The Head of Marketing - Leafio is responsible for the development and execution of strategic marketing initiatives that drive Leafio’s growth and revenue. Reporting to the General Manager - Leafio, this role drives acquisition and retention of our pharmacy customers. The Head of Marketing - Leafio will grow and lead a team across various marketing functions - CRM, retention, growth, design, content, PR and events.
Key Responsibilities of the Role:
Strategic Planning and Execution.
Refine and develop marketing initiatives, overseeing all aspects of customer acquisition and retention.
Collaborate with the GM - Leafio to align marketing initiatives to business objectives.
Collaborate and align with the Head of Marketing - Montu Brands to develop the commercial campaign calendar which supports Leafio’s acquisition and growth.
Contribute to defining growth and revenue OKRs.
Deliver on individual and set departmental OKRs.
Create and own marketing budgets and results to ensure the most efficient spend across channels and maximum ROI.
Use data-driven insights to make informed decisions, track performance metrics, and measure the effectiveness of growth initiatives. Implement improvements based on data analysis.
Continuously evaluate and adjust strategies based on market dynamics, emerging trends, and the competitive landscape.
Lead Generation and Conversion
Drive lead generation initiatives, collaborating closely with the sales team for successful lead conversion.
Develop and implement lead nurturing strategies to guide prospects through the sales funnel.
Work with the product team to optimise Leafio’s eCommerce platform including CRO and digital advertising.
Retention
Work with CRM Manager to develop a comprehensive customer retention strategy including segmentation, personalised communication, and lifecycle marketing.
Oversee the development and implementation of effective retention and engagement programs, including loyalty initiatives.
Foster collaboration with cross-functional teams, such as product, customer support, and sales, to ensure a consistent and exceptional customer experience at every touchpoint.
Efficiently manage the retention budget, allocating resources to initiatives with the highest impact.
Campaign Planning and Execution
Oversee the development and execution of Leafio’s campaign calendar and alignment to revenue targets.
Oversee the channel plan including review of channel effectiveness and testing new channels.
Oversee the creation of compelling messaging and content that communicates Leafio’s value proposition to our customers.
Ensure campaign messaging aligns with brand strategy and resonates effectively with pharmacies.
Brand Management
Contribute to the development of the Leafio brand, ensuring a consistent and compelling brand image.
Implement strategic positioning initiatives to differentiate the brand in the pharmacy market and enhance brand equity.
People Leadership
Build and lead a high-performing team by providing clear leadership, direction and support to employees, ensuring they have a clear understanding of their roles and responsibilities.
Promote the empowerment and growth of staff by providing mentorship, coaching, and professional development opportunities to team members.
Delegate responsibilities effectively and manage team performance to achieve individual and departmental goals.
Ensure compliance with company policies and processes, taking timely and fair action in instances of unsatisfactory performance or conduct.
Support and promote a working environment and services that are inclusive, accessible and celebrate diversity.
Set team OKRs and KPIs.
Data Analysis and Reporting
Measure and analyse the effectiveness of marketing campaigns using relevant metrics and analytics tools.
Provide regular reports, insights and recommendations to leadership, showcasing the impact of marketing initiatives on business performance.
Work with data analysts to gain insights and optimise Leafio’s marketing reporting.
Cross-functional Collaboration
Collaborate with sales teams to align marketing efforts with sales goals, providing them with necessary tools and materials to effectively close deals and increase average order value.
Work closely with Head of Marketing - Montu Brands to optimise brand campaigns and ensure campaign metrics are achieved.
Work with product and tech to ensure the digital projects are appropriately prioritised and timelines met.
