The Head of Digital Performance plays an active role in the formulation of the business/brand’s growth strategies through ROI-based consumer approaches and data-driven acquisition strategies through social channels. He develops effective performance management arrangements that support the achievement of the business’s overall targets, goals, and objectives. careers@praavahealth.com
Key Responsibility Areas:
- Plan and execute all digital marketing, including SEO/SEM, marketing database, email, social media and display advertising campaigns
- Design, build and maintain our social media presence
- Lead and develop a team of digital performance channel executives and managers to deliver ongoing campaigns and drive performance
- Measure and report performance of all digital marketing campaigns, and assess against goals (ROI and KPIs)
- Identify trends and insights, and optimize spend and performance based on the insights
- Brainstorm new and creative growth strategies
- Plan, execute, and measure experiments and conversion tests
- Collaborate with internal teams to create landing pages and optimize user experience
- Utilize strong analytical ability to evaluate end-to-end customer experience across multiple channels and customer touch points
- Instrument conversion points and optimize user funnels
- Collaborate with agencies and other vendor partners
- Reporting and KPI monitoring
- Evaluate emerging technologies. Provide thought leadership and perspective for adoption where appropriate
- Conduct research and analyses on large and complex data-sets in order to realize appropriate strategies and solutions for our products in digital channels
- Perform A/B tests and devise strong hypothesis on how to improve campaign or key KPI performance (CAC, CPC, CTR etc)
- Responsible for annual, monthly and quarterly digital marketing planning and budget allocation
- Work closely and collaboratively with the Business Insights team, Marketing, Operations and Medical Services team to devise and execute campaigns that deliver against our strategic objectives.
- Ensue a rigorous quality assurance process is implemented on all campaigns to ensure that brand identity is adhered to.
Qualification:
- BS/MS degree in marketing or a related field
- Solid knowledge of website analytics tools (e.g., Google Analytics, NetInsight, Omniture, WebTrends)
- Working knowledge of ad serving tools (e.g., DART, Atlas)
- Working knowledge of HTML, CSS, and JavaScript development and constraints
Experience:
- +7 years of experience working in a performance marketing position in a business within a fast paced and dynamic market environment, preferably as a Senior Performance Marketing Manager.
- Proven and successful track record of leading a cross functional team from the beginning to the end of a project, achieving challenging targets and standards.
- Proven experience in managing both offline and online marketing programs and successfully delivering improvement in a business’s marketing performance, especially leading and managing SEO/SEM, marketing database, email, social media and/or display advertising campaigns
- Highly creative with experience in identifying target audiences and devising digital campaigns that engage, inform and motivate
- Experience in optimizing landing pages and user funnels
- Experience with A/B and multivariate experiments
- Experience in setting up and optimizing Google Adwords & Facebook campaigns
Technical Skills/Knowledge:
- Strong analytical skills and data-driven thinking
- Up-to-date with the latest trends and best practices in online marketing and measurement
- Extremely proficient in Ms Excel, Ms Word, and PowerPoint
- Extremely proficient with, analytics tools such as Klipfolio, PowerBI, Tableau etc,
- Familiarity with agile methodologies a bonus
Behavioral Competencies:
● Growth mindset
● Influencing and networking skills
● Outstanding communicator
● Attention to detail
● Ability to simplify
● Sense of humor
● Can-do attitude
● Life-long learner
● Motivator
Interpersonal Skills:
- Self-starter with a patient-centric mindset
- Needs to have exceptional problem solving skills, be self-motivated and inspire the same in others, be proactive and thirsty for knowledge
- Ability to prioritize and meet deadlines even when working on multiple projects, be brave in going for informed experimentation
- Needs to have a knack for delivering results, and display calmness and composure under stress and in uncertain situations.
- Careful attention to detailed delivery, applying well-organized, logical approach.
- Growth mindset, open-minded and happy to receive feedback
