ROLE DESCRIPTION

Business Management 50%

Customer Management 25%

People Management 25%

Leads and directs all marketing activities for the assigned brand or business including P&L responsibility, to achieve volume, organic growth, market share and profit objectives in line with the overall business priorities.

Leads the implementation of the omni-channel (i.e., integrating traditional, digital, ecommerce and CRM channels to deliver a unified customer experience) marketing strategy and tactics and provide appropriate support to affiliates to assure the commercial success of assigned Abbott Nutrition Brands.

Supports the development of marketeers through peer coaching and feedback

BUSINESS OUTCOMES

• Increased relevance, demand for and sales of Abbott products at all levels of territory customers (hospital, HCPs, etc.) resulting in increased market share

• Increased customer and consumer consideration and trial (and other attributes) results across platforms/channels as measured in brand health tracking

• New user recruitment and user loyalty

• High brand integrity across all campaigns, marketing initiatives and communications

• High performing, agile hybrid Marketing team

KEY RESPONSIBILITIES & ACTIVITIES

• Maintains a deep understanding of the demographics, psychologies, and behavioral drivers of Abbott

• Nutrition brand’s customers and consumers.

• Develop and provide strategic planning and commercial input to the development of the assigned brand or business. Direct the analysis of the business; oversee the identification of key segment business drivers, priorities and growth opportunities.

• Establish marketing strategies for brand(s) including advertising/promotions, pricing strategy, distribution channel management, product development, tactical plan development and execution.

• Participate in the development of business plans, identify areas of concern and modify marketing programs to address changes in the marketplace.

• Develop annual digital and innovation strategy and omni-channel plan for the brand, aligning the efforts of Marketing and Sales to drive demand for Abbott Nutrition Brands

• Leads the collaboration with ecommerce, sales, regulatory, IT and external agencies & platforms to support the execution of key processes related to e-Store

• Leads the analyses and evaluation of customer and consumer experiences/journeys across multiple channels and touch points

KEY RESPONSIBILITIES & ACTIVITIES

• Supports the identification of potential new local commercial opportunities in terms of product/brand, consumer engagement and go-to-market solutions

• Develop and execute national brand education, publication and promotional activities to effectively communicate the strategic positioning and lifecycle development of products to customers across all channels

• Develop and execute financial models, market distribution and launch plans, pricing/reimbursement strategy, distribution/ service strategy, situation analysis and assessment of opportunities, ongoing surveillance of emerging technologies and competitive activities, advisory boards and focus groups.

• Manage the development of marketing and sales aid/promotional materials for Field Sales to effectively promote and sell the product. Manage promotional materials to establish product branding and messaging.

• Drive brand positioning and competitive selling strategies as well as provide leadership in managing the logistics, market share and revenue of the product.

• Oversee the development of selling tools for the field, which includes the coordination of internal marketing research and market claims testing.

• Supports upskilling and development of marketers through modelling, coaching and feedback

• Collaborate with internal and external stakeholders to achieve objectives. These groups include external customers and consumers, Field Sales, R&D, Regulatory Affairs, Manufacturing, Logistics, Public Affairs, Marketing and Executive Management and external vendors or agencies.

• Role-model ethical behavior by demonstrating integrity and transparency

KEY BUSINESS CHALLENGES

• Supporting and driving growth and market share throughout an evolving, high traffic digital ecosystem in an increasingly complex market (i.e., decreasing HCP access, extension of customer relationship to consumers, need for personalization of value)

• Continuously improving digital knowledge, application, and integrated cross-functional ways of working to drive omnichannel engagement and maximize customer and consumer insights

• Maintaining consistency across multiple platforms in an omni-channel environment

• Leveraging digital platforms to drive and support customer engagement while at the same time educating and influencing cross-functional partners, customer, and consumers to adopt new ways of engaging and interacting

• High quality, high volume, rapid content developments across omni-channel platforms for evolving audiences

• Managing change, planning for the future while maintaining current business, and navigating ambiguity in a dynamic digital consumer landscape

• Using data to remain agile; anticipating and meeting the changing needs of the market/customers to drive results

• Collaborating across a large sales organization, building relationships with the right stakeholders and cross- functional partners to solve issues and drive performance

KEY SUCCESS FACTORS

• Strong analytical and customer insight skills, including confidence with both digital tools and traditional touchpoints across all channels and platforms

• Ability to interpret and translate online and offline customer behaviors into strategic activities

• Proficient in marketing research and statistical analysis

• Comfort with complexity, critical thinking and problem-solving (mental agility)

• Ability to make new connections between data and insights, and to make these ideas understandable and actionable to others

• Solid knowledge of digital marketing including analytics tools (e.g., Google Analytics, NetInsight, Omniture, WebTrends, SEMRush, etc.)

• Working collaboratively with cross-functional partners (Innovation, Analytics) to optimize quality and impact of omni-channel plans and campaigns

EDUCATION

Bachelor's degree and above in business management/ marketing, nutrition science, food science or a related science field will be a plus.

QUALIFICATIONS

• 10 yrs’ of experience in brand marketing in pharmaceuticals or healthcare industry
• Excellent analytical, communication, and project management skills.
• Ability to work collaboratively in a cross-functional team environment.
• Proven track record of past successful achievement, demonstrated to drive product recommendation, usage or sales in ethical related channel.
• Good team leader & player with strong growth mindset, excellent communication, interpersonal, project management, and analytical skills
• Proficiency in Mandarin and English is a must