Purpose:
The Marketing Manager is responsible for developing our marketing, branding and communications strategy to support country programme growth, delivery of quality reproductive health services and market expansion. The role leads the development of impactful marketing strategies effectively using data and market research insights to ensure our communication strategies are implemented across our program, ensuring improved access to services across channel. The role is also responsible for developing materials and tools to drive consumer engagement, build brand equity and achieve business targets. A key aspect of this role will be to explore and implement new innovative technologies to improve client referrals, develop and integrate marketing monitoring and measurement tools and support channels to design locally sensitive marketing plans to expand programme reach and impact. The Marketing Manager will work collaboratively across all channels including projects to achieve the organisations objectives.
- Job Title: Marketing Manager
- Location: Sana’a / Aden Head Office
- Reporting to: Program Director
- Probationary Period: Up to 3 months
Who we are:
At MSI Reproductive Choices, we are committed to delivering compassionate, high-quality services for all women and children. Today, our organisation has over 9,000 team members working in 37 countries across the world. Our success lies in the fact that MSI teams are locally led, entrepreneurial and results-driven, and are passionate about delivering high quality, client-centered care in their own communities. As a social business, we focus on sustainable delivery, efficiency, and funding models that are built to last.
Since 1998, Marie Stopes International Yemen (MSIY) has provided high quality healthcare services to women and children across Yemen. MSIY uses a combination of local knowledge and innovation to adapt our services to the situation on the ground and expand our activities to meet the changing needs of people living through the conflict.
MSIY offers maternal and child healthcare (including pre- and post-natal care, and basic emergency obstetric and new-born care (BEmONC) safe delivery; and general health care) through a variety of different channels including private clinics, public sector support, a network of community midwives and toll-free contact centre. MSIY also provides emergency medicines to vulnerable Yemenis.
Key Responsibilities
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Measure
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Innovative Marketing Strategy and Activation Plans across all channels
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- Develop and drive the implementation of an innovative and comprehensive marketing strategy to raise awareness of MSIYs services and service points
- Support Centre Managers and social franchise midwives to develop locally tailored marketing plans to drive increased footfall in the clinics
- Develop and implement an integrated marketing campaign to build awareness and promote the launch of new services or new clinic openings
- Support centre teams to enhance cross selling approaches within the clinics
- Utilise client feedback, consumer insights and segmentation to implement effective marketing strategies and detailed activation plans across service channels to increase engagement, achieve business targets and build brand equity.
- Develop and implement effective behavioural change campaigns using consumer insight and segmentation to simplify and strengthen key messaging which resonates with our targeted consumer segments.
- Tailor communication strategies (medium and messaging) to best meet client segment’s needs and adapt to local cultural, social and political environments.
- Manage stock levels and production of all marketing materials.
- Strengthen and continually build the quality, breadth and depth of the marketing mix and communication tools as well as adapting to local districts and client needs.
- Ensure an effective monitoring system and tools are in place to track the effectiveness of all marketing activities and develop monthly reports on the effectiveness of each activity to the channel lead/clinic manager.
- Deliver ongoing strategic assessments of MSIY’s current marketing activities ensuring they are ‘best practice’ and to identify trends and insights to develop specific recommendations for enhancing marketing approaches, including conducting a gap analysis informed by existing market research insights.
- Ensure consistency of MSIYs brand by overseeing the editorial direction, design, production and distribution of all Organisation publications.
- Oversee direct media buying activities including print, online, radio and television, and provide guidance on which advertising to choose and how best to apply it.
- Coordinate media engagement in promoting MSIY’s humanitarian work and annual conferences.
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- Innovative and comprehensive Marketing strategy developed
- Centre Managers have tailored, locally adapted marketing plans
- Annual results delivered
- KPI’s delivered
- Increased brand awareness
- Activations plan resulted in increased revenue and service results
- No material stock outs
- Strong monitoring system and tools in place and monthly marketing reports delivered
- Strong, positive media coverage of MSIY events
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Effective Digital Marketing Support
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- Design strategy, key messaging and behaviour change campaign content for social media platforms with the contact centre team
- Benchmark existing digital activity and report on performance enhancements across all digital channels such as Facebook and the website, and continue to achieve improvement.
- Monitor and follow up the client referrals via all platforms (online, contact centre referrals etc) to ensure maximum conversions are being achieved and operations plans and KPIs are being delivered.
- Support the development of a seamless centre appointments platform to maximise client satisfaction in centres
- Maintain the MSIY website content to ensure it has updated information and stays relevant for the intended users Identify mechanisms to improve the client experience and work with operations team to prioritise and implement, including digital tools that can address bottlenecks or improve quality of care
- Monitor external marketing campaigns and digital activity to further promote MSIYs services and drive client referrals efficiently.
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- BCC strategy in place and messaging implemented
- 20% increase in social media followers and engagements
- Client conversion rate benchmarked with subsequent annual increases
- Centre appointment system in place
- Updated website
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Contact Centre Management
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- Facilitate the efficient and effective day-to-day operations and management of the Contact Centre
- Drive growth of the call centre
- Conduct effective resource planning to maximize the productivity of contact centre resources (technology, people etc.)
- Monitor, strengthen and grow the referrals from the contact centre to all channel service sites
- Ensure client feedback is captured and delivered to the relevant teams for continuous improvements
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- Growth in contact centre incoming and outgoing calls
- Increased referrals and referral uptake
- Contact centre technology is fit for purpose
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Leadership with a results focus
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- When requested, update the Senior Management Team on marketing strategy, implementation and effectiveness.
- Work across the organisation and with key team members to deliver plans across all channels (clinics, social franchising, contact centre etc).
- Fully responsible for the financial management of the Marketing Department budget, KPI and targets.
- Produce marketing annual business reforecasts and updates.
- Lead marketing activities in cross functional teams
- Build marketing capacity amongst centre managers and social franchisees, to ensure key priorities are achieved
- When responsible for donor funded projects ensure financial and narrative reporting compliance and all donor activities implemented as per contractual agreement.
- Attend all relevant project working groups, committees and other internal meetings as required to represent marketing.
- Other responsibilities as requested by Programs Director
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- Income and service targets delivered within budget
- Annual budget met and targets achieved
- Annual workplans set and updated regularly to meet targets
- Donor activities and reports submitted on time and accepted by donor
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Skills and Experience
- A Bachelor degree in a relevant field and a minimum of 5 years’ experience in marketing.
- Strong strategic thinking and analytical skills as well as experience developing and implementing strategic and innovative marketing campaigns.
- Experience working in the healthcare marketing field highly desirable.
- Strong digital marketing skills and experience
- Proven leadership and people management skills including the ability to manage resources efficiently and effectively.
- The ability to oversee thorough research and analyse data to produce insightful reports and influence marketing strategies.
- Demonstrated high level of communication and interpersonal skills including the ability to create and foster collaborative and productive relationships with internal clients and external stakeholders.
- A strong results orientation and business acumen, including the ability to manage and support numerous stakeholders to successfully deliver business outcomes within defined timelines.
- Demonstrated ability to respond effectively to challenges, to work effectively in a small, diverse and busy team environment with minimal supervision.
- The highest levels of integrity, including a strong supporter of reproductive health
Skills:
- Solution focused and IT Literate
- Strong monitoring and evaluation skills
- Focus on continuous improvement
- Approachable with strong interpersonal & listening skills
- Ability to push the boundaries.
- The highest levels of integrity, strong ethical sense.
- Excellent Arabic and English
Attitude / Motivation:
- Strong supporter of reproductive health
- Results focused - goes above and beyond.
- Self-motivational/Self Starter.
- Team Player.
