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Marketing Manager

3 months ago

Petaling Jaya, Malaysia Abbott Laboratories Full time

Role Description

The Area Franchise Manager drives successful, sustainable franchises in the area, ensuring they deliver real value for customers and achieve business targets. Acts as a subject matter expert on the landscape and our products / solutions, and partners with country teams to drive the area marketing plan for the franchises. Proactively identifies new opportunities to grow and differentiate our solutions, and collaborates across the organization to effectively develop and launch new products and solutions on time, on budget, and with impact across the area.

Main Responsibilities

Innovation & Franchise Expansion

  • Proactively manages all aspects of the franchises in the area, evolving to stay ahead of the market and keep relevant to all target audiences

  • Has deep knowledge of the products / solutions in the portfolio and acts as a subject matter expert, identifying and resolving potential issues across the area

  • Is highly knowledgeable about the area landscape, including competitive offerings and strategy

  • Rigorously hunts for and finds new ideas to expand the franchise or to create differentiation

  • Confidently builds business cases for new ideas and sells ideas internally, working closely with Global

  • Collaborates with countries and global to develops accurate forecasts and targets in the area

  • Supports and coaches country teams to deliver the franchise goals, building their capabilities

Marketing Strategy & Planning

  • Has strong experience launching new solutions in an agile, efficient way

  • Engages and influences Global, R&D, regulatory etc. to set and meet launch timings, budgets and approaches in the area

  • Effectively forecasts impact of launches for the area, and gains alignment on targets

  • Drives the development of area launch plans, working with country teams, ensuring they are relevant, realistic and robust â reflecting area customer / market insights and global priorities

  • Ensures alignment with the launch plan across the area, and that the right resources are deployed

  • Proactively engages sales teams to identify requirements for a successful launch â then partners to make it happen

  • Uses excellent project management skills and collaboration to flawlessly execute and manage against launch plans, and support country teams to execute effectively

  • Effectively tracks and takes responsibility for the impact of launches and adapts where required

Measurement & Financial

  • Effectively manages the budget for the franchises in the area

  • Analyzes multiple external data points to identify risks, and put in place contingency plans

  • Analyzes historical trends and models future growth to develop long-term forecasts

  • Accurately predicts the financial impact of competitor actions and our programs across the area

  • Identifies opportunities for cost improvement and pricing changes and makes recommendations

  • Takes responsibility for achieving targets / growing the business in the area

  • Actively tracks & shares progress toward goals, adapting where required

  • Coaches country teams to set clear performance metrics for programs and regularly track performance

Insight & Foresight

  • Identifies & prioritizes relevant target audiences for the franchises in the area, including C-suite, laboratories, hospitals, reference labs, governments, etc.

  • Skilled at proactively anticipating, gathering and synthesizing information on our targets, competitors and the market from a range of formal and informal sources; seeks out and encourages others to find new sources of understanding

  • Proactively shares insights with others across the business (at global, area and country) and applies insights consistently to meaningfully differentiate our franchises

  • Works with others to provide conclusions and key actions based on insight

Customer Engagement & Execution

  • Has deep experience in how to engage relevant audiences, and deliver business results

  • Uses a test-and-learn approach to try out different ways of connecting with our customers

  • Works closely with the sales team to understand their needs, ensure they believe in our vision / strategy, and equip them to effectively engage with our customers

  • Develops tailored programs for accounts to deliver franchise objectives

  • Has experience in reimbursement regulations and designs marketing actions and communication to drive the business in a highly regulated environment

Brand Building

  • Understands the importance of brand positioning and the role of insight in driving it

  • Provides analysis and support for the development of franchise positioning as required

  • Helps create effective messaging for sales teams to support them to deliver the franchise positioning

  • Executes activities in the market in line with the franchise positioning and global strategy, and monitors how well they are being implemented in the area

Qualifications & Education

  • Bachelor's Degree in Life Sciences, Engineering or technical discipline is required. MBA is preferred.
  • The candidate must have a marketing background.
  • Prior experience in diagnostics and sales is preferred.
  • Prior healthcare marketing experience is a must.
  • Must have demonstrated leadership capabilities and strong achievement in past work experience.