Purpose of the role:
The Sales and Marketing Manager leads the marketing, communications and sales functions of the Alina Vision system of eye hospitals and centers. The Sales & Marketing Manager will consistently consider – “how can we grow the volume and value of our patient base to outperform our hospital revenue and profitability targets”?
The Sales & Marketing Manager will be a member of the AV Group Leadership Team and will work particularly closely with Alina’s Medical Director and Operations Manager. The Sales & Marketing Manager will be accountable for:
Marketing
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).
Lead the development of Alina’s marketing strategy to support the achievement of Alina’s sales strategy and underlying targets.
Ensure marketing campaigns are targeted and compelling and align with Alina’s brand and communications strategy as well as sales targets.
Ensure month-wise marketing plans, campaigns and promotional materials are developed - with detailed planning at least 1 quarter ahead (with high-level planning for the full year) – and implemented.
Lead regular and focused market research to ensure market understanding and effective positioning
Team – Marketing Lead + Marketing Executive.
Branding and Communications
Ensure our messaging and storytelling is targeted, timely, consistent and engaging, and leverages appropriate communication channels (e.g. online, offline, events etc).
Monitor and report on communications performance (including not only spend (relative to budget) but also return on investment (RoI) where possible).
Ensure Alina staff are well-informed and confident to articulate Alina’s brand and value propositions.
Ensure appropriate and timely content is produced to support our strategies and plans
Lead the creation and implementation of Alina’s communications programs and campaigns – both internal and external.
Define, manage and build our brand to support Alina’s profitable growth and sustainable market positioning.
Team – Marketing Lead + Marketing Executive.
Sales
Lead the development of Alina’s multi-channel sales strategy to achieve Alina Vision’s volume, revenue and profit targets.
Ensure month-wise sales plans are developed, with detailed planning at least one 1 quarter ahead (with high-level planning for the full year).
Team – Outreach and direct sales
Prepare and monitor the sales budget (revenue and expenditure) and provide requisite reporting against sales-related KPIs and plans.
Develop new sales partners and channels to diversify Alina’s revenue base and support growth targets.
Patient Counselling
Lead high-quality counselling services which achieve target acceptance rates and other counselling KPIs across all channels (i.e. walk-in patients, group pick-up and outreach eye camps).
Oversee the day-to-day counselling activities including the allocation of surgeries, assessment, prioritisation, and counselling.
Team – Counselling Team Lead + 3 Counsellors
Customer Service
Measure and analyse customer satisfaction and seek continuous improvement.
Oversee the delivery of high-quality customer service and patient experience, which increases customer value, loyalty, referrals and advocacy.
Team – Assistant of Sales & Marketing Manager
Design Alina Vision’s customer care programs - customized for each customer segment and product line.
Prepare requisite reporting, including customer satisfaction index.
Coorperate with Hospital operation manager to oversee day-to-day customer care at all facilities in the Vietnam network and handle customer complaints (if any).
People and Organisational 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.
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.
Lead, manage, motivate and develop all four teams above.
