Abbott ★ 3.8

1. Main purpose of roles:
• Trade Channel Management is strategic to Abbott EPD profitable growth. Being able to translate our Brands’ strategies into initiatives that will effectively increase sell-out at Pharmacy level (and drugstores, chains…), to customize these initiatives to ensure optimized ROI is a Key Success Factor for the Company. This is the role of Trade Marketing Managers.
• Develop actions to accelerate sell-out at pharmacy, optimizing channel mix, marketing tactics and ensuring Trade Customers performance and long term preference towards Abbott’s value proposition, taking into account Brands’ strategy, Trade customers’ needs and expectations, shoppers’ behavior understanding. Coordinate the different brand specific strategies into a consistent trade development strategies and plans per clients and/or channels.
2. Main responsibilities:
• Understand the Pharmacy landscape: different stakeholders, their market share, their needs and expectations.
• Develop trade marketing plan in line with brand strategy to build brand visibility at POS
• Deploy and manage merchandising and brand visibility related activities at POS
• Play the role as marketing coordinator to ensure brand message deployed properly at Rep level
• Work with FF team to roll out advocacy activities as plan and align with brand strategies and customer development plan to ensure reaching right target customer, delivering right message and meeting KPIs
• Prepare for and attend sales meetings. Establish effective working relationships across customers and functions to drive execution of strategies and tactics
• Co-ordinate with marketing and brand team to ensure the synergies of portfolio, TAs and brand building across events
• Measure return on investment for merchandising and advocacy through promotion effectiveness tool to drive cost effectiveness