Marketing Manager

Job description

**About Lyra** Lyra Health is the leading provider of mental health solutions for employers supporting more than 20 million people globally. The company has delivered 13 million sessions of mental health care, published more than 20 peer-reviewed studies, and delivered unmatched outcomes in terms of access, clinical effectiveness and cost efficiency. Extensive peer-reviewed research confirms Lyra’s transformative care model helps people recover twice as fast and results in a 26% annual reduction in overall healthcare claims costs. Lyra is transforming access to life-changing mental health care through Lyra Empower, the only fully integrated, AI-powered platform combining the highest-quality care and technology solutions. ### Core Responsibilities - **1. Market & Competitor Analysis** - Conduct in-depth market research to identify industry trends, market demands, and specific growth opportunities within the Indian corporate wellness landscape. - Analyze competitors’ strategies, strengths, and weaknesses to provide actionable insights for competitive positioning in the region. - Prepare regular reports and strategic updates on market developments and the competitive landscape to inform leadership decisions. - **2. Marketing Strategy & Brand Stewardship** - Develop and execute integrated marketing strategies that align with business goals to maximize market share and customer engagement. - Oversee the creation of localized marketing content (e.g., digital ads, blogs, whitepapers, brochures) that aligns with the Lyra brand voice while appealing to the Indian market. - Ensure consistency of branding across all channels, including online platforms, onsite events, and customer communications. - **3. Campaign Planning & Execution** - Design and implement multi-channel online and onsite marketing campaigns to drive brand awareness and lead generation. - Manage digital marketing initiatives, including SEO, SEM, social media, email marketing, and paid advertising (Google Ads, LinkedIn Campaigns). - Plan and oversee onsite events such as trade shows, product launches, and clinical workshops to engage potential HR and Benefits leaders. - Track, measure, and optimize campaign performance using KPIs and ROI analysis. - **4. Sales Funnel & Lead Lifecycle Management** - Develop strategies to attract, nurture, and convert leads into qualified sales opportunities. - Work closely with the Sales and Customer Success teams to align marketing activities with sales objectives and enhance the lead-to-customer conversion process. - Utilize CRM tools (Salesforce/HubSpot) to manage the lead lifecycle and ensure data-driven coordination between teams. - **5. Contribution to Business Development** - **Local Growth Advocacy:** Directly contribute to expanding the local business by identifying high-potential sectors and tailoring marketing outreach to address specific local pain points. - **Sales Enablement:** Create powerful sales collateral and case studies that help the commercial team demonstrate the ROI of Lyra's model to local prospects. - **Market Intelligence for Sales:** Support the business development team with localized data and "talking points" derived from competitor research. - **Expansion Strategy:** Provide marketing support for the launch of new service features or acuity care pathways in the Indian market to ensure rapid adoption and revenue growth. - **6. Data-Driven Insights & Optimization** - Use analytics tools (Google Analytics, SEMrush) to evaluate the performance of marketing initiatives and drive data-backed decision-making. - Provide strategic recommendations to improve marketing efficiency, reducing customer acquisition costs while increasing lead quality. ### Requirements and Qualifications - **Qualification:** Bachelor’s degree in Marketing, Business Administration, or a related field. A Master’s degree is highly preferred. - **Experience Level:** 5–8 years of experience in marketing, including strategy development, campaign execution, and market research. - **Specialized Experience:** Proven track record of managing successful B2B marketing campaigns, preferably within the healthcare, EAP, or HR-tech sectors. - **Technical Skills:** Expertise in digital marketing platforms (Google Ads, Facebook/LinkedIn Ads) and CRM tools (Salesforce/HubSpot). ### About You - **Clinical & Business Acumen:** Exceptional understanding of the mental health sector and the ability to translate clinical effectiveness into compelling business value propositions. - **Problem Solver:** Highly analytical with superior problem-solving skills, capable of navigating intricate market challenges independently. - **Autonomous & Accountable:** Able to work independently to execute marketing plans while ensuring alignment with global standards and local business goals. - **Detail-Oriented:** Meticulous attention to detail, ensuring accuracy in data reporting, brand consistency, and campaign execution. - **Communicator:** Excellent verbal and written communication skills, with the ability to articulate complex concepts clearly to diverse stakeholders and potential clients. - **Proactive & Adaptive:** Strong continuous improvement mindset; always seeking opportunities to innovate and refine marketing processes in a fast-paced environment. - **Organized:** Highly organized with an exceptional ability to plan, prioritize, and manage high-volume campaign cycles and deadlines under pressure. - **Collaborative:** A strong team player who collaborates effectively with Sales, Clinical, and Product teams to achieve the highest care outcomes and business growth. ### Miscellaneous - **Upholding Lyra Values:** Demonstrate Lyra’s core values of clinical excellence, innovation, and empathy in all marketing initiatives and team interactions. - **Task Ownership:** Ensure all allotted marketing and administrative tasks are performed with high precision and within agreed-upon timelines. - **Process Optimization:** Proactively identify gaps in the marketing-to-sales handoff and propose solutions that enhance lead quality. - **Workshop & Event Support:** Participate in and support the delivery of onsite/online workshops and represent Lyra at professional conferences.