Digital Marketing And Growth Executive

We are looking for a hands-on **Digital Growth & Content Executive** who can manage the complete digital customer-acquisition journey:

**Search and content → website or landing page → enquiry → CRM → qualified opportunity → sales follow-up → order and repeat business**

This is not only a social-media posting role.

The selected candidate will be responsible for coordinating digital campaigns, maintaining websites and landing pages, producing industry-relevant content, managing analytics and lead attribution, working with external marketing specialists and connecting digital activity with actual sales opportunities.

The person should be equally comfortable discussing campaign performance, preparing a content calendar, coordinating a technical video, reviewing a landing page, checking Google Ads search terms and presenting a management dashboard.

## Primary Objective

Build and operate a measurable digital-growth system that consistently generates qualified enquiries for Healplex and ALSAT and gives management clear visibility from advertising expenditure to leads, opportunities, quotations and business outcomes.

## Key Responsibilities

### 1. Digital Growth Planning

• Maintain the annual digital marketing roadmap and monthly campaign plan.

• Convert business and product priorities into specific digital campaigns.

• Create separate campaigns for analyzers, reagents, laboratory setup, service, dealer development and other approved solutions.

• Identify the appropriate audience, offer, landing page, call to action and success metric for every campaign.

• Coordinate campaign launches with management, sales, product and technical teams.

• Maintain a campaign tracker showing budget, dates, audience, leads, qualified leads, opportunities and results.

### 2. Website and Landing-Page Management

• Coordinate the redevelopment and ongoing maintenance of the Healplex and ALSAT websites.

• Prepare clear page briefs for website developers, writers and designers.

• Build and improve solution pages, product-category pages and campaign landing pages.

• Ensure that every important page has a clear purpose and call to action, such as:

- Request a Quote

- Request a Call Back

- Book a Demonstration

- Request a Compatibility Check

- Book a Laboratory-Setup Consultation

- Download a Catalogue

- Apply as a Dealer

• Regularly review website content for outdated information, broken links, inaccurate claims and weak conversion paths.

• Coordinate mobile usability, website speed, SEO structure, forms, call buttons and WhatsApp enquiry routes.

• Ensure all forms are correctly connected to the CRM and preserve the original campaign and lead-source information.

### 3. Performance Marketing

• Coordinate Google Search, Meta remarketing, LinkedIn and other approved digital campaigns.

• Work closely with the external performance-marketing specialist or agency while maintaining internal control of strategy, budgets and accounts.

• Review keywords, search terms, advertisements, audiences, negative keywords, landing pages and conversion performance.

• Start with high-intent campaigns for diagnostic analyzers, reagents, laboratory setup, service and related solutions.

• Monitor lead quality rather than evaluating campaigns only through clicks, impressions or raw lead cost.

• Conduct structured experiments involving:

- Keywords

- Advertisement messages

- Offers

- Landing-page headlines

- Calls to action

- Form length

- Audiences

- Creative formats

• Record the objective, result and learning from each campaign experiment.

### 4. Content Development

• Maintain a rolling 13-week content calendar for Healplex and ALSAT.

• Interview founders, product specialists, technical personnel and sales team members to capture practical industry knowledge.

• Convert one expert discussion into multiple content formats, including:

- Technical articles

- Short videos and reels

- LinkedIn posts

- Facebook and Instagram posts

- YouTube videos

- FAQs

- Buyer guides

- Email and WhatsApp content

- Landing-page content

- Sales-support material

• Develop content around customer problems and buying decisions, rather than publishing only product advertisements.

• Maintain a balanced content mix covering education, problem-solving, customer proof, technical authority and commercial offers.

• Coordinate product photography, video recording, basic editing, design and publishing.

• Ensure all customer testimonials, installation photographs and case studies have appropriate permission before publication.

### 5. SEO and Organic Growth

• Conduct keyword research for relevant diagnostic categories and customer requirements.

• Develop search-friendly website pages, articles, FAQs and buyer guides.

