Marketing Department

| 10 minutes

The purpose of this document is to describe the function of the Marketing Department - Marketing Manager inside AdvaCare Pharma organization and define the department members' roles and responsibilities within the team.

1. KPIs:

• Lead Generation
• Traffic-to-Lead ratio
• Organic Traffic
• Digital Marketing ROI:
• Email marketing
• Social Media ( ER)
• Side campaigns
• Brand awareness

2. Organizational Structure

3. Department Role within Company

3.1 Goals of Marketing Dept.

a. Develop a marketing strategy for company's overall growth.
b. Improve organic, direct and non-paid traffic to the main and brand websites.
c. Improve the CR for the Upper Funnel.
d. Coordinate with BD Dept. and lead campaigns.
e. Process and categorize the incoming Leads.
f. Communicate with other departments to ensure the smooth flow of workloads.
g. Develop and assist existing Distributors with any marketing activities (promotional materials, market entry strategies, etc).
h. Provide insights to other departments to improve the revenue growth.
i. Follow the existing SOPs and keep them up-to-date.

3.2 Interdepartmental Relationships

Marketing Department & Business Development Dept. (Sales Dept.)

The main roles of the Marketing Dept. are to provide both internal (data driven) and external research to help expand the pool of new potential distributor and processing the Lead Replies to ease the follow-up work of BD Dept. Marketing Dept. will execute marketing campaigns based on the company's goals and needs.

Marketing Department is responsible to:

• Qualify and categorize the incoming Website inquiries.
• Inform and consult with BD Bept. when needed.
• Provide trends (both internal and external) to BD Dept.
• Collaborate with BD Dept to launch CRM and side campaigns.
• Attend bi-weekly BD+Mkt meetings to smooth the cross-functional communication and workflow.

Business Development Dept. is responsible to:

• BD Dept. communicates any problems or inaccuracies in the Lead Replies prepared by Marketing Dept. on an ongoing basis.
• Side Campaigns and Newsletters: BD Dept. communicates with the Marketing Dept. regarding the Side Campaigns and Newsletters to prepare and implement.

BD Dept. has to understand the current trends and requirements of the inquiries, analyze and communicate it with the Marketing Dept. (for example, when an increase in inquiries for Vitamin C Supplements is observed, Marketing Dept. can plan a Side Campaign to target this specific product).

• Updating Customers in ERP: BD. Dept has to inform Marketing Dept. to input Customer contact information in the ERP if it is assigned and not already in the ERP.
• Removing Customers from Lists: BD Specialist informs Marketing Dept. to remove a Customer from the Newsletter list when assigned Customer asks to stop receiving email updates from our side.
• Inventory List: BD. Dept. informs the Marketing Dept. when any samples are required from the Inventory List to provide to the Customer.
Marketing Department & Account Managers Dept. (Sales Dept.)

The main role of Marketing Dept. is to develop a marketing strategy, including market entry, promotional materials, mockups, etc, based on distributor needs. One of the main responsibilities of the Marketing Dept. is to ensure promotional materials and support are fulfilled in collaboration with AM Dept., Logistics Dept. and Admin Assistant.

Marketing Department is responsible to:

1. Communicate with the Distributor to have a better understanding of the market needs.
2. Perform preliminary research of the Distributor.
3. Perform preliminary research of the market/country.
4. Provide all design assets of promotional materials.
5. Collaborate with Logistics Dept. to make sure promotional materials are ready and shipped in accordance with the schedule.
6. Ensure deadlines are met.
7. Record and track the promotional assets in the ERP and server.

Account Manager is responsible to:

• Inform Marketing Dept. of the background/history/context of the Distributor.
• Inform Marketing Dept. when to contact the Distributor to begin communication regarding the promotional materials.
• Assist Marketing Dept. in communicating with the Distributor.
• Inform and update Marketing Dept. on the production schedule of the order.
• Assist Marketing Dept. with choosing the samples from storage to include with the promotional materials.
• Check all of the elements of the mockups and vendor packaging designs to avoid any mistakes.
Marketing Department & Logistics Dept.

The role of Marketing Dept. is to prepare the promotional materials and inform Logistics Dept. of the details of each promotional product.

