JOB DESCRIPTION:
Primary Function / Primary Goals / Objectives（主な役割／目標／目的）
The Brand Manager is responsible for developing and executing brand strategies for consumers to enhance brand equity and drive market competitiveness, including NPD and project through key milestone management. This role involves cross-functional collaboration across other function including HCP marketing, Pacific Asia marketing team, medical, Public Affairs, CE, product development, advertising, and sales to ensure brand consistency and growth.
Key responsibilities
- Lead to implement the aligned brand strategies and plans for consumers.
- When necessary, conduct market research and competitive analysis to refine brand positioning
- Plan and manage advertising and promotional campaigns in line with the strategy.
- Collaborate with HCP marketing team and regional marketing team to ensure brand alignment in product development.
- Own the brand communication on digital and social media to enhance brand awareness for superior consumer experience.
- Follow through on set KPIs and analyze performance metrics
- Coordinate with internal and external stakeholders when it comes to any brand-related activities.
- Create the consumer journey, based on consumer insight and feed into the value chain and eco-system management together with business development manager.
- Develop robust KPIs to effectively measure and report on content and message effectiveness in driving sales.
- P&L management experience is a plus.
Core Job Responsibilities / Accountability / Scope（主な職務／責任／範囲）
- All brand management in scope of BtC, Glucerna® and Abound®.
- Develop annual planning based on the 5 year Strat Plan.
- Lead projects cross-functionally and/or intercompany as required basis.
- Manage the product life cycle, meeting all required regulations with HCP marketing.
- Develop promotional materials in cooperation with HCP marketing and medical.
- Take initiative to establish and maintain strong relationships marketing-owned influencers and agencies.
- Communicate with international and external stakeholders to leverage Abbott’s global presence as the global market leader.
Required Skills and Competencies（必要とされるスキルおよびコンピテンシー）
Will to Win
Proactively identify work issues / obstacles, communicate them to leaders / peers and create contingency plans
Effectively respond to internal or external changes while accepting diversities.
Treat changes as an opportunity to learn and develop.
Always have the competitive set landscape to know where and how we can win.
Ability to craft and execute brand plans tailored to OTC product lifecycles and regulatory environments.
Strong understanding of financial metrics, forecasting, and budget management.
Sense of Urgency
Always act with sense of urgency, not waiting things to turn out differently.
Decide what NOT to do and focus on aligned strategy with assertiveness.
Deliver on expectations and meet commitments; hold self-accountable for results and drive.
Persist and apply extra efforts to overcome work barriers, issues and obstacles.
Integrity
Meet quality and / or compliance standards.
Encourage, support and actively contribute to the team with leadership.
Offer culturally appropriate, frequent and constructive feedback to peers and leaders.
Improve efficiencies and / or reduce costs systematically.
Learning Agility
Deep understanding of patient and consumer decision-making in self-care and wellness.
Ability to monitor and respond to competitor activities in the OTC space.
Will to develop own ability to translate complex health information into consumer-friendly messaging.
Ability to integrate offline and online touchpoints for a seamless consumer experience in both fast moving industry and traditional via-HCP channel.
Education Required（必要とされる知識および教育レベル）
- Equivalent to bachelor’s degree
- MBA degree is a plus
Experience / Knowledge / Certification（必要とされる経験・知識・資格）
Must
- At least 3yrs experience in consumer marketing and/or trade marketing in FMCG or OTC//
- Track record in delivering result in BtC channel, which is business-case presentable.
- At least 1 year experience with syndicated data (e.g., IQVIA, Nielsen, Euromonitor, Intage) and custom research to identify trends and opportunities.
- Familiarity with local and global regulations (e.g., MHLW PMDA, CCA, MAFF, etc ) for Funcitonal Health Food or OTC advertising and claims.
- Proven success in executing multi-channel campaigns (Digital, prints, in-store, pharmacy).
- Digital savviness with proven record, SNS management and/or eCommerce experience is a plus.
- Demand shaping and idea generation.
- Standard computer skills：MS Office: Word, Excel, PowerPoint
- Native level Japanese in both writing and speaking, English in business level
Nice to have
- Experience in pharma or medical device industry
- Any license of certificate in medical field is a plus but not mandatory ; such as MR certificate, Japanese Pharmacist License, Nutritionist, etc.
The base pay for this position is
N/A
In specific locations, the pay range may vary from the range posted.
JOB FAMILY:
Product Management
DIVISION:
ANI International Nutrition
LOCATION:
Japan > Tokyo : Mita South Tower
ADDITIONAL LOCATIONS:
WORK SHIFT:
Standard
TRAVEL:
Not specified
MEDICAL SURVEILLANCE:
Not Applicable
SIGNIFICANT WORK ACTIVITIES:
Not Applicable