This position is for Abbott Nutrition Division in Guatemala.
Primary Job Function
Design, execution and control of the marketing and commercialization strategies for brand under scope within CADR region, which correspond to high and mid-tier segment, generating continuous growth of the brands in the category, by maintaining them in a leadership position. Must ensure budget maximization, and market growth opportunities in the nutritional market making sure the investment choices are correct. Develop brands and Abbott equity with all the stakeholders.
Manage the design and development of the marketing strategies for the Brand and in alignment with multifunctional teams. Make sure they are aligned with Abbott strategy and track implementation to achieve the margin, sales and market share targets. Maximize market growth opportunities jointly with the multifunctional teams.
Core Job Responsibilities
Adapt and translate general corporate and regional marketing brand plans and strategies to specific local ones, coving local business needs for 7 countries in CADR, while keeping a constant interaction with global & regional management of key and strategic general aspects.
Digital Strategy: Define and coordinate the digital and brand content strategy for the brand in each of the 7countries, including digital investment allocation and further monitoring and analysis of brand´s performance.
It also involves the development and execution of the CRM strategy for the brand to consolidate along the consumer´s funnel.
Supervise and approve marketing/brand strategies and materials generated by direct report (s), using as criteria for evaluation all corporate policies and guidelines, ROI, impact in the business and other key business indicators.
Constantly evaluate business development to ensure financial and strategic targets are met; and plan and implement strategies to adapt and /or revert in case needed in order to ensure goals, target and objectives related to new and creative growth are met, using strong analytical ability to evaluate brand´s KPIs (market share, equity, etc)
Anticipate and constantly review long-range plans for the brand under the scope and sources of growth.
Lead, develop and ensure the execution of digital activities for the brand, which includes but not limits to planning digital marketing campaigns, and maintain social media presence across all digital channels reporting on the performance of those campaigns (measuring performance against goals - ROI & KPIs).I
Identify trends and insights, and optimize brand performance and budget based on insights and KPIs .
Owns a leading role actively participating in continuous improvement initiatives with the aim of optimizing the affiliate´s processes.
Conduct the analysis and strategic planning in the pre-demand process and demand to guarantee the right supply of products for each of the 7 countries.
Build competencies and develop a profound understanding and knowledge around the brand in the affiliate´s commercial cross functional team to ensure appropriate local brand usage in different channels.
Depending on the brand, Scientific /HCP overview
Master's in Business Administration or Marketing.
8 years of experience in other pharmaceuticals, laboratories or consumer goods companies, as Product/ Brand Manager.
Experience in roles that require global understanding of business (financial, logistics, etc.).
Commercial experience in previous marketing roles or roles related to Sales, Demand Generation or Commercial Training for Senior roles.
Similar brands management.
Knowledge of Central American markets.
Advanced English level (oral and written)
Effective communication / High Influence / Able to build solid business relationships (must be able to influence others, even without direct supervision and multiple stakeholders).
Continuous improvement and strategic approach
Innovation Skills and data-driven/critical/analytical thinking
Up to date with the latest trends and best practices in online marketing.
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.