Lead OTC Digital Marketing at Cipla

Job Purpose:

The Lead: OTC Digital is responsible for the planning, implementation and management of Cipla OTC’s Digital Marketing Strategy including both Customer (Health care professional) and Consumer (Patient/End-user) audiences, through engagement strategy, digital asset and stakeholder management and execution. Must have proven proficiency in digital marketing, digital asset and channel management, as well as experience in learning management software, with keen organizational skills and attention to detail. Typically requires proficiency in stakeholder (internal and external) relationship management. Experience in loyalty/reward marketing and marketing automation tools is a benefit.

Key Accountabilities:

Accountability Cluster

Management of full OTC Digital Marketing & CRM Brand Strategy

• Planning, implementation, and control of digital marketing strategies within the OTC portfolio.
• In collaboration with the relevant PM, design, implementation of digital media strategy to drive sales & increase market penetration.
• Responsible for all web and mobile assets.
• Responsible for the OTC websites development strategy:
• Overall site design (look & feel)
• Improve User Experience on company website and all online portals
• Customer profiling using CRM system
• Ensure that all OTC website use an industry standard CMS platform
• Manage the all website integrations for OTC
• Content architecture – organise content logically on websites to support user experience
• Google Analytics set up and reporting
• Technical SEO goal setting and guidelines for developers
• Ensure that all our websites follow all “Mobile-first design guidelines” (responsive web design, loading speed, visual hierarchy of content, Prominent Call-to-actions etc)
• Writing of Meta data for all OTC website for Google ranking
• Development, implementation, and management of website content strategy
• Interpretation of advanced analytics & strategic reporting to the executive.

Ecommerce:

• Keyword research so that our products come up when customers search relevant keywords on the ecommerce stores
• Competitor placement research – ensure that our products appears on all pages that our competitors appear on
• Responsible for digital media campaigns by:
• Management and implementation of inbound and outbound marketing strategies for the Digital team
• Paid Media strategies such as dark posting, PPC, Programmatic, GDN etc
• Management of Social Media advertising budgets & analysing data, and up-scaling successes.
• Search Engine Optimization (SEO) and evolution of Cipla’s capabilities in the then current digital landscape.
• Defying and building of SEO strategies based on keywords as they relate to the Cipla brands, as well as the individual products.
• Understanding of Google Algorithm to predict changes and adjust SEO campaigns accordingly.
• Understanding and calculate social media ROI, with a knack for scaling up successes and suggesting future trends.
• Perform competitor and digital trends analysis and suggest improvements

Responsible for CRM campaigns:

• Concept and detail content design for all email campaigns
• Tailoring of email campaigns and workflows for Healthcare Professionals
• Omnichannel set up for personalised targeting
• Create triggered emails, forms, calls-to-actions, and HTML newsletters
• Creation of Dashboards to track customer behaviour
• Online crisis control and specific experience in dealing with site hacks or social media security breaches.
• Social Media
• Strategy for all Social Media platforms:
• Responsible for high-level design, implementation and management of a social media strategy (Facebook, Twitter, Instagram, TikTok) in order to facilitate and support:
• Online marketing of the brand and specific product launches or ad hoc product focus.
• Social media trends.
• Mobile marketing & sales platforms.
• Use and interpretation of information from Social Media analytic tools.

Management of customer data base, data base analytics, linked to customer communication informed through CRM tool (Personalization engine)

• Manages and updates the gatekeeper database
• Customer segmentation definition and categorisation of target audiences
• Drives and manages effective communication with registered gatekeepers, via CRM and marketing automation tool/s
• Responsible for effectively utilising communication platforms (WhatsApp business line; SMS; E-mail marketing for planned and opportunistic communication campaigns
• Contributes to linking the pre-; during; and post-customer engagement events (omnichannel) event communication
• Responsible for management relevant budgets & analysing data, and up-scaling successes
• Lead the design, development, and implementation of a loyalty rewards program on the CRM system
• Collaborate across business – RX, OTC, Sales, Key Accounts, BI and IT
• Customer profiling and manage the integration of the CRM and to effectively map the customer journey
• Review current systems, consolidate customer data, and personalize customer interaction
• Work with external agencies for webinars (topics, invites, data, reminders etc.)
• Provide support and educate other team members about Digital and CRM
• Driving CRM initiatives and overseeing execution of campaigns
• Liaises with key DNA Academy stakeholders – OTC and Rx brand team, RSM’s,
• Manages all business and promotional activities in accordance with relevant Acts, legal demands, and ethical standards, including internal procedures

Skills & Knowledge:             

Educational qualifications:

• BComm Marketing/Communications or similar

Relevant experience:

• Minimum 5 year experience in digital brand management essential. Experience in rewards marketing and information systems sphere is beneficial.