Plan and develop consumer marketing strategy to drive customer acquisition, continuous usage and retention and leverage effective engagement tactics
Lead the execution and implementation of holistic marketing strategies to drive business growth as Patient Champion
Work with Abbott IT and external vendors to build and enhance CRM platform with secure and effective operations to manage customer data.
Develop robust KPIs to effectively measure and report on content and message effectiveness in driving sales.
Using the patient journey, develop an effective solution to build a strong eco system to support people living with diabetes leading to brand engagement, loyalty, advocacy and retention.
Core Job Responsibilities:
List the primary tasks or activities this job performs
Partner with cross functional stakeholders and marketing colleagues to build consumer engagement plans that align to the business direction.
Partner with Customer Experience Team to align and implement customer/CRA strategies and solutions.
Partner with Digital Engagement Manager to design patient experience measures and profiling support that transform the consumer experience
Leverage and optimize appropriate CRM segments that are aligned to target audiences and support optimization of content and campaigns through testing and prescriptive analytics. Drive efficiencies and capabilities in this process.
Proactively manage relevant parts of the marketing budget.
Ensure all business activities comply with the relevant Acts, legal demands, safety and ethical standards.
Minimum Skills Required:
Identify the specific skills needed to perform this job effectively (leadership skills, selling skills, computer literacy)
Behaviours for Employees (Individual Contributors)
Set Vision & Strategy
Learns new or changing job processes, tasks and/or trends, and applies them to the work as appropriate.
Uses an understanding of the larger business context to more effectively complete work.
Creates role-appropriate plans, action steps, and timetables to support the strategy, goals and assignments.
Prioritizes own work to focus on customer and department needs, outcomes and objectives.
Proactively identifies work issues/obstacles, communicates them to leaders/peers and creates appropriate contingency plans.
Effectively responds to internal or external change.
Treats change as an opportunity to learn and develop.
Uses experience, data, and/or internal/external customer input to create better work solutions.
Gains support for ideas, proposals and/or projects by influencing leaders and peers.
Identifies and implements process/product improvements that benefit the company and customers.
Tactfully challenges assumptions and traditional ways of doing things.
Thoroughly analyses problems to identify causes and not just symptoms.
Implements new, innovative solutions or processes.
Seeks and combines diverse opinions and views to create better ideas and solutions.
Continuously develops talents, skills and abilities.
Encourages, supports and actively contributes to the team.
Asks for feedback on strengths and weaknesses and uses the input to improve performance.
Willingly shares expertise and experience with others; is considered a subject matter expert.
Offers culturally-appropriate, frequent and constructive feedback to peers and leaders.
Improves efficiencies and/or reduces costs.
Delivers on expectations and meets commitments; holds self accountable for results.
Acknowledges and learns from mistakes.
Takes thoughtful action, appropriately balancing speed and risk.
Persists and applies extra effort to overcome work barriers, issues and obstacles.
Meets quality and/or compliance standards.
Works with a sense of urgency to deliver results within deadlines.
Fluent written and spoken English and Japanese.
Knowledge / Education Required:
Identify the knowledge, expertise, educational level required to perform this job successfully (product/industry knowledge, technical/business acumen, degree, professional certification etc)
Graduate qualifications for Marketing Management, Brand Management or PR
Or significant marketing and brand management experience.
Understanding of patient relations and reputation management
Knowledge of Healthcare industry would be an added advantage
Describe the on the job experience level required to perform this job (management experience)
4-6 years of strategic marketing experience including CRM gained for a reputable consumer brand.
Strong CRM marketing, and digital consumer marketing experience
Experience with digital marketing and/or social media data
Proven experience with the development and execution of customer loyalty or retention programs, ideally from healthcare industry
Achieve sales, margin and market share
Deployment of strategic marketing processes in alignment with Area marketing
Abbott is a global healthcare leader that helps people live more fully at all stages of life. Our portfolio of life-changing technologies spans the spectrum of healthcare, with leading businesses and products in diagnostics, medical devices, nutritionals and branded generic medicines. Our 109,000 colleagues serve people in more than 160 countries.