Job Description

JOB DESCRIPTION:

As a global leader in diabetes care, Abbott is constantly working to deliver the highest quality products and unwavering support to our customers. Abbott Diabetes Care (ADC) is helping people with diabetes enjoy healthier, active lives. Abbott\xe2\x80\x99s new life changing continuous glucose monitoring technology is revolutionizing the way people manage their glucose.

We have an exciting opportunity for a Manager - Consumer Marketing to join our Diabetes business in a diverse, multifaceted role with the opportunity to grow your career. This role is based in Mumbai.

Reporting to the Head of Consumer Marketing & E-Commerce, the incumbent will be responsible for developing and implementing world-class consumer marketing plans, strategies and initiatives for the FreeStyle Libre family of products and its digital health tools. You will drive the growth and brand within India via product launches, integrated consumer campaigns, paid media, advocacy and key partnerships.

Core Job Responsibilities

• Spearhead multiple projects in partnership with regional and global stakeholders to implement localized consumer marketing strategies and tactics
• Work in partnership with APAC to define the product launch roadmap and drive the launch of new products and service offerings
• Lead the development of consumer positioning and targeting strategies and creative processes including concept testing and messaging across owned, earned, paid and shared channels
• Lead the insights-based decisions with a strong focus on reporting of marketing KPIs to deploy metrics and control measures that allow for a data-driven marketing approach
• Participate in the development and implementation of consumer onboarding and education programs
• Develop annual financial and A&P forecasts for budgeting and planning purposes. Build, deploy and proactively manage relevant parts of the marketing budget aligned to sources of growth across the consumer lifecycle
• Identify and own key consumer influencer relationships and build programs that will help drive brand awareness and SOV on key social media platforms
• Work collaboratively with PR/PA, partnership and Commercial to develop best in class PR and advocacy plans and identify a pipeline of case studies
• Own key peak bodies (patient organizations) relationships, and work in partnership to jointly define and drive improved engagement and outcomes for people living with diabetes in India
• Act as brand steward for ADC and its offerings in India
• Partner with the Area and Global teams to identify, develop, and own appropriate agency and vendor partnerships
• Spot opportunities for the FreeStyle brand to enrich the patient to HCP relationship in meaningful ways

Key functional responsibilities

1. Performance Marketing

• Develop and drive end to end marketing campaigns for top eCommerce & digital platforms (On-platform, social, digital)
• Managing budgets and campaigns across all digital channels to drive strong return on investment and efficient CAC
• Ensuring successful planning, execution, optimization for key traffic KPIs via paid, organic & own media channels
• Working closely with the management to share funnel conversion improvement ideas, feedback & present results.
• Managing the e-commerce brand store (Amazon, web shop), annual calendar days with e-commerce platforms (ARTs)
• Monitor and optimize channels and campaigns to achieve business objectives
• Supporting performance marketing activity across channels such as Paid Search and working closely with any partner agencies to implement, optimize and report on performance.
• Develop media plan and ensure execution to achieve the consumer acquisition, ROI goals of performance marketing

2. Marketing Campaign & Content development

• Manage omnichannel marketing set-up and execution with partner including development of implementation plans, training concept/set-up, technical changes, and reporting.
• Work with the respective cross-channel marketing team (HCP, CRM), Partnership and Pharmacy, collaborate to create email campaigns, improve automation efficiency and operationalize strategy
• Owning Omnichannel strategy, tactics, and delivery for communication plan.
• Develop & deploy new brand campaigns in country; ensure MLR approvals & adherence to brand guidelines
• Create collaterals for e-commerce (brand store, on-platform campaigns) and for paid (social-digital) media in line with brand campaign & adherence to brand guidelines
• Create communication assets / toolkits for all channels in line with brand campaign (e-commerce, paid social-digital, pharmacy, partnership)
• Conceptualize & create relevant content to drive awareness & conversion across channels (infographics, influencer content, patient stories etc)
• Transforming the business need into campaign and operational support throughout the lifecycle of the brand campaign
• Responsible for compliance with Abbott policies including complaint handling, data privacy and security (Preferences & consent)
• Create and maintain documentation for outreach and lead routing processes, and communicate changes and best practices
• Creates value for the customer and clearly defines and communicates the opportunity or issue that needs to be analyzed, applying solid understanding of performance marketing tools and methodologies
• Creates tailored materials to influence all the touch points along the journeys leading to an outstanding consumer experience and generate commitment for the ADC products and Brand.

