Experience Inc. Jobs

Trade Marketing Manager Job Profile

ROLE DESCRIPTION

Business Management - 40-50%

Customer Management - 25-40%

People Management - 20-25%

Responsible for the strategic execution of omni-channel trade marketing plans that achieve volume, market share and profit objectives in line with the overall business priorities.

Drive brand awareness and profitability through the execution of distribution, merchandising, promotion and pricing strategies at the wholesaler, distributor, and retailer levels

Support Abbott Nutrition’s brand strategy by optimizing volume, market share, spending and partnerships in collaboration with the sales team

BUSINESS OUTCOMES

Increased awareness, demand for and sales of Abbott products at the wholesaler, distributor, and retailer levels

Increased market share in the market or channel and preferred supplier status throughout region

Increased customer and consumer engagement results across platforms/channels

Planogram, shelf space & product displays execution.

KEY RESPONSIBILITIES & ACTIVITIES

Builds strong omni-channel trade marketing strategies for Abbott Nutrition brands by defining what differentiates Abbott Nutrition brands in each segment (Adult, IMF, Paediatric, etc.) leveraging segmentation data, digital insights and healthcare trends

Coordinate and drive the translation of trade marketing strategy to tactics, including resource allocation with optimal management of resource mix

Build deep relationships with key customers (wholesalers, distributors, retailers) to understand needs and create trade marketing campaigns including loyalty programs, commercial partners’ training courses, generate branding & POP materials that deliver on customized value propositions

Serve as a liaison between Sales, Marketing, e-commerce, and analytics by sharing knowledge cross functionally to align and coordinate sales and marketing activities to trade marketing plans.

Lead and integrated channel business plan.

Employ strong analytical ability to evaluate end-to-end customer and consumer experiences across multiple channels and touch points.

Identify trends and insights and optimizes trade spend and performance based on the insights.

Identify optimal omni-channel engagement activities to appeal to customers and consumers when and where they are most receptive.

Remain up-to-date on and incorporate new approaches to brand innovation including new business models, distribution strategies, licensing agreements and strategic partnerships.

Maximize Abbott Nutrition trade sales and margin revenue through the effective management and execution of trade marketing activities, and tracking of KPIs and ROI of omni-channel campaigns

Lead integrated business planning process

Lead demand forecasting activities by analysing product movement, customer behaviors, market trends and industry development impact on sales strategies

Selling and influencing solutions to stakeholders using effective storytelling, insights-driven presentations

Collaborate cross-functionally to generate and pursue product innovation ideas.

Ideation, planning and budgeting, production and implementation of retail activities, including point of sales materials and promotions

Secure necessary approvals & ensure complying with the company policies/compliance requirements

Work with wholesalers, distributors, and retailers to adopt optimal cost structure and establish cost control mechanisms

KEY BUSINESS CHALLENGES

Driving growth and market share throughout an evolving, high traffic digital ecosystem in an increasingly complex market (i.e., decreasing HCP access, extension of customer relationship to consumers, need for personalization of value)

Managing relationships among internal trade sales, distribution, wholesale, and other 3rd party partners to drive results

Maintaining consistency across multiple platforms in an increasingly omni-channel environment

Leveraging digital platforms to drive and support customer engagement while at the same time educating and influencing the trade sales team, wholesalers, distributors, and retailers to adopt new ways of engaging and interacting

Managing change, planning for the future while maintaining current business, and navigating ambiguity in a dynamic digital consumer landscape

Monitoring customer and portfolio mix for financial implications in distribution margin

Securing appropriate, reliable trade sales analytics (especially for difficult-to-measure activities, and due to non-compliance) and integrating insights from multiple platforms (not originally designed together)

Insufficient/inaccurate/inadequate data (including misalignment between sources/systems and processes for collecting, analyzing and interpreting different forms of data)

Diversity and complexity of channels, brands, teams, and customers and the complexity of stakeholder influence and alignment cross-functionally and cross-regionally

