The Digital Marketing Manager leads the end-to-end digital marketing function for Maxicare, ensuring strategic alignment with business goals and maximizing the impact of digital channels. This role oversees strategy, planning, execution, measurement, and optimization across all digital marketing touchpoints, ensuring Maxicare's brand leadership and customer-first experience online.
Broad Responsibility Highlights 2. Campaign Planning & Management 3. Social Media & Content 4. Website & Content Management 5. Performance Measurement & Insights 6. Agency & Partner Management 7. Team Leadership & Collaboration
- Leadership & Strategy
- Own and develop the overall digital marketing and advertising strategy in support of Maxicare's growth objectives and brand promise.
- Lead the creation of annual and quarterly digital marketing plans—including channel mix, budget allocation, campaign planning, and measurement frameworks.
- Champion digital innovation, identifying emerging platforms and digital trends relevant to healthcare and HMO audiences.
- Oversee end-to-end digital advertising across all paid channels—social media, search (SEM), display, programmatic, video, and influencer campaigns.
- Lead the strategic management of influencer partnerships, ensuring brand fit and measurable outcomes.
- Ensure all campaigns align with Maxicare's brand personality (Hero & Caregiver: Considerate, Positive, Bold) and follow established tone of voice and design guidelines.
- Oversee organic social media content strategy and publishing calendar across platforms (Facebook, Instagram, LinkedIn, etc.).
- Ensure content is on-brand, audience-focused, timely, and responsive to trends and customer concerns.
- Manage social media community engagement, ensuring queries, comments, and issues are addressed promptly in Maxicare's signature tone: clear, supportive, and upbeat.
- Lead website content strategy and updates in collaboration with content owners / approvers, and web developers.
- Ensure content accuracy, freshness, and optimization for SEO, user experience, and lead conversion.
- Oversee implementation of new web features and campaigns, ensuring consistent brand look and feel.
- Establish and monitor KPIs for all digital initiatives, including website, social, and paid media.
- Analyze performance data and deliver actionable insights and recommendations to marketing and business leaders.
- Lead the preparation and presentation of regular reports and post-campaign analysis, always focused on ROI, efficiency, and business impact.
- Lead the onboarding and management of digital marketing agencies and key vendors.
- Set clear performance expectations and KPIs for agencies; conduct regular reviews and optimize partner performance.
- Manage agency budgets, contracts, and scopes of work, ensuring best value and adherence to timelines.
- Mentor and develop digital marketing team members, fostering a culture of excellence, learning, and collaboration.
- Partner with internal teams (e.g., Brand, Product, Customer Care, IT) to deliver seamless digital initiatives and ensure cross-channel consistency.
- Drive digital marketing best practices across the organization.
Desired Skills And Competencies
- Leadership: Proven experience managing a digital marketing function or team, ideally in healthcare, tech, or related industries.
- Strategic Thinking: Ability to develop integrated digital marketing strategies and see the big picture.
- Channel Expertise: Deep hands-on knowledge of paid digital channels (social, SEM, display, influencer, programmatic) and organic content best practices.
- Analytical Skills: Advanced skills in data analysis, measurement, and performance optimization using tools like Google Analytics, Meta Business Suite, Google Ads, and leading social media tools.
- Agency Management: Experience leading agency relationships, including selection, performance management, and budget oversight.
- Communication: Excellent written and verbal communication skills; able to articulate complex ideas clearly and persuasively to stakeholders at all levels.
- Project Management: Highly organized, detail-oriented, and skilled at managing multiple priorities and deadlines.
- Brand Stewardship: Passionate about upholding and evolving the Maxicare brand, tone, and digital experience.
Professional Qualification
- General Experience: At least 5-7 years in digital marketing, with 2+ years in a leadership/managerial role.
- Industry Experience: Background in healthcare, insurance, financial services, or tech is a strong advantage.
- Education: Bachelor's degree in Marketing, Business, Communications, or related field
- Certifications: Relevant digital marketing certifications (e.g., Google, Meta, HubSpot) are a plus.
