ROLE DESCRIPTION

• Leads and directs marketing activities for the brand, including responsibility for the execution of omni- channel marketing plans that achieve volume, organic growth, market share and profit objectives in line with the overall business priorities.

• Implements 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.

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 and impact across all campaigns, marketing initiatives and communications

• High performing, agile hybrid Marketing team

KEY RESPONSIBILITIES & ACTIVITIES

• Builds and maintains a strong understanding of the demographics, psychologies, and behavioral drivers of Abbott Nutrition brand’s customers and consumers.

• Responsible for managing marketing strategy activity associated with the brand, including leading the holistic communication strategy and tactical plan for the brand across channels (i.e., TV, OTT, Digital, Social, Print, PR).

• Supports and leads some parts of the annual digital and innovation development processes for the brand, including identifying future research needs

• Implements and manages digital strategies and marketing campaigns (e.g., Facebook ads, email, SEO, SEM, display, social and cross-media advertising, WOM) and deliver results

• Enhance omnichannel consumer experience based on consumer journey insights via owned platforms. E.g.   CRM, Line, SMS/DM

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

• Manages the development of and adherence to annual communication calendar including agency briefings, internal leadership alignment and financial document stewardship.

• Provide direction and feedback to Integrated Agency Team to develop consumer campaigns and core creative assets for TV, print, digital and social channels.

• Measure performance of media plans and proactively recommend action to continuously improve ROI

• Analyze multiple external data points to identify risk / opportunities, and create contingency plans as needed.

• Lead Brand planning, budgeting, production and implementation of in store activities, (including point of sales materials and promotions)

• Collaborate with internal and external stakeholders to achieve objectives. These groups may include external customers and consumers, Area Marketing, Affiliate Marketing, R&D, Regulatory Affairs, Manufacturing, Logistics, Public Affairs, Legal, Medical, 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

• Strong analytical skills and KPI tracking capabilities

• Demonstrated leadership with agencies including constructive feedback and fast paced decision making

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

• Solid knowledge of digital marketing and planning. Agility on new creative ideas and optimization. Able to drive impact via limited resources.

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

• Strong communication and presentation skills with the proven ability to interact directly with leadership to drive strategy and investment decisions.

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