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.
Market Research Manager – Secondary Analytics
Primary Function/Primary Goals/Objectives:
The Market Research Manager – Secondary Analytics is responsible for conducting Secondary Research studies and providing actionable insights to support strategic Marketing and Innovation initiatives.
This Manager is a subject matter expert of Secondary data sources with experience mining diverse sets of data sources in identifying category/consumer trend and growth opportunities.
Stewardship of secondary research data sources:
Maintain the accuracy and integrity of secondary data sources (POS data and Panel data - for e.g. Nielsen/IRI, 8451, InfoScout) for Pediatric BU.
Manages weekly and monthly Pediatric database new items placement with support from Sr. Analyst and Nielsen/IRI.
Manages Pediatric database yearly refresh process with Nielsen/IRI.
Proactively communicate any POS (Nielsen/IRI) data issues with business partners and identify short-term and long-term resolution plans to minimize impact on weekly/monthly business reporting.
Coordinate Secondary Research Analytics needs between marketing, S&CI and Sales Analysis teams.
Provide expertise and utilize all available data sources, including but not limited to primary MR data sets, government data, advocacy organizations, shipments, POS consumption data (Nielsen/IRI), Panel (Nielsen/8451/InfoScout), and Spectra data.
Provides Actionable Insights:
Enable Marketing to move from data to decisions.
Identify best-in-class standards and practices for secondary analysis.
Provides impactful insights that shape brand and business strategy through an intimate understanding of the business and relevant brands, including financials, marketing and sales programs, distribution and customers.
Provides constant feedback on strategies and tactics through secondary research by recommending appropriate data sources to assess the effectiveness of marketing and sales strategies and tactics.
Challenges Marketing decisions by utilizing fact base or developing new data to specifically address significant business issues.
Develop high impact business reports:
Develop monthly business performance reports for Sr. Management
Report critical marketing activities, market dynamics and market share for Abbott and competitors.
Ensure that results are translated into real world recommendations and implications for all stakeholders throughout the organization.
Develop report frameworks that meet critical business needs and work with marketing ABMs to ensure their ability to replicate and explain. Automate report generation as much as possible.
Manage Advanced Analytics projects (for e.g. Marketing Mix, Pricing, Assortment, Market Structure) and brand teams’ secondary research budgets.
Demonstrate thorough understanding of relationship between Marketing tactics and Sales results, and develops analyses that include an integration of these data sets for comprehensive insight.
Where appropriate, develop advanced statistical analysis and models to address business questions.
Engage with Internal Partners
Develop a strong team-based relationship with internal partners (Marketing, S&CI) to develop further insights, additional questions, and a deeper understanding of the business to form and track brand strategies and tactics.
Maintains high level of engagement with internal partners and provides superior client service to assure stakeholder ‘buy-in’ of secondary data throughout the organization.
Addresses issues and challenges from key stakeholders with complete objectivity regarding the secondary data research and follows up with all key stakeholders throughout the organization to assure understanding and proper interpretation of the data.
Research Planning and Budgeting
Create and manage annual research plan for assigned brands by identifying knowledge gaps and proposing solutions leveraging secondary data
Manage monthly budget reporting including accruals
Displays fiscal responsibility by ensuring the greatest value for the project and spending within budget
Managing the research process by:
Requesting multiple bids on larger projects when appropriate.
Manages external data vendors (evaluates performance, identifies new vendors as needed)
Maintaining organized project files to ensure they are easily located for future reference
Ensuring invoices are processed in a timely fashion
Updating the weekly status reports with current projects
Provide new to company and new to role managers with training on data and tools needed to understand their business (e.g. Nielsen/IRI, Internal POS data).
Work with Business Optimization team to establish training and update as needed.
Drive the training from an analytic perspective.
Must possess a Bachelor’s Degree.
MS/MBA or Ph.D. in quantitative discipline preferred. Additional relevant experience beyond the requirements above could substitute for graduate education.
5 to 7 years in Secondary Research, Advanced Analytics, or data modeling
History of developing high impact business presentations with extensive power point and advanced Excel skills.
Experience working with large, diverse, and complicated data sets.
Solve complex business problems via project management and analytic creativity.
Experience with specific analytic tools to acquire data and provide insights, including but not limited to Nielsen Nitro, Answers on Demand, 8451, InfoScout, Advanced Excel (Pivot Tables, Filters, Functions, Macros), SAS, PowerPoint, Microsoft Access
Background in specific statistical techniques to drive insight, including Forecasting, Regression, Correlation, Data Mining and Assumption Based Marketing