Abbott Director of Marketing, ADC CALA Area in Alameda, California

At Abbott, we're committed to helping people live their best possible life through the power of health. For more than 125 years, we've brought new products and technologies to the world -- in nutrition, diagnostics, medical devices and branded generic pharmaceuticals -- that create more possibilities for more people at all stages of life. Today, 99,000 of us are working to help people live not just longer, but better, in the more than 150 countries we serve.

Main Purpose of the Role:

· The CALA (Canada + Latin America) Director of Marketing is responsible for setting the strategic direction and tactical implementation of all marketing activities for the CALA Area team and ensuring alignment with ADC divisional marketing strategy. This includes the development of marketing plans that drive the acquisition and retention of target IUP customers in a manner that highlights differentiation and value. The Director of Marketing is the focal point for the CALA team with regard to product knowledge, planning/execution, and achievement of business objectives. The Director of Marketing is responsible for the product from identification of customer and market needs/wants, to concept and product development, product launch, through and including product discontinuation.

Main Responsibilities:

  • The Director of Marketing is responsible for creating customer demand for ADC’s products in a customer-centric manner by achieving a high satisfaction of needs and value added differentiation through the execution of the marketing plan

  • Work with the ADC Global Strategic Marketing (GSM) team to establish, refine and communicate ADC’s marketing strategies across the CALA region. He/she will help facilitate the definition of and segmentation of the market, targeting, positioning, and prioritization of resources across the marketing mix (product, place/distribution, price, and integrated promotion)

  • Facilitate the development of annual strategic marketing plans and the implementation of effective ADC product campaigns across ADC CALA countries.

  • Anticipates new market demands and drives the creation of new markets. Identifies new business opportunities through expansion of existing products into new markets, or enhancements of existing products to maximize Abbott revenue and margin in existing markets.

  • Provides leadership guidance and consultative support to GSM and CALA country teams for campaign development cycles.

  • Acts as the key liaison for the CALA commercial team, providing feedback and input to all in-house ADC HQ groups involved in new product development. Ensure that appropriate Customer Requirements/Design Inputs are crafted to guide the development team. Utilize market research, customer feedback and CALA commercial leadership team input to ensure profitable and differentiated products are delivered to market.

  • Business Expansion: Participate in global marketing strategic planning initiatives such as portfolio management process and leading the development of 3-year strategic marketing plans to ensure profitable growth opportunities are converted and key risk scenarios are mitigated. Incorporate all aspects of the marketing mix into the Marketing Plan, making critical resource prioritization decisions designed to maximize profitable ADC share growth.

  • Competition and Positioning: Maintains a thorough understanding of competitive offerings and provide commercial organizations with appropriate positioning and tools to differentiate ADC products versus the competition in a profitable manner that adds value to the customer. Ensures the ongoing collection of competitive intelligence and leads annual competitive war gaming scenario planning with our country leadership teams.

  • Internal Communication: Responsible for creating a clear line of communication between Marketing and all other functional areas that affect the product. This includes providing direction to the CALA Area and country marketing teams, while driving best practice sharing across the organization. Will lead monthly update calls with country marketing teams and GSM.

  • External Communication: In collaboration with local country marketing teams and ADC GSM, interface with consultants, marketing research firms, ad agencies, and customers in developing new communications and campaigns designed to effectively grow business profitably.

  • Work in partnership with the Abbott Public Affairs department to plan key events to drive positive media exposure for Abbott and the FreeStyle brand.

  • Ensure launch success and post-launch analysis: Offer leadership to international commercial organizations and on-market teams through successful launch. This includes delivering appropriate launch materials/tools to differentiate our products versus the competition and grow the business in a profitable manner.

  • The Area Director of Marketing position differs from country-specific Product Management jobs in three key ways: (1) Greater involvement in setting division-wide strategies (e.g. what products to fund); (2) Direction and leadership to the GSM and R&D organizations throughout the product development cycle (e.g., developing customer requirements); and (3) Exposure to all key CALA markets, with the requirement to build networks and success through a deep understanding of cultural diversity and varying global market dynamics.

