Iberia Digital Marketing Lead

The Digital Marketing Lead is responsible for driving Affidea’s digital presence and patient digital engagement across Spain and Portugal. This role defines and executes the social media, CRM/email marketing, SEO, SEM and website strategy, ensuring consistency with Affidea’s brand and business objectives.The role covers full digital ownership in Spain and social media oversight in Portugal. The Digital Lead collaborates closely with:

• Brand & Communications for storytelling and PR-driven content that should be promoted on digital channels

• Product Marketing for vertical and new service campaigns

• Marketing Manager for campaign direction and performance

• The Graphic Designer and Digital Specialist for asset and execution support.

Social Media Strategy & implementation (Spain & Portugal)

• Develop and implement the social media strategy for Affidea Spain and Affidea Portugal to grow both in terms of followers and engagement

• Create content plans aligned with: campaign calendar, new service launches, doctor visibility and expertise, patient education and prevention topics

• Write and publish engaging posts, ensuring a consistent brand tone of voice.

• Coordinate with the Graphic Designer on visual asset creation (images, carousels, video edits, motion).

CRM & Email Marketing activation

• Define and manage the email marketing and CRM communication strategy.

• Build and send:

o   Bi-monthly newsletters for Spain

o   Monthly newsletters for Portugal

• Create segmented CRM journeys to support:

o   New service awareness

o   Patient retention and reactivation

o   Doctor referral engagement (where applicable)

• Analyse open rates, click-through, and conversion performance.

Paid Media & Performance Marketing

• Define the paid media and SEM strategy, aligned with growth targets.

• Manage the SEO/SEM agency:

o   Brief campaigns

o   Approve keywords and targeting

o   Review landing pages and conversion paths

o   Monitor and challenge performance

• Report regularly on:

o   Traffic growth

o   Lead generation performance

o   Cost per acquisition (CPA)

o   ROI by campaign

Website management & SEO

• Oversee day-to-day website updates in Spain

• Ensure content accuracy: services, centres, doctors, campaigns, banners.

• Implement SEO improvements in collaboration with agency.

• Ensure landing pages are optimised for conversion and clarity.

• Own the strategy for local digital visibility for all centres, especially Google search and maps presence.

• Coordinate Partoo management, ensuring standardisation and quality control across all locations.