At Abbott, we're committed to helping people live their best possible life through the power of health. For more than 125 years, we've brought new products and technologies to the world - in nutrition, diagnostics, medical devices and branded generic pharmaceuticals - that create more possibilities for more people at all stages of life. Today, 99,000 of us are working to help people live not just longer, but better, in the more than 150 countries we serve.
The Marketing Manager (MM) is responsible for setting the Division strategic direction and tactical implementation of activities that will lead to a customer-centric and goal achievement culture. This includes development of marketing plans and activities that drive the flow of products to our customers in a manner that highlights differentiation and value. This “product champion” is the focal point for the Division with regard to product and market knowledge, planning/execution, and achievement of business objectives.
The MM is responsible for the product from identification of customer and market needs/wants, to concept and product development, product launch, through and including product discontinuation.
o Develop and execute a line of business strategy for short, mid and long-term business growth goals based on market need, global variances, medical necessity, competitive landscape, SWOT analysis to support and contribute to the overall divisional growth strategies.
o Recognition of new products to be developed to meet new market demands, or the creation of new markets. Provides leadership for product/concept justification during funding cycle, and provides similar leadership to product development team.
o Identification of new business opportunities through expansion of existing products into new markets, or enhancements of existing products to maximize existing markets.
o Support the commercial organizations in achieving Plan/Update objectives by working with Regional Commercial, Medical and Scientific teams to identify and execute regionally focused strategies.
o Provides direction and input to all in-house groups such as Public Affairs, Operations, Finance, R&D, Quality, and Regulatory that affect the successful achievement of business objectives.
The Global Marketing Manager position differs from Area or country-specific Product Management jobs in three key ways:
Greater involvement in setting division-wide strategies (e.g. what products to fund)
Direction and leadership to the R&D organizations throughout the product development cycle (e.g. developing customer requirements)
Exposure to all international markets, with the requirement to build networks and success through a deep understanding of cultural diversity and varying global market dynamics
The MM is primarily responsible for driving execution of defined programs at a global – regional level with Area Marketing Organizations, Acquisition and Value Expansion teams and directly with major customers directly or at key customer focused events.
The MM will work with the Global Marketing Organization and Training Organizations to develop, train and execute on commercial campaigns, programs and sales acceleration plans to achieve market expansion and growth targets.
The MM is responsible for creating global demand for his/her product in a customer-centric manner (exemplified by high satisfaction of needs, and therefore appropriately differentiated and adding value) by developing and overseeing execution of the marketing plan.
This includes definition of and segmentation of the market, targeting and positioning, and all aspects of the marketing mix (product, place/distribution, price, and integrated marketing/promotion).
Business Expansion: Participate in strategic planning initiatives such as PMP (Portfolio Management Process) and LRP (Long Rang Plan) to ensure profitable growth opportunities are supported.
Competition and Positioning: Thoroughly understand competitive offerings and provide commercial organizations with appropriate positioning and tools to differentiate product(s) versus the competition in a profitable manner that adds value to the customer.
Scientific and Promotional Tool Creation: Provide the commercial organizations with core promotional and scientific literature, sales aids, and support materials to help them exceed their sales plan.
Internal Communication: Responsible for creating a clear line of communication between Global Marketing and all other areas that affect the product.
This includes providing direction to the Commercial Areas/countries and all in-house groups.
This entails use of technology-based tools such as the ADD Online intranet, conf calls, meetings, and international field travel.
External Communication: Interface with consultants, marketing research firms, ad agencies, other vendors, and customers to effectively manage and grow business profitably, while maintaining a customer focus woven throughout all activities.
Another aspect of this responsibility is gaining positive media exposure in partnership with the Public Affairs department.
Develop the Marketing Plan: Incorporate all aspects of the marketing mix.
Product Definition: Ensure that appropriate Customer Requirements/Design Inputs are crafted to guide the development team.
Utilize market research, customer input, Area input, and other means to ensure profitable and differentiated products are delivered to market.
Offer leadership to R&D and support organizations throughout development cycle (e.g. lead trade-off analysis…customer, financial, and timeline impact).
Ensure Launch and Post-Launch Success: Offer leadership to international commercial organizations and on-market teams through successful launch.
This includes delivering appropriate launch materials/tools to differentiate product versus the competition and grow the business in a profitable manner.
The MM is responsible for achievement of the goals and objectives of Global Marketing, the Division, and each of the Areas.
Performance will be monitored versus the annual marketing plan, and execution against the action items and financial objectives.
Must ensure compliance with the Quality System, and all Ethics/Compliance guidelines.
Must work within budget guidelines.
8+ years relevant work experience including 4+ years of marketing (4+ yrs. post MBA or relevant Masters - preferred). Healthcare/IVD sales experience preferred.
4+ yrs. marketing experience to include 3 or more of the following:
Healthcare product launch, new product development, long-range portfolio strategy, product/pipeline management, market assessment, sales tools/message development, voice of customer research and/or future trend analysis (payer, gov’t policy, clinical practice ideal).
Desired Industries: Diagnostics, Hospital Laboratories (not reference labs), Multi-National Corp Healthcare company (e.g. pharma, med device), Major Hospital or Payor Network
Demonstrated leadership capability with proven ability to develop and implement detailed marketing plans & partner with sales teams to execute.
Must have strong program management discipline & ability to Influence without authority & collaborate with other functions, such as R&D, to prioritize.
Product launch experience
Scientific or technical experience
Project management experience
In addition, the successful candidate will have additional focus on the following:
Excellent verbal, written and presentation/communication skills
Deep understanding of the complexities of the diagnostics market and customer needs
Ability to develop, rationalize and present strategy
Strong analytical and computer skills, with knowledge of financial models
Strong work ethic, self-motivation and resourcefulness