ABOUT THE ROLE:
We are looking for a highly agile, business-focused, and creatively driven marketing leader to manage Unit Marketing, Walk-in Revenue Campaigns, Social Video Content, and Line of Businesses (Max Lab, Max@Home, MIAPE) for Max Healthcare.
This is a central brand marketing role focused on driving business growth and walk-in revenue across hospitals through strong marketing governance, campaign execution, content innovation, and creative consistency.
The role requires someone who:
- Understands both creativity and business impact
- Is street smart, digitally savvy, and AI-enabled
- Can lead teams, agencies, and multiple stakeholders
- Can drive quick turnaround and high-volume execution
- Understands hyperlocal marketing and hospital business dynamics
- Is proactive in identifying business opportunities and marketing interventions
The ideal candidate will bring a strong creative bent of mind, robust ATL/BTL campaign experience, and proven ability to manage teams and cross-functional stakeholders. This role requires a strategic thinker who can conceptualise and deliver impactful brand initiatives while ensuring seamless collaboration with internal and external stakeholders.
ROLES AND RESPONSIBILITIES
Walk-in Revenue & Unit Marketing Leadership
- Lead central oversight of unit-led marketing activities focused on driving walk-in revenue across hospitals.
- Monitor business trends, walk-in performance, and department-wise revenue movement across units to identify opportunities and gaps.
- Recommend and drive marketing campaigns for departments or specialties witnessing dips in walk-in revenue.
- Ensure timely execution of campaigns and activations aligned with business priorities and Annual Operating Plans (AOPs).
Unit Campaigns & Doctor Promotion
- Lead execution and creative direction for unit-level campaigns including ATL, BTL, doctor promotion, patient engagement, and awareness initiatives.
- Oversee creation of regular doctor-focused and social-first content including doctor talks, reels and short videos, patient testimonials, health awareness videos, new-age video formats and digital content
- Ensure all unit communication remains consistent with brand guidelines and business objectives across 20+ hospitals.
Brand Projects & Business-Focused Campaigns
- Manage key central brand projects that directly impact footfalls, walk-ins, and local activations at unit level.
- Drive Pan-Max campaigns to be integrated across all units and support business growth initiatives.
- Ensure creative synergy, consistency, and timely rollout across all projects.
Line of Businesses (LoBs) Marketing Support
- Lead central creative and marketing oversight for Max Lab, Max@Home, MIAPE, and other ancillary businesses.
- Ensure LoB communication aligns with brand guidelines, business goals, and overall marketing strategy.
- Support LoBs with campaign planning, content creation, creative development, and social media communication.
Content, Creative & AI-Led Innovation
- Lead ideation and development of innovative, digital-first, and high-engagement content formats.
- Guide creative teams, studio teams, agencies, and production partners on campaigns, scripts, copies, films, and video projects.
- Leverage AI tools and emerging technologies to improve content turnaround, ideation, execution efficiency, and creative workflows.
- Continuously benchmark competition, healthcare brands, and international marketing trends to identify new opportunities and ideas.
Team, Agency & Stakeholder Management
- Lead and mentor Brand Managers reporting into this role while ensuring alignment on campaign planning, creative quality, execution timelines, and business objectives.
- Drive collaboration across unit marketing teams, agencies, clinicians, and internal stakeholders to ensure seamless execution.
- Lead and manage relationships with agencies, production houses, vendors, and creative partners.
- Identify and onboard agile, cost-effective, and fast-turnaround agency partners for ongoing business requirements.
- Work on campaign plans, performance dashboards, and brand strategies to be presented to business heads and senior leadership teams.
Operational Excellence & Governance
- Ensure consistency, coherence, quality, and speed across all marketing deliverables for units and line of businesses.
- Drive operational hygiene through trackers, review mechanisms, reporting structures, and regular stakeholder meetings.
- Monitor campaign effectiveness, content performance, and market trends to improve future communication strategies.
- Prepare campaign reports, performance dashboards, and strategic updates for senior leadership teams.
IDEAL CANDIDATE PROFILE
- Strong understanding of business-led marketing and brand building
- Strong content, storytelling, and creative judgment
- Ability to balance creativity with business outcomes
- Strong leadership, team management, and stakeholder management skills
- Highly agile, execution-focused, and solution-oriented
- Comfortable working in fast-paced, high-pressure environments
- Strong understanding of digital, video, social media, and integrated marketing ecosystems
QUALIFICATIONS AND REQUIREMENTS
- MBA / PGDM in Marketing, Branding, Media, Communication, or related field preferred
- 8–12 years of relevant experience in:
- Brand management
- Unit or regional marketing
- Integrated campaigns
- Social and digital content
- Agency or brand-side marketing
- Experience in healthcare, consumer, retail, media, or digital-first brands preferred.
- Strong experience in team management, ATL/BTL marketing, agency management, content production, integrated campaign execution, and stakeholder collaboration.
- Strong understanding of:
- ATL / BTL campaigns
- Hyperlocal and unit marketing
- Content production and video storytelling
- Social media and digital ecosystems
- Paid media and performance-led communication
- Creative production workflows
- Strong copywriting, presentation, communication, analytical, and project management skills
- Knowledge of AI-led marketing and content tools preferred
- Demonstrated ability to lead creative development end-to-end in a fast-paced environment
- Strong analytical and project management capabilities
- Ability to manage multiple stakeholders, teams, and projects simultaneously
