Marketing Brand Lead(or Manager), Body Contouring Business Unit

Job summary

The position will be responsible for leading all aspects of marketing associated with Coolsculpting, developing and executing product marketing strategies, programs, and tactics that will meet or exceed target budget and market share.

The role will also lead the comprehension of patient experience insights across the Brand and In Field Team, developing the Patient Journey to focus the Brand Team on the delivery of patient-centric strategies. This includes CLM engagement and customization within AbbVie’s business code of conduct, policies, and all applicable laws and regulations.

Responsibilities

Sales Target Achievement

• Meet or exceed sales targets for the product area, expressed in units, value, and other objectives on a quarterly and full-year basis.

Development and Implementation

• Collaborate with Brand Team and In-Field Team members, facilitate cross-stakeholder discussions (with Health Care Professional (HCP) and non-HCP stakeholders), and synthesize the insights gained to identify target segments, determine brand positioning, drive Close Loop Marketing engagement and customization, and populate the Brand Plan Insights Chapter.
• Guide the design and implementation of all marketing activities, including innovative marketing tactics, traditional and non-traditional partnerships, multi-channel opportunities, and multi-stakeholder initiatives to meet strategic brand objectives.
• Ensure all in-field materials, strategies, and tactics are aligned to drive momentum of strategic brand objectives.
• Develop, implement, and execute tracking of Brand & Product Strategy and Promotion Plan. Have ownership of the product strategy, lead in executing various marketing programs, articulate a clear market-specific value proposition, tailor to fit program requirements, and ensure that the product marketing initiatives are executed in a manner consistent with the company’s strategic objectives:
  • Define product programs with objectives, resources, KPIs, and expected returns.
  • Support development of customer plans, identifying product issues and objectives for each customer, and defining programs to address these.
  • Plan, execute, and track marketing programs, including promotional campaigns, training programs, and any business development management programs focused on target account/prospect acquisition and customer expansion. Responsible for defining and delivering a product marketing plan that combines an in-depth understanding of the market, competitive landscape, and consumer for a group of products.
• Lead the development of marketing inputs to the Strategic Brand Plan, consolidate the 1-year Tactical Brand Plan, and coordinate preparation of the Long Range Plan to drive brand success.
• Manage marketing communication programs including advertising, product literature/sales tools, website, and congress activities (booth, seminars, material supply, communication, staffing, etc.), ensuring alignment with company/marketing strategies and compliance. Ensure timely communication to appropriate marketing and sales personnel regarding promotional materials, development of effective sales aids, and clinical education support material.
• Manage A&P budget for the product and recommend timely reallocation of resources to the Marketing lead for maximum business impact.

Marketing Analysis & Forecasting

• Contribute to the development of the ongoing marketing database to understand customer needs, market size, market growth, and competitive share position. Initiate market research projects as needed and own the process to completion.
• Contribute to the ongoing market research on size, growth, and share trends for Juvederm and competitors.
• Visit and make periodic calls to customers to gather firsthand information on market and industry trends and conditions, aiding territories in their sales efforts.
• Prepare product forecasts, constantly monitor inventory levels, and suggest process improvements.

Patient-Centric Strategies

• Secure input and cross-functional stakeholder viewpoints to keep updating in a robust and accurate manner the Patient Journey; propose strategic objectives for the Brand Team review based on Patient Journey findings, and challenge and critique Brand Team strategies to ensure patient-centricity.
• Ensure all functional deliverables are consistent with branding and deliver emotional messages aligned to the Brand Story.

Leadership & Team Collaboration

• As Brand Team Leader, lead the Brand Team around a brand vision and objectives that are shared by all members. Ensure Brand Team Members contribute to the development of the Brand strategy through the Brand Planning process in line with the strategy defined by the Global Brand Team, and ensure adequate involvement of multiple functions as relevant for the Brand objectives.
• Continuously encourage Brand Team members’ collaboration and foster team spirit. May be responsible for people leadership of other brand team members. Take accountability and responsibility for Brand Team activities and processes (organize/chair/facilitate Brand Team meetings).
• Develop, lead, and coach direct reports (if applicable), forecast, monitor brand KPIs, manage budget and brand P&L (if applicable), and track ROI measurements for all marketing activities to achieve or exceed brand plan objectives.

Training

• Assist in sales training activities related to product knowledge, product promotion, and business consultation.
• Ensure all medical representatives maintain a high level of product knowledge and are proficient in objection handling by providing high-quality, on-message sales materials.