MARKETING LEADERSHIP & BRAND MANAGEMENT

The Challenge

Supporting multiple brands and locations requires a marketing strategy that maintains brand consistency while allowing campaigns to address the unique needs of different markets and audiences

  • One parent company, 6 brands, 11 locations, one small team. It was important to identify our target audience for each location, understand the demographics, and create a unique marketing strategy for each location.

  • I managed a team composed of three field marketers and a content creator. I allowed them to use their creativity and network to generate leads, while ensure those efforts aligned with the brand

  • I worked closely with the executive leadership team to ensure that all marketing efforts aligned with the needs of the company.

  • A lead's first point of contact after submitting a form or calling in, is the call center. I worked closely with the call center to ensure they were following the company's standards, while providing the best experience to new and existing patients. I analyzed the data collected from the call center to assess the quality of the leads that were being targeted and their lead source.

  • I managed an annual marketing budget equivalent to 2% of the previous year's revenue. The budget covered the fill scope of marketing operations, inclusing paid media, website management, marketing collateral, promotional materials, branded swag, and other investments required to execute and maintain the company's marketing strategy.

  • I oversaw relationships with marketing agencies, vendors, and community leaders to ensure consistent brand messaging and to expand our presence with the local communities. By coordinating these partnerships and aligning their efforts with our marketing strategy, I helped increase brand awareness and placement, strengthen community engagement, and generate new leads.

The Overall Strategy

  • Brand positioning

  • Business objectives and messaging

  • Budget Management

  • Performance measurement

The Localized Strategy

  • Location

  • Target audience

  • Community

  • Promotions

  • Competitive Analysis

The Results

  • Improved marketing consistency

  • Increased efficiency

  • Improved collaboration

  • Revenue growth

  • Lead generation growth

  • Stronger brand presence

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