ompany: AWISH Dermacare Pvt. Ltd.
Department: Marketing
Position: Marketing Manager
Reporting To: Management / Business Head
Location: Sarita Vihar (Delhi )
Employment Type: Full-Time
1. Job Summary
AWISH Dermacare Pvt. Ltd. is looking for a strategic, creative, analytical, and performance-driven Marketing Manager who can take complete ownership of the company's marketing function.
The Marketing Manager will be responsible for developing and executing marketing strategies for every product and service, understanding patient/customer psychology, identifying the right target audience, creating psychology-driven content strategies, planning campaigns, generating quality leads, managing marketing budgets, measuring ROI, and maintaining a strong and consistent brand image.
The ideal candidate should be able to think beyond routine marketing and understand why a customer wants a particular product/service, what motivates their decision, what they want to see and hear, and how the brand can communicate with them effectively.
2. Key ResponsibilitiesA. Product & Service Marketing Strategy
- Develop a detailed marketing strategy for every product and service.
- Understand the product/service, its benefits, USP, target audience, customer pain points, desires, and objections.
- Define the positioning of each product/service in the market.
- Identify competitive advantages and differentiation opportunities.
- Develop product-specific marketing and communication strategies.
- Create strategies based on product category, customer segment, market demand, and business objectives.
- Clearly communicate why the customer should choose AWISH over competitors.
B. Patient/Customer Psychology
The Marketing Manager must have a strong understanding of patient/customer psychology.
The candidate should be able to identify:
- What the patient/customer actually wants.
- Why they are considering a particular treatment, product, or service.
- Their fears, concerns, doubts, and objections.
- Their emotional and practical needs.
- What they want to hear before making a decision.
- What transformation or outcome they are looking for.
- What factors influence their purchase/treatment decision.
- How our product/service can solve their problem or fulfill their requirement.
The Marketing Manager must convert these insights into marketing strategies, campaigns, communication, and content.
C. Psychology-Based Content Strategy
- Develop content strategies based on customer psychology and direct/indirect desires.
- Create content that makes the audience feel understood.
- Identify the emotions, aspirations, concerns, motivations, and desires that should be addressed through content.
- Decide what should be shown, explained, demonstrated, or represented.
- Ensure content communicates:
- Quality
- Trust
- Expertise
- Credibility
- Transparency
- Brand Value
- Customer Benefits
- Desired Outcomes
Core Expectation:
Content should not simply tell customers what we offer; it should communicate why they need it, how it can help them, and why they should trust AWISH.
D. Content & Communication Strategy
The Marketing Manager will be responsible for deciding:
- What type of content should be created.
- What message should be communicated.
- Which customer problem/desire should be addressed.
- What the customer should see and experience.
- Which communication angle should be used.
- Which content format will be most effective.
Content formats may include:
- Reels
- Videos
- Educational Content
- Doctor-Led Content
- Patient Testimonials
- Transformation Stories
- Awareness Campaigns
- Social Proof
- Product/Service Demonstrations
- Emotional Storytelling
- Informational Content
- Promotional Content
The Marketing Manager must also define appropriate CTAs (Call-to-Actions) and ensure content supports the complete customer journey from Awareness → Interest → Enquiry → Conversion.
E. Campaign Planning & Execution
- Develop complete marketing campaigns for products and services.
- Define the objective of every campaign.
- Decide how many campaigns should run and when.
- Define campaign duration and communication strategy.
- Identify the target audience for each campaign.
- Develop the campaign's communication angle.
- Define content requirements.
- Prepare campaign budgets.
- Set expected lead and conversion targets.
- Estimate expected ROI.
- Monitor campaign performance.
- Optimize campaigns based on real-time data and results.
- Ensure campaigns are driven by business objectives rather than random content posting.
F. Lead Generation Strategy
Take ownership of the overall marketing lead-generation strategy.
Responsibilities include:
- Identify the right audience for every product/service.
- Select the right marketing channels.
- Develop appropriate offers and communication.
- Plan lead-generation campaigns.
- Improve lead quality.
- Work closely with the Sales/Telecalling team.
- Understand lead quality and conversion feedback.
- Identify reasons for poor lead performance.
Analyze whether the problem is related to:
- Wrong audience
- Wrong targeting
- Wrong messaging
- Weak content
- Poor offer
- Incorrect campaign strategy
- Poor communication
- High acquisition cost
Continuously optimize the marketing funnel to improve lead quality and conversion potential.
G. Budget Planning & ROI Management
The Marketing Manager will be responsible for planning, monitoring, and optimizing the marketing budget.
Responsibilities include:
- Prepare marketing budgets.
- Allocate budgets across products, services, campaigns, and channels.
- Forecast expected marketing results.
- Estimate:
- Expected Leads
- Cost Per Lead (CPL)
- Conversion Rate
- Customer Acquisition Cost (CAC)
- Expected Revenue
- ROI
- ROAS
- Compare actual performance with projected results.
- Identify high-performing and low-performing campaigns.
- Reallocate budgets based on performance.
- Ensure marketing expenditure is commercially justified.
H. Audience Research & Targeting
One of the most important responsibilities of the Marketing Manager is to identify the right audience for the right product/service.
Responsibilities include:
- Define the Ideal Customer Profile (ICP).
- Research customer demographics and behavior.
- Understand customer interests, needs, purchasing capacity, and motivations.
