Senior Brand Manager, Neocate

Short Intro and About the Job

The Senior Brand Manager, Neocate will lead the consumer and HCP engagement strategy for the Neocate category of the US business with the goal of designing a consumer-centric and winning value proposition. Working closely with - and reporting to- the category director, the Senior Brand Manager, Neocate will have responsibility for both consumer and HCP engagement strategy, ensuring that the category maintains a strong understanding of market needs and a best-in-class portfolio of products and services to address those needs. This role will be responsible for development and execution of multi-channel engagement plans, leveraging both on and offline elements, to communicate this winning value proposition.

 

In addition, the Senior Brand Manager, Neocate will contribute towards accurate volume forecasting and will actively participate in the category innovation process from ideation to taking ownership of specific product launches. The role will collaborate closely with the Digital Manager, Senior Brand Manager, Pepticate and E-commerce & Marketing Digital Capabilities Lead. Cross functional partnerships will include Medical Affairs, Supply Chain, Sales, and other necessary functions.

 

Essential Functions:

1. Business and Strategic Planning

a. Support the Category Director to maintain a strong understanding of the market context from the consumer and HCP perspective.

b. Collect and analyze critical market/competitive intelligence.

c. Develop and maintain a strong mapping of the consumer journey for key GI/Allergy therapeutic areas. Provide input and recommendation on ideal targeting.

d. Develop and maintain a strong HCP segmentation in line with HCP sub-specialties, volume potential, prescribing behaviors and needs. Provide input and recommendation on ideal targeting.

e. Develop, test and optimize winning value propositions for across the entire Neocate Portfolio (leveraging infant, 1 and specialty product lines as well as services).

f. Play a leadership role in building Annual strategic plans and ensuring the continuing evolution of these plans to best meet the Neocate Category business goals.

g. Provide status reports, projections, and strategic recommendations about the current and future positioning of the items in the product line

h. Work and align with cross-functional teams as well as with the Central team when required to ensure success. Page 2 of 5

i. Update the business (Leadership team, category and global colleagues) through analysis and presentations

 

2. Promotional tactics

a. Primarily focus on creating strong strategy to engage with consumer (including parents, patients (if they are older), caregivers – as well as with advocacy groups and influencers) and target HCPs

b. Plan, oversee, and approve the entire Multi-Channel Engagement (MCE) process for including target setting, campaign and key message development and multi-channel activation incorporating online and offline tactics

c. Develop strong relationship with Sales organization as well as with HCPs to gather relevant market insights and ensure powerful field execution

d. Work with the digital manager to further develop the consumer digital engagement strategy for Neocate (see Digital Marketing section below).

e. Maintain a critical understanding of the competitive landscape and lead tactical responses to external and internal stimuli, including those originating from the market, economy, and government.

f. Align marketing tactics with the organization strategy and goals.

g. Ensure executional alignment with broader GI/Allergy range, including Pepticate

 

3. Innovation Pipeline

a. Work with Category Director and team to ensure that the innovation pipeline for the Neocate Category will meet 5-year plan goals.

b. Leverage Consumer & HCP understanding to identify new product & service ideas. Filter ideas and build compelling and realistic business cases to gain Local and Central approvals.

c. Coordinate the introduction of new products, including developing pricing strategy, product information, claims and marketing strategy; approve product labeling

 

4. Focus on Digital Marketing efforts – in coordination with Digital Manager

a. Maintain strong owned web presence for in-line with brand strategy

b. Plan and implement effective Multi Channel Engagement Campaigns (MCE) key targets

c. Leverage key digital channels to attain campaign goals working together with internal and external digital and media partners.

 

5. Budgeting, Forecasting, Analysis

a. Maintain monthly forecast model as part of the rolling forecast and & GPS process working closely with Operations & Finance.

b. Maintain overall brand engagement budget and participate in monthly budgeting process.

 

6. Team Development- Direct Reports

a. Leading the team, setting a positive example, setting goals and objectives (long and short term), and general responsibility for the progress of the team. Page 3 of 5

b. Maintain open communication with all team members via one-to-one contact

c. Manage full individual development plan and performance metrics of the team as well as reporting

d. Support development of the team and build clear succession plan

 

Knowledge, Skills and Abilities:

• Substantial experience managing and developing a brand. Entrepreneurial spirit to act as brand owner.

• In-depth knowledge and understanding of digital & off-line marketing strategies, marketing techniques, qualitative and quantitative analysis techniques and customer research.

