Zoetis

Role Description

The Product Manager role owns the marketing strategy for a defined group of animal health products. He/She is responsible for the development and implementation of the marketing information and activities that the field force delivers to the customers.
The marketing strategies are designed to deliver appropriate impact, product positioning, market growth and profitability. The activities he/she undertakes support the wider Zoetis marketing strategy and the company wide direction for each product or service.
The person in role is required to develop collaborative and productive partnerships with colleagues in the cluster. He/She works closely with the field force colleagues to deliver maximum impact with every product campaign. He/She creates a strong partnership with the distributors in the cluster and provide marketing support for their product portfolio. He/She works alongside with stakeholders to generate holistic campaigns that utilize all possible streams including digital tools and social media.
Position Responsibilities

Planning
- Lead the development of annual strategic marketing plans that contribute to the delivery of the operating plan using the Zoetis framework
- Alongside the cross functional teams, work with field force to ensure alignment of marketing programs to the marketing strategy, sales activities and account plans
- Use detail of promotional plans to develop, review and revise sales forecasting and inventory management, taking into account seasonal variations and market demand
- Complete the monthly forecasting process and conduct monthly forecast meetings with demand planning team
- Manage the AnP budget using thorough market analysis and appropriate prioritization. Make calculated judgments that ensure expenditure drives sales
- Analyze AnP spending activities and their effectiveness. Take results of return-on-investment analysis forward to inform future spends
- Determine and agree with BUH and Finance Manager the appropriate pricing structure to maximize sales and profitability. Consider value-based pricing and market conditions.
- Maintain expertise with the evolving portfolio of products, services, pricing, competition, market and industry trends
- Conduct regular customer visits to gain customer insights and Collaborate with local Center of Excellence (COE) to holistically analyze the data. Use this knowledge to feed into marketing plans
- New Product Introduction (NPI): Identify the business opportunities for NPI through market insights and company growth ambition as well as drive the holistic strategy and alignment for successful launches
Marketing Campaigns & Demand Creation
- Develop and deliver marketing campaigns that achieve appropriate impact, product positioning, market growth and profitability, with consideration for both the short and long term
- Focus on the customer journey to understand how best to reach the customer at each touchpoint
- Provide ongoing support, guidance and training to sales teams to ensure all promotional materials and events support marketing priorities and objectives for each product and campaign
- Create campaigns that allow marketing messages and product information to be easily translatable into the context of the Solution Selling model
- Work closely with BUH and cross function team to agree training priorities and development plans for field force teams
- Gather data and feedback from a range of sources - market data, customer visits, field force feedback, market research, publications, conferences and industry contacts. Analyze and interpret; using results of analysis to inform commercial decision making
Relationships
- Develop mutually beneficial and productive partnerships with product stakeholders with a common goal of maximizing commerciality of products and services
- Engage with the internal cluster marketing community to enable sharing of best practice
- Draw on the broad knowledge of your colleagues and network to find business growth opportunities
- Seek customer centric input from sales team into marketing plans and programs
- Contribute to the success of the business unit by sharing best practice with colleagues, proactively contributing ideas, and supporting others to do the same on a cluster level
- Create a strong partnership with the distributor network and build a culture of supporting and sharing
Compliance
- Maintain high standards of business conduct and compliance, adhering particularly to Pharmacovigilance Policy, Global vet Policy, Zoetis values, travel & expenses policy and local codes of practice
- Ensure the recording of accurate business records and communicate effectively, sharing information with other stakeholders
- Manage allocated AnP budget with tight control to avoid overspends