Senior Manager-Brand, Social Media & Content (MAX@Home)

Function: Marketing

Location: Delhi NCR

Reporting To: Head – Marketing / Business Head, MAX@Home

Experience: 8–12 years

Industry Preference: Healthcare, Media or other consumer-facing businesses

Role Purpose The role will be responsible for defining what MAX@Home stands for, how the brand speaks, what it talks about and how it builds trust with patients, caregivers, families and healthcare professionals across platforms.

The individual will lead brand strategy, social media, content, campaigns, storytelling, thought leadership and digital brand presence, working closely with clinical, business, operations and marketing teams.

The ideal candidate will combine strategic brand thinking with strong content instincts and hands-on digital execution. They should be able to identify a compelling patient insight, turn it into a powerful narrative, develop an integrated campaign and ensure it reaches the right audience in the right format.

Key Responsibilities

1. Brand Strategy & Positioning

- Own and evolve the MAX@Home brand strategy, positioning and brand architecture.
- Build a clear and differentiated brand proposition around clinical credibility, trust, quality of care and the human experience of healthcare at home.
- Define brand narratives and communication territories across key service categories.
- Develop annual and quarterly brand communication priorities aligned with business objectives.
- Ensure consistency of brand identity, tone of voice and messaging across all consumer touchpoints.
- Build solid brand differentiation versus local homecare providers, aggregators and emerging digital healthcare brands.
- Translate business and clinical strengths into simple, compelling consumer propositions.
- Develop brand guidelines and communication frameworks for internal teams and external partners.

2. Content Strategy & Leadership

- Build and own the MAX@Home content strategy and calendar.
- Develop content that educates consumers while building trust and brand authority.
- Create a balanced content ecosystem across:
- Patient and family stories
- Doctor and clinical expertise
- Healthcare education
- Disease awareness
- Preventive healthcare
- Elderly care
- Physiotherapy and rehabilitation
- Home nursing and critical care
- Mother and child care
- Palliative care
- Healthcare-at-home innovations
- Brand stories and employee stories

- Establish MAX@Home as a credible source of healthcare information, rather than simply another healthcare services brand.
- Build an editorial approach that makes complex medical topics simple, relevant and human.
- Develop long-form and short-form content for websites, social media, blogs, videos, newsletters, PR and other platforms.




- Identify emerging healthcare conversations and convert them into relevant brand content.

3. Social Media Leadership

- Own the overall social media strategy and performance across relevant platforms including Instagram, Facebook, LinkedIn, YouTube and other emerging platforms.
- Build platform-specific content strategies rather than replicating the same content across channels.
- Develop a distinctive MAX@Home voice that is credible, empathetic, contemporary and human.
- Drive growth in reach, engagement, followers, video consumption, community participation and brand consideration.
- Create recurring content franchises and IPs that can become recognisable MAX@Home properties.
- Lead social listening and identify conversations, trends and opportunities relevant to healthcare and home healthcare.
- Establish processes for community management, escalation and healthcare-sensitive communication.
- Work closely with clinical teams to ensure medical accuracy and responsible communication.

4. Patient Stories & Human Storytelling

- Build a systematic patient storytelling programme for MAX@Home.
- Identify powerful stories from patients, families, nurses, physiotherapists, doctors and caregivers.
- Develop real human stories that demonstrate the impact of care at home.
- Transform patient experiences into compelling video, written and social content while maintaining dignity, consent, privacy and medical sensitivity.
- Build a repository of patient stories and healthcare narratives that can be used across brand, social, PR and campaigns.
- Make the people behind MAX@Home — patients and caregivers as well as clinicians and frontline teams — central to the brand narrative.

5. Thought Leadership

- Establish MAX@Home and its leadership team as credible voices in the home healthcare ecosystem.
- Develop thought-leadership platforms for senior leaders and clinical experts.
- Build LinkedIn and other professional communication strategies for leadership.
- Identify opportunities for articles, opinion pieces, interviews, podcasts, webinars, panel discussions and industry conversations.
- Develop proprietary insights, reports, surveys and healthcare content that can strengthen MAX@Home's authority.
- Work with PR and communications teams to convert content and expertise into earned media opportunities.

6. Integrated Campaigns

- Lead the creative and communication strategy for major MAX@Home brand campaigns.




- Translate business objectives into consumer insights, campaign platforms and creative territories.
- Develop integrated campaigns across digital, social, performance marketing, CRM, website, PR, print, OOH and other relevant channels.
- Write and/or oversee campaign briefs, creative briefs, communication frameworks and agency deliverables.
- Partner with creative, media, PR and digital agencies and ensure quality and consistency of output.
- Measure campaign effectiveness and continuously improve creative and communication performance.

7. Website & Organic Content

- Own the content strategy for the MAX@Home website and key service/category pages.
- Work closely with SEO and performance teams to create content that balances search visibility with genuine consumer value.
- Ensure accurate representation of doctors, clinical capabilities, services, accreditations and patient experiences.
- Identify content gaps based on consumer search behaviour, business priorities and competitive activity.
- Support the development of service microsites, landing pages and other digital content assets.

8. Internal & Employer Brand Storytelling

- Partner with HR and operations to showcase MAX@Home's people, culture and frontline healthcare professionals.
- Build employee stories and internal campaigns that strengthen pride and advocacy.
- Highlight nurses, physiotherapists, doctors, care managers and other frontline professionals as ambassadors of the brand.
- Develop content around milestones, awards, clinical achievements, employee recognition and organisational initiatives.

9. Agency & Team Management

- Lead and mentor the brand, social media and content team.
- Manage external creative, content, production, social media and specialist agencies.
- Build an efficient content production ecosystem with clear briefs, timelines, quality standards and approval processes.
- Create strong collaboration between marketing, clinical, operations, business development, performance marketing and PR teams.
- Establish a culture of experimentation, speed, creativity and accountability.

10. Measurement & Business Impact

- Define KPIs for brand, social and content beyond vanity metrics.
- Track and improve:
- Brand awareness
- Brand consideration
- Reach and share of voice
- Engagement quality
- Video consumption
- Organic traffic
- Search visibility
- Content-assisted conversions
- Leads and enquiries
- Cost efficiencies
- Community growth

- Build regular dashboards and reports demonstrating the contribution of brand and content to business growth.
- Use consumer insights, analytics and performance data to continuously refine the content and communication strategy.

Interested candidates can share profile at [email protected]

📌 Senior Manager- Brand, Content & Social Media Management (Gurugram)
🏢 Mhc
📍 Gurugram