Marketing Director, Brand Equity and Demand Generation

Abbott is a global healthcare leader that helps people live more fully at all stages of life. Our portfolio of life-changing technologies spans the spectrum of healthcare, with leading businesses and products in diagnostics, medical devices, nutritionals and branded generic medicines. Our 115,000 colleagues serve people in more than 160 countries.

     

JOB DESCRIPTION:

SUMMARY:
Marketing Director, Brand Equity & Demand Generation leads the end-to-end brand building and consumer demand generation engine for a ~$1B+ US Adult Nutrition portfolio of Abbott Nutrition.  This leader is responsible for developing objectives, strategies, goals, and initiatives that drive sustainable consumer demand, resulting market share, and P&L commitments for US Adult Nutrition brands.

This leader will build, lead, and evolve a high-performing, multi-disciplinary marketing organization, including direct leadership of Media and Brand Design capabilities, and will develop a strong succession pipeline for senior marketing talent across the organization.

WHAT YOU'LL DO:

• Drive thought leadership & influence business-driving decisions across the organization, including own team, divisional peers, cross-functional partners, and executive leadership, serving as a trusted advisor on brand and demand generation strategy
• Ensure that our US Adult brands, brand equities, brand architecture, and market positioning deliver clear, differentiated value propositions for our consumers and category leadership for our customers
• Own and orchestrate consumer demand generation strategies across the full funnel activating across paid, owned, and earned channels to deliver market share, revenue growth, and profitability targets aligned with organizational expectations
• Lead the Media function, including strategy, investment planning, agency partnership optimization, and measurement, ensuring disciplined stewardship of significant marketing investments and continuous improvement in demand generation ROI
• Lead Brand Design and creative excellence, ensuring cohesive, distinctive, and scalable brand expression across packaging, communications, content, and consumer touchpoints
• Analyze market, consumer, and performance drivers and implement strategic adjustments across media investment, creative approach, and channel mix to improve consumer engagement and demand generation effectiveness
• Commercialize innovation through brand equity, positioning, packaging, labelling, content, communication, creative systems, and demand generation planning and execution, in close partnership with Innovation, R&D, and cross-functional teams
• Engage with and effectively partner with a complex ecosystem of internal and external media, creative, communications, and specialty agencies, setting clear direction, governance, and performance expectations
• Build, coach, and inspire high-performing teams, fostering a culture of strategic thinking and learning agility, while developing future enterprise marketing leaders.

EXPERIENCE AND EDUCATION YOU'LL BRING

Required:

• 12+ years of progressive experience in consumer-packaged goods brand management and/or consumer brand generation, with healthcare category experience a plus
• Strong thought leadership, written, and verbal communication skills with a proven ability to interact with and influence senior and executive leadership to drive strategy, prioritization, and investment decisions
• Deep expertise in modern consumer demand generation including strategy, execution, investment, P&L management, creative development, analytics, and measurement
• Proven ability to isolate business and performance drivers and lead marketing mix trade-offs to optimize growth and ROI
• Demonstrated success leading and developing teams, including multi-disciplinary talent, and collaborating across complex cross-functional environments
• Strong familiarity with primary and secondary market research, consumer insights, and data-driven decision marking
• BS/BA in Marketing or related field

PREFFERED:

• MBA
• 15+ years of experience inclusive of portfolio-level brand leadership, enterprise influence, or large-scale demand generation responsibility

     

The base pay for this position is

$171,300.00 – $342,700.00

In specific locations, the pay range may vary from the range posted.

     

JOB FAMILY:

Product Management

     

DIVISION:

ANPD Nutrition Products

        

LOCATION:

United States > Columbus : RP02

     

ADDITIONAL LOCATIONS:

     

WORK SHIFT:

Standard

     

TRAVEL:

Yes, 25 % of the Time

     

MEDICAL SURVEILLANCE:

Not Applicable

     

SIGNIFICANT WORK ACTIVITIES:

Continuous sitting for prolonged periods (more than 2 consecutive hours in an 8 hour day), Keyboard use (greater or equal to 50% of the workday)

     

Abbott is an Equal Opportunity Employer of Minorities/Women/Individuals with Disabilities/Protected Veterans.

     

EEO is the Law link - English: http://webstorage.abbott.com/common/External/EEO_English.pdf

     

EEO is the Law link - Espanol: http://webstorage.abbott.com/common/External/EEO_Spanish.pdf