Growth Marketing Specialist (DTC Business Unit)
Reporting to the: Group Head of Acquisition & Growth (Group Digital Marketing team)
Location: Bratislava (Slovakia)
Why are we recruiting
We are building a DTC Business Unit at global level; our Central Labonline Team’s mission will be to provide Unilabs with the best-in-class digital eCommerce platform and product solutions, empowering consumers in their health and wellbeing journey around the globe.
Our Group
Headquartered in Geneva and part of the A.P. Moller Group, Unilabs is a medical diagnostics company that aspires to be at the heart and start of all effective treatment decisions. With operations in 16 countries (12 in Europe, 1 in Latin America, 2 in the Middle East, 1 in Australia), Unilabs is positioned as a leading diagnostics company with one of the broadest geographic coverages in Europe.
In line with our M&A ambition, in 2021 we have revenues approx. euro 2 billion with around 14.200 employees. Clearly Unilabs is becoming a sizeable force within the European diagnostics market.
Unilabs possesses the most comprehensive portfolio of diagnostic services in Europe, serving: public and private healthcare providers, county councils, the general public, insurance companies, the pharmaceutical industry and Contract Research Organizations.
Our comprehensive portfolio of diagnostic services includes laboratory medicine, medical imaging, histopathology, reproductive medicine and drug development services.
THE ROLE
We’re looking for a goal-oriented and innovative Growth Marketer energized by operating in a fast-moving organization which mission is to enhance people's health. The core objective is to maximize all growth opportunities for the DTC business across countries globally and close partnership with country teams.
The ideal candidate is a deeply analytical eager to build acquisition programs from scratch. In this role you will be expected to proactively dig into growth and optimization opportunities, launch and manage acquisition campaigns, define the strategic direction of the acquisition program, and communicate these learnings to all members of the DTC Business Units.
Your responsibilities include growing the DTC platform via paid search, paid social, RTB, Affiliate Advertisements as well as organic search. You will make incremental changes, taking special notice of what channels got the most traction and what variables deliver the better results in terms of CTLV and ROAS. Agency experience is a big plus as we work with external providers to facilitate our Paid Media and SEO operations. You’ll also be responsible for determining the tracking setup to measure the above-mentioned performance properly.
Aside from being a paid media expert this person needs to embrace and breath conversion rate optimization. The goal is to launch a continuous CRO program for our eShop platforms to evolve our conversion rate on a weekly basis through integrated CRO tools and data analysis. The person will be responsible of driving working in collaboration with the central DTC team and countries eShop managers, on an ongoing basis.
KEY RESPONSIBILITIES
- Define, execute and monitor the growth marketing strategies (SEO-Paid Advertising Automation-Optimisation) to drive DTC revenue growth.
- Responsible for acquiring and engaging users across a variety of channels, working closely with the marketing and product teams to find opportunities to scale and optimize.
- Scout and identify opportunities to drive efficiency on marketing channels to drive better returns and value to business performance.
- Develop, execute and scale performance campaigns, including SEM, Social Ads, etc. to drive high-quality traffic to our DTC platforms.
- Manage the development of creative assets (including static/video assets used for paidchannels) by working closely with the Creative team.
- Responsible for the CRO program to find and launch new experiments on a continuous basis to achieve a higher conversion, assuring sustainable CAC across all paid channels.
- Define the key growth metric and ensure the ecommerce platform has all the right tracking in place and advance the data setup further to allow for data driven performance marketing strategy.
- Constant testing of innovative new channels for customer acquisition and cost effective retention measures to balance growth on both new and existing buyers for the brand.com business
- Analyzing marketing data and user feedback (campaign results, conversion rates, traffic,etc.) share results/feedback, highlight best practices, provide new ideas and to help shape future marketing strategies.
- Work closely with different teams (product, marketing and local eShop managers) to provide recommendations (Technical/On Page SEO, Content, etc.) that will be shared across e-Commerce platforms.
- Proposing new initiatives to attract prospects and convert leads as well as testing new approaches to capture existing demand.
- Liaising with all members of the DTC Central team and local eShop managers to discuss monthly targets and plans. Ongoing management of digital agencies, ad platforms and external partners.
- Partner with DTC BU Director to ensure sales forecasts are accurate and budgets and revenue targets align with our financial model
ESSENTIAL EDUCATION, QUALIFICATIONS AND SKILLS
Requirements
- 5+ years’ experience in growth marketing/growth hacking.
- Knowledge of various digital marketing platforms and online sales strategies to conduct conversion optimization and digital sales.
- Data-driven and highly analytical.
- The ability to develop comprehensive, data-driven marketing plans across multiple geographies synthesizing complex ideas into actionable recommendations.
- Having the ability to multi-task, prioritize and successfully meet several deadlines at once while maintaining attention to detail.
- Exceptional relationship skills, with the ability to leverage influence to gain agreement and to get tasks accomplished.
- Capable of getting the growth process right - come up with opportunities, guard focus, make sure we're learning & iterating fast.
- Ability to lead and collaborate with cross-functional partners, prioritize high impact activities, and keep complex projects moving forward.
- Experience working cross-functionally and cross country, is a big plus in the role.
- You're hands-on, able to pick things up quickly and execute independently (we do!).
- Excellent written and verbal communication (English is mandatory and French and/or
Spanish is a plus).
Nice to have
- Previous start-up experience is a plus.
- Relevant MarkTech technical skills.
- Learning mentality, smart and curious, able to learn quickly and move fast, always looking to grow and improve.
We offer you a role with a visible and meaningful impact on the business. You will have the opportunity to accelerate your career experimenting with a variety of tactics and partner with many different teams across our international Group.
We will provide you with individual learning & development plans to support you in your role & career.