Digital Marketing/Content Manager, Pacific Asia - Abbott Nutrition

Job Description

At Nutrition, we use the latest science to create better ways to nourish your body at every stage of life. Because we know that Nutrition is the foundation for living your best life.
We make products that help babies and children thrive, keep bodies strong and active, and support the unique nutrition needs of people with chronic illnesses — to make every stage of life a healthy one.

Role Description
Responsible for developing content strategy, Content Development and digital ecosystem (digital marketing, CRM, ecomm) content for audiences across digital and social platforms.

• Develop digital content for audiences across Abbott Nutrition Brand’s corporate digital and social platforms.
• Use compelling storytelling to generate content that spans video, print and digital mediums, to tell the story of Abbott Nutrition Brand.
• Work with internal and external business partners to create content for digital campaigns across established and emerging platforms that drive online to offline traffic, conversion and spend.
• Create digitally-driven (i.e., digital behavior, search, social listening, audience segmentation, etc.), compelling content that spans video, print and digital mediums, and balancing push and pull marketing to tell the story across Pacific Asia.
• Ensure a continuous supply of new, dynamic, and compelling content in a regulated/medical environment on a quarterly basis.
• Use digital strategies, technologies, tactics and insights to execute on integrated content plans that drive business impact.
• Respond to evolving customer needs using data and insights to optimally match content, channels and platforms to drive engagement and create value.

Key Responsibilities & Activities

• Build strong brand and omni-channel content strategy/plans for Abbott Nutrition brands that uses effective storytelling to engage customers across audiences, channels, and platforms
• Develop digital content for Abbott brand audiences across Abbott Brand’s corporate digital and social platforms to achieve a ready to deploy ethical campaign toolkit (online and offline).
• Combine qualitative (e.g., behavioral, attitudinal, psychological, cultural) quantitative data (e.g., big data, analytics), customer, HCP and market information to guide content development and drive customer engagement supporting brand/portfolio strategies
• Manage Digital and creative Agencies
• Employ on-going data analysis to evaluate the effectiveness of content across channels, platforms, and audiences for assigned Abbott Nutrition brands
• Use compelling storytelling to generate content that spans video, print and digital mediums, to tell the story of Abbott Nutrition Brand that are fully compliant with nutrition science / medical / regulatory guidelines by following the existing material review processes
• Align content creation and execution of ethical campaign toolkits with overall brand building and marketing strategies via early engagement with all cross-function stakeholders
• Identify and Use digital strategies, technologies, tactics and insights to execute on integrated content plans that improve reach, awareness, consideration and desired drive business impact
• Respond to evolving customer needs using data and insights to optimally leverage existing claims and match content, channels and platforms to drive engagement and create value or market differentiation
• Track, analyze and report on content and campaign performance and use data to refine tactics and optimize business results
• Monitor social media and company website metrics to ensure effectiveness of content in driving consideration and trial.
• Monitor SEO and customer/consumer engagement and respond with content optimization.
• Manages the approval of campaigns and content through the internal Medical, Legal and Regulatory process.
• Insight & Analytics: Combine qualitative (e.g., behavioral, attitudinal, psychological, cultural) quantitative data (e.g., big data, analytics), customer, and market information to guide content development and drive customer engagement.
• Employ on-going data analysis to evaluate the effectiveness of content across channels, platforms, and audiences for assigned Abbott Nutrition brands

KEY SUCCESS FACTORS and requirements for the job

Experience and technical skills:

• 5-8+ years of Relevant digital marketing experience: gained from a reputable consumer or a B2B brand, or, in a digital agency or technology development company. Experience working for both agency and brand is a plus.
• Strong understanding of current online marketing concepts, strategies and best practices, Experience in content creation across digital environment
• Working with digital/creative Agencies
• Experience in designing digitally driven programs and social media
• Ability to translate brand story into consumer-friendly communication and action-oriented analysis

Technical digital competency and knowledge including:

• Digital product development
• Digital program management
• Digital strategic planning
• Data strategy experience across 1st, 2nd and 3rd party data
• Mobile, cloud and user analytics
• Working knowledge of buyer behavior, path to purchase or decision science models
• Technical exposure including use or knowledge of technologies like SSO, SDK, ETL are advantageous
• Knowledge of key digital analytics

BUSINESS OUTCOMES

• Optimized, fit-for-purpose content for consumer audiences across omni-channel platforms that drive engagement/consideration/trial and achieve strong ROI. (Build strong brand and omni-channel content strategy/plans for Abbott Nutrition brands that uses effective storytelling to engage customers across audiences, channels, and platforms, Align content creation with overall brand building and marketing strategies.)
• Efficiencies in content development through cross-functional partnerships (e.g., IT) and the use of tech-based digital asset management platforms (e.g., DAM-AEM, PRISMM, PepperFlow).
• Generation of high-quality engagement data across audiences, customer segments, and platforms.
• Responsive, evidence-based storytelling to engage evolving audiences across a dynamic healthcare landscape.
• Increased awareness and consideration/trial of products by consumers.
• Digital Engagement metrics (Use digital strategies, technologies)