Marketing Manager / Senior Manager Marketing

Role Purpose

The Marketing Manager / Senior Manager will be responsible for driving brand visibility, demand generation, and customer acquisition through offline and field-led marketing channels across Madhya Pradesh. The role will lead execution of ATL, BTL, camps, CMEs, RTMs, local activations, doctor/community engagement support, and local market intelligence gathering, with a strong focus on building local market presence and improving walk-ins, inquiries, conversion, upselling, and cross-selling.

This role will also support central online marketing team in setting up the contact centre, including hiring and training people to drive walk-ins and camps. The role will be responsible for strengthening customer experience across walk-in patients and camp-led customers, and for coordinating with all departments to deliver customer-preferred TAT, quality, and overall service experience.

Key Responsibilities

• Offline Marketing Strategy & Execution
• Develop and execute the offline marketing calendar for all centers under Project Springboard.
• Plan and drive ATL initiatives such as local print, radio, outdoor, transit media, and regional awareness campaigns.
• Plan and drive BTL initiatives such as society activations, roadshows, kiosks, patient engagement programs, neighborhood outreach, and local partnerships.
• Tailor marketing plans to each center catchment and local demand profile.
• Health Camps, Community Activation & Centre Engagement
• Design and execute health camps, screening programs, and community outreach initiatives in coordination with operations and business teams.
• Build a camp pipeline through corporates, schools, housing societies, local associations, and community groups.
• Track camp productivity, conversions, and repeat engagement opportunities.
• Enable centre-level engagement initiatives to improve walk-ins, conversions, upselling, and cross-selling for walk-in patients and camp customers.
• Work closely with centre teams to improve on-ground customer engagement and ensure better conversion of leads generated through camps and local activations.
• CME / RTM Planning & Execution
• Plan and execute Continuing Medical Education (CME) programs and Round Table Meetings (RTMs) to strengthen doctor engagement and referral relationships along with the local sales team.
• Work closely with clinical leaders, business teams, and local doctor networks to identify relevant themes, specialties, and target audiences for CME / RTM events.
• Coordinate end-to-end execution including speaker planning, invitee management, venue coordination, branding, and follow-up.
• Ensure CMEs / RTMs are aligned with local business priorities, new modality launches, and specialty growth opportunities.
• Track effectiveness of such programs through doctor engagement, referral growth, and business generation.
• Local Brand Visibility
• Improve local salience of the brand through strong physical visibility in each catchment.
• Identify opportunities for signage, local branding, partnerships, and neighborhood-level presence.
• Monitor competitor activity and recommend tactical market responses.
• Market Feedback & Consumer Insights
• Build a structured mechanism to gather local market feedback on pricing, customer preferences, brand recall, service issues, and competition.
• Share regular market intelligence from field visits, camps, doctor interactions, and customer touchpoints.
• Act as the voice of the local market within the management team.
• Contact Centre, Customer Experience & Cross-Functional Coordination
• Support central online marketing team in setting up the contact centre, including hiring and training people to drive walk-ins and camp participation.
• Drive customer experience improvement for walk-in patients and camp customers across the entire journey, from first interaction to service delivery and report collection.
• Coordinate with operations, clinical, sales, and support teams to deliver customer-preferred TAT, quality, and overall service experience.
• Ensure center teams are equipped to enable upselling and cross-selling at the centre and during camps.
• Coordination with Central Teams
• Work with the central teams, including digital, medico-marketing, retail, and offline marketing teams, to ensure close coordination and cross-learning across all marketing streams.
• Align local outreach efforts with both consumer growth and doctor engagement priorities.
• Support new service launches, new center activations, and local promotional initiatives in coordination with the central team.
• Agency / Vendor Management
• Manage local agencies, event partners, printers, vendors, and activation partners.
• Ensure spends are effective, controlled, and aligned with business ROI.
• Performance Tracking
  
  

Track effectiveness of offline initiatives through measurable KPIs such as:

• walk-ins
• leads generated
• camp conversions
• doctor engagement levels
• referral growth from CME / RTM initiatives
• contact centre productivity
• upselling and cross-selling effectiveness
• center-level volume uplift
• local brand visibility
• customer experience metrics and feedback
  
  

Key Deliverables

• Center-wise offline marketing plan
• Monthly activation calendar
• Camp pipeline and conversion tracker
• CME / RTM calendar and effectiveness tracker
• ATL / BTL ROI review
• Competitor and local market feedback reports
• New center launch marketing plan
• Local branding and visibility improvement plan
• Customer experience improvement tracker
  
  

Candidate Profile

Experience

• 6–10 years of experience in offline marketing / field marketing / regional marketing
• Experience in healthcare, diagnostics, hospitals, retail healthcare, consumer services, or other location-led businesses preferred
• Strong experience in on-ground activations, local media, camps, catchment marketing, and doctor engagement programs
  
  

Skills & Capabilities

• Strong understanding of ATL / BTL marketing and doctor engagement formats
• Ability to plan and execute CMEs / RTMs with strong attention to detail
• Strong local networking and coordination ability
• Commercially oriented with a clear ROI mindset
• Hands-on execution approach with comfort in field-led roles
• Strong customer experience orientation and ability to work across teams
  
  

Education Qualification

• Bachelor's degree in Marketing, Business Administration, Mass Communication, Healthcare Management, or a related field
• MBA / PGDM in Marketing preferred
  
  

If you are interested in this job on a consulting basis, you can apply.