Manager - Digital Marketing & Content Development

The Manager – Digital Marketing & Content Development will be responsible for developing compelling digital content, executing integrated digital marketing campaigns and transforming Novacare's digital platforms into measurable drivers of patient acquisition, brand awareness and commercial growth.

Working closely with Corporate Communications, Clinical Services, Sales and IT, the role will ensure Novacare's digital presence reflects the hospital's commitment to clinical excellence, innovation and patient-centred care while delivering measurable commercial outcomes.

Digital Marketing Strategy

• Develop and execute Novacare's digital marketing strategy aligned with the hospital's commercial, branding and patient engagement objectives.
• Prepare annual and quarterly digital marketing plans supporting priority service lines and Integrated Practice Units (IPUs).
• Develop digital launch campaigns for new consultants, specialties, technologies and clinical services.
• Identify opportunities to increase patient acquisition through digital channels.

Digital Content Strategy & Development

• Develop and implement Novacare's digital content strategy across all digital platforms.
• Plan and manage the hospital's digital content calendar.
• Lead the development of high-quality digital content including:
  • Website content
  • Service pages
  • Consultant profiles
  • Blogs and articles
  • Patient education material
  • Health awareness campaigns
  • Social media content
  • Email newsletters
  • Videos and animations
  • Infographics
• Work with clinicians and subject matter experts to convert complex medical information into engaging, patient-friendly content.
• Coordinate photography, videography and multimedia content for digital campaigns.
• Optimise digital content for SEO, engagement and patient conversion.
• Repurpose long-form content into platform-specific digital assets.
• Ensure all published content complies with Novacare's Brand Governance Framework and patient confidentiality requirements.

Performance Marketing

• Plan, execute and optimise digital campaigns across Google, Meta, LinkedIn, YouTube and other relevant platforms.
• Manage digital advertising budgets to maximise return on investment.
• Develop audience segmentation, remarketing and conversion strategies.
• Continuously optimise campaigns against agreed performance indicators.
• Support service-line marketing initiatives through targeted digital campaigns.

Website Management

• Work closely with website manager and continuously improve the hospital website as a strategic patient acquisition platform.
• Optimise user experience, navigation and digital patient journeys.
• Develop and maintain landing pages supporting marketing campaigns.
• Improve website conversion performance through A/B testing and continuous optimisation.
• Ensure website content remains accurate, relevant and aligned with organisational priorities.

Search Engine Optimisation (SEO)

• Develop and execute comprehensive SEO strategies.
• Conduct keyword research for priority clinical services.
• Optimise website architecture and content for search visibility.
• Improve local search performance and Google Business Profiles.
• Monitor organic performance and recommend continuous improvements.

Patient Acquisition & Digital Growth

• Develop measurable patient acquisition funnels from awareness through appointment booking.
• Improve digital lead generation and patient conversion across all online channels.
• Monitor key commercial metrics including:
  • Website traffic
  • Digital enquiries
  • Appointment bookings
  • Conversion rates
  • Cost per lead
  • Cost per acquisition
• Identify opportunities to improve digital marketing effectiveness and return on investment.

Analytics & Performance Reporting

• Develop executive dashboards measuring digital marketing performance.
• Analyse campaign effectiveness and audience behaviour.
• Monitor website analytics and user engagement.
• Produce regular performance reports with actionable recommendations.
• Support data-driven decision making across Marketing & Commercial Operations.

Marketing Technology & Innovation

• Evaluate emerging digital marketing technologies and AI-enabled marketing solutions.
• Support implementation of CRM and marketing automation initiatives.
• Identify innovative approaches that improve patient engagement and digital performance.
• Recommend improvements based on industry best practices and evolving digital trends.

Cross-Functional Collaboration

• Work closely with the Corporate Communications team to amplify campaigns through digital channels.
• Partner with Sales and Commercial teams to support corporate partnerships, referral initiatives and community engagement programmes.
• Collaborate with Clinical Services to promote new specialties, consultants and patient education initiatives.
• Coordinate with IT to continuously improve digital platforms and online patient experiences.

Qualifications

• Bachelor's degree in Marketing, Business Administration, Digital Marketing, Communications or a related discipline.
• MBA or Master's degree will be considered an advantage.
• Professional certifications in Google Ads, Google Analytics, Meta Blueprint or equivalent digital marketing programmes will be considered an advantage.

Experience

• Minimum 6–8 years of progressive experience in digital marketing, with at least 3 years in a managerial or lead role.
• Prior experience in the healthcare, hospital, pharmaceutical, health-tech, or other regulated industries will be preferred.
• Demonstrated experience in developing and executing integrated digital marketing strategies that drive brand awareness, patient acquisition, and commercial growth.

Skills

• Digital Marketing Strategy & Planning
• Performance Marketing (Google Ads, Meta Ads, LinkedIn Ads, YouTube)
• Search Engine Optimisation (SEO)
• Search Engine Marketing (SEM)
• Website Management & Content Management Systems (CMS)
• Conversion Rate Optimisation (CRO)
• User Experience (UX) Optimisation
• Content Strategy & Digital Content Development
• Social Media Strategy & Management
• Email Marketing & Marketing Automation
• Google Analytics (GA4), Google Tag Manager & Search Console
• Data Analysis, Reporting & Dashboard Development