Marketing Lead – Consumer care Full Time NEW

Job Purpose

Union Healthcare Group is building consumer-marketing capabilities. We are looking for a marketer who thinks like a consumer-brand builder, someone who can take a healthcare category to a real audience and build demand.

This role owns the full consumer-facing brand: how it is positioned, how awareness is created, and how the message travels through earned, social and third-party channels. It is a builder’s role for someone with genuine advertising and brand DNA who understands how to move a consumer audience.

Brand Strategy & Positioning

• Own the consumer brand strategy, positioning and messaging for the category, and turn it into campaigns that actually land with the target audience.
• Define strategic imperatives per product based on the patient journey and what people actually value.
• Set product positioning around unmet needs and a clear value proposition.
• Build out patient profiles for strategic products.
• Align engagement strategy with Medical, Regulatory, Compliance and Market Access.

2. Awareness, Education & Campaign Planning

• Build and run public awareness and health-education programs that grow understanding of the category and pull new audiences in.
• Lead local Integrated Brand Plans (IBPs) through cross-functional work with Sales, Medical, Access, Legal and Regulatory.
• Build launch plans where needed, including the run-up to launch.
• Set brand KPIs for strategic products with Sales and check in on them every quarter.
• Develop patient-centric promotional materials and campaigns that track the product lifecycle.
• Adapt messaging to local market specifics.
• Forecast revenue (to-market and in-market) using market share, patient share and assumptions tied to financial targets.
• Build and manage the brand budget within approved financial ratios.
• Run competitor analysis and market research to stay ahead of market dynamics.
• Set the targeting and segmentation strategy based on the strategic imperatives.

3. Advertising & Creative

• Lead the creative and advertising work end to end: write the brief, commission and direct external agencies, and hold them to a high bar on output and deadlines.
• Build relationships with influencers, creators and other third-party voices, and use them to carry the message credibly and at scale.
• Design the mechanics that get word-of-mouth started and keep it going – advocacy programs, community building, peer-led momentum.
• Own the always-on digital and social presence, content calendar and performance, working across agency and in-house resources.
• Identify and activate the right external channels and partners to reach the end audience effectively and at the right cost.

4. Implementation & Performance Monitoring

• Drive implementation of the local IBP to hit annual brand objectives.
• Train local teams on brand positioning and the quarterly cycle messages.
• Get out in the field to support KOL engagement, read market dynamics, and check whether the messaging is actually working.
• Review brand KPIs every quarter: market share, targets, CRM metrics, activity plan execution.
• Track the yearly activity plan and adjust it when something isn’t working.
• Own the product P&L, including watching promotional spend against performance and putting mitigation plans in place with Sales.
• Set the metrics that matter: reach, engagement, sentiment, advocacy, pull-through, and report performance and learnings to leadership.
• Make sure every marketing activity complies with company processes: approvals, documentation, policy.

5. KOL & Stakeholder Management

• Build and maintain strong relationships with KOLs.
• Develop the speaker and advocate pool.
• Support the Sales team when needed.
• Collect market and trend feedback from the field.
• For new or changed activities: help with cost calculations and cost/benefit analysis, align with Sales on budget reallocation, and follow up on ROI.

6. Governance & Reporting

• Deliver to principals on time and in line with governance requirements.
• Report, update and sign off on marketing objectives on schedule.
• Run every activity in line with company policy, ethical promotion standards, quality requirements and corporate culture.

Candidate Profile

• A consumer-marketing or consumer-healthcare background: FMCG, OTC, beauty, wellness or something comparably consumer-driven.
• Real advertising and brand-building experience: you’ve built campaigns, run agencies, and shaped how a brand actually talks to people.
• Comfortable in the influencer and creator world, and confident managing third-party voices and external partners.
• Understands that word-of-mouth and advocacy get engineered.
• Happy building a function from scratch: self-starting, hands-on, decisive.
• Strong commercial instinct.

Experience & Qualifications

• Degree in marketing, communications, business or a related field.
• 5–8+ years in consumer marketing, advertising or brand management, ideally with some agency-side time.
• A track record of running advertising campaigns and managing external agencies and partners that you can actually point to.
• Fluent English and Arabic; French is a plus.