The Affidea Group is one of the most successful European healthcare diagnostics imaging companies, we have over 400 staff within our Irish clinics. The business operates diagnostic imaging and minor injuries centres' around the country, offering a broad range of cutting-edge imaging technology and healthcare services to the public, insurers, employers and other organisations. Fortius, a part of the Affidea Group, is UK's leading private orthopaedic and sports injury group.


We have an exciting opportunity for a Marketing Manger to join the team.

The Marketing Manager will play a key role in crafting and implementing omni-channel marketing strategies, promoting the medical services of the company to achieve the corporate goals (revenue, growth, referrer engagement, competitive advantage in the market) and ensuring execution according to plan, on time, and on budget. Key focus of the role is building and driving the implementation of the Affidea Marketing strategy, properly identifying target audience, stakeholder identification and engagement, ensuring market level intelligence is fed back to the executive teams and designing appropriate digital marketing campaigns with relevant content.


RESPONSIBILITIES
Digital marketing| Marketing
Strategy & data insights

• Designs, and implements the company’s omni-channel marketing strategy to support customer acquisition, retention, increased web traffic and revenue goals, creating positive customer experience while promoting the company’s services
• Plan and executes digital marketing strategy across all interaction channels and media (owned channels – eg. Mail, contact center, centers of service, mobile, web, with strong focus on content development – digital media channels – e.g. paid search, display or FB). Constant review of campaign results and defines new actions or tests.

Tools

• Plans, executes, test when necessary (A/B testing) and measures results of campaigns in an integrated digital strategy view, following the appropriate attribution models. Campaigns will include offline media (event management, outdoors, TV, Radio etc), online content generation and dissemination for organic positioning improvement as well as paid acquisition channels like search or pay per click campaigns.
• Evaluates emerging technologies in digital marketing to improve user experience and increase conversions. Tests (AB and multivariant testing) the whole web experience, measuring each step metrics and identifying areas to improve through CRO. Provides thought leadership and perspective for adoption where appropriate.
• Monitors web technical performance and back-link strategy and coordinates with key stakeholders (internal and agencies) to highlight and solve key areas for improvement.
• Analyses current customer base to the level of sub-segment and defines a clear engagement strategy for each type of priority customers and the necessary contact strategy (frequency, messages, channel)

Content

• Coordinates the production of valuable and engaging content for website, blog and social media that attracts and converts our target groups
• Collaborates with advertising, web and social media agency to create compelling stories, content and landing pages, driving leads and increasing customer engagement
• Oversees and approves all marketing materials, from website banners to hard copy brochures and case studies.

Insights

• Analyses market data, trends, consumer preferences, and competitor behaviour to optimize marketing strategies
• Measures and reports on the performance of marketing campaigns, gain insight and assess against goals (ROI and KPIs)
• Informs and trains medical representatives about the company's medical services, promotions and campaigns
• Monitors feedback provided by patients and physicians regarding the level and quality of service offered by the company

Communications & Branding
Strategy

• Creates, implements and measures the success of comprehensive public relations and communications strategies that enhances the Organization’s brand and position within the marketplace and the general public

Tools

• Coordinates media interest in the company and ensures regular contact with journalists and appropriate response to media requests
• Oversees organization of congresses, conferences, and events online according to the needs of the Medical Centers of the Country
• Coordinates the appearance of all company print and electronic materials such as letterhead, use of logo, brochures, etc. according to corporate brand guidelines
• Initiates & implements marketing integration and rebranding within current network and new centre acquisitions

Content

• Manages copywriting editorial direction, design and delivery (production and distribution) of all company publications and external appearances (media and advertising, presentations, marketing materials etc), translates and delivers marketing kits defined by the Corporate Marketing

Planning & Budgeting

• Delivers marketing/communications mission, goals and financial objectives
• Develop short- and long-term plans and budgets to assure the implementation of the Marketing and Communication strategies are developed in adherence to financial planning.

Managing the Marketing Team

• Maintains a climate that attracts, retains and motivates top quality personnel
• Recruits, trains, appraises, supervises, supports, develops, promotes and guides qualified personnel in the marketing department (content creators, event planners, agency)
• Ensures effective management within the marketing, communications and public relations function, with provision for succession

QUALIFICATIONS