ABBOTT LABORATORIES Brand Manager, Ensure Salary in the United States

Abbott is a global healthcare leader that helps people live more fully at all stages of life. Our portfolio of life-changing technologies spans the spectrum of healthcare, with leading businesses and products in diagnostics, medical devices, nutritionals and branded generic medicines. Our 103,000 colleagues serve people in more than 160 countries.

Primary Function/Primary Goals/Objectives:

Leads and directs marketing activities for the Ensure brand, located in Columbus, OH. Responsible for the development and management of strategies and programs to effectively achieve commercialization, profit margin and business plan objectives.  Additional responsibilities include business strategic and tactical planning, agency leadership, market segmentation, market research strategy, budget management and brand equity management including packaging labels.

Major Responsibilities:

• Responsible for managing marketing strategy activity associated with the Ensure brand in the US.
• Lead the holistic communication strategy and tactical plan for the Brand in channels such as TV, OTT, Digital, Social, Print and PR.
• Manage the development of and adherence to annual communication calendar including agency briefings, internal leadership alignment and financial document stewardship.
• Identify market opportunities based on target consumer segments and develop unique communications strategies to win with them.
• Provide direction and feedback to Integrated Agency Team to develop consumer campaigns and core creative assets for TV, print, digital and social channels.
• Identify future research needs to aid in plan/ long- range plan development
• Manage the development and dissemination of brand vision, brand standards, labeling, and overall positioning.
• Present product and marketing programs to Sr. Management and gain alignment.
• Measure performance of media plans and proactively recommend action to continuously improve ROI
• Manage complex budget monthly with direct input to financial decisions
• Analyze multiple external data points to identify risk / opportunities, and create contingency plans as needed.
• Collaborate with internal and external stakeholders to achieve objectives.  These groups may include external customers and consumers, Area Marketing, Affiliate Marketing, R&D, Regulatory Affairs, Manufacturing, Logistics, Public Affairs, Legal, Medical, Executive Management and external vendors or agencies.

Accountability/Scope

Product line dimensions and scope vary. Incumbent is accountable for developing and executing strategic and tactical objectives associated with driving product sales. Actions and decisions will affect attainment of product line financial goals and objectives.

Skills / Basic Qualifications:

• 5-8 years of progressively responsible product management experience in either OTC marketing, consumer packaged goods marketing, or a combination of the two.
• Demonstrated leadership and success in project management.
• Demonstrated leadership with agencies including constructive feedback and fast paced decision making
• Financial and budget management experience and skills.
• Media plan experience including TV upfront process
• Proven ability to develop and execute complex strategic business plans.

• Ability to translate insights into business & brand implications.
• Strong communication and presentation skills with the proven ability to interact directly with leadership to drive strategy and investment decisions.
• Ability to collaborate with cross-functional teams to attain business objectives.
• Strong analytical skills and KPI tracking capabilities
• Applies data to support business decisions, strategies, contingency plans, and to provide direction to others

Education:

BA/BS Degree in Marketing.

MBA strongly preferred due to the business complexity and strategic focus of the position.  Knowledge of applicable regulatory standards and requirements for nutritionals preferred.