed planning at least 1 quarter ahead (with high-level planning for the full year) – and implemented.
Set up sustainable marketing foundation with Key content, CIP standard, and marketing channels.
Lead the development of Alina’s marketing strategy to support the achievement of Alina’s sales strategy and underlying targets.
Branding and Communications
Build relationship and make sure PR plan for branding and communication
Define, build and develop our brand to support Alina’s profitable growth and sustainable market positioning with clear customer segmentation.
Ensure our messaging and storytelling is targeted, timely, consistent and engaging, and leverages appropriate communication channels (e.g. online, offline, events etc).
Ensure Alina staff are well-informed and confident to articulate Alina’s brand and value propositions.
Monitor and report on communications performance (including not only spend (relative to budget) but also return on investment (RoI) where possible).
Lead the creation and implementation of Alina’s communications programs and campaigns – both internal and external.
Figure out and lead effective branding channels such as KOLs, Influencers, Events, Digital channels
Build & develop key contents as well as yearly, monthly content plan as the foundation for online and offline branding programs.
Support for sales
• Optimize digital channels for leads to support Alina’s revenue growth and sustainable development.
• Define, build, and develop trade marketing to increase hospitals/ centers recognition with CIP (especially Sales kits, POSM), Events.
• Develop, control, and assess to improve effective Price program and Promotion to support for sales
Lead regular and focused market research to ensure market understanding as well as player understanding to support consultancy.
People and Organizational Leadership
Build the AV organisational culture, ensuring team members - both within your direct responsibility areas and more broadly - grow, perform and thrive and organisational outcomes are met.
Lead, manage, motivate and develop all the teams above.
Work with the broader AV Group Leadership Team and Group CEO to contribute to the development of the organisation’s strategies, plans and budgets, with the view to continuously improving our start-up business.