The Head of Marketing Effectiveness is a new role within the Established Pharma Division of Abbott India Strategy and Operations function. The role is designed to create an organizational discipline focused on application of marketing techniques and tools to satisfy customers' needs, maximize profits, satisfy customer needs, and beat the competitors or outperform them
The individual is responsible to strengthen EPD capabilities to drive excellence in marketing mix selection, brand 360 view, localization, marketing performance assessment and impact analytics enabling the therapy areas to understand the most impactful methods, channels, execution and course correct as needed.
The individual is responsible for designing, developing and implementing programs around Marketing Analytics and Insights, Brand 360, Customer 360, and One Abbott Brand by being the trusted alliance partner of EPD Global Marketing Excellence, EPD Global Marketing, Abbott India Marketing, Commercial Strategy & Sales, Office of Ethical Compliance, Legal, Innovation and Development, Medical and Commercial Operations of multiple business units.
The role is Customer, Influencer, Therapeutic Area and Brand specific; it requires close partnership with Global Marketing, Insights, Digital Health, Portfolio Expansion and Commercial operations to drive current and future commercial model.
The individual will work in collaboration with complex cross-functional teams and leaders to leverage Abbott brand equity and preference and deliver value beyond quality medicines towards a seamless customer experience.
Core Job Responsibilities:
Qualitative and quantitative assessment of the customer needs/unmet needs/unknown needs, detailed mapping of needs-based plan
Considers the entire process in which the product is used from diagnosis to treatment to measurement of outcomes and plan the commercial execution accordingly
Lead, Build and Deploy analytical tools and methodologies to co-create new solutions enabling measurement of marketing activity effectiveness
Marketing Performance Index to measures, monitors and provides insights around effectiveness of marketing mix, advertising, and communications programs and strategies
Brand 360 view based on market appetite, customer and channel preference and competition
Customer 360 based on multi-layer customer data / signals to provide automated and unbiased customer insights viz., customer profile, marketing preference, sales tactics, therapy area interests, communication channel preference, others
Multichannel engagement platform based on customer needs and preferences aimed at enhancing field force productivity and customer experience as differentiation
Influence and partner with EPD India leadership, EPD India Commercial and Excellence Leaders and teams, EPD Global Marketing Excellence, EPD Global Strategy and Advanced Analytics teams to deliver global projects in the region as well as launching best practices to drive efficiency, excellence, standardization
Be the Trusted Advisor and Ally to help EPD India and it's affiliates determine their marketing programs and tracking of performance while leveraging EPD Global Marketing Excellence best practices
Develop innovative campaigns such as Abbott thought leadership, Abbott Advisory Council comprising of thought leaders and liaising with subject matter experts to enable exchange of knowledge and establishing Abbott as a Brand
Establish an ecosystem/think tank with internal and external partners to build futuristic go to market capabilities and new customer engagement approaches leading to enhanced customer experience through tailored solutions.
Partner and influence with internal stakeholders for best-in-class execution (Affiliate, Area, BU and Global Marketing along with BU Sales Excellence leaders plus Commercial IT, Legal and OEC, Regulatory, etc.)
Build measurable and S.M.A.R.T methods to track success
Drive best practice sharing across the EPD marketing organization
Direct Reports: 3
Head Marketing Excellence
Brand Excellence Manager
Analytics & Insights
Accountable for guiding the selection and success of our marketing initiatives in EPD, offering alternatives to traditional routes.
Master or Post-graduate in Marketing or Commercial Excellence
Master of Business Administration
Additional Education in Digital Marketing or Marketing Modelling is a plus
Minimum Experience/Training Required:
More than 15 years' experience in global pharmaceutical / FMCG / FMEG organization
Strong track record of analysis and fact-based decision-making
Deep business acumen and complex problem-solving skills
Strong leadership skill In engaging regions and partner functions
In influencing country, region and division management teams
Knowledge about India health care market and commercial environment
Track record of business achievements and innovations
Winning mentality, dynamic, innovative, customer focus and cross-functional team player
Strong English skills, additional languages appreciated
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.