At Abbott, we believe people with diabetes should have the freedom to enjoy active lives. Thats why were focused on helping people with diabetes manage their health more effectively and comfortably, with life-changing products that provide accurate data to drive better-informed decisions. Were revolutionizing the way people monitor their glucose levels with our new sensing technology.
PRIMARY FUNCTION:
Strategic development and execution of marketing plans and tactics for FreeStyle Libre to drive market penetration and accelerate profitable sales growth.
Drive brand awareness and adoption via multi-channel marketing, including healthcare professionals, direct-to-consumer and community activations.
Establish and maintain robust marketing processes to drive seamless execution and a measurement culture to track progress and effectiveness.
MAIN / MAJOR RESPONSIBILITIES
Develop and implement annual business plans to achieve business targets
Plan and execute marketing activities flawlessly, working closely with cross-functional teams and partners
Localize the global brand campaigns when necessary and execute 360 across all relevant channels HCPs, consumer, e-commerce, CRM and retail
Develop and implement 360-communication plan with traditional and digital media and other consumer touchpoints, working with local media agencies, country manager, distributors and sales teams
Track and articulate market performance, trends (e.g., digital media, social listening, competitive tracking, medical, regulatory, technological, social, environmental, and legal). and identify their impact on the business to influence business strategy, identify future risks and opportunities and ensure the business is delivering upon its growth targets.
Demonstrate excellent project management skills
Work collaboratively with Area and local cross functional teams to execute marketing initiatives with success, as well as identify further opportunities for Freestyle Libre.
Analyze ROI of advertising and promotional investments to optimize the mix
Monitor brand performance and marketing budget to ensure it meets KPIs on sales and profitability
Build rapport & work closely with KOLs to drive brand awareness, preference and advocacy
Execute field activities such as road shows, product training and symposiums to create product awareness among health professionals and public
Ensure that all business activities are conducted in accordance with Abbott Code of Ethics and local government laws.
SUPERVISORY/MANAGEMENT RESPONSIBILITIES IF APPLICABLE
One direct report
MINIMUM BACKGROUND / EXPERIENCE REQUIRED
A basic degree in business studies, marketing, or any sciences
6+ years of consumer marketing management experience gained at a country, regional or global level of an MNC; experience in HCP marketing will be an added advantage
Preferably in the pharmaceutical and/or FMCG Health or OTC /medical device industry
Knowledge & experience in diabetes category will be advantageous
Versatile, result-oriented, energetic / dynamic personality & passionate about branding
Innovative & resourceful person that thinks out of the box to deliver creative and cost-effective branding strategies
An excellent communicator, both verbally & in writing
Intimate knowledge of marketing mix tools and application know-how
In-depth understanding of the workings of strategic & operational marketing, business planning & current healthcare marketing best practices
Organizational skills & operational rigor to ensure effective execution of plans
Achieve Plan sales and margin
Achieve new users and retention targets
