Create & align strategies, priorities & execution of the ENSURE product portfolio with the mission & vision of both Abbott International Nutrition (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 & partner agencies to achieve and ideally exceed their goals. Identifies and implements appropriate growth activities for upstream (Hospitals & Healthcare Professionals) leading successfully to downstream, driving consumer trial & retention. Develops, trains, manages and motivates the brand team while working closely with HCP, Sales, Regulatory, Finance and Supply Chain teams to achieve aggressive growth and deliver on the consumer's needs & expectations.
Principal Duties (Core Job Responsibilities):
Contributes as an active member of the marketing team to overall business planning & decision making
Based on an intuitive brand understanding, consumer needs & attitudes along with HCP insights and analysis, this person is responsible for developing annual marketing plans & best in class execution for assigned brand/s which generate demand, strengthen brand equity, and grow share.
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
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.