Marketing Manager – AniCura

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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 the Mars Petcare Group, family-owned company with 75.000 employees in more than 50 countries.
The growth at AniCura in the first 8 years has been remarkable. AniCura is now present at 250 European locations in 11 European countries (Sweden, Norway, Denmark, Germany, Austria, Switzerland, Netherlands, Italy, Spain, France and Belgium) and creates peace of mind for pet owners through excellent access and patient safety. Every year, AniCura’s 5,000 employees attend to more than 2.5 million companion animal patients. AniCura is a trusted training and referral body.
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 orthopaedics. AniCura also provides rehabilitation, physiotherapy and dietary advice and offers selected pet food and care products.

Our Vision
AniCura’s vision is to shape the future of veterinary care, together. AniCura reaches it’s vision by gathering leading veterinary competence and focus on continuous development of quality and service.

Focus on quality
AniCura’s ambition is to provide the highest possible quality of care available and a best in class service to pet owners visiting our clinics. Employees at AniCura are committed to improve quality of life for companion animals and many are pet owners.
AniCura’s work around medical quality development is extensive, and they invest in education, research and equipment. Through a close co-operation between the animal hospitals and clinics that are part of AniCura, they efficiently develop quality and service within veterinary care. AniCura places care and compassion for their patients and pet owners first and guide the entire organization.

Local decision making
AniCura is convinced that the best decisions are taken as close to patients and pet owners as possible. AniCura combines personal engagement and local decision making with global expertise through our international network and a companywide program for quality development.

AniCura in Belgium
In Belgium, AniCura started in 2018. You will join a start-up setting within a successful international group. AniCura already has agreements with several clinics in Belgium. The number of clinics is growing exponentially due to a huge interest and trust in AniCura’s business model and key principles of quality and development on the one hand and local decision making as true entrepreneurs on the other hand.




The Marketing Manager will be responsible for driving customer acquisition by carrying out effective marketing and communication activities targeting consumers/pet owners (B2C) and referring veterinarians (B2B). A key challenge will be to rapidly build the AniCura brand in Belgium towards clinics, veterinarians, students and future employees (employer branding), and off course pet owners.

The role includes a spectrum that reaches from strategic and brand-building activities, to hands-on, day-to-day tactical activities, all with the purpose of building the AniCura brand in Belgium and driving customers to clinics.


  • Strategic vision while having the ability to execute (Combination of conceptual and strategic thinking abilities and executional pragmatism with a hands-on, just-do-it mentality)
  • Intimate understanding of traditional and online marketing channels
  • Solid knowledge of website development and analytics tools (e.g. Google Analytics, NetInsight, etc.)
  • Strong self-management and prioritisation skills
  • Excellent communication and presentation skills
  • Degree in Business Administration, Marketing or similar
  • At least 7 years of experience in marketing related positions
  • Communicates well in English, Dutch and French
  • We are looking for a person that has an entrepreneurial mindset and can work with a high degree of autonomy.
  • High level of emotional intelligence and ability to deal with a variety of personalities
  • Strong ethics and accountability
  • Capability to drive change in a “matrix” organization
  • Based in Berchem/ Antwerp with ability to travel frequently in Belgium and monthly/bi-monthly to Stockholm
  • Must like animals


Main Responsibilities

The responsibilities of the Marketing Manager will include but are not limited to:

  • Develop and implement the group marketing strategy for brand building and customer acquisition in Belgium
  • Responsible for developing and executing the yearly marketing plan
  • 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 also supporting clinics with their local campaigns
  • Responsible to develop the country website ( including content work, clinic pages and SEO
  • Responsible for running the AniCura accounts on social media (Facebook and Instagram)
  • Take ownership for local rebranding process and coordinate change with clinics, Group and other parties
  • Develop marketing materials and templates and ensure that these are ready to use at clinics when needed
  • Manage marketing partners such as local agencies
  • Take ownership for organizing AniCura 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 implementation of Group-wide programs in the region

Reporting to

The Marketing Manager reports to the Country Manager Belgium, Kathleen Moons.




AniCura’s ambition is to be the most attractive employer within veterinary care. They dedicate significant time and resources into developing their employees, as high employee satisfaction is key to reaching goals of providing a best in class medical quality and customer service.

AniCura as employer:

  • A truly values driven organization.
  • A shared passion for pets and client’s wellbeing.
  • True entrepreneurship, passionate about growth.




Matias Van Daele 
0468 30 87 15

MenT Associates nv

Grote Steenweg 651
2600 Berchem


*Deze vacature wordt in exclusiviteit behandeld door MenT.