CRM, Digital and E Commerce Manager at Abbott

DIGITAL MARKETING:

• Define the Consumer and HCP Digital Strategy* for Ensure & Pediasure (using the brand plan as reference for business objective).
• Lead & manage the entire ANI Digital Ecosystem, Channel definition including the strategy rollout and follow up with the pertinent agencies. 
• Define and track the CRM Journey as per the set targets with marketing & Area.
• Lead the coordination for all Digital related topics, manage and keep all participant Agencies accountable, ensure that the agency partners are knowledgeable of
• Brand positioning, strategy and coordinates the workstream between agencies.
• Leverage data analytics to develop innovative, customer/consumer centric solutions to boost our online sales (trial), engagement (education) and reach
• (awareness).

DRIVE REVENUE, SHARE AND PROFITABILITY FOR E COMMERCE IN THE MARKET:

• Responsible for defining the eCommerce strategy of Abbott brands to achieve the assigned financial targets in terms of Net Sales, Margin, and online Market Share.
• Lead and partner with the local sales & marketing teams to maximize sales through joint business planning across key channels in the market.
• Ensure that ANI is over indexed in the eCommerce channels as compared to relevant retail market shares.
• Manage budget, operational cost and agency / partner investments for all eCommerce related activity.
• Collaborate with sales to maintain a sustainable balance between online and offline consumer interactions.
• Act in full coherence with the relevant South African laws, ensure integration of all legal, POPI and regulatory requirements, comply with Abbott policies, and proactively respecting legal and OEC procedures.
• Define the product volume forecast to reach the assigned Net Sales, Division Margin and Market share objectives and, at the same time, contributing to match Forecast Accuracy, DSO targets – through strong collaboration with Sales team.

STAKEHOLDER RELATIONSHIP MANAGEMENT:

• Drive alignment of ANI and eCommerce strategies objectives in the Nutrition Category.

PARTNER WITH AREA ECOMMERCE TEAM TO IMPLEMENT KEY DRIVERS AND BEST PRACTICE IN THE ECOMMERCE CHANNELS:

• Acquire: Responsible to create and deliver an integrated ANI Digital Strategy – ZAR (+other AKL countries – 75%/25% split).
• Connect: ensure product content is compliant with basic and enhanced standards including establishing A+ content for our products on e-Commerce and basic/enhanced content on targeted sites.
• Convert: Deliver against the 4Ps in eCommerce, generating multi-item/category solutions (as per the customer layout)
• Retain: Working with the CRM team to Leverage both Abbott and retailer CRM assets (including telemarketing and/or SMS) to drive our business
• Track and analyze each program effectiveness and ROI.

TRACKING OF ECOMMERCE PERFORMANCE:

• Put in place an effective system to track sales and shares through eCommerce.
• Provide analytic reports of online sales with a clear understanding of the consumer path to purchase and appropriately allocate the necessary A&P resources to reach targets.
• Leverage the data captured from the eCommerce channel to provide inputs on areas around ROI measurement, and KPIs tracking.

TRAINING & DEVELOPMENT:

• Support the skills’ development, knowledge, and competence of the local commercial teams in order to effectively execute their activities and gain competitive advantage.

QUALIFICATIONS AND EXPERTISE:

EDUCATION :

• Tertiary qualification in  Marketing qualification/IMM/Commercial qualification is an advantage.

EXPERTISE AND COMPETENCIES:

• 1+ years in sales / marketing / digital / eCommerce role (client side or retailer) within the FMCG, OTC or Healthcare environment.
• Working knowledge of eCommerce business model (from demand generation to distribution) is required.
• Knowledge of Retail Sales, Brand Management or Shopper Marketing
• Demonstrates strong negotiation and communication skills.
• Ability to present and influence others, including internal Abbott and external Customer leaders.
• Team player. Experience in working with cross-functional teams.
• Strong analytical skills. Ability to convert analysis into insights, sustainable strategies, and actionable plans