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

Accountabilities:

Develop & execute annual brand marketing plans with clear KPI’s & priorities.

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.

Reportees:

Total 2 (2 Senior Product Managers)

Knowledge & Experience:

Brand & Portfolio Strategy

Digital / Omnichannel Strategy

Excellence in execution

P&L responsibility

Knowledge of the Business

Demand Forecasting

Budget Management

Organization Development

Competencies required:

Drive for results

Planning & Organizing

Managing partner agencies

Conceptual thinking

Analytical thinking

Strategic Orientation

Decisiveness

Interpersonal Understanding

Developing others

Minimum Qualifications:

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.