Job description

Role Overview: The Marketing Manager will own and execute all ground-level brand activation and consumer outreach initiatives for the assigned region. This is a hands-on role requiring deep expertise in healthcare or clinical services marketing, with a sharp focus on driving qualified lead generation through community-based activations, doctor/clinic networks, and corporate tie-ups especially through TPA (Third Party Administrator) channels.

Key Responsibilities

Field Activation & Community Outreach

• Plan, execute, and optimise BTL campaigns, diagnostics consultation camps across the assigned region in residential society camps, corporate wellness drives, and healthcare institution tie-ups.
• Coordinate logistics, clinical team deployment, and lead capture.
• Identify high-potential micro-markets and residential clusters basis population density, demographic fit, and competitor presence.

Brand & Clinic Ecosystem

• Coordinate with local clinics, hospitals, and general practitioners to build referral networks.
• Manage visibility at local partners, labs, and wellness chains (e.g., diagnostic centres, pharmacies) within the region.

Campaign Planning & Execution

• Develop monthly and quarterly BTL calendars aligned with national marketing priorities and regional targets.
• Brief and manage local vendors fabrication, logistics, printing, staffing ensuring quality execution within budget.
• Coordinate cross-functionally with the central creative team for collateral, sales team for lead handoffs, and with the clinical team for camp staffing.

Data, Reporting & Optimisation

• Track activation performance metrics: footfall, leads, cost per lead, show rate, and purchase.
• Maintain accurate activation reports, campaign trackers, and vendor payment records.
• Share weekly regional insights with the central marketing team to inform future campaign strategy. Working knowledge of excel / Google sheets is essential.

Key Performance Indicators (KPIs)

• Revenue Generated through BTL activities. Variable compensation will be linked to this.
• Number of activations, Qualified leads and Cost Per Lead
• Lead-to-consultation conversion rate and TPA and corporate accounts activated
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