Where Ambition and
Innovation Meet with Care

Job Details

SIDRA3636 - Director - Marketing and Branding

Department: Communications & Marketing Div
Division: Communications & Marketing Dept
Contract Type: Full Time
Closing Date: 05-Sep-2017
Organizational Profile:

Sidra Medicine is a state of the art academic medical center that will function to the level of the highest international standards. Its clinical focus is on the specialty care of women and children.

Sidra’s Vision is: “Sidra Medicine will be a beacon of learning, discovery and exceptional care, ranked among the top medical centers in the world”.

Achieving this vision will encompass three essential activities:

World Class: Patient and Family Centered Care Health Education Biomedical Discovery


The Communications Department is responsible for Sidra’s communication strategy, media relations, crisis communications, internal communications, community relations, events, brand, marketing, public facing portals, digital and social media along with the concierge and guest relations.  The Communications Department ensures consistent messaging and branding across all channels to positively reflect the company’s vision and mission.


The Director - Marketing and Branding manages strategic branding and positioning of the facility by developing and/or implementing a marketing strategy for Sidra in order to meet and exceed the annual revenue targets. The Director - Marketing and Branding is responsible to build brand image of Sidra as a world class women and children’s hospital and research center by creating awareness and demand for services. The Manager develops and maintains strategic relationships and manages the marketing activities/initiatives within the agreed guidelines to attract the target customers to Sidra’s services.

  • Directs marketing and branding strategy and oversees its implementation.
  • Understands and supports Sidra Corporate Strategy and creates marketing and branding strategies to enhance awareness of Sidra in public.
  • Creates channels for awareness, understanding and engagement of Sidra’s corporate strategy through marketing and branding activities.
  • Leads the development and management of the Sidra brand in all related communications area in coordination with the Executive Director of Communications and the leadership
  • Identifies obstacles to brand growth and work collaboratively with other Directors to  resolve them
  • Provides inputs for the right marketing mix to be used for the Sidra Brand promotion
  • Develops policies, guidelines to ensure the proper utilization of the Sidra brand across the organization.
  • Ensures that the brand is expressed in a distinctive and consistent manner across at all touch points
  • Oversees the infrastructure and tools associated with the effective delivery of the Sidra Brand
  • Monitors and measures the current brand value and develops strategies for brand strengthening.
  • Manages over all and specific budgets to achieve defined targets related to marketing and branding.
  • Directs the production management team and other stakeholders (internal or external) to ensure quality and timeliness of all marketing /advertising activities and structures.
  • Analyzes market data and information to generate meaningful insights for Sidra brand performance enhancement.
  • Directs the content, aesthetics, and underlying technology of Sidra’s websites and ensures it conveys accurate and timely messages.
  • Works closely with the procurement and other division to ensure the quality of services and consultation provided.
  • Develops the team and conducts appraisal. Provides ongoing feedback to the team that includes identification of training needs, counseling or discipline as required.
  • Manages direct reports to perform their assigned tasks and achieve their performance objectives, through ongoing feedback, coaching and facilitation


In view of the evolving needs and opportunities within Sidra during this pre-operational phase, this position may be required to perform other duties as assigned and reporting relationships may vary.



  • Bachelor's degree in Marketing, Business Management, Communications, Public Relations, Journalism, Healthcare Management or relevant field
  • 5+ years of healthcare marketing and communication experience in a managerial role or 7+ years of progressive management experience in healthcare marketing with emphasis on managed care marketing and communication.
  • Strong analytical and problem-solving skills.
  • Demonstrated ability to deal with multiple issues simultaneously and move them all towards resolution.
  • Highly organized, with a strong ability to multi-task multiple projects in a fast-paced environment
  • Demonstrated knowledge of health plan, hospital operations and their related complex financial environment
  • Demonstrated ability to meet goals and deadlines.
  • Good communication skills.
  • Strong negotiation skills.
  • Proven organizational skills.
  • Proficiency with Microsoft Office suite.
  • Fluency in written and spoken English


  • 7+ years of healthcare marketing and communication experience in a managerial role


Sidra’s Organizational Values:
  • Trust: Being competent; acting consistently, reliably and predictably; acting with honesty and integrity; respecting patient, employee and commercial confidentiality; delivering on commitments
  • Care: Acting with empathy, kindness and compassion; being humble; listening and responding; acting with cultural sensitivity; Caring for patients and staff
  • Teamwork: Sharing information and knowledge and learning from demonstrated expertise; being respectful, and thereby earning respect of others; acting with professionalism; leading and following; collaborating and being accessible
  • Transparency: Frequent and honest communication; open access to information for decision making; willingly acknowledge shortcomings; speaking up about concerns; publishing performance indicators
  • Innovation: Freedom to innovate; welcoming ideas and encouraging creativity; supporting talent; creating confidence; celebrating successes
  • Efficiency: Providing measurable value; using data to drive decision making; having and achieving clear goals; building processes that work; continuously improving outcomes in patient and family care
Privacy and Application Policy

To the extent permitted by applicable laws and regulations, Sidra Medical and Research Center ("Sidra" or "we") collect, use and disclose your personal information in accordance with the principles set out below.

By submitting your CV or job application, you acknowledge that any personal or other information you supply to us may be used by Sidra to assess, evaluate and check your candidacy. You further acknowledge that we may make copies, reproduce, organise, modify, and analyse the information supplied for the purposes of making a selection decision.

You expressly acknowledge that submitting your application does not mean that you will be contacted for an interview or that you will be made an offer of employment.

We reserve the right to discontinue the recruitment process at any stage. Similarly, you have the right to withdraw your active application at any stage of the recruitment process.

We would like to assure your application will be treated with due diligence and thank you for considering employment with Sidra.

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