Digital Marketing Manager

Cochlear is the global market leader in implant hearing solutions. Cochlear's mission is to help people hear and be heard. Around the world, more people chose a Cochlear-branded hearing implant system than any other. A Cochlear Implant is an electronic device that is surgically implanted under the skin near the ear that restores hearing to those who suffer from severe hearing loss. It’s an incredible piece of engineering and the only product in the world that restores a sense through technology. Imagine using your experience to help people around the world to hear again. Our mission is to help more people to hear. Position Overview / Purpose Th e   incumbent   is responsible for leading the   development and   execution of best-in-class multi-channel marketing   plan   to drive   category   awareness   via digital media   and generate   consumer demand   and   action   in   South Asia .   The   incumbent   impleme nt s   Consumer   activities   t hat   will drive brand choice and   retain   Cochlear’s   market leadershi p   and   increase   r ecipient engagement to build   advocacy   that will   help   drive growth initiatives.     The   individual   localises regional creative platforms and supports the development of the media strategy for   South Asia.   Th is role   leads   Cochlear   India’ s   social media platforms, website content, Search Engine Marketing (SEM), display advertising, digital   engagement,   and integration into Salesforce and Marketo, and delivers reporting,   optimisation,   and effectiveness monitoring. The   person   collaborates closely with   the   Sales team, APAC marketing team,   Global Marketing teams , Recipients and Hearing Partners,   whi lst   also acting as the campaign strategist for   South Asia.     The   incumbent   is   also   responsible for planning and executing integrated marketing campaigns to support demand generation activity within   South   Asia. The position is responsible for campaign planning, campaign development and execution, target audience identification, copy-editing and performance management. The   incumbent   will also work across key functional teams to coordinate content requirements, target audience acquisitions, collateral needs, field communications and ultimately driving outbound execution.   A ccountabilities     Accountability 1:   Manage   c onsumer   marketing communication   strategy and   campaigns    D evelop   and deliver effective,   integrated marketing   strateg ies   and   campaigns that support business objectives    Build comprehensive   campaign briefs for agencies to   deliver   local media plans, P ublic   R elations (PR)   initiatives, and localised creative, when required   Collaborate closely with   the   Sales   teams , Marketing and   concierge teams   to deliver insight-driven initiatives   and   collateral to support the field team   Partner with the Professional Marketing Manager to   ensure an   integrated   and aligned approach to   c onsumer and   p rofessional messaging   of   any   C ochlear   I mplant   category and   product-related communications   Partner with APAC Marketing Communications and Global IT teams on website content optimisations, analytics, social media, email, search, and e-commerce   Drive   market research initiatives for ongoing tracking and marketing understanding, when required     Support the   South Asia   Marketing team in developing local collateral, when required, adhering to brand guidelines and delivering insight-driven materials   Be   the   digital   brand   custodian , e nsur ing   all brand ed   collateral   adheres to brand guidelines,   updated and current .    Manage campaign budgets, as appropriate, and ensure timely delivery of campaigns     Accountability 2:   E xecute   commercially driven   demand generation plan s      Man age   performance of media agenc ies   and third-party lead gen eration   agenc ies   to deliver target leads   generated, conversion rate s   and cost per lead   Collaborate   with   agency partners   to   ensure timely execution   in line   with   the media   plan   and budget     De velop and implement a   calendar of social media posts, within brand guidelines, to support the brand’s social media presence   (i.e. 2/week)   Monitor   social media   ensuring appropriate & timely   respon ses   to queries   Partner with APAC and Global Campaign Managers to coordinate social media for marketing campaigns, and generate social media posts from regional content     Accountability   3 :   Achieve ment of   SAL target   Ensure monthly and quarterly SAL   (Sales Assessed Leads)   targets are met   through the lead-gen campaigns   Track conversion to surgery   from the digital SALs, referencing benchmarks in APAC & Global   Report data to APAC and   country management regularly   Early intervention & course correction   to be done   when SAL   t argets are under pressure or additional funding becomes available     Accountability 4: P lanning ,   reporting   and continuous improvement   Implement   the localisation, tracking and optimisation of   c onsumer campaigns .   