KEY SUCCESS FACTORS

Ability to partner with customers and leverage strong relationship to outperform competition and make mutually beneficial decisions

Strong analytical and customer insight skills, including integrating digital tools with traditional touchpoints across channels and platforms, and interpreting and translating online and offline customer behaviors into strategic activities

Highly creative in identifying target audiences and devising digital campaigns that engage, inform, and motivate

Proficient in marketing research and statistical analysis and confidence in handling large datasets

Comfort with complexity, critical thinking and problem-solving (mental agility)

Strong forecasting skills

Have some knowledge of digital marketing analytics tools (e.g., Google Analytics, NetInsight, Omniture, WebTrends, SEMRush, etc.)

Strong storytelling and presentation skills

Working collaboratively with cross-functional partners (Supply, Analytics) to optimize execution of omni-channel campaigns

QUALIFICATIONS

Functional Competencies*

Competency

a. Target Performance threshold out of 5 (first 3 months of transformation)

b. Target Performance threshold out of 5 (3 months + of transformation)

c. Ready next threshold out of 5 (employee is a candidate for next role if…)

Brand Building & Strategy

3

4

4-5

Channel Management

3

4

4-5

Demand Creation & Lead Generation

3

3

4

Digital Engagement

2

3

4

Commercial Acumen & Planning

3

3

4

Forecasting & Supply Chain

3

3

4

Effective Communication & Collaboration

3

4

4-5

Trade Marketing Manager Competencies

Brand Building & Strategy

Main Activities

Builds strong omni-channel trade marketing strategies for Abbott Nutrition brands by defining what differentiates Abbott Nutrition brands in each segment (Adult, IMF, Paediatric, etc.)

Leverages segmentation data, digital insights and trade trends to prioritize accounts, territory/area and drive maximum value throughout the region

Tracks trade marketing performance by integrating a variety of data sources to drive results

Behaviors

Develops and implements strong trade marketing strategy that differentiates Abbott Brand products to drive measurable brand awareness and traction

Develops joint trade marketing plans using the joint business planning with customers that leverage both Abbott and customer assets to deliver value for both parties

Evaluates market potential across channels to identify target segments and define distribution objectives.

Translates Marketing plans into actionable Sales plans, dividing the national 4 P targets into KA specific targets (in cooperation with SD)

Uses of trade channels as a platform to create brands awareness leading to trial and repeat

Leverages TV and digital campaigns to enhance product visibility through trade marketing tools (e.g., gondolas, own the shelves, category management, cash counter displays, etc.)

Works with Trade Sales and Supply teams to integrate brand plans, pricing and promotions

Delivers test and learn roadmap through performance channels to support decision making in marketing campaigns, content creation, and pricing strategies

Channel Management

Main Activities

Develops and executes trade marketing campaigns including loyalty programs, commercial partners’ training courses, generate branding & POP materials

Develops deep relationships with key customers (wholesalers, distributors, retailers) to understand needs and develop customized value propositions

Aligns channel activities across Sales and Marketing

Behaviors

Understands customer needs (Wholesalers, Distributors, Retailers) and builds differentiating value propositions and customer centric go-to-market models across digital and traditional marketing platforms

Analyses wholesaler/distributor/retailer behaviors to develop effective engagement, promotional, and loyalty activities

Creates channel and customer segmentations to prioritize resources and opportunities

Defining Perfect Store / ePharmacy to create value for Abbott and its partners

Develops and standardizes all trade promotions, analysing brand sell through results by channel and adapting activities as required

Aligns channel activities across trade sales and marketing through shared targets and priorities

Develops merchandising and visibility guidelines, price structure, promotion strategy, POP, and other trade activities direction across channels

Briefs, evaluates and manages agencies (creative & media) and technology partners (e.g. Google, Facebook, Amazon) to develop engaging customer programs.

