Marketing Manager
- Cipla
- 7 - 10 years
- Mumbai
- 16 days ago
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Job Description
Role : Marketing Manager
Location: Mumbai
Function: Marketing CDHL
Reports to: Lead Marketing Excellence, CDHL
Experience: 57 years
Education: MBA (Marketing) preferred
About the Role
We are looking for a highimpact Marketing Manager Digital Marketing to drive therapy adherence, patient engagement, omnichannel journeys, and digital growth initiatives for CDHL. This role combines CRM & engagement marketing, WhatsApp (CPAAS) ownership, digital performance marketing, SEO/ASO, and B2B partnerships, with strong accountability for revenuelinked outcomes and customer lifecycle optimisation.
The ideal candidate will be a handson marketer with deep expertise in datadriven growth, MarTech platforms, WhatsApp engagement at scale, and crossfunctional collaboration in healthcare or consumer tech ecosystems.
Job Purpose
To design, execute, and optimize digital marketing and engagement strategies that improve therapy adherence, patient engagement, revenue generation, and digital growth, by leveraging data, automation, omnichannel communication, and strategic partnerships, thereby contributing to CDHLs mission of improving patient outcomes and sustainable business growth.
Key Responsibilities
1. Therapy Adherence & Patient Engagement Journeys
- Own endtoend execution of therapy adherence journeys across multiple user acquisition sources
- Identify and segment appropriate patient cohorts to design targeted engagement campaigns
- Drive patient engagement and revenue through structured WhatsApp and omnichannel nudges
- Own performance reporting, driving efficiencies through automation, analytics, and BI
- Collaborate with Analytics, Product, Sales Ops, and stakeholders to deliver standardized dashboards for leadership reviews
2. CTR & Engagement Optimisation
- Analyze patient data across acquisition sources to identify sourcespecific communication themes
- Design, deploy, and optimize personalized, cohortbased WhatsApp journeys
- Lead A/B testing of communication flows, CTAs, messaging formats, tonality, and intervention points
- Leverage AIbased tools (digital avatars, video explainers, credible personas) to improve CTR and inapp engagement
- Ensure seamless integration between Customer Engagement (CE), CPAAS, and Analytics stacks for realtime data ingestion, segmentation, journey tracking, and funnel analysis
3. CPAAS (WhatsApp) Platform Ownership
- Own endtoend WhatsApp Business (WABA) operations including costs, analytics, and vendor governance
- Drive efficiencies in:
- Campaign execution
- Template optimization
- Bot flows
- Cost control and invoice reconciliation
- Ensure platform health across all WABA profiles
- Manage profilewise message volumes, costs, analytics, invoicing, and reconciliations
- Improve key performance metrics such as Delivery Rate, Read Rate, CTR, and conversions to meet or exceed industry benchmarks
- Stay updated on Meta policies, CPAAS innovations, and best practices
4. B2B Partnerships Lung Care Program (LCP)
- Initiate and scale B2B partnerships with Insurance companies, Hospitals, Fitness & Wellness chains
- Own fullfunnel visibility including lead generation, conversion, and revenue attribution
- Lead partner meetings, solution design, program structuring, pricing, service models, and value proposition articulation
- Support partners with digital and instore marketing collaterals
- Collaborate with Tech teams to enable integrations, leadgen journeys, and purchase flows
- Build partnerled nurture journeys using call dispositions, patient conditions, demographics, and purchase behaviour
5. Device & InApp Chatbot GTM Marketing
- Own GTM and marketing support for therapy and digital health devices
- Partner with Product teams on education, adoption, engagement, and monetization strategies
- Support product launches through planning, positioning, execution, and performance tracking
6. Digital Marketing (Organic & Paid)
- Organic Growth: Drive SEO, Generative Engine Optimization (GEO), and ASO for sustained growth in traffic, engagement, and conversions
- Search & AI Visibility: Execute SEO and GEO strategies for highintent discoverability across Google, AI answer platforms (SGE, ChatGPT, Perplexity, etc.)
- Website SEO: Lead keyword strategy, content optimization, site architecture, technical SEO, Core Web Vitals, schema, and backlink growth
- App Store Optimization (ASO): Optimize Play Store & App Store listings to improve impressions, installs, and conversion rates
- Paid Marketing: Execute campaigns across Google Search, Display, YouTube, Facebook, Instagram using image, carousel, video (2D & shoots), and HTML5 formats
- Performance & Insights: Track and report organic and paid performance using Google, Meta analytics, and SEO tools
Key Challenges
- Driving engagement and conversions across diverse patient cohorts and acquisition sources
- Balancing scale, personalization, and compliance in healthcare communication
- Optimizing CPAAS costs while maintaining engagement quality and performance
- Aligning multiple stakeholders across Product, Tech, Analytics, and external partners
Key Stakeholder Interactions
Internal
- Lead Marketing Excellence (CDHL)
- Strategy, Product, Engineering, IT, Analytics teams
External
- CPAAS/MarTech platforms
- Digital marketing agencies
- B2B partners (Hospitals, Insurance, Wellness partners)
Key Decisions
Independent Decisions
- Campaign execution strategies
- Performance optimization levers
- Channellevel budget allocation within approved limits
Recommendations
- Overall marketing strategy and roadmap
- Marketing budget spends and incremental budget asks
Skills & Qualifications
Education
- Bachelors degree in Engineering, Marketing, Business, or related field
- MBA in Marketing from Tier 1 or Tier 2 institute (preferred)
Experience
- 57 years in growth, performance, CRM, MarTech, or engagement marketing
- Prior experience in digital health, healthcare, pharma, InsurTech, or consumer tech preferred
- Handson experience with WhatsApp marketing at scale
- Proven ownership of revenuelinked marketing KPIs
- Experience with B2B alliances and partnerships
Core Skills
- Strong analytical and problemsolving abilities
- Handson knowledge of MarTech, CE, CPAAS, CRM tools
- Stakeholder management and crossfunctional collaboration
- Data interpretation, KPI definition, dashboarding, and performance tracking
- Strong proficiency in Excel and PowerPoint
- Exposure to BI and visualization tools is a plus
Job Classification
Industry: Pharmaceutical & Life SciencesFunctional Area / Department: Marketing & CommunicationRole Category: Digital MarketingRole: Digital Marketing - OtherEmployement Type: Full timeContact Details:
Company: CiplaLocation(s): Mumbai
Keyskills: Digital Marketing RCS webpages Social Media blogs infographics Newsletters In-app popups Campaigns Video Scripting video scripts Content SMS consumer messaging via Push Notifications Marketing manager Emails WhatsApp
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