Head of Marketing

2 weeks ago

Bristol, United Kingdom Bupa Full time

Head of Marketing, Bupa Dental Care

Location (flexible) - London, Manchester, or Bristol

Flexible/Hybrid working available - Team are based in the Bristol office

Permanent role

37.5 hours

Competitive salary & benefits package

Full Time

About us

Here you’ll be welcomed. We champion diversity and we understand the importance of our people representing the communities and customers we serve. You’ll find an inclusive environment where you can be yourself and where everyone is driven by the same purpose - helping people live longer, healthier, happier lives and making a better world.

Bupa Dental Care is a leading provider of NHS and private dental services, with 474 practices across the UK. The business provides dental care for all the family, from check-ups and standard dentistry to cosmetic treatments and surgical work.

Role Overview

This is an exciting time to join Bupa as we’ve had to evolve quickly to suit the needs of our customers during the pandemic. The Head of Marketing is a critical role within our Bupa Dental Care Commercial function.

We are looking for someone that has a proven track record for delivering organisational change and is a strategic thinker. Re-defining the digital marketing strategy for Bupa Dental Care will be a key element of the role and you will be an experienced influencer of senior stakeholders and have a solid focus on delivery in alignment with business objectives.

You will be part of the Commercial Leadership team, reporting directly into the Commercial Director and will lead, manage, and motivate a high performing marketing team in the end-to-end delivery of all communications across the portfolio (Bupa Dental Care, Total Orthodontics, Smiles, Platinum and Dental Care Plus), influencing the digital change agenda designed to help transform our business by delivering Marketing Excellence and Brand Purpose.

What you’ll do:

- Obsessed with the customer decision journey as an experienced digital marketeer, the role holder will influence the business by translating this into effective Brand plans
- In addition to managing the strategic brand, they will be accountable for strategy design and delivery
- Working in collaboration with other functions, bring to life internally and externally, the digital brand and marketing strategy
- You will bring together project plans and stakeholders, creating new initiatives and opportunities to deliver business objectives
- Identify opportunities for our brand through trend analysis, insights, data and market analysis to refine the strategy and influence change at pace, demonstrating the ability to implement change at pace
- Lead the digital marketing strategy within Bupa Dental Care ensuring maximum return on investment from our online channels including websites, PPC, SEO and social media
- Deliver the annual marketing activity calendar of campaigns and activities to drive new patient acquisition ensuring ROI and performance against KPIs
- Contribute the ongoing enhancements in our Customer Advocacy (NPS) through clear, effective and well targeted Marketing communications
- Deliver a regional approach to marketing, using insights and data to identify and leverage regional/local growth opportunities and ensuring most effective use of marketing budget (aligned with Regional Directors)
- Create and deliver an effective trade marketing plan that drives brand awareness and engagement within the dentist population
- Own the long-term brand portfolio strategy
- Own the marketing approvals process to ensure all marketing activities are compliant;
- Own the customer scorecard - analysing and interpreting the data and presenting updates at the Dental Executive
- Manage a team of 20+ and a budget of c. £4m.

Who we’re looking for?
- An experienced senior, multi-disciplined marketeer
- Experience of strategic marketing and brand planning, with strong track record in working on brand development and passion for shaping brands
- Strong campaign planning and delivery experience
- You will be creative and commercially driven to ensure the future growth and success of a growing number of strategic objectives
- Proven experience in growing and nurturing brands, you are a performance driven, goal orientated professional with digital and brand management experience
- A great communicator with experience of managing multiple stakeholders
- A strategic thinker with experience of successfully influencing and directing strategic brand development in a complex stakeholder environment. Ability to provide expert advice and shape strategies
- Evidenced based track record of delivering and end to end digital marketing project
- Experience of managing a broad digital remit including website, SEO, PPC and social media
- Analytical skills to interpret customer data and identify trends, root causes and diagnose solutions
- Solution driven
- Experience working in a regulated environment
- Experience working in a matrixed organisation where team work, c

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