Associate Trade Marketing Manager

About Abbott's Established Pharmaceutical Division (EPD)

We offer our original pharmaceuticals solely in emerging economies, adapting our offerings to the specific health needs of the local populations – reformulating medicines, creating innovative packaging or delivery methods to make the products more relevant and useful in-country. By doing so, we can ensure people have access to our products when and where they need them most.

Primary Job Function

Drive and implement Trade Marketing strategies and tactics (such as merchandising recommendations and materials, pharmacy staff trainings, patient support programs) to stimulate Abbott’s brands availability, visibility and recommendation rates, bridging Abbott’s brands’ strategy and customers’ needs, customising these actions by customers/markets.

The Trade Marketer will build trade programs which will accelerate sell-in as well as to align with marketing campaigns in driving sell-out of Abbott’s brands, thereby enhancing Abbott’s brand performance at Trade channel.

Core Job Responsibilities

Develop best-in-class trade marketing programs, with a strong emphasis on:

1. In-store execution

• Provide best-in-class merchandising and POSM that enables the Trade sales team to drive availability and visibility of key promotional SKU’s in the trade channels
• Design and execute trade campaigns which are aligned with marketing campaigns which assist the pharmacist in their sell-out, increase brand and corporate SOV, improving visibility and monitoring progress and evaluating ROI.
• Play active role in planning and facilitating chain and local chain pharmacies instore execution (Roadshow, Concourse, Health Day, etc)
  
  

2. Category Management

• Collaborate with Marketing Team to create a trade toolkit (planogram, promotion, merchandizing, communication) for key accounts or special projects.
• Drive data analytics to facilitate trade business performance analysis and to identify new business opportunities
  
  

3. Shopper Journey Understanding

• Identify shopper insights to feed into the trade marketing strategy and translate them into winning shopper experiences and actionable plans that deliver on the retail partner objectives
• Identify and leverage point of sale opportunities, increase promotional effectiveness and reduce switch through best-in-class trade marketing activities
  
  

4. Collaboration with Brand Marketing & Sales team

• Play an active part with Brand Marketing Teams, understanding accurately the brands’ priorities, bringing to marketing teams documented field insights, pro-actively proposing initiatives to translate at Trade level the brands’ strategy
• Play an active part with Trade Key Account Managers (TKAM), Regional Sales Managers (RSM) and Key Account Specialist (KAS), understanding their objectives and priorities, ensuring alignment between Marketing and Trade Key Account Management
  
  

5. General

• Prepare for and attend key sales meetings with internal and external stakeholders.
• Develop and grow Abbott’s brands within the TA’s category in the trade channel.
• Establish effective working relationships across customers and functions to drive execution of strategies and tactics. Visit Trade Key Accounts with TKAM to engage them on Trade Marketing partnerships
• Ensure the TMP execution and facilitate interactions with all in-field functions and marketing teams
• Monitor and evaluate the effective of trade promotions and in-store promotions.
• Monitor and evaluate trade performance through the Trade Dashboard / KPI’s to enhance the efficiency of trade channels
• Ensure all trade activities comply with relevant Acts, legal demands, trade standards and Corporate Business and Safety procedures.
  
  

Position Accountability/Scope

Ensure flawless execution on trade campaigns, improve share of shelves and share of voice for key EPD products in stores and amongst the trade pharmacists, Trade Plans development and alignment with the Brand Plan to ensure accelerated growth for key identified brands in Trade. Develop and drive in store execution in Trade channel. Support regional projects when required.

Minimum Education

• Bachelor’s degree in Business/Marketing/Commerce or other relevant degrees
  
  

Minimum Experience/Training Required

• 3+ years of in pharmacy marketing / trade marketing experience that involved working with customers to deliver results
• 2+ years of pharmacy / trade sales related experience
• Experience in Consumer Healthcare (OTC) and/or Fast Moving Consumer Goods (FMCG) and/or Retail
  
  

Competencies/skills

• Business English language and Communication skills
• Key Account skills
• Analytical mind-set & Problem-solving skills
• Commercial business acumen with a clear Customer Focus
• Teamwork
• Decision-making
• Impact & Influence - ability to influence teams without direct management
• Category Management & Merchandising
• Sales skills gained in practical environment
• Understanding of brand marketing and brand planning
• Ability to document insights, bridging Abbott’s brands’ strategy with Trade customers
• Ability to translate the strategies into actionable / realistic engagement plans to ensure a profitable growth