Abbott Nutrition are pipelining for future Senior Brand Manager roles at Abbott to be based in Maidenhead.
The Senior Brand Manager will:
Lead and direct 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.
Lead 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.
Support the development of marketeers through peer coaching and feedback
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
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 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
Customer centricity and curiosity.
Learning agility. In particular for new digital technology to optimise customer understanding and improve customer engagement. Self-learner. (e.g. pro-actively learn via salesforce.com trailhead and trial out in small pilots).
Customer understanding, e.g. HCP medical sales and retail sales experience.
Abbott is a global healthcare leader that helps people live more fully at all stages of life. Our portfolio of life-changing technologies spans the spectrum of healthcare, with leading businesses and products in diagnostics, medical devices, nutritionals and branded generic medicines. Our 109,000 colleagues serve people in more than 160 countries.