Associate Director Marketing Effectiveness

Job Description

Primary job function:

• 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

Supervisory/Management Responsibilities:

Direct Reports: 3

• Head Marketing Excellence
• Brand Excellence Manager
• Analytics & Insights

Position Accountability/Scope:

• Accountable for guiding the selection and success of our marketing initiatives in EPD, offering alternatives to traditional routes.

Minimum Education:

• 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
• Wide business understanding, executive presence