Demand Creation & Lead Generation

Main Activities

Combine qualitative (e.g., behavioural, attitudinal, psychological, cultural) quantitative data (e.g., big data, analytics), customer, and market information to guide content development and drive demand creation

Employ on-going data analysis to evaluate the effectiveness of content across channels, platforms, and audiences to promote lead generation

Develop target content that leverages platform (digital vs traditional) strengths to drive customer interest

Behaviors

Builds a detailed picture of the market with both quantitative data and qualitative information, to segment and understand target customers, product, channel, and brand choice drivers to define the value model for each target audience

Leads content development for digital, print, SEO, emails and other lead generation activities by mapping content to the buying process

Develops targeted content across distribution and promotion channels (e.g., websites, blogs, social media) based on desired customer response

Uses marketing automation tools to stimulate response and interactions with target customer audiences

Supports category management projects at Top Key Accounts.

Joins Key Account calls and Top to Top meetings to support KAM/SD with category analysis.

Measures and monitors content performance against key metrics (e.g., traffic, engagement, conversions) using digital analytics software (e.g., Google Analytics) to understand where, when, and why customers are engaging with content

Digital Engagement

Main Activities

Uses digital strategies, technologies, tactics and insights to develop integrated customer engagement plans that drive business impact

Responds to the changing landscape of the customer journeys using insight- and data-driven decisions to optimize engagement strategies, meet performance goals, and create value beyond products

Behaviors

Remains up to date on the latest digital trends (tech, channels, practices) to establish brand presence across multiple content channels (i.e., websites, blogs, social media, video on demand)

Evaluates and matches content to digital channels, based on an understanding of the particular strengths of each channel for digital communication

Applies the best SEO (Search Engine Optimisation) practices to increase online traffic to digital brand assets.

Use paid search where appropriate.

Monitors brand salience and in-market performance (e.g. social listening, share of search, traffic, conversion rates, eCommerce share) and optimise content to drive conversion across all digital channels Leads media planning and execution of digital advertising plans

Financial Acumen & Planning

Main Activities

Act as owners of the business by driving market share wins and maximising net sales growth and margin expansion

Owns the operating budget of the region, ROI analysis, capital gains and losses, investments and territory budgets

Analyzes channel performance and revenue holistically to maximize total regional profitability

Behaviors

Maximizes Abbott Nutrition trade sales and margin revenue through the effective management and execution of trade marketing activities, and tracking of KPIs and ROI of omni-channel campaigns

Manages the trade spend and allocates the Advertising & Promotion (A&P) budget across channels/customers

Manages P&L and identify risks as well as margin improvement opportunities to maximize performance KPIs and ROI

Monitor retail and wholesale pricing activities to develop competitive pricing strategies that support brand objectives

Applies financial rigor in decision making and influencing customers and cross-functional partners

Works cross-functionally to build programs that will maximize channel profitability through effective distributor and customer programming

Balances profit, volume, and share objectives to manage overall trade sales and marketing budget to deliver long-term growth

Develops pricing strategy in consultation with marketing and finance

Forecasting & Supply Chain

Main Activities

Evaluates market dynamics based on market trends, formulate demand analysis framework and establish key priorities to analyse target customers in identifying opportunities to influence the market

Works with regional stakeholders and trade sales team to drive organisational policies and procedures for receipt, distribution and secure storage of Abbott Nutrition products, implementing solutions to prevent loses

Behaviors

Lead demand forecasting activities by analysing product movement, customer behaviors, market trends and industry development impact on sales strategies

Work with trade team to minimize risk of over/undersupplying through effective forecasting and demand planning

Determine implications of product costing/pricing based on business environment and market forces, and drive cost control initiatives

Work with wholesalers, distributors, and retailers to adopt optimal cost structure and establish cost control mechanisms

Identifies high potential customers to make investment decisions for future growth

Review performance of distributors for cost and delivery efficiencies

Customer Insight

Main Activities

Gather and interpret customer information from a variety of sources (e.g., digital platforms, face-to-face interactions, direct/verbal feedback, indirect/non-verbal feedback, engagement with materials/resources, etc.).