Define   and track   KPIs for all programs, providing reports and executive summaries, as required   Partner with the APAC   and / or Global   Marketing Analytics Specialist to define analytics and communicate insights on lead generation and conversion   Partner with the APAC Marketing and   concierge   teams to develop insight-driven optimisations to the lead generation and conversion process   Manage the   digital and lead gen   marketing budget – propose the expense budget,   effectively   manage and maintain the approved budget   in accordance with agreed Finance processes   ensuring appropriate return on investments   Drive continuous improvement and optimisation with ongoing monitoring of activities. Analyse various data sources (i.e. 3rd party research, competition, digital trends, past campaign data) to help guide and inform decision-making   and annual busine s s planning.   Develop consumer marketing strategy and activity plan as part of the annual business planning cycle     Accountability   5 :   Manage the Consumer Engagement Team   Manage team of 3-5 inhouse concierge team to help triage and nurture digital leads   Ensure accelerated movement of the digital leads through the sales funnel by regular training   Ensure use of SFHC and all digital tools for lead qualification & nurturing by team   Tracking daily performance of concierge to ensure effective and timely handling of digital leads and ensure concierge KPI’s are delivered        Team Role ( People Manager ):    Attract, develop and retain the best team to deliver   Cochlear’s   current and future business objectives, for example, by:   Ensuring clarity of expectations for individuals and team   Providing regular feedback on performance   Monitoring and working towards growth and success to build individual and team capability   Demonstrate due diligence commitment to workplace health and safety through active involvement and implementation of   Cochlear’s   WHS and Injury management procedures.   Follow relevant quality procedures in order to deliver quality products and services and identify and support the implementation of continuous improvement. Undertake additional quality responsibilities (e.g. audit) when appropriately trained to undertake these responsibilities.   Contribute ideas on systems and process methods to improve deliverables.   Work safely, complying with all safety procedures, rules and instructions, and reporting workplace hazards, incidents, or injuries to manager.   Key Incumbent requirements: Minimum: Post Graduate qualifications in marketing or business Minimum 10 years’ experience in DTC marketing / brand management Demonstrated experience in leading people Demonstrated experience delivering to a sales/marketing budget Excellent verbal, interpersonal and relationship-building skills Demonstrated experience in driving projects and leveraging IT tools. Excellent stakeholder management and demonstrated ability to influence stakeholders Achievement oriented, outstanding follow-through, self-starting attitude Time management, prioritisation and project management skills to deliver results Willingness to travel (up to 50% of the time) Development Value of this role: Act as the brand champion within South Asia Opportunities for development, growth and advancement in local, regional and global roles Opportunity to make a real difference to people’s lives by improving the awareness of, and access to cochlear implant technology Cochlear’s mission is to help people hear and be heard. As the global leader in implantable hearing solutions, Cochlear is dedicated to helping people with moderate to profound hearing loss experience a life full of hearing. We aim to give people the best lifelong hearing experience and access to innovative future technologies. We collaborate with the industry’s best clinical, research and support networks. That’s why more people choose Cochlear than any other hearing implant company. Learn and grow with us as we tackle the most complex challenges in helping more people to hear and experience life’s opportunities. If you feel that you have the skills and experience to be successful in this role and take on new challenges to build your career with Cochlear, please start your application by clicking the apply button below. #CochlearCareers How we recognise your contribution We want Cochlear to be a place where our people truly enjoy coming to work. Through our internal programs and employee benefits, we aim to create an environment where our people will feel value and supported. Whether your focus is on continuous learning, professional development or simply finding an environment which enables you to thrive whilst balancing family or personal life commitments, then we have several programs in place to support you. At Cochlear we value and welcome the unique contributions, perspectives, experiences, and backgrounds of our employees and aim to build a culture that celebrates and leverages these differences, creating a sense of belonging and enabling our people to realise their full potential.