  • Lead CRM and CX (Customer Experience) strategic planning, tracking and automation. Responsible to ensure reporting of CRM and CX reporting through monthly KPI dashboards and also capturing qualitative feedback in quarterly VOC (voice of the customer) reports.

  • Build and leverage Abbott’s relationships with top regional KOLs and patient advocacy organizations. Responsibilities will include planning for key regional medical congresses.

  • Lead all Product and AGP training for CALA country teams and new hires into critical roles.

  • Support key strategic partnership programs (country pilots or global BD agreements) accelerate Flash Glucose Monitoring (FGM) awareness and new customer acquisition across CALA countries.

  • Responsible for collaborating with key internal stakeholders, such as Government Affairs, R&D, GSM, Scientific Affairs, as well as, country GMs and Marketing to align efforts in market access priorities. Create effective channels of communication and gain support in the formation of the value proposition and the implementation of the market access strategy.

  • Ensure that key marketing programs and deliverables are accomplished on time and within budget. Responsible to manage the CALA Area Marketing budget.

Supervisory/Management Responsibilities

  • 2 direct reports: CALA Area Marketing Manager (based in Alameda, CA) and the CALA Area Customer Experience Manager (based in Mexico).

  • 1 indirect report: CALA Area Customer Service Manage who is also based in Mexico, reporting into the CALA Area Customer Experience and CRM Manager.

  • Leading and coaching remote based team members is an important skill set for success.

Position Accountability / Scope

  • Position will be based in Alameda, California at our ADC Division HQ offices and will require significant travel across our CALA countries for face-to-face planning and training meetings.

  • Assume 40-50% travel in year one to accelerate knowledge of our local markets and relationship building with key local country team leaders. Assume an ongoing travel requirement of 30-35% of the time in the role to attend key country meetings, key medical congresses, 3-4 CALA area meetings and 2-3 global meetings per year.

  • This position will have a significant impact on our ability to successfully commercialize ADC’s product portfolio.

  • Portfolio scope: Optimize market access across the entire ADC glucose monitoring portfolio but primary focus will be on achieving expanded awareness and accelerating new patient acquisition of our FreeStyle Libre (Flash Glucose Monitoring (FGM) sensing platform)

  • Ensure alignment to ADC global reimbursement pricing strategy and guidelines

Minimum Education

  • Health care professional with a minimum bachelor’s undergraduate college degree, preferably in a science/healthcare field of study

  • Additional advanced degree education (i.e. MBA) is preferred

Minimum Experience/Training Required

  • 8 years’ minimum experience working in a prior sales and marketing roles with demonstrated success in driving awareness and customer acquisition in the Medical Device, Pharmaceutical or Diagnostics industries.

  • Prior experience in digital/mobile marketing, online content marketing, social media and eCRM is required. Experience in media planning is critical for this role to add value in supporting country media campaign development and to advise in campaign optimization.

  • Prior work experience in any CALA countries (Canada and LATAM) would be beneficial

  • Strong analytical skills, ability to analyze market data (quantitative and qualitative), conduct segmentation and drive a culture that utilizes ROI analysis on key marketing investments will be critical to this role.

  • Effective Communication skills: must have the ability make concise, compelling proposals to management and build a business case to support campaign investments and launch proposals.

  • Spanish and English fluency required (written and oral); any additional fluency in Portuguese or French would also be beneficial but not required.

  • Strong negotiation skills and decision making capabilities

  • Effective training capabilities, presentation and project management skills are required

  • Good computer skills in standard business software such as PPT, Word, Excel

An Equal Opportunity Employer

Abbot welcomes and encourages diversity in our workforce.

We provide reasonable accommodation to qualified individuals with disabilities.

To request accommodation, please call 224-667-4913 or email corpjat@abbott.com