3. Performance benchmarking & KPI tracking

• Monthly / Quarterly / annual Activation JBP plan with platforms & review progress periodically
• Track, analyze, and report on key performance metrics and identify areas of opportunity to improve KPIs across areas of responsibility
• Work with platform to ensure channel hygiene - unauthorized distributors / availability etc
• Providing reports and analysis to demonstrate effective ROI to key stakeholders
• Own all performance targets and budgets across marketing objectives such as new user acquisition
• Analyze results and make data-driven recommendations for optimization for future marketing campaigns
• Coordinate with cross-functional teams (product, content, data, CRM) to define metrics, measure performance, and develop actionable insights
• Support markets with localized tactics and ensure activities fits to ADC India strategies.
• Coordinate with the partner regarding campaign management, service management and KPI mgmt. ex: service level and conversion rates
• Work with ComEx team to define, measure & track MIS to continuously improve marketing communication.

Supervisory/Management Responsibilities

This role is responsible prepare, implement and execute brand consumer marketing campaigns & tactics to ensure business growth objective. Responsible for driving cross divisional alignment within organization functions and managing appropriate agency partners. This is an individual contributor role and works closely with regional (APAC) and local senior business leaders and colleagues.

Position Accountability / Scope

This role will work closely with regional and country business leaders, marketing teams and colleagues across divisions in India and in region (APAC). The remit of the role is to think, lead and execute consumer marketing strategic initiatives that aligns to business and brand priorities. The role will align activities with ADC marketing plans and implement relevant consumer marketing campaigns to deliver country business objectives. Work closely with agencies to bring innovative communication campaigns. Work with business leaders, marketing colleagues, medical, legal, operations, OEC, finance and other relevant stakeholders to implement programs and activities in compliance with Abbott policy and SOPs.

Minimum Education

MBA with 5-6 year of relevant experience. Experience in consumer marketing with digital first brand and omnichannel marketing experience in healthcare/Healthtech industry a plus.

Minimum Experience/Training Required

- MBA from a reputed institution with at least 5-6 years of related experience in marketing or product management

- Good project management skills and a passion for solving problems creatively and proactively

- Marketing and technical experience managing automated omnichannel programs would be an asset

- Experience in consumer marketing, OTC/OTX will be considered a plus

- Proven communication skills and ability to drive cross-functional collaboration across Commercial, Marketing, Analytics, IT, Regulatory and other Key Functions

- Strong presentation & communication skills, strategic planning, critical thinking and analysis of market conditions.

- A willingness to travel and work in an international team.

- Strong relationship management skills. Ability to build relationships and work in project team, trust and influence with internal clients and other key stakeholders.

- Ability to deliver clear and concise messages, management reports and presentations.

- Excellent organizational skills. Strong project management skills. Keen awareness and adherence to timelines.

- Creates continuous improvement and learning cycles by implementing several waves of \xe2\x80\x9cTest & Learns\xe2\x80\x9d (fail fast, learn more quickly)

- Goal-orientated, project-orientated and achievement-orientated

The salary for this role is between: N/A

JOB FAMILY: Product Management

DIVISION: ADC Diabetes Care

LOCATION: India
Mumbai : BKC Building

ADDITIONAL LOCATIONS:

WORK SHIFT: Standard

TRAVEL: Yes, 50 % of the Time

MEDICAL SURVEILLANCE: Not Applicable

SIGNIFICANT WORK ACTIVITIES: Continuous standing for prolonged periods (more than 2 consecutive hours in an 8 hour day)

Abbott