• Coordinate page titles, descriptions, headings, internal links, website indexing and structured content with the SEO specialist.

• Monitor Google Search Console for search queries, rankings, indexing issues and website opportunities.

• Build organic visibility for high-value themes such as:

- Hematology analyzers

- CBC reagents

- Alternative and compatible reagent solutions

- Biochemistry analyzers and reagents

- Immunoassay systems

- Point-of-care testing

- Pathology-laboratory setup

- Analyzer service and replacement

- Diagnostic distributorship opportunities

### 6. Analytics, CRM and Lead Attribution

• Maintain Google Analytics, Google Tag Manager, Search Console and advertising conversion tracking.

• Ensure that leads carry accurate information regarding source, campaign, keyword and landing page.

• Reconcile website, advertising-platform and CRM lead numbers every week.

• Work with the Inside Sales Executive to distinguish valid leads, qualified leads, sales opportunities and converted customers.

• Ensure that qualified-lead, sales-opportunity and converted-customer outcomes are returned to campaign reporting.

• Track customer actions such as:

- Form submissions

- Telephone clicks

- WhatsApp clicks

- Meeting or demonstration bookings

- Catalogue downloads

- Qualified leads

- Sales-accepted opportunities

- Converted customers

• Build a clear dashboard covering advertising spend, enquiries, qualified leads, opportunities, quotations, wins and expected contribution.

### 7. Sales and Lead-Management Coordination

• Work closely with the Inside Sales & Diagnostics Solutions Executive.

• Conduct a brief daily review of new leads, failed contacts, urgent requirements and campaign issues.

• Ensure every digital enquiry is assigned, contacted and updated in the CRM.

• Provide the inside-sales and field-sales teams with relevant campaign information and content.

• Collect customer questions, lost reasons, objections and product gaps from the sales team.

• Use this feedback to improve advertisements, landing pages, website content and qualification forms.

• Help reactivate dormant customers through appropriately segmented and permission-based campaigns.

### 8. Vendor and Account Management

• Coordinate website developers, advertising specialists, SEO professionals, designers, video editors and other external partners.

• Maintain clear deliverables, deadlines, access rights, invoices and performance reports for every vendor.

• Ensure domains, websites, analytics accounts, advertising accounts, social pages, creative source files and data remain under company-controlled ownership.

• Maintain an organised digital asset library containing logos, approved product information, photographs, videos, creatives, presentations and case studies.

• Prevent dependency on the personal account of any employee, freelancer or agency.

### 9. Regulatory and Content Controls

• Ensure technical specifications, compatibility statements, performance claims, prices, offers and brand references receive the required approval before publication.

• Maintain an approval register for product claims, trademarks, testimonials, customer photographs and promotional offers.

• Avoid publishing unsupported medical, diagnostic, compatibility or comparative claims.

• Coordinate with management and the product or technical team when content requires technical verification.

• Follow company requirements regarding customer consent, privacy, database use and communication preferences.

## Expected Monthly Output

The selected candidate will initially be expected to coordinate approximately:

• 8–12 educational or solution-oriented social posts

• 4–8 short videos or reels

• 2 detailed technical videos

• 2–4 SEO articles

• 1 genuine customer case study or proof-based story

• 2 permission-based email or WhatsApp campaigns

• 2 new or improved landing pages

• 1 consolidated monthly digital-growth report

The exact volume may be adjusted according to campaign priorities and content quality.

Eligibility Requirements

Graduate in Marketing, Business, Communications, Life Sciences or a related field.

3–5 years of hands-on digital-marketing experience.

Demonstrable experience in Google Ads, Meta Ads, SEO, website management, content development and analytics.

Experience generating and tracking leads, not merely increasing followers or engagement.

Strong written and spoken English.

Working knowledge of WordPress or similar CMS, Google Analytics, Search Console and CRM systems.

B2B healthcare, diagnostics, medical devices, laboratory equipment or scientific-product experience preferred.