Primary Function
Drive digital transformation for Abbott Nutrition (ANI) Philippines through developing profound understanding of the digital consumer journey and leverage the digital touchpoints to deliver incremental reach, higher traffic / conversion to e-commerce and level up CRM registration and engagement.
- Oversee development and execution of annual activation & CRM plans across all brands with clear KPI's and participate as required in presentations to Abbott senior management.
- Creates and oversees the execution of end to end consumer journey to maximize consumer lifetime value
- Leads the tracking & analysis of performance to ensure KPIs are met & initiates corrective measures where necessary
Major Responsibilities
Digital
To guide the brand teams in development & execution of best in class digital campaigns with clear linkage to E-commerce and CRM to complete consumer journey and achieve / exceed the agreed KPI's & ROI targets
- Identify the right partners and agencies for digital & mobile first content, community management, advising on content strategy, identification of digital influencers / KOL management with ability to penetrate into dark social and closed group communities
- Own the management of ANI digital channels websites, FB / YT, viber, whatsapp and estore
- To guide & direct the brand marketing team and partner agencies to execute their digital campaigns delivering against brand objectives, in line with ANI & local regulatory policies.
- Monitor and analyze digital KPI's competitive activity to recommend corrective actions and / or opportunities to over deliver.
- Help build marketing team's digital capability to achieve digital transformation in the organization.
CRM
- Be an active member of the marketing team for overall business planning & decision-making.
- Based on a profound understanding of the consumer journey and how to leverage the right touchpoints especially digital to maximize new user generation & retention, this person is responsible for working with brand teams to develop annual direct to consumer engagement plan which involves recruiting new users, validating them, retain better & improve lifetime value along with calendar for all brands within their portfolio aligned with the brand objectives.
- From consumer acquisition in retail to driving industry best practices in terms of CRM strategy and propose desired changes to be market competitive.
- Oversee call centre team, identify the staffing needs, right technologies/ modes of engagement, with each consumer segment based on local understanding. Supported by analyst in the team for the operations management of the team.
- Ability to work with and implement capabilities within the salesforce platform (SFDC and SFMC) direct to consumer and marketing cloud capabilities
- Develops a framework and dashboard to accurately measure, analyze and report performance; continually assessing the cost of acquisition and retention and provide an understanding of which channels/ programs are more effective than to drive improved return on investment & prioritization of resources.
- In partnership with brand marketing, lead the development of consumer segmentation with tailored and relevant marketing messages to maximize effectiveness of campaigns.
- Develop partnerships with external agencies and regularly evaluate & assess their performance propose arising opportunities or to address upcoming challenges
- Lead the S&OP for managing consumer inquires and complaints
- Develop partnerships with key retail and relevant database partners to increase recruitment & retention of users for the brands
- Assesses competitive strategies as well as market insights to make recommendations to maximize the CRM programs
- Controls the CRM budget with rigorous tracking & prioritization to deliver on business plan commitments.
- Interacts well internally and externally with executive level management, Area & Central teams, outside regulatory bodies, agencies, customers, vendors and/or suppliers
Requirements
- Bachelor's Degree. MBA is an added advantage
- Minimum 10 years of experience in marketing, preferably with prior experience in both CRM and digital marketing
- Experienced with Salesforce platforms will be a plus
- Experienced in managing agencies & multifunctional teams is a must.
- Proven success record in digital marketing and digital sales capability
- Strong leadership with demonstrated financial, analytic and organization management skills
- Database marketing & CRM, data analytics & segmentation
- P&L responsibility
