Marketing Communications Executive

Job content

AniCura is one of Europe’s leading providers of high-quality veterinary care for companion animals.

AniCura was established in 2011 on the initiative of the Animal Hospital Foundation in Greater Stockholm. The Foundation’s mission was to create a platform for improved veterinary care through cooperation, best practice sharing, and shared resources. AniCura is part of Mars Petcare, a family-owned company with 75.000 Associates in more than 50 countries.

AniCura offers a wide range of high-quality medical services covering preventive and basic health care as well as advanced diagnostics, internal medicine, intensive care, surgery, and orthopedics. AniCura also provides rehabilitation, physiotherapy, and dietary advice and offers selected pet food and care products.

AniCura in Belgium

In Belgium, AniCura started in 2018. To support the group of 18 Belgian clinics (approximately 300 Associates), we are looking for a driven and hands-on marketing and communications enthusiast, preferably also with a heart for animals.

The Marketing Officer will be responsible for customer acquisition by carrying out effective marketing and communication activities targeting consumers/pet owners (B2C) and referring veterinarians (B2B). A key responsibility will be to continue building the AniCura brand in Belgium towards clinics, veterinarians, students and future Associates (employer branding), and of course pet owners.

The role includes a variety of tasks that focus on brand-building activities, hands-on, day-to-day tactical activities, all with the purpose of empowering the AniCura brand in Belgium and driving customers to clinics.

Main Responsibilities

The responsibilities of the Marketing Officer will be to

• Implement the group marketing and communications strategies for brand building and customer acquisition in Belgium;
• Improve the brand’s online visibility/referencing (website, social networks, etc.) towards the general public (pet owners) and the professional target audience (referring veterinarians);
• Ensure the updating of the brand’s official website (updates, additional features, creation of content, etc.);
• Make suggestions for improving the website in terms of User Experience and SEO;
• Generate engagement from subscribers through direct CRM marketing;
• Monitor paid online search engine optimization (SEA) campaigns together with an external agency;
• Responsible for building the AniCura brand in the local market, including making sure that the brand guidelines are being followed
• Plan and run marketing campaigns at a country level and support clinics with their local campaigns
• Responsible to maintain the country website (https://www.anicura.be/) in French and Dutch including content work, clinic pages, and SEO
• Responsible for running the AniCura accounts on social media (Facebook, Instagram, and LinkedIn)
• Develop marketing materials and templates and ensure that these are ready to use at clinics when needed
• Manage marketing partners such as local agencies and manage the annual marketing budget, ensuring a positive ROI and investment in line with the budget
• Take ownership of organizing AniCura’s presence at veterinary fairs and recruiting fairs
• Run customer insights activities (e.g. customer survey, NPS) in close coordination with Group
• Take part in and drive the implementation of Group-wide marketing programs in the region
• Behave as a Brand Ambassador and make sure clinics are communicating according to Brand guidelines

Requirements

• Operational and can-do mindset with the ability to execute and get things done
• Intimate understanding of traditional and online marketing channels
• Solid knowledge of website development and analytics tools (e.g. Google Analytics)
• Strong self-management and prioritization skills
• Excellent communication and presentation skills
• Bachelor’s degree in Marketing, Business Administration, or similar
• At least 2 years of experience in marketing-related positions
• Communicates well in Dutch, French, and English
• High level of emotional intelligence and ability to deal with a variety of personalities
• Strong ethics and accountability
• Based in Zaventem with the ability to travel occasionally to clinics in Belgium