The Senior Product Manager shall be responsible in identifying, analyzing, and translating product, brand, consumer and competitive information into the development of marketing plans that will drive achievement of sales, margin and share objectives of Brand/Category. He/she will be the steward of strengthening the Brand's equity through development and implementation of programs that builds value to the Brand. The Senior Product Manager must be able to foster collaboration with cross-functional teams and external partners for development and execution of marketing programs.
Direct Reports: 0
Sensitive/ confidential data handled:
Brand Strategy and Plans
Brand Performance (Sales & Market Share)
Key Areas of Accountability :
Development of Marketing Strategy and Execution of Plans
Understands brand components including brand essence, values, position and key messages and ensures alignment of marketing strategy and campaigns to brand equity
Develops insights-based plans and tactics that will lead to achievement of business goals. Lead execution of marketing initiatives for own Brand/Category and ensures standard measures are in place to assess results and impact of initiatives
Collaborate with cross-functional teams at local and area level while securing support in delivering timely execution of programs
Drive new product innovation process for key launches.
Leads the creative development process for Brand. Writes creative brief and partners with agencies and reviews proposed execution to ensure alignment to Brand character & message
Develops strategic direction for continuing medical education programs to support the Brand marketing plan and cultivates collaborative relationships with Key Opinion Leaders
Research and Market Insights
Understands market research, interpret findings, draw appropriate insights based on results and identify implications for Brand/Category.
Identifies learning plan to support Brand strategies, develops appropriate research brief and partner with research agencies in implementation & analysis of research initiatives
Responsible for the delivery of sales, margin and share objectives of the Brand
Generates appropriate assumptions for use in sales and share forecasting
Analyzes and interprets different types of financial data and understands the relationships among different financial measures
Manages budgets for the Brand and develops contingency plans to minimize impact of potential budget shortfalls
Demonstrates understanding of the Financial Planning process and ability to provide support
Work with affiliate support team and regional / global innovation team in planning, preparing, executing and monitoring innovation projects.
Knowledge, Experience and Desired Qualities:
7 - 10 years in brand management with proven track record in building a strong franchise and delivery of sales and share growth in current work. Ideally from Fast Moving Consumer Goods (FMCG).
Strong communication and presentation skills - effective in communicating to both upper management and cascading directions down to fieldforce and creative/media agency partners.
Consumer/Customer/Category insights-driven: Shows keen sense of understand of business drivers and impact to strategy development and execution. Must be proficient in basic consumer research tools - examples but not limited to Brand Health Trackers, Nielsen Data, BASES Test (Nielsen), Concept/Product Test, LinkTest.
Experience in campaign development from insights to brief to launch of campaigns with strong results across multiple campaigns.
Proven track record in executional excellence: keen eye for detail from planning to monitoring of results
Digital-marketing proficient (knowledge in media, ecommerce, testing and managing digital KPI's and metrics) with a digital-first mindset:
Strong sense of ownership and commitment
Preferably with experience on CRM Management and Trade Activations
Competence in capturing mind-opening insights and translate to meaningful communication either direct to consumer or to HCP in detailing exercise
Competent understanding of PRODUCT and OPERATIONAL knowledge required to deliver standard brand management functions related to Finance Management, OEC Compliance, NPI Processes, Demand/Forecasting.
Anticipation / Problem Solving and Business Analysis:
Competent critical thinking skills in using data to drive right decisions/investment justification for the business
Strong collaboration, project management, and tracking skills on programs involving the support of other functional teams
Good base judgment on understanding on aligning programs to priorities and articulating business rationale of programs to meet business objectives. Must be able to demonstrate influencer and stakeholder management to gain support from leadership team in getting resources, directions or approvals.
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.