With increasing importance of digital and direct-to-consumer operation to business model, we are seeking to upscale our digital marketing seniority and capability to accelerate digital transformation as well as capitalize business growth potential through digital & data centric DTC journey.
The role will be responsible for:
Lead digital transformation roadmap of Nutrition business from upstream to downstream to strengthen our capability to recruit and retain & maximize life-time value of brand users. Deploy critical Abbott -centric digital platforms and adapt them into best fit for local business opportunities. Enhance organization overall digital capability from awareness, consideration to acquisition and build sustainable growth benefit.
MAIN RESPONSIBILITIES
Build and plan digital marketing roadmap from upstream to downstream, together with brand marketing, ethical sales & trade marketing team. Ensure flawless implementation of the strategy
Lead Abbot-centric digital platform implementation (including sales force, marketing cloud, CDP) & secure local adaptation of the platform to best fit for ANI TW business opportunity.
Lead the team to drive digital optimization and innovation focusing on new user acquisition and retention (loyalty)
Manage and structure real-time performance tracking for digital assets, considering SEO, Google Analytic, social listening, and adoption of other tools eg sales force, marketing cloud...etc. And continuously drive for optimization
Oversee social media accounts (website, LINE, and FB) and set social content/KOL strategy
Conduct and analyze data (1st party or 3rd party data) to identify opportunity for media efficiency. Ability to liaise across digital partners i.e. media, digital data partner, social agency, Google and Facebook/Instagram to lead planning and JBP(joint business planning).
EXPERIENCE /QUALIFICATION
10+ yrs of experience in digital marketing, media or direct to consumer industry
Requires deep practical knowledge of media & digital marketing tools, concepts and methodologies as well as strong writing skills.
Must have experience designing and testing digital marketing programs based on insights from analytics and experience.
Experience with a broad range of additional platforms is strongly desired.
Must be able to understand key business drivers and to develop appropriate strategies to address specific business needs.
Good team leader & player with strong growth mindset, excellent communication, interpersonal, project management, and analytical skills
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.