Marketing Dept. is responsible to:

• Prepare promotional materials on time to include into the shipment;
• Provide in advance the necessary details about every promotional product to the Logistics Dept.

Logistics Dept. is responsible to:

• Make sure promotional materials are included in the shipment.
• Arrange the shipment on time and in the most cost effective way.
• Prepare customs clearance documents with the included promotional materials.

4. Roles and Responsibilities

Marketing Manager

1. Managing the Department:

Oversee the work and growth of Marketing department

• Provide Marketing roadmap to support the company's growth.
• Proactively participate and develop new projects/activities that are aimed for the overall growth.
• Provide weekly and monthly reports to the Senior Management.
• Work on creating a database of Marketing activities for the future references.
2. Managing team members and stakeholders:

Ensure the efficiency and accountability of each team member

• Establish an internal weekly reporting system.
• Control all the tasks assigned to the marketing team members and provide comments/ feedback if required.
• Set and control scheduling of tasks (via use of Activities and Calendar in ERP).
• Make sure the work submitted by the team members is up to the standards.
• Train new members and provide monthly experience sharing.
3. Managing inter-departmental coordination:

Establish and maintain smooth cross-functional collaboration

• Identify potential problems, obstacles and opportunities.
• Execute according to the existing SOPs to avoid mistakes and misunderstandings.
• Participate in cross-functional meetings and provide insights.
• Communicate openly with other department managers to assure the desired results and goals are met.
4. Project Management:

Manage various ongoing projects and activities in the Marketing department

• Supervise and direct ongoing large scale projects, such as new websites, rebranding of products/ranges, ERP development, etc.
• Develop a marketing strategy for new product launches, entering new markets, etc.
• Perform a competitive analysis/research if required.
• Launch new marketing channels.
5. Internal structuring and improvement:

Work on improving the existing structure, platforms and SOPs relevant to the department

• Assist in the automation of the department.
• Provide up-to-date SOPs relevant to the Marketing department.
• Develop ERP solutions to improve control and efficiency.
• Constantly maintain and improve organizational structure.
• Assure all the necessary documents are filled out in a timely manner.
KPIs:
• Traffic-to-Lead ratio
• Cost per Lead / LTV
• Marketing ROIs
• Brand awareness
• Team performance

Campaign Marketing Specialist

1. Process Lead Replies:

Ensure accurate and timely processing of leads to BD department

• Recording of incoming Lead Replies in ERP.
• Ensuring data accuracy of Lead Replies in ERP.
• Ensuring delivery of Lead Replies to prospects from ERP.
• Coordinate with the BD department until successful transition of Lead Replies.
• Maintain the established KPIs (i.e. 48 hrs to process the Lead Replies, 72 hrs to process NL replies, etc.).
• Assist in performing QA of ERP if required.
2. Plan marketing campaigns:

Preparation and execution of campaigns

• Project manage all preparation activities for campaigns.
• Lead coordination of Marketing department stakeholders for campaigns.
• Lead coordination with BD and AM departments throughout preparation, execution and follow-up of campaigns.
• Identify and execute improvements for lead acquisition/generation and remarketing campaigns.
• Coordinate and execute the campaign schedule.
• Monitor campaigns and analyze post-campaign data.
• Provide reports/insights with relevant teams.
• Assist in performing competitive analysis and market research if required.
3. Manage social media:

Plan and execute social media presence

• Craft content and design assets (written and visual) for all platforms including website, EDM (email) and SM (social media).
• Supervise the acquisition, planning and deliverables of freelancers including copywriters, designers, etc.
• Set, track, analyze and evolve key performance indicators (KPIs) for social media campaigns.
• Improve engagement and other metrics.
4. Assist in all ongoing marketing activities:

Proactive participation as a valuable stakeholder

• Develop branded presentations, visual assets, etc for distributors and marketing needs.
• Provide weekly/monthly reports if required.
• Conduct market research if required.
• Provide training of new employees or stakeholders if required.
• Assist in any Marketing department activities if required.
• Support all stakeholders with ongoing projects such as promotional materials, Lead Replies, etc. if required during busy periods.
KPIs:
• Number of processed LRs (i.e., 250-300 per week)
• Successful planning and execution of digital campaigns:
• Newsletter (i.e., twice a month)
• Open rate, CTR, ER
• Campaign quarterly roadmap
• Social Media (4 posts a month)
• Post-campaign reports
• Monthly reports

