Role Description

The Alinity Marketing Manager drives successful, sustainable marketing strategy and programs for our next-generation Alinity systems (including Always On) with a view to gain significant share in the core laboratory.  In this respect, it is a critical and visible role. 

• The main strategic imperative is based on creating a differentiated value offer through enabling our customers to improve their performance, both clinically and economically through our next generation Alinity systems.
• Partners with regional/country teams to execute the area marketing plan for the Alinity franchise
• Understands customer pain points, concerns and requirements and positions our solutions to address them
• Understands competitor offerings, their strengths and weaknesses, and develops counter-positioning strategies to win against competition and acquire new customer accounts
• Drives development and engagement of Advocates, reference sites, proof points and testimonials
• Proactively engages internal colleagues and external partners as well as customers with hands-on approach
• Helps regional/ country teams to speed up and win new placement deals through conducting educational activities and other promotional initiatives that drive customer engagement according to the marketing plan
• Helps to ensure sales & marketing capability in the organization via providing trainings on product as well as sales & marketing
• Helps to provide guidance and support for instrument evaluations, tender documentation preparation, development of proof sources etc
• Facilitates communication from global and area, ensuring local sales teams are aware and familiar with the latest information
• Understands voice of customers and communicates local market needs back to the organization

Key Deliverables

• Development and execution of marketing plan for the area
• Competitive messaging and objection handling
• Day to day management and support of Alinity franchise
• Development and rollout of messages, collaterals, sales tools
• Developing evidence and proof sources to substantiate value proposition
• Supervise and develop 2 product managers who will be direct reports

Success Measures

• Achievement of franchise placements, revenue, profit and margin objectives
• Achievement of successful execution and completion of marketing plan, on time and on budget, achieving agreed KPIs
• Increase in Abbott market share via acquisition of competitors’ accounts

Personal Characteristics / Behaviors

• Has drive, energy and passion
• Thinks strategically, asking ‘why?’ and ‘what value will this bring?’ when making choices
• Challenges the status quo and acts as a change agent – helps people remove barriers
• Customer-driven mentality, representing their needs in all decisions
• Tenacious and passionate to do the right thing for the customer
• Strong communication skills - can simplify the complex and explain to others
• Fact-based decision maker: able to analyze multiple data sources and dig deep to understand
• Proactively solves problems or challenges creatively
• Results driven, brings solutions to the market with quality

Education:

Bachelor/Masters degree in life sciences, engineering or related technical discipline is a must. 

Background requirements:

• Work experience of minimum 7 years
• Fluency in English
• Must have demonstrated strong achievement in past work experience as it relates to marketing.
• Prior diagnostic experience must

Travel

• Up to 30-40% of time

Contact Person:

Wang Wanshu: TA Manager-wanshu.wang@abbott.com