Abbott is a global healthcare leader, creating breakthrough science to improve people’s health. We’re always looking towards the future, anticipating changes in medical science and technology.
Our nutrition business develops science-based nutrition products for people of all ages, from helping babies and children grow, to keeping adult bodies strong and active. Millions of people around the world count on our leading brands – including Similac®, PediaSure®, Pedialyte®, Ensure® and Glucerna® – to help get the nutrients they need to live their healthiest life.
Customer Marketing Associate Director's function is to develop, plan and activate sales strategy founded on shopper, channel and customer insight for the company’s categories in the Modern Trade and General Trade. The function is tasked to develop category channel insights based on shopper decision making and buying behavior relevant to its assigned channel.
The role also provides guidance and framework on the over-all point of purchase strategy for the company which includes decisions involving product assortment, distribution and availability, merchandising and planogram design. This function is tasked to activate national tactics (e.g. promotions, merchandising initiatives) for field sales to execute. The role also manages sales information and Trade Sales KPI monitoring. The function is also accountable for the effective uses of all related trade retail spend for its assigned channel.
Major Accountabilities
Knowledge, Experience and Education
Education: Bachelor's degree
Years of experience, both overall and any industry-specific experience needed: 7-10 years experience as Field Sales, 7-10 years relevant experience as Trade Marketing in FMCG context
Identify and Devise Trade Go-To-market Strategy for all 4Ps - Pack, Price, Promotion, Presence (Coverage, Shelf Space) and In-store PAs.
Communicating the trade marketing plan to the organization during IBP process with clear financial targets and building blocks.
Report on the effectiveness of trade marketing campaigns using pre-determined KPIs including (not limited to) Promotion effectiveness/ ROI, Volume on Promotion, Pricing Trends, New User Lead/ Conversion and other In-store PA metrics.
Lead NPI deployment process from Trade launch plan, Financial assessment, demand & supply planning and go to market strategy.
Conduct research around in-store consumer/ product/ brand behaviour and experiences i.e., insights/ analytics/ research to adjust trade marketing plans/ strategy, if/ when necessary.
Work with CommEx Dir and Distributor Trade marketing manager/Sales Leader for sales for operation planning ie. Target setting, distribution, NPI listing, activity
Work with Distributor Trade Mktg Team for Display, POSM & activation plan including roll out plan. Lead development of GWP & promo planning and align with marketing team
Develop and Own sales forecasting for Trade Channel basis activations, listings, macro forecasts and consumer demand.
Establish and grow target market share in Trade Channel.
Provide tools and materials to enable the sales team to function effectively.
Working with Mktg./ Finance partners to develop trade pricing strategies to maximize profits and market share while balancing customer and consumer satisfaction.
Identify and highlight sales risk and opportunity in Trade Channel.
Complete ownership of Trade Sales P&L metrics for the brands - Sales, GTN, SG&A and Div. Margin
Understanding and developing budgets and finance, including expenditures, research and development appropriations, return-on-investment and profit-loss projections.
Set and administer annual sales/ marketing budgets for Trade Channel.
Manage and measure costs.
Work with Marketing team for Trade activity planning, A&P planning, ROI and monitoring.
Hold regular meetings with Distributor partners to review pipeline, resolve challenges, and present possible solutions, and provide ongoing guidance to ensure team consistently performs above standard.
Work with Distributor Partners to identify strategic opportunities in the market, whitespace, competitive landscape.
Ensure that distributor team roll out training effectiveness and assessment.
Work with Distributor HR/ Trade sales for talent development plan.
Supervise Trade Mktg. and PA Teams (Distributor), including hiring, training, workloads, schedules and deadlines, including control of attrition rate.
Demonstrate excellent communication and interpersonal skills.
Formulate team working framework, and integrated development of Trade Mktg. team (Distributor).
Work with CommEx Dir and distributor HR for talent development plan of local team.
Act as a key liasion between Distributor and ANI Teams championing Trade Mktg. Strategy/ Execution.
Identify area of FFs (including PA) development and work with Com EX for development planning including knowledge and soft skills.