Manager, Marketing and Outreach Engagement

Manager, Marketing and Outreach Engagement

Department: Virtual Care Division

Location: Aga Khan University, Karachi (with travel to Punjab as required)

Introduction to the Aga Khan University:

Chartered in 1983, it is a private, autonomous and self-governing international university with 13 teaching sites in 6 countries distributed across three continents. As an integral part of the Aga Khan Development Network, Aga Khan University (AKU) provides higher education in several disciplines, carries out research pertinent to the countries in which it exists and has campuses, programmes and/or teaching hospitals in Afghanistan, Kenya, Pakistan, Tanzania, Uganda and the UK. As an international institution, AKU operates on the core principles of quality, relevance, impact, and access; and AKU is a model of academic excellence and an agent of social change.

As an equal opportunity employer, AKU believes in promoting a diverse and inclusive culture and is committed to adopt appropriate standards for safeguarding and promoting a respectful relationship with and between diverse workforce of its faculty, staff, trainees, volunteers, beneficiaries, wider communities, and other stakeholders with whom it works, including children and vulnerable adults and expects all employees/trainees and partners to share this commitment.

Key Responsibilities:

The Manager, Marketing and Outreach Engagement will lead the digital marketing, communications, outreach and brand strategy for the Virtual Care Division at the Aga Khan University Hospital.

This senior strategic role will shape the division’s narrative, strengthen stakeholder engagement, expand digital reach, and enhance trust and visibility across diverse audiences.

The role will leverage modern communications practice, data analytics, and AI-enabled tools to deliver targeted, measurable, and impactful communication strategies aligned with institutional priorities.

The candidate will be responsible to:

Regular Duties / Responsibilities:

Strategic Communications and Messaging:

• Develop and implement an integrated communications strategy aligned with Virtual Care goals and institutional priorities
• Lead the development of clear messaging frameworks, storytelling narratives, and audience-specific communication plans
• Ensure consistency of voice, tone, and positioning across digital, clinical, academic, and external communications
• Support executive communications, thought-leadership content, and major strategic announcements
• Translate complex clinical and technological concepts into clear, accessible, and compelling public communication
• Provide strategic communications advice to senior leadership on virtual care initiatives and service expansion

Digital Engagement and Marketing:

• Lead integrated digital marketing initiatives across SEO, social media, email, web content, paid campaigns, and platform optimization
• Oversee search engine optimisation strategies to enhance organic visibility and discoverability of virtual care services
• Lead branding initiatives to position the virtual care platform as a trusted and credible digital health service
• Manage content strategy, including website content, newsletters, campaigns, multimedia storytelling, and patient focused information
• Coordinate internal teams and external agencies to deliver high-quality campaigns on time and within budget
• Use analytics dashboards and performance data to track outcomes, optimise engagement, and report insights to leadership

Brand, Outreach and Stakeholder Engagement:

• Strengthen brand positioning of the Virtual Care Division as a trusted leader in digital health
• Build and maintain partnerships with academic institutions, healthcare networks, media organisations, NGOs, and community partners
• Lead outreach initiatives to improve awareness, access, and adoption among target audiences
• Support change communications related to virtual care adoption among target audience
• Represent the division in public forums, media engagement, and stakeholder events

AI, Data and Innovation in Communications:

• Integrate AI tools into content development, audience segmentation, campaign optimisation, and analytics reporting
• Implement data-driven communications planning using dashboards and performance insights
• Stay abreast of emerging trends in digital health communication, social media platforms, and AI-enabled marketing
• Introduce innovative approaches to improve efficiency, reach, and engagement

Strategic Insight and Planning Support:

• Provide communications insight, audience research, and stakeholder intelligence to inform Virtual Care strategy
• Analyse engagement trends, user feedback, and market insights to guide messaging and outreach priorities
• Contribute to strategic planning discussions, ensuring communication implications are considered in service development

Periodic Duties / Responsibilities:

• Serve as the Acting Operations In-Charge on a rotational basis during weekends and public holidays.
• Based on scheduled rotation, manage operational oversight through both remote and in-person rotations, covering 6 to 8-hour shifts within a 24-hour service cycle.
• Maintain availability and responsiveness during off-duty hours as well to provide support in the event of operational emergencies or urgent business requirements.

Requirements:

EDUCATIONAL/PROFESSIONAL QUALIFICATIONS & LICENSURE:

• Graduate degree in communications, marketing or related field

RELEVANT EXPERIENCE (State nature and duration of work experience):

• 10+ years’ experience in strategic communications, digital marketing, or public affairs within complex
  organisations, preferably in healthcare, government, university, or nonprofit sectors
• Demonstrated success leading communications strategies for large-scale initiatives, organisational change, or digital services
• Strong expertise in digital communications, including SEO, analytics, social media strategy, content marketing, and stakeholder engagement
• Experience working with senior executives and cross-functional teams
• Familiarity with AI tools and data-driven communications approaches preferred

KNOWLEDGE AND COMPETENCIES (State skills, abilities & traits required):

• Strategic thinker and skilled storyteller
• Excellent writing, editing, and editorial judgement
• Data-driven and outcome-focused approach
• Calm and confident leader in complex environments
• Collaborative, diplomatic, and stakeholder-focused
• Curious about AI, digital innovation, and emerging communication tools

Comprehensive employment reference checks will be conducted