Hilofy World - Marketing Lead - B2B2C

Description:

• Position: Marketing Lead - B2B2C (senior role)
• Location: Chennai is preferred ( Bangalore, Delhi, Hyderabad. Mumbai may also be considered)
• Company: EdTech company of one of the largest One the Healthcare Group
• Reporting: CEO

Must Have: B2B and B2C Experience of EdTech / Healthcare Industry

Job Purpose:

The Marketing Lead will own the end-to-end marketing function - strategy, execution, and measurement - across two distinct audiences: B2B (hospitals, nursing homes, diagnostics chains, home health companies, and international employers) and B2C (nurses, allied health professionals, doctors, and fresh healthcare graduates seeking placement or upskilling). In addition, this role will serve as the custodian of the company's brand identity, ensuring consistency of voice, visual design, and positioning across all touchpoints.

Key Duties / Accountabilities:

Brand Strategy & Identity:

• Own and evolve the company's brand architecture across all three verticals recruitment, staffing, and training.
• Define brand positioning, tone of voice, and visual identity guidelines; enforce consistency across digital, print, and in-person channels.
• Lead employer brand initiatives to position the company as a preferred recruitment partner among healthcare institutions.
• Build a candidate brand narrative that resonates with nurses and allied health professionals both freshers and experienced across tier 1 and tier 2 cities.
• Oversee production of brand collateral: pitch decks, brochures, case studies, whitepapers, and institutional presentations.

B2B Marketing - Healthcare Institutions & Employers:

• Develop and execute account-based marketing (ABM) campaigns targeting hospital groups, diagnostics chains, long-term care facilities, and home health providers.
• Drive lead generation through LinkedIn, industry events, webinars, and targeted email campaigns for the business development pipeline.
• Produce thought leadership content articles, reports, panel presentations, and whitepapers positioning leadership as voices of authority in healthcare workforce solutions.
• Manage participation in industry forums, HR and healthcare conferences, and Vice-Chancellors' / Nursing Council roundtables.
• Collaborate with Business Development to create sales enablement assets: one-pagers, ROI calculators, segment-specific decks, and proposal templates.
• Build and manage a B2B CRM-integrated marketing automation stack.

B2C Marketing - Healthcare Professionals & Candidates:

• Design and execute candidate acquisition strategies to build a pipeline of nurses, allied health professionals, and fresh healthcare graduates.
• Run performance marketing campaigns on Meta (Facebook/Instagram), Google, and YouTube; optimise cost-per-lead and cost-per-placement metrics.
• Build community and organic reach through WhatsApp communities, Telegram channels, YouTube educational content, and Instagram reels targeting student nurses and fresh graduates.
• Partner with nursing colleges, paramedical institutes, and university placement cells for co-branded campaigns and on-campus activations.
• Develop content that addresses candidate pain points: licensing, NCLEX / HAAD / DHA preparation, salary benchmarks, career pathways, and international deployment opportunities.
• Manage referral and alumni marketing programmes to leverage the existing candidate community.

Digital Marketing & Performance:

• Own and grow all digital channels: website (SEO/content), LinkedIn, Instagram, Facebook, YouTube, and WhatsApp Business.
• Set up and manage performance marketing budgets across paid search and paid social, report weekly on funnel metrics.
• Lead SEO strategy and content calendar; commission and edit long-form content, blogs, and resource guides.
• Implement marketing analytics dashboards (Google Analytics 4, Meta Ads Manager, LinkedIn Insights) and deliver monthly performance reports to the leadership team.
• Oversee the company website - UX, landing pages, conversion optimisation, and tech stack.

Events, PR & Partnerships:

• Plan and manage the company's presence at healthcare recruitment expos, medical education fairs, and staffing industry events.
• Drive PR: media relations, press releases, by-lined articles, and analyst / association relationships.
• Identify co-marketing opportunities with NBEMS, INC, State Nursing Councils, medical colleges, and international partners (German healthcare associations, Gulf recruiting bodies, etc.).
• Support leadership in thought leadership platforms: panel moderation, keynote preparation, and roundtable strategy.

Marketing Operations & Team Building:

• Build and manage the marketing team from scratch initially through agency and freelance partners, subsequently through in-house hires, as the business scales.
• Define marketing SLAs aligned to sales and recruitment targets; establish weekly, monthly, and quarterly review cadences.
• Own the marketing budget, ensuring ROI accountability across B2B and B2C spend.
• Introduce and manage the MarTech stack: CRM, email automation, social scheduling, and analytics.

Essential Qualifications, Skills & Critical Experiences:

• 8-12 years of marketing experience, with at least 4 years in a lead or senior individual contributor role.
• Demonstrable experience running B2B marketing campaigns (ABM, lead generation, content, events) - ideally in healthcare, staffing, or professional services.
• Demonstrable experience running B2C digital campaigns - performance marketing on Meta and Google is non-negotiable.
• Experience managing brand identity and producing brand-standard collateral.
• Strong written English and Hindi; proficiency in at least one South Indian language is a plus.
• Hands-on experience with CRM tools and marketing automation.
• Analytical rigour: comfortable reading dashboards, building reports, and making budget decisions based on data.
• MBA or Post-Graduate Diploma in Marketing / Communications from a recognised institution.

Preferred:

• Prior experience in healthcare recruitment, hospital staffing, nursing education, or allied health services.
• Experience marketing international workforce programmes (Gulf, Germany, UK, Australia, or Canada corridors).
• Working knowledge of NCLEX, HAAD, DHA, OET, or other healthcare licensing pathways - or willingness to learn rapidly.
• Experience building a marketing function or team from scratch in a startup or growth-stage company.
• Familiarity with India's regulatory landscape: NMC, INC, State Nursing Councils, NBEMS.

Whats on Offer:

• A mandate to build - not maintain - a marketing function.
• Exposure to a fast-growing sector at the intersection of healthcare, workforce, and technology.
• Leadership visibility: direct access to the CEO and opportunity to shape company narrative.
• International exposure through global workforce deployment programmes.
• Flexible working arrangements after an initial orientation period.