Job description
About us:
Our mission at Carl ZEISS Meditech (MED) is to make modern medical treatment accessible to as many people as possible. As the global leader in Medical Technology we thrive to actively shape technological advancements within the Healthcare industry. We do this by constantly disrupting the status quo, in order to improve the quality of life of patients and enable physicians to continuously improve treatment results through pathbreaking innovations instead of relying on incremental efficiency.
The Direct-to-Consumer Marketing Team within Digital Patient Interaction Services (DPIS) is a dynamic team of cross-functional marketeers, UX specialists, digital, content strategists, advocacy specialists that is redefining how Zeiss does patient and consumer marketing. We invite you to join our growing team, make a meaningful difference and celebrate success!
Purpose of the Job:
In this role, you will lead three primary areas: (I) create a holistic online advertising ecosystem to address consumers and create leads, (II) foster the global increase of REF D2C online awareness and findability and (III) monitor D2C REF campaign activities and report frequently on strategic KPIs. Contribute tremendously in targeting consumers/patients to ultimately guiding them through their decision-making process and let them share their excitement.
As the Performance Marketing Manager (D2C) for our Refractive Business, you will work closely with the Head of Digital Consumer Marketing, the entire ZEISS REF team and other Strategic Business units (eg. SUR, MarCom, Vision) to support to innovate, scale and manage ZEISS MED’s D2C Refractive business.
How you will make an impact:
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Create a holistic online advertising ecosystem to address consumers and create leads: develop, define & drive the conceptualization and steering of global and local paid campaigns with the focus on use of data, tracking, and reporting for various channels, such as Facebook, Instagram, LinkedIn, Google, Taboola, Outbrain, while also considering essentials of SEO and CRM
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Foster the global increase of REF D2C online awareness and findability: manage in collaboration with MED product management, MED product marketeers and external experts the SEO initiative to make ZEISS SMILE as easy to find as possible in the relevant key markets. Enables the local markets to articulate their needs and keywords by a close collaboration and clear success measures for campaign improvement.
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Monitor D2C REF campaign activities and report frequently on strategic KPIs: work alongside our data and analytics specialist to use attribution and measurement techniques to develop hypotheses, insights and recommendations to drive growth and improve conversion. Enable the Content and Campaign Manager and the Digital Platform Manager to orchestrate efficient data-driven campaigns incl. relevant target group information based on the top-of-funnel tool audience insights, and the Web UX & Content Manager to optimize the user journeys on the landing pages.
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Collaborate internally & externally and manage budget: work daily with external platform providers and agencies in an agile process and manage together SEM activities based on the given strategic priorities and budget plans. Align with other ZEISS units and the corporate departments the ongoing improvement process for online marketing data analytics and the specifics in healthcare data security. Be the voice of the consumer and act as a digital performance champion within ZEISS MED.
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Stay up-to-date and explore future performance marketing trends and accordingly customise and shape our consumer journey strategy to power growth through digital advantage.
Requirements:
Education: Successfully completed Diploma, Master’s degree or equivalent in Marketing, Business Administration or similar.
The work experience you`ll bring:
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At least 5 years of work experience in data-driven performance marketing, more specific in paid social, paid search, native advertising, SEM, SEO, CRM, display and programmatic advertising.
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Proven relevant work experience planning, executing and reporting global and local omni-channel campaigns that achieve business outcomes Understanding of digital user journeys, coupled with a proven custom-er/ consumer focus (B2C and B2B)
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Working knowledge of using data analytics and insights to inform campaigns
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Understanding of measurement and KPIs Digital marketing experience in the health-care, pharma or related industries is preferred as well as an agency background planning and buying media or a similar in house role managing agencies and partners
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Excellent business & customer experience acumen with strong understanding of the impact of data-driven decisions on the business outcomes.
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Ability to present performance marketing initiatives in an effective and inspiring way. Excellent communication and organization skills. Ability to work independently with great attention to details.
The knowledge that you`ll bring:
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Very experienced in using Facebook Business Manager, Google Ads Manager, LinkedIn Campaign Manager, Google Analytics/similar analytics tool
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Basic understanding of Taboola and Outbrain and or similar native advertising tools
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Basic understanding of Salesforce Marketing Cloud or similar Marketing automation tools
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Working knowledge of healthcare or regulated industries preferred
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Excellent organizational skills including multiple stakeholder management.
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Influencer, achiever, who can prioritize, communicate clearly and understands how to drive the alignment across the organization to deliver outstanding results.
Your ZEISS Recruiting Team:
Steffen Volk
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