Associate Director - Marketing Excellence, Digital & Communication

Job Description

Primary Job Objective:

• Leads the development of an external Abbott image program to increase the familiarity and favourability of the organization across key customer segments.
• Works closely with the Senior Leadership Team to create, develop and implement a strategic and tactical integrated marketing plan for the organization.
• Must work across boundaries with different lines of business, and with regional leaders to develop key strategies, plans and tactics to increase the organization s image and reputation.
• Maintains responsibility for the positioning of the corporate brand externally
• Leads cross-divisional marketing team(s) to create, operationalize, and implement the integrated marketing plan
• Facilitate capability building of the marketing team
• Designs and implements a Digital program for the affiliate along with the individual business teams. Facilitates implementation of enterprise level programs.
• Manages internal communication activities along with affiliate level events

Core Job Responsibilities:

• Manages the core activities in marketing excellence across the spectrum of Market Research, initiatives around building Marketing Capability and Insights.
• Geographic scope of operation tends to be at the country level.
• Contributes to business planning at the executive level to develop a marketing strategy consistent with the organization s overall mission, vision, and objectives.
• Leads annual brand planning exercising and is responsible for challenging insights and recommendations of Product Managers
• Define advertising objectives, recommend choice of media, and allocate resources so advertising campaigns are effective, economical, and appropriate for intended audience.
• Select and manage ongoing relationships with vendors / external partners
• Adjust marketing strategy and plans to meet changing markets and competitive conditions.
• Works with the Senior Leadership team to develop and implement an external identity image campaign across multiple channels (radio, sponsorships, primetime T.V., in-office, internet, etc.) and audiences (consumer, healthcare professionals, investors etc.).
• Responsible for conceptualization, launch and implementation of the external identity to include national market, appropriate channel mix, key messaging by target audience, internal engagement and media scenarios.
• Develop criteria and identify overarching brand positioning by audience and across the organization.
• Recommend customer research to identify and define relevant and meaningful messages and tactics nationally.
• Create, develop and manage the corporate strategic marketing plan (short and long term).
• Develop tactical plans to execute marketing strategy
• Manages & drives tactical cross business unit corporate events in collaboration with the marketing leads of respective business unit.

• Manages a lead strategy/advertising/integrated marketing firm to manage all marketing communications Head
• Responsible for the development, implementation and management of performance metrics and measurements to track brand familiarity, awareness and preference for organization across key constituencies.
• Interfaces with business unit marketing leads to ensure continuity across marketing efforts to ensure consistency.

• Drives usage of digital tools, frameworks and platforms across the organization
• Ensures timely and effective communication across the affiliate and supports affiliate leadership on the same
• Organizes and implements appropriate events to support organizational objectives.

Supervisory/Management Responsibilities:Direct Reports: 3 to 4Indirect Reports: 4 to 5Position Accountability/Scope:

• The position is based in the Corporate Office, Mumbai. However, the position may require traveling for field visits across the country.
• To align with and participate actively in organization led initiatives periodically.
• To understand and comply with the organization Code of Ethics.

Education: Candidates with post-graduation degree in management from tier I/II business schoolExperience/Training Required:

• Minimum 15 years of proven ability in strategic analysis and marketing with at least a few years of exposure to Advertising/media agencies
• Exposure to Healthcare / Pharma industry would be preferred
• Knowledge of FMCG, Agency and research would be an added advantage
• Exposure to current Digital frameworks and methodologies

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Keyskills :
financeadvisorycompliancereportingcustomer relationsbrand planningtactical plansmarket researchtarget audiencecorporate eventsbusiness planningbrand positioningcustomer research