Marketing Innovation Manager

JOB DESCRIPTION:

Role:

The main purpose of the Marketing Innovation Omnichannel Manager role is to lead the development of brand equity and translate it to the personalized journey of the consumer across the 5 consumer brands of Similac, Grow, PediaSure, Ensure, and Glucerna. On average, consumers are shopping across 5-7 touchpoints (GT, MT, EC, M&B, Ethical D2C, etc)  within a month and this role involves creating a seamless brand experience and harmonization across digital channel, especially Online to Offline (O2O) GT growth.   The goal is to drive incremental growth through recruitment of high-value new users from Direct of Consumer (D2C Abbottstore.com) to the GT Mom-and-pop stores.  This role requires:

• Developing marketing technology products through content and community engines.
• Improving user journeys and key touchpoints for better engagement consumers and customers/retailers both online and offline.
• Overseeing the entire marketing products lifecycle, from ideation to delivery.

Ensuring the needs of business, tech, customers, and stakeholders are meet.

Accountabilities:

• Plan and execute omnichannel marketing engines driving innovation synergy across 5 brands.
• Create marketing impact and drive incremental growth across online branded stores to offline GT CLP stores, and end consumers on different platforms like Tik Tok, Grab, Facebook, etc.
• Develop internal and external partnerships with different team or platforms to prepare new idea pipelines, launch pilot or strategic A/B testing utilizing both Abbott and Partners’ resources towards trends with fastest speed-to-market
• Collaborate with business partners to develop digital channel strategies to improve full funnel or part of funnel towards demand generation, brand building and conversion performance. Lead and coordinate cross-functional teams for seamless execution.
• Consult brand teams on omnichannel strategy adoption and pilot different initiatives driving GT innovation marketing with content, community, data and technology… via together developing key events and Always on Sales and Marketing engines.
• Leverage digital capabilities and best practices across departments, regions and CLP levels to drive business results and digital transformation/adoption.
• Optimize marketing initiatives, projects, customer (CLPs) and consumer engagement through data-driven insights and continuous improvement, including user journey and key touch points.
• Propose budget needed to realize commercial Growth plans across different Brands. Adjust plans based on feedback from Operation, Sales, Brand teams, agencies, and platform teams.
• Manage relationships with digital marketing, tech, agencies, vendors and key platform marketing, business, media Ad and account teams.
• Review performance to better engage Sales, Brand and CMM teams.
• Know key tools, understand channel algorithms, enhancement update, master tactics, and make changes to explore improvement areas for stair casing results.

Requirements:

• Strong background in marketing omnichannel with a focus on building marketing technology products related to Content, community engines, improving user journey and key touch points, for better engaging consumers and customers/retailers both online and offline
• Bachelor’s degree
• Initiative in product concepts, designs, and marketing strategies.
• Keen to adopt new technologies and drive digital marketing innovation, especially on platforms like TikTok, Zalo, and Facebook through first party data and personalized journeys
• Ability to capture new audience through new platform of livestreaming and short form video.
• Understanding of channel algorithms and enhancement updates, and the ability to master tactics for improvement.

The base pay for this position is

N/A

In specific locations, the pay range may vary from the range posted.

JOB FAMILY:Marketing Support

DIVISION:ANI International Nutrition

LOCATION:Vietnam > Ho Chi Minh City > Flemington Tower

ADDITIONAL LOCATIONS:

WORK SHIFT:Standard

TRAVEL:Not specified

MEDICAL SURVEILLANCE:Not Applicable

SIGNIFICANT WORK ACTIVITIES:Continuous sitting for prolonged periods (more than 2 consecutive hours in an 8 hour day)