Promotional Marketing Specialist

1. Promotional and merchandising project management:

Manage all the activities related to the Promotional Materials

• Handle promotional materials for orders assigned by the account managers.
• Understand the scope and variety of the promotional materials.
• Perform preliminary market research to determine the needs and specifics of the markets/ regions where the promotional materials will be distributed.
• Proactively communicate with the distributors to suggest and confirm materials and provide insights for the marketing and AM departments.
• Update and record all ERP tasks, milestones, activities, etc. in a timely manner.
2. Promotional Materials production:

Establish and maintain a smooth internal and cross-functional communication to assure the production of the promotional materials

• Prepare written content and key visuals for the promotional materials.
• Work closely with the Designer to ensure all promotional materials are of high design standards.
• Perform quality control of all promotional materials before shipping.
• Execute promotional management in accordance with the SOPs and requirements of the department.
3. Information management:

Keep all relevant records and documentation up to date

• Management and updating of product inventory in ERP.
• Update the promotional material library.
• Update ERP with information relevant to the Marketing department.
4. Project collaboration and coordination:

Active stakeholder in new and ongoing projects

• Fulfill role and responsibilities in marketing projects such as websites, product/range rebranding, ERP development and testing, etc.
• Stakeholder in lead generation campaigns.
5. Assist in all ongoing marketing activities:

Proactive participation as a valuable stakeholder

• Develop branded presentations, visual assets, etc for distributors and marketing needs.
• Provide weekly/monthly reports if required.
• Conduct market research if required.
• Provide training of new employees or stakeholders if required.
• Assist in any Marketing department activities if required.
KPIs:
• Number of completed orders for promotional support
• Country / Customer research (i.e., 1-2 monthly)
• New promotional ideas (i.e., quarterly basis)
• Industry trends and competitor research (i.e., quarterly basis)

Design Marketing Specialist

1. General Responsibilities:
• Conceptualize, design and implement creative and design projects on time and within budget.
• Execute creative direction, brand consistency and design standards for marketing materials.
• Lead and manage branding projects for products and ranges.
• Produce brand, product and marketing photography, ensuring styling and shot guidelines.
• Develop and design layout for advertisements: Google, Social Media, etc.
• Head responsibility for design revisions to approvals, including artwork and information accuracy.
• Manage utilization and archive of all brand and product photography.
• Assist with website and landing page visual design.
• Design promotional material for distributors and consumers.
• Support marketing department with all design-related projects to keep brand consistency.
• Produces, selects and secures illustrative material and visual elements.
2. Deliverables:
• Art layouts and art concepts
• Brand, product and marketing photography
• Still visuals for digital channels
• Motion video for digital channels
• Brand and product catalogs
• Banners for Google
• Posts for Social Platforms
• Digital and print marketing material for distributors: brochures, posters, etc
3. Documents:
• Brand identity manuals
• Packaging design manuals
• Photography manuals
• Product and company presentations
• Other documents relevant to Marketing Dept.
KPIs:
• Number of timely finished promos
• CTR, OR for images
• Time spent on work / rework

SEO & PPC Marketing Specialist

1. General Responsibilities:
• Optimize website copy for search engine marketing.
• Optimize landing pages for search engine marketing.
• Perform keyword research.
• Expand keyword opportunities.
• Run tests for SEO.
• Research and implement search engine optimization recommendations.
• Drive SEO in written and visual content creation.
• Work with IT to ensure SEO is properly implemented on website code.
• Recommend changes to website architecture, content, linking.
• Manage Search Console, Google Tag Manager and Google Analytics.
2. Organic:
• Implement content recommendations for organic SEO
• Research and analyze competitor advertising links
• Develop and implement link building strategy
3. Paid:
• Manage campaign expenses, budget allocation, estimating daily/monthly costs
• Track, report, and analyze paid search data, PPC initiatives and campaigns
• Identify trends and insights to achieve maximum ROI in paid search
KPIs:
• Traffic-to-Lead ratio
• Organic traffic
• CPC, ROI, BR
• Page speed
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