• Strong knowledge of key digital engagement channels. Strong understanding of digital tools necessary to support SEM, Paid Social, PPC, Emails, retargeting, and other digital media strategy & execution.

• Demonstrable creative flair together with a strong track record of developing innovative marketing campaigns in all media.

• General knowledge of earned media strategy & execution.

• Skill with creative and adaptive planning, design, implementation, maintenance, and evaluation.

• Ability to manage agency partners, including briefing, ongoing management and feedback

• Skill in gathering and analyzing information. Ability to develop plans based on a thorough understanding of industry trends and opportunities.

• Strong presentation skills, strong storyteller with ability to convey the mission and enroll others in it.

• Ability to positively cultivate and influence relationships within the internal organization, including leadership team, as well as with customers and key opinion leaders.

• Ability to handle multiple priorities at the same time. • Ability to work cross-functionally and growth mindset.

• Ability to present and articulate a compelling vision for future growth of their business and paths to accomplish this vision

• Ability to be a category disruptor to create/win market share

 

Supervisory Responsibilities:

The Senior Brand Manager Neocate has 2 direct reports.

 

Working Conditions:

Work is conducted in a hybrid environment with the employee expected to be in the office based in Rockville, Maryland on a regular basis as aligned with the manager. Rockville, MD preferred or remote considered. 

About You

Minimum Qualifications:

• Bachelor’s degree required. Master’s degree in Business & Administration would be preferred.

• 5 years of brand management experience in healthcare industry, including digital marketing (developing and managing digital outreach campaigns, utilizing content management and reporting tools across digital channels).

• Demonstrated ability to initiate and lead strategic initiatives Page 4 of 5

• People management experience

• If currently employed, must be in good standing and have consistent demonstration of satisfactory performance.

 

Success Factors:

• Results-oriented self-starter with a ‘can do’ attitude.

• Strong entrepreneur mindset.

• Ability to identify and analyze consumer trends

• Strong strategic and analytical capabilities.

• Passionate about engaging with consumers and building strong relationship

• Driven and ambitious

• Tenacious and goal oriented, growth focused

• Strong advocate for the category

• A focused “big picture” thinker able to provide, analyze and interpret sales data.

• Effective organization and time management capabilities. An individual adept at managing multiple initiatives and able to set priorities, and efficiently perform responsibilities.

• Proven ability to collaborate across departments and operational unit and to develop relationships within all levels of the organization to ensure program success.

• Superior communication skills.

• Builds mutual commitment and collaboration based on different opinions and points of view. • Possesses well-developed thought processes and ability to support decisions.

• Proactive solution seeker and quick learner with a passion for innovation and excellence.

• Curiosity and constantly staying abreast of new healthcare marketing trends 

 

The base compensation range for this position is $130,000 - $155,000 commensurate with experience. Danone North America additionally offers a performance-based bonus and has a strong benefits package including Medical, Dental, Vision, Prescription Drug Coverage, 401k Plan, Wellness Program, Life Insurance, Tuition Reimbursement, Flexible Time Off, and Paid Parental Bonding Leave, among other benefit plan options. To give our employees flexibility, Danone is a hybrid work environment with opportunities to work both remotely and in office when desired.

About Us, We offer and What's next

At Danone North America, you’ll work with some of the best-known food and beverage brands in the world like Activia, Silk, Horizon Organic, Two Good, Oikos, evian, and Happy Family. You’ll be part of the largest Certified B Corp™ in the world, working together to make sure our brands create real benefits for people, communities, and the planet. We have 6,000 employees across the U.S. and Canada. Come join our movement for a healthier world: One Planet. One Health BY YOU.

 

Danone North America doesn’t just welcome what makes you unique, we value it. We’re proud to be an equal opportunity and affirmative action employer. All hires to our team are based on qualifications, merit and business needs. We recruit, employ, train and promote regardless of race, color, religion, disability, sex, sexual orientation, gender identity, national origin, age, veteran status, genetic characteristic or any other protected status. Faithful to our values of openness and humanism, all of our employees share in the commitment to engage one another with dignity and respect.

http://www.dol.gov/ofccp/regs/compliance/posters/pdf/eeopost.pdf https://www.dol.gov/ofccp/regs/compliance/posters/pdf/OFCCP_EEO_Supplement_Final_JRF_QA_508c.pdf

 

 

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Salary : $130,000 - $155,000