Trade Marketing Manager

Core Job Responsibilities

• Have a solid understanding of the Pharmacy landscape : different stakeholders, their market share, their needs and expectations
• Decode the retailers’ purchasing criteria
• Study the shoppers’ behaviour at Point of Sales (POS) (valid for OTC as well as for Rx)
• Understand the different offer categories at POS : products and services, their contribution to retailers’ strategy, the growth opportunities
• Play an active part with Brand Marketing Teams, understanding accurately the brands’ priorities, bringing to marketing teams documented field insights, pro-actively proposing initiatives to translate at Trade level the brands’ strategy
• Play an active part with Trade Key Account Managers (TKAM) and Retail Sales Managers (RSM), understanding their objectives and priorities, ensuring alignment between Marketing and Trade Key Account management Plans (TKAP – template will be provided during Trade Marketing training), pro-actively proposing actions to seize opportunities identified.
• Manage the Trade segmentation and targeting with Sales Teams
• Define and develop Trade Marketing strategies and tactics (such as merchandising recommendations, visibility tools, trainings, patient support programs..) to stimulate Abbott’s brands availability – visibility and recommendation, bridging Abbott’s brands’ strategy and customers’ needs, customizing these actions by customer segment and TKA when relevant. Build a Loyalty Program for Strategic Pharmacies.
• Formalize the Trade Marketing actions in a Trade Marketing Plan (TMP)
• Prepare for and attend key sales meetings. Establish effective working relationships across customers and functions to drive execution of strategies and tactics. Visit Trade Key Accounts with TKAM to engage them on Trade Marketing partnerships
• Ensure the TMP execution and facilitate interactions with all in-field functions and marketing teams
• Measure the ROI of TMP
  
  

• Working directly with Sales & Marketing Directors, contributing to the Affiliate’s marketing and commercial strategy
• Strong collaboration with Brand Marketing and Retail Key Account Managers
• Must be able to work cross functionally with Field Sales Teams
  
  

• 3-5 years of commercial/sales experience that involved working closely with customers to deliver results
• 3-5 years of consumer marketing/Trade marketing that involved working closely with retailers
• Experience in health care (OTC, Gx), Fast Moving Consumer Goods (FMCG) and/or Retail
• Marketing and trade marketing skills – Strong analytical skills (i.e., ROI calculation, forecasting and planning)
• In countries where Abbott has no Trade Unit, cross functional knowldege is key to being able to coordinate products trade actions within the organization.
  
  

• Ability to decode customer’s strategy, gather latent needs
• Ability to pro-actively screen for shoppers’ behaviours trends, drive appropriate studies to understand shopper’s behaviours at pharmacy
• Ability to develop competitive watch, benchmark competitors strategy and provide insight
• Ability to document insights, propose pro-actively strategies to bridge Abbott’s brands’ strategy with Trade customer’s
• Ability to understand in depth Brand’s strategies, contribute to them
• Ability to translate the strategies into actionable and realistic engagement plans to ensure a profitable growth for Abbott
• Ability to communicate Trade Marketing initiatives to internal teams (Field teams, Mkg teams) and to customers’ teams and ensure their commitment
• Ability to motivate, lead, coordinate in-field teams without having direct reporting lines to achieve account objectives
• Ability to reach consensus and resolve conflicts
• Ability to monitor performance and adapt plans to external and internal changes
• Abability to manage multiple tasks concurrently under aggressive timelines in a dynamic environment while maintaining strong attention to detail and quick recall
• Knowledge of the retail Pharmacy landscape, market share of key players, their needs and expectations
• Knowledge of the Trade Marketing drivers and knowing how to optimize them depending on the category, brand’s seasonality, lifecycle…Knowledge of the retail Pharmacy landscape, market share of key players, their needs and expectations
• Knowledge of the different product categories at pharmacy, understanding of the strategic interest for pharmacist of each category
• Knowledge about shopper marketing
• Knowledge of retail financial ratios, ability to use them