Head of Consumer Marketing

JOB DESCRIPTION:

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.

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

* Senior Brand Manager (Marketing Manager) Competencies

Insights Driven
Main Activities 

• Combine qualitative (e.g., behavioral, attitudinal, psychological, cultural) quantitative data (e.g., big data, analytics), customer, and market information generate performance insights and drive marketing strategies.

• Employ on-going data analysis to evaluate the success campaign and marketing plans and other initiatives, and overall performance

Behaviors    

• Builds a detailed picture of the market with both quantitative data and qualitative information, to segment and understand target audiences, market size, product & channel drivers, brand choice drivers, and business models & critical influences

• Identifies future research needs to aid in plan/ long- range plan development

• Applies data to support business decisions, strategies, contingency plans, and to provide direction to others

• Partners with R&D to execute clinical strategy and create marketing strategies to leverage scientific data to deliver Plan

• Leverages a range of metrics used to measure value and effectiveness and implements a measurement process to review the business impact of key marketing activities.

Brand Building & Strategy
Main Activities    

• Build strong brands and omni-channel marketing strategies for Abbott Nutrition brands by defining what differentiates Abbott Nutrition brands in each segment (Adult, IMF, Pediatric, etc.) and creating a personalized experience of Abbott Nutrition’s brand story across multiple platforms.

Behaviors    

• Prioritizes market opportunities, high potential segments, brands, and customer targets to focus on, and how (which platforms/channels)

• Implements integrated, omni-channel brand strategy in alignment with annual plan and LRP

• Manages AP&G allocation to deliver on plan requirements

• Creates contingency plans and/or adjusts plans and programs according to market changes, when necessary

• Remains current about the economic indicators that influence the category and whether/how to influence them

• Monitors performance and adapts based on results or changing market conditions, and shares learnings cross-functionally

• Leads the ICP process including a commercial initiative, and involved in knowledge gap identification, situation analysis, alignment on brand foundational elements, commercial initiatives and tactical support

• Coaches others to ensure team maintains up-to-date knowledge and can forecast future trends & competitive threats

Customer Engagement

Main Activities

• Leverage an integrated, omni-channel approach to ensure that key customers engage with Abbott Nutrition Brands at critical touchpoints and moments along the customer journey

Behaviors

• Identifies and characterizes customer segments to create customer journeys

• Develops and executes omni-channel communication plans, campaigns and marketing programs that target all customers in line with Abbott Nutrition brand strategy

• Leverages engagement analytics and cross-functional customer insights to support scenario planning and risk mitigation (e.g., to address shortfalls or accelerate over- performance)

• Works with internal teams (Medical, Regulatory, Government Affairs) to optimize programming & manage risk, applying promotional guidelines, regulations, and requirements to all materials/programs

• Champions the use of, and uses the evaluation framework to evaluate the effectiveness of marketing activities and adjust to optimize results

Digital Engagement

Main Activities

• Use digital strategies, technologies, tactics and insights to develop integrated customer engagement plans that drive business impact

• Leverage salesforce.com to create and deploy data-driven acquisition and engagement activities (e.g., marketing automation)

• Respond to the changing landscape of the customer journeys using insight- and data- driven decisions to optimize engagement strategies, meet performance goals, and create value beyond products

Behaviors

• Proposes and tests the use of emerging digital tools and platforms in relation to evolving healthcare landscape, and customer and consumer needs across segments

• Leads the translation of the consumer journey into digital activation strategies and programs

• Rationalizes innovation and a mix of digital tactics based on digital customer profiles

• Leads the development and implementation of affiliate marketing and loyalty programs within/across brands, and implements paid digital marketing

• Analyzes digital performance to improve segmentation strategy, campaign development and content design to improve customer experience across all channels

• Identifies and implements new sources of data to support automated testing and content personalization

e-Commerce
Main Activities    

• Develop and implement e-commerce strategy in alignment with brand strategy

• Create e-commerce marketing content

• Support joint business planning process with e-commerce agencies

• Evaluate and manage agency partnerships (creative, media, technology) to develop customer and patient programs

Behaviors    

• Leads development of e-commerce strategy, social launch plans and website development

• Develops and executes marketing programs that bring on board retail partners and drive consumers to choose our brands at the point of sale

• Leads joint business planning with e-commerce agencies

• Identifies conversion optimization opportunities and develop testing strategy

• Leads management of agencies (creative & media) and technology partners (e.g. Google, Facebook, Amazon, Shopee, Lazada) to develop engaging consumer and patient programs.

