Create & align strategies, priorities & execution of the Similac product portfolio with the mission & vision of both ANI PH & the Adult portfolio of brands. Develop & direct marketing plans with the objective of growing the category, increasing share, competitive positioning & profitability. Leads and drives the brand team (Senior Brand Manager Ethical Marketing and Senior Brand Manager Consumer Marketing) & partner agencies to exceed their goals. Identifies and implements appropriate growth activities for upstream (Hospitals & Healthcare Professionals) leading successfully to downstream, driving consumer trial & retention. Responsible for representing the business to senior leadership to discuss performance, present necessary pivots when needed, and deep dive on issues and opportunities. business Develops, trains, manages and motivates the brand team while working closely with HCP, Sales, Regulatory, Finance, Trade and Supply Chain teams to achieve aggressive growth and deliver on the consumer's needs & expectations.
Principal Duties (Core Job Responsibilities):
Responsible for developing annual marketing plans & best in class execution for assigned brand/s which generate demand, strengthen brand equity, and grow share.
Makes business decisions for the brand through a strong understanding of key issues and trends
Leadership of business teams and development of his/her cross-functional team.
Accurately measures, analyzes and reports business performance; continually assessing the relevance and value of marketing initiatives to drive improved return on investment & prioritization of vetted growth drivers
In conjunction with Sales, drives the development and implementation of ethical marketing strategies & tools to win with HCP's and increase brand adoption & recommendation share
Develop partnerships within the Ethical Advisory board & KOL community ensuring high level support and advocacy with a respected KOL base of physicians
Assesses competitive strategies as well as market insights to make recommendations to consistently drive the brand's scientific superiority & consumer relevance
Provides leadership, guidance and expertise to the brand team within a dynamic matrix organization. Works with the team to ensure ongoing development of their brand management expertise, business analytics, quality execution and achievement of career goals
Controls the brand marketing budget with rigorous tracking & prioritization to deliver on business plan commitments.
Interacts well internally and externally with Leadership team, Area & Central teams, outside regulatory bodies, agencies, customers, vendors and suppliers
Effectively manage partner agencies and guide them to execute the brand activities with clear briefs and goals
Lead the monthly Demand review process for the brand to make sure all monthly & annual sales and marketing KPIs are met & initiates corrective measures where necessary
Encourage open communication with Ethical Sales, Trade Sales, Finance as well as other functional areas to ensure on time & in full implementation of marketing programs to achieve ANI goals.
Build organization through succession planning and individual growth plans to develop next generation managers
Confidently engaging & communicating to Abbott senior management.
Total 2 (2 Senior Product Managers)
Knowledge & Experience:
Brand & Portfolio Strategy
Digital / Omnichannel Strategy
Excellence in execution
Knowledge of the Business
Drive for results
Planning & Organizing
Managing partner agencies
University degree in Marketing , Business Management. A Master's degree is preferred but not essential.
At least 8 + years of experience in brand management, advertising, consumer insighting, research, below the line promotions. Experience in managing direct subordinates. Preferably with experience in medical / ethical marketing. Proven success record in marketing and sales capability & strong leadership with demonstrated financial and management skills.
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.