Job Description

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.

/ Purpose

Theincumbentis responsible for leading thedevelopment andexecution of best-in-class multi-channel marketingplanto drivecategoryawarenessvia digital mediaand generateconsumer demandandactioninSouth AsiaTheincumbentimplementsConsumeractivitiesthatwill drive brand choice andretainCochlear’smarket leadershipandincreaserecipient engagement to buildadvocacythat willhelpdrive growth initiatives.

Theindividuallocalises regional creative platforms and supports the development of the media strategy forSouth Asia.This roleleadsCochlearIndia’ssocial media platforms, website content, Search Engine Marketing (SEM), display advertising, digitalengagement,and integration into Salesforce and Marketo, and delivers reporting,optimisation,and effectiveness monitoring. Thepersoncollaborates closely withtheSales team, APAC marketing team,Global Marketing teams, Recipients and Hearing Partners,whilstalso acting as the campaign strategist forSouth Asia.

Theincumbentisalsoresponsible for planning and executing integrated marketing campaigns to support demand generation activity withinSouthAsia. The position is responsible for campaign planning, campaign development and execution, target audience identification, copy-editing and performance management. Theincumbentwill also work across key functional teams to coordinate content requirements, target audience acquisitions, collateral needs, field communications and ultimately driving outbound execution.

Accountabilities

Accountability 1:Manageconsumermarketing communicationstrategy andcampaigns

• Developand deliver effective,integrated marketingstrategiesandcampaigns that support business objectives

• Build comprehensivecampaign briefs for agencies todeliverlocal media plans, PublicRelations (PR)initiatives, and localised creative, when required

• Collaborate closely withtheSalesteams, Marketing andconcierge teamsto deliver insight-driven initiativesandcollateral to support the field team

• Partner with the Professional Marketing Manager toensure anintegratedand aligned approach toconsumer andprofessional messagingofanyCochlearImplantcategory andproduct-related communications

• Partner with APAC Marketing Communications and Global IT teams on website content optimisations, analytics, social media, email, search, and e-commerce

• Drivemarket research initiatives for ongoing tracking and marketing understanding, when required

• Support theSouth AsiaMarketing team in developing local collateral, when required, adhering to brand guidelines and delivering insight-driven materials

• Bethedigitalbrandcustodian, ensuringall brandedcollateraladheres to brand guidelines,updated and current

• Manage campaign budgets, as appropriate, and ensure timely delivery of campaigns

Accountability 2:Executecommercially drivendemand generation plans

• Manageperformance of media agenciesand third-party lead generationagenciesto deliver target leadsgenerated, conversion ratesand cost per lead

• Collaboratewithagency partnerstoensure timely executionin linewiththe mediaplanand budget

• Develop and implement acalendar of social media posts, within brand guidelines, to support the brand’s social media presence(i.e. 2/week)

• Monitorsocial mediaensuring appropriate & timelyresponsesto queries

• Partner with APAC and Global Campaign Managers to coordinate social media for marketing campaigns, and generate social media posts from regional content

Accountability3Achievement ofSAL target

• Ensure monthly and quarterly SAL(Sales Assessed Leads)targets are metthrough the lead-gen campaigns

• Track conversion to surgeryfrom the digital SALs, referencing benchmarks in APAC & Global

• Report data to APAC andcountry management regularly

• Early intervention & course correctionto be donewhen SALtargets are under pressure or additional funding becomes available

Accountability 4: Planning,reportingand continuous improvement

• Implementthe localisation, tracking and optimisation ofconsumer campaignsDefineand trackKPIs for all programs, providing reports and executive summaries, as required

• Partner with the APACand/or GlobalMarketing Analytics Specialist to define analytics and communicate insights on lead generation and conversion

• Partner with the APAC Marketing andconciergeteams to develop insight-driven optimisations to the lead generation and conversion process

• Manage thedigital and lead genmarketing budget – propose the expense budget,effectivelymanage and maintain the approved budgetin accordance with agreed Finance processesensuring 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-makingand annual business planning.

• Develop consumer marketing strategy and activity plan as part of the annual business planning cycle

Accountability5Manage 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 deliverCochlear’scurrent 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 ofCochlear’sWHS 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.