The Marketing Communications Manager is responsible for the stewardship, promotion, and communication of the Abbott brand in APAC. This role ensures alignment with the corporate brand and communication policies and the APAC strategic business objectives of the Rapid Infectious Diseases division. Key to the success of this role is the oversight, approval and expert guidance of all Abbott external and internal communications generated by the countries in the APAC region. Work with both internal stakeholders like global creative team, public affairs, compliance team and external stakeholders like 3rd party vendors to create marketing collaterals and assets as needed by the countries in APAC
A strong understanding and respect for cultural sensitivities, diverse market environments and acceptance of a broad range of customer needs is mandatory for this role.
CORE JOB RESPONSIBILITIES
Lead the development of various marketing collaterals and assets required by countries in compliance with Abbott brand guidelines and customizable to respective country as well as various customer segments we play in in APAC.
Develop, lead and execute measurable, multi-channel communications strategies and sales enabling campaigns to support the commercialization of Abbott solutions for the Rapid Infectious Diseases division
Development and execution of Abbott corporate brand strategies and