MAIN PURPOSE OF ROLE:
The Head of Marketing is responsible for overseeing Company’s marketing efforts, and to ensure that all marketing activities are aligned with and supportive of Company’s growth and strategic objectives. This includes developing and implementing marketing strategies, managing the marketing budget, and analyzing market trends to determine the best approach for reaching Company’s target audience.
KEY RESPONSIBILITIES:
Marketing Plan.
Define, develop and implement Company’s Marketing Plan. This document should provide a clear and detailed roadmap for how the business will achieve its marketing goals and objectives. It should be a living document that is regularly updated and adjusted based on changes in the market and the business's performance. The marketing plan should address, inter alia:
- The broad strategic goals of the business to ensure that these cascade into the day-to-day marketing tactics,
- An assessment of Company’s target market and customer needs, and desired brand positioning in the market,
- A detailed analysis of the competition, including information about what products and services Company’s competitors are offering, and how Company plans to differentiate itself from the competition,
- A summary of the current marketing situation, including information about the business's current market share and sales, as well as any challenges or opportunities the business is facing,
- A detailed plan for implementing marketing strategies and tactics, including information about how the business will reach its target audience, what marketing channels will be used, and what specific marketing messages will be communicated,
- A costed budget for the marketing department for the current fiscal year.
Value Proposition / Branding
- Through the use of client engagement, competitor analysis and market / industry research, the Head of Marketing shall lead the development and ongoing monitoring of a differentiated and compelling value proposition statement,
- Embed the value proposition into all digital and print marketing assets to ensure cohesive messaging across all marketing mediums,
- Ensure Company’s brand message is strong and consistent across all channels and marketing efforts (like events, email campaigns, web pages and promotional material).
Marketing Campaigns / Promotional Assets
- Lead the development and execution of effective marketing campaigns,
- Experiment with a variety of organic and paid acquisition channels – content creation, content curation, pay per click campaigns, event management, publicity, social media, lead generation campaigns, copywriting, performance analysis, and much more
- Produce valuable and engaging digital and print content that delivers on the marketing objectives.
Digital Marketing
- Manage and oversee various digital marketing channels.
- Track and measure SEO and Google Analytics metrics and provide reports.
- Manage organic and paid customer acquisition channels, incl. content creation, content curation, pay per click campaigns, event management, publicity, social media, lead generation campaigns, copywriting, performance analysis.
Events and Exhibitions
- Identify, monitor and recommend conference, exhibition and speaking opportunities that align with the business growth objectives and service line priorities,
- Knowledgeably represent Company at industry events, as required.
- Prepare and manage monthly, quarterly and annual budgets for the Marketing department,
- Cascade, set and monitor departmental goals with Marketing team members. Manage the individual performance of the Marketing department team members.
General
- Support Company’s Customer Experience program, providing guidance and support as needed,
- Identify opportunities to reach new market segments and expand market share.
- Monitor competition (acquisitions, pricing changes and new products and features)
- Build strategic relationships and partner with key industry players, agencies and vendors.
- Act as the system owner for the CRM (up to but not including Project Management and Finance modules)
- Prepare and manage monthly, quarterly and annual budgets for the Marketing department, ensuring any committed funds represent good value for money for Company and deliver the expected return on investment.
- Measure and report performance of marketing campaigns, gain insight and assess against goals.
- Prepare and manage departmental resource plans.
- Any other requests reasonably required by the business.
Requirements and Skills.
- Direct experience in senior marketing positions in the life sciences industry
- Demonstrable experience developing and executing successful marketing strategies.
- Excellent knowledge of SEO, web analytics and Google Ad words.
- Experience with CRM software – Zoho or Salesforce experience is preferable.
- Leadership skills with the ability to set and prioritize goals.
- Excellent written and spoken communication skills, able to efficiently and effectively communicate ideas or issues.
