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