Innovation

Main Activities  

• Optimizing the existing and introducing completely new, breakthrough solutions that fill unmet needs and/or improve customer experience at all levels: products, claims, service and business models.

• Behaviors    

• Develops solid support (financial, internal alignment) to drive innovation through stage/gate process, including pre-selling ideas and negotings with key influencers

• Enables cross-functional collaboration on ideas and supports measured risk-taking

• Supports commercial innovation projects and takes responsibility for excellence in execution

• Enables cross-functional collaboration on ideas and supports measured risk-taking

• Leads validation processes including concept testing, usage test, customer experience to A/B communication testing and piloting of new business models.

Financial Acumen

Main Activities    

• Act as owners of the business by driving market share wins and maximizing net sales growth and margin expansion

• Understand how the business works and the impact of the marketing decisions to prioritize and drive maximal ROI

• Utilizes financial data to diagnose business strengths and weaknesses; identifies the implications for potential strategies; keeping a financial perspective in the forefront when making strategic decisions.

Behaviors    

• Understands financial objectives and business drivers at all levels (e. g. share, revenue, profitability, COGs, marketing investment, launches)

• Weighs multiple, often disparate data points to formulate and then gain alignment to recommend forecast

• Creates actionable marketing plans and investment priorities using scenario planning to allow for agile responses as market conditions evolve

• Responsible for total brand budget and initial responsibility for brand P&L, including securing resources and establishing contingency plans

• Tracks metrics along market, share and financial performance relative to the competition and take actions to address gaps, and respond quickly based on results or changing market conditions

Project Management

Main Activities    

• Plans, proposes, initiates, enhancements and executes marketing innovation and market research projects using best-in-class project management practices

• Anticipates, mitigates, and manages obstacles, resistance, and conflict that might compromise timelines and delivery

• Develops support tools and methodologies as required, to enable effective project execution in line with objectives

• Behaviors    

• Develops and presents innovation, product, and market research project proposals in response to business requirements

• Sets a clear definition of requirements and develops KPIs to validate and track all activities)

• Makes timely decisions and takes quick action to ensure successful project delivery, including adapting processes to meet the needs of the organization

• Quantifies and coordinates resources needed to drive results throughout the project management lifecycle

• Holds the team and cross-functional partners accountable for the quality of their activities and adherence to process/compliance

Effective Communication & Collaboration
Main Activities    

• Develop broad and deep, cross-functional relationships to maximize synergies and alignment on strategic priorities and activities

• Partner with marketing, sales, and ecommerce functions to ensure alignment in performance marketing direction

• Maintain open communication within and across teams through consistent feedback, expectation management, and regular collaboration

• Adapt to the communication style and needs of the key stakeholders by anticipating reactions and objections

• Negotiate strategically to create win-win solutions and secure buy-in to proposed initiatives and ensure compliance

Behaviors    

• Proactively partners with cross-functional teams to increase business understanding and identify key opportunities

• Communicates insights through storytelling that links insights to the business and priorities of the audience

• Remains engaged and involved at many levels and with key functions within the organization

• Present in front of groups and leadership, anticipating likely questions /challenges

• Owns overall agency relationships and leads interactions

Coach & Develop

Main Activities    

• Seeks and responds to feedback from customers, leaders and colleagues

• Takes ownership of self-development by pursuing new challenges and leveraging Abbott’s learning resources

• Helps facilitate a learning environment with ongoing training and up-skilling

• Segments talent within the team, and approaches development based on the needs of the talent segment

• Maintains a strong talent pipeline through frequent talent analysis, development planning, and coaching

• Conducts progressive coaching dialogues with team members to develop their capabilities

Behaviors

• Develops self and others, balancing individual and team strengths and opportunities

• Seeks and shares feedback with colleagues to foster a culture of continuous improvement

• Holds self and others accountable for high performance and to meet development objectives

• Works with Director to develop and prepare team members for progressive roles

• Conducts regular, collaborative (vs directive/corrective) coaching dialogues with team members about performance and development

The base pay for this position is

N/A

In specific locations, the pay range may vary from the range posted.

JOB FAMILY:Product Management

DIVISION:ANI International Nutrition

LOCATION:Taiwan > Taipei : Mingsheng Commercial Building

ADDITIONAL LOCATIONS:

WORK SHIFT:Standard

TRAVEL:Not specified

MEDICAL SURVEILLANCE:Not Applicable

SIGNIFICANT WORK ACTIVITIES:Not Applicable