- Segment audiences according to products/services.
- Develop audience-specific communication.
- Ensure the right content reaches the right audience.
- Test different audience segments.
- Optimize targeting based on performance data.
Core Expectation:
Right Product + Right Audience + Right Message + Right Content = Better Marketing Results
I. Brand Management & Brand Consistency
The Marketing Manager will be responsible for protecting and strengthening the company's brand image.
Responsibilities include:
- Ensure all marketing activities follow brand guidelines.
- Maintain consistency in:
- Brand Message
- Tone of Voice
- Visual Identity
- Content Quality
- Brand Positioning
- Customer Communication
- Ensure different campaigns maintain a consistent brand identity.
- Prevent communication that can negatively impact brand perception.
- Monitor how customers perceive the brand.
- Identify gaps between desired brand positioning and actual market perception.
- Develop strategies to strengthen:
- Trust
- Credibility
- Authority
- Brand Value
- Customer Confidence
J. Brand Communication
The Marketing Manager must define and manage the overall communication of the brand.
This includes:
- What AWISH stands for.
- What message the brand wants to communicate.
- How the customer should perceive AWISH.
- How products and services should be represented.
- How AWISH should differentiate itself from competitors.
- How trust and authority should be established through communication.
Every advertisement, campaign, content piece, and customer-facing communication must support the overall brand positioning.
K. Market & Competitor Analysis
- Monitor competitor marketing strategies.
- Analyze competitor:
- Content
- Offers
- Pricing
- Positioning
- Campaigns
- Communication
- Customer engagement
- Identify market gaps and opportunities.
- Identify areas where AWISH can differentiate itself.
- Monitor changes in customer behavior.
- Stay updated with relevant marketing trends and market developments.
- Convert market insights into actionable marketing strategies.
3. Performance Tracking & Analytics
The Marketing Manager must measure the performance of every major marketing activity.
Key Metrics to Track:
- Total Leads Generated
- Qualified Leads
- Lead Quality
- Cost Per Lead (CPL)
- Customer Acquisition Cost (CAC)
- Conversion Rate
- Campaign ROI
- ROAS
- Revenue Generated
- Campaign-wise Performance
- Product/Service-wise Performance
- Audience Performance
- Content Performance
- Engagement
- Reach
- Brand Awareness
- Customer/Market Perception
The Marketing Manager must use data to identify problems, understand their root causes, and recommend corrective actions.
4. Coordination with Other Departments
The Marketing Manager will work closely with:
- Sales Team
- Telecalling Team
- Product/Service Team
- Doctors/Experts
- Creative Team
- Video Team
- Design Team
- Management
The Marketing Manager must ensure that marketing strategies are aligned with sales objectives and overall business goals.
Regular feedback from the Sales/Telecalling team should be used to improve:
- Targeting
- Content
- Messaging
- Offers
- Campaigns
- Lead Quality
- Conversion
5. Required Skills & CompetenciesMust-Have Skills
- Strategic Marketing
- Customer/Psychology-Based Marketing
- Digital Marketing
- Campaign Planning
- Lead Generation
- Audience Research
- Content Strategy
- Brand Management
- Market Research
- Competitor Analysis
- Budget Planning
- ROI Analysis
- Performance Marketing Understanding
- Data Analysis
- Communication Skills
- Team Coordination
- Problem Solving
Personal Competencies
The candidate should be:
- Highly analytical
- Creative and innovative
- Business-oriented
- Customer-focused
- Data-driven
- Strategic thinker
- Strong communicator
- Proactive
- Result-oriented
- Capable of taking ownership
- Comfortable working with numbers and performance data
6. Expected Deliverables / KPIs
The Marketing Manager will be evaluated on measurable outcomes such as:
KPIExpected OutcomeLead GenerationConsistent growth in quality leadsLead QualityImproved quality of marketing-generated leadsCPLControlled and optimized cost per leadConversionContinuous improvement in conversion potentialMarketing ROIPositive and improving ROIROASContinuous optimizationRevenue ContributionIncreasing revenue contribution from marketingCampaign PerformanceMeasurable campaign resultsAudience TargetingBetter targeting and audience qualityContent PerformanceImproved engagement and enquiry generationBrand Consistency100% adherence to brand guidelinesBrand PerceptionStronger trust, credibility, and positioningMarket ResearchRegular competitor and market analysis7. Final Accountability
The Marketing Manager is expected to take complete ownership of the marketing direction and should be able to answer:
- Who is our right audience?
- What does our audience want?
- What are they thinking and feeling?
- What problem or desire is driving their decision?
- What should we show them?
- What should we communicate?
- Which content will influence them?
- Which campaign should we run?
- Why should we run that campaign?
- How long should it run?
- What budget is required?
- How many leads can we expect?
- What conversion can we expect?
- What ROI can we achieve?
- Is our brand communication consistent?
- How is our brand perceived in the market?
- What should we change if the campaign is not performing?
8. Overall Expectation
The Marketing Manager must function as a:
Strategic Thinker + Customer Psychologist + Content Strategist + Campaign Planner + Brand Guardian + Performance Marketer + Business Growth Driver
The ultimate responsibility is to ensure:
The right product reaches the right audience through the right message, the right content, and the right marketing channel — with measurable business results.
Pay: From ₹30,000.00 per month
Work Location: In person
