Manager for Global Brand Marketing

Abbott is about the power of health. For more than 125 years, Abbott has been helping people reach their potential — because better health allows people and communities to achieve more. With a diverse, global network serving customers in more than 150 countries, we create new solutions — across the spectrum of health, around the world, for all stages of life.

**Primary Job Function:** - Primarily responsible for collecting key insights and creating marketing strategies and plans to build a global medical device brand which includes both physician and direct-to-patient components. - This position plays an integral role in driving volume, profit, and share for Abbott Vascular, a $3 billion global business, and involves leading a team of marketers in this endeavor. - Position requires facility in all areas of marketing fundamentals to include insight cultivation, target identification, and brand positioning. Relatedly, facility in all elements of the marketing mix is required to include product pipeline cultivation and launch, strategic pricing, promotion and advertising plans, and account execution plans with associated Field strategies/guidance. - Finally, this role requires facility in all modes of marketing media (TV, radio, print), with emphasis in the digital/mobile space. - Creativity and Innovation are hallmarks of this role as this position is creating a new, substantial capability in marketing excellence for Abbott Vascular. With the building of any new capability, building healthy, internal matrix-based relationships is especially critical both across headquarters functions as in the disparate regions, globally. **Core Job Responsibilities:** - Responsible for compliance with applicable Corporate and Divisional Policies and procedures. - Collect Global Insights: Working with the research team, requires collection of practitioner (HCP) and consumer insights from a variety of sources to include: (1) syndicated research; (2) “Big Data” compilations including all sources of web-based data; (3) qualitative research; and, (4) quantitative research to include segmentation research. Translate and validate research findings into powerful insights to power the brand. Ensure alignment of cross-functions at Headquarters and Regions to insight direction. - Define a Compelling Brand Value Proposition: Comprehensively define the benefits, reasons to believe, brand character, and executional equities for the Brand. Draft creative briefs for Agency Partners to develop advertising ideas in which to power the business. Test and confirm the effectiveness of the value proposition with doctors and patients prior to converting to execution. Ensure alignment of cross-functions at Headquarters and Regions to brand value proposition direction. - Work with Agency Partners to transform Insights into compelling marketing executions: Partner closely with advertising and digital marketing partners to create powerful, 360 degree marketing campaigns. Run the content marketing engine to deliver brand benefits. Confirm the vitality of campaigns prior to execution. Enroll multi-functions and regional counterparts in Agency direction. - Based on unmet Consumer and Practitioner needs, recommend and put in place a compelling pipeline of innovation: Via direct research prioritize and verify a pipeline of innovation comprised of new products, conceptual marketing innovation in the form of programs and plans, and claims. Expertly complete each step of the launch process to include ideation, proof of concept, confirmation, scale-up, and commercialization. Ensure cross-functional and regional alignment to each phase of innovation development. - Liaison effectively with global stakeholders, both at Headquarters and in the Regions, in a matrix organizational design to bring strategies and plans to fruition: Understand region needs and couple with innovation characteristics to find a win-win in launch execution. By working with headquarters and regional partners, understand regulatory requirements to ensure new initiatives meet approvals. - As for every leadership position, this individual is Responsible for compliance with applicable corporate and divisional policies and procedures. - Direct reports will be located at headquarters in Santa Clara while indirect reports will be located in all major regions, roughly equally dispersed globally: United States; Canada & Latin America (CALA); EMEA (Emerging and Western Europe/The Middle East); and Asia Pacific. The individual will also have tangential supervisory responsibility over a multi-million dollar Agency relationship. - (Supervision Received) Works under consultative direction toward pre-determined long range goals and objectives. Assignments are often self-initiated. Determine and pursue courses of action necessary to obtain desired results. Work checked through consultation and agreement with others rather than by formal review of superior. (Supervision Provided) Provides direction and guidance to middle managers or exempt specialist personnel; evaluates performance of and assists in career development planning for subordinates. **Position Accountability / Scope:** - (Influence / Leadership) Reports to the Divisional Vice President, Coronary Division. Further, Informs/influences the Abbott Vascular Senior Leadership Team, including the Abbott Vascular President. - Ancillary reporting relationships will include the Abbott Corporate Global Marketing Team in Chicago. Within Abbott Vascular, highly influential relationships must exist with business unit and region leadership as these staff members will be sources of information and insight as well as advocates for the deployment and execution of the strategic plan.

**Minimum Education:** - Bachelor’s Degree required; a Master’s Degree in Business Administration or in a related field is highly desired; - 8+ years of business experience where development and deployment of marketing plans including digital strategies and plans were central to the success in the roles. - Evidence of promotion to higher levels of responsibility in the marketing function is required. **Minimum Experience / Training Required:** - 8+ years of business experience where development and deployment of marketing plans which delivered demonstrated business growth. - Marketing plans must show evidence of digital prowess in the following competencies: (1) SEO; (2) SEM; (3) Acquisition; (4) Mobile; (5) Content Engines; (6) e-Commerce including web-site management. - An important note on the target consumer or customer is relevant to this position. - The successful individual will be grounded in Direct-to-Consumer (DTC) experience at a minimum, but highly desired will be a candidate who has experience in both B to B and B to C environments, and within the Medical Device or Pharmaceutical Category. - Especially relevant is experience where B to B and B to C strategies have been used in tandem to drive sales—e.g. consumer references to specific health care providers as well as health care providers referring consumers to specific brands for treatment creates a mutually-reinforcing, upward momentum on the business. - The ideal candidate will have had experience in building teams and capabilities for the first time. - 30-40% travel **Significant Work Activities and Conditions** - Continuous sitting for prolonged periods (more than 2 consecutive hours in an 8 hour day)