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Abbott's Diabetes Care division is continually developing new and innovative products to reduce the discomfort and inconvenience of blood glucose testing. Abbott's Diabetes Care division designs, develops and manufactures several leading-edge glucose monitoring systems and test strips for use in both the home and hospital settings.

Primary Function

• Develop and implement world-class FreeStyle Libre consumer marketing strategy, capabilities and plans across ADC teams in Asia Pacific
• Partner with markets to lead strategy development and implementation of holistic marketing growth scheme in order to build ADC's brand and accelerate business growth

Core Job Responsibilities:

• Partner with all markets and the strategic planning leads to build differentiated/progressive marketing plans that align to the Area/ global direction, brand roadmaps and business plans. At the heart of this will be to create and lead a customer-centric tactical planning process that delivers on the long term Area Strategic Marketing vision across the brand and the product portfolio
• Design market research plan to unlock consumer insight to fuel marketing focus. Lead the development of marketing research, cascading and effectively infusing global research insights into marketing plans where possible and identifying and fulfilling research gaps where necessary
• Partner with Area Marketing Director and team to build a consumer-centric metrics framework both online/off-line. Partner with markets to deploy marketing metrics and control tracking measures that allow for a data-driven marketing approach including optimization patterns and test -to-learn program implementation
• Partner with markets under the leadership of the Area Marketing Director to develop seamless customer journey/segmentations that are actionable, substantial, measurable, accessible, reliable and testable
• Build, deploy and proactively manage relevant parts of the Area budget aligned to areas of brand and business growth potential
• Partner with the Area team to develop best practice communication (i.e. Brand messaging) and channel tools and components including briefing templates, tasks and roles guides by channel and spend guidelines by market that will provide input into market plans
• Act as a key conduit and brand champion in the global marketing approvals process including championing creative and channel strategies where necessary
• Provide input into and effectively and constructively evaluate creative and media strategies
• Build and enable content creation (i.e. digital, social) plan/scheme to continuously fill affiliates marketing plan
• Provide real-time marketing support that will lead to better outcome controls, including risk mitigation and action, and opportunity identification
• Contribute as a member of the Area marketing team to build effective alignment processes with other departments such as finance, regulatory, scientific affairs to ensure marketing strategies are realised.  Maintain strong interdepartmental communication and liaison within ADC (locally and internationally)
• Liaise and manage key vendor relationships as necessary for successful execution of marketing activities
• Measure & assess: ensure marketing campaigns/executions are data-driven and based on insights. Develop KPI dashboards to track performance of key marketing campaigns
• Ensure all business activities comply with the relevant Acts, legal demands, safety and ethical standards. Review complaints and suggestions relating to assigned products
• Establish a productive work environment by creating trust and respect within the affiliate  Develop an atmosphere of confidence and strength, and create opportunities to recognize and reward outstanding individual and team performance
• External partnership: lead ex-ADC division/ external partnership to synergize FreeStyle portfolio growth potentials

Minimum Skills Required:

Experience and technical skills:

Relevant marketing or brand management experience:

• Gained from a reputable BtC/BtB brand or
• Significant integrated brand agency experience
• Rich experiences of brand strategy making involvement

Technical marketing competencies including:

• Integrated communication planning and execution
• Strategic planning
• Knowledge of qualitative, quantitative and real-time marketing research methods
• Working knowledge of buyer behavior, path to purchase or decision science models
• Data-driven marketing exposure including use or knowledge of marketing technologies

Behaviours for Employees:

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

Anticipate

• Work with marketing director as regional lead across major global workstreams: RASCI, Marketing Competencies. GMLF, Brand IQ
• Execute end to end major internal events e.g. kick off meetings, annual campaign planning meetings, cross region marketing meeting related with consumers
• Proactively identifies work issues/obstacles, communicates them to leaders/peers and creates appropriate contingency plans
• 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

Innovate

• Identifies and implements process/product improvements that benefit the company and customers
• Tactfully challenges assumptions and traditional ways of doing things
• Thoroughly analyse 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

Build trust

• Continuously develops talents, skills and abilities
• Encourages, supports and actively contributes to the team
• Champion WoW/collaborations with global/markets
• 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

Deliver Results

• 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

Other

• Experience in Medical Devices industry and/or working across markets would be an added advantage
• Asian languages are advantageous specifically Mandarin and Japanese

Knowledge / Education Required:

• Post-graduate or tertiary qualifications for Marketing Management, Brand Management, Behavioral Economics or Decision Sciences from a reputable university
• Or, significant marketing and brand management experience with tertiary qualifications
• AGILE training with SCRUM/Kanban exposure is desirable

Experience Required:

Around >10 years of strategic marketing and brand management experience gained at a country, regional or global level for a reputable consumer brand

Accountability

• Achieve Affiliate's sales, margin and market share
• Deployment of strategic marketing processes (as detailed) across the Asia Pacific region
• Oversight of the management and activation of new product launch plans to achieve affiliate's sales, margin and market share
• Brand custodianship of ADC brands