Works cross-functionally with Analytics to build account-level insights and optimize behavioral analytics of customer

Identify opportunities and threats based on the intelligence collected, to pursue the right opportunities with target customers

Understand the quantitative and qualitative factors that impact business outcomes; to anticipate future needs and uncover hidden opportunities; and to exercise sound judgment in making decisions that maximize profitability, and the ability to prioritize actions based on ROI

Behaviors

Generate innovative insights of / Shopper / Patient buying behaviours that drive channel strategies and plans

Considers the quantitative (working capital, market credit, stock, etc.) and qualitative (e.g., distributor-wholesaler relationships, competitor presence) factors impacting business outcomes and acts to optimize ROI

Creates a digital path to purchase using market, customer and shopper analytics to and develop strategies that will drive customers to the retailer

Monitors and integrates a variety of market, retail and customer analytics to segments regional opportunities according to anticipated ROI, and strategic relationship opportunities across channels

Uses market forecasting. customer and shopper analytics to identify the relative ROI of programs options specific to each customer

Leverages omni-channel insights to develop brand-level programming in collaboration with cross-functional partners

Shopper-Based Category Management

Main Activities

Uses consumer, shopper and customer data that drives optimal ranging, merchandising, in-store visibility, pricing and promotion outcomes across the region

Collaborates cross-functionally to leverage shopper information to inform channel marketing strategies

Behaviors

Creates channel shopper activation strategies that address real and anticipated opportunities (based on feedback from the field and market data)

Works with marketing to develop cross-channel programs based on regional performance and shopper data

Owns operation of end-to-end shopper activation strategies including planning, budgeting and sell-in across region

Manages regional activation budget and investment ROI

Builds sponsor relationships throughout distributor networks to optimize shopper-based category performance

Persuasive Selling

Main Activities

Conduct progressive, persuasive, omni-channel customer/stakeholder interactions to develop brand loyalty by defining value and ROI from the distributor/stakeholder’s perspective

Influence internal, cross-functional partners and stakeholders to advance program ideas and channel goals

Develop broad and deep, cross-functional and cross-regional partnerships to maximize synergies and alignment on strategic priorities and activities

Partner with marketing, sales, and business excellence functions to ensure alignment of development to the brand’s strategic direction

Behaviors

Gains access to strategic internal and external decision-makers throughout the region, to conduct influential dialogues with the right people

Builds trust and credibility by influencing from the stakeholder’s perspective, demonstrating how the account’s goals align with Abbott’s

Designs and delivers insight led, inspiring sales decks to internal sales teams and Customers

Builds strategic communications to gain buy-in to tasks, plans, schedules, strategies, and processes by customizing to the perspective, needs, and priorities of the audience

Enables collaboration across partners through strategic delegation, expectation management, and proactive communication

Negotiates to mutually-agreeable solutions that might involve shifting the stakeholder’s perspective to align with objectives

Influences stakeholders in all directions (including those more senior) to gain commitment and support to proposed initiatives, projects, etc.

Effective Communication & Collaboration

Main Activities

Develop broad and deep, cross-functional and cross-regional partnerships to maximize synergies and alignment on strategic priorities and activities

Maintain open communication within and across teams through consistent feedback, expectation management, and regular collaboration

Adapt to the communication style and needs of key stakeholders by anticipating reactions and objections

Behaviors

Develops deep and broad cross-functional partnerships to maximize synergies and alignment on strategic priorities and activities

Builds strategic communications to gain buy-in to tasks, plans, schedules, strategies, and processes by customizing to the perspective, needs, and priorities of the audience

Adapts to the communication style and needs of key stakeholders by anticipating reactions and objections

Enables collaboration across partners through strategic delegation, expectation management, and proactive communication

Influences stakeholders in all directions (including those more senior) to gain commitment and support to proposed initiatives, projects, etc.

An Equal Opportunity Employer

Abbot welcomes and encourages diversity in our workforce.

We provide reasonable accommodation to qualified individuals with disabilities.

To request accommodation, please call 224-667-4913 or email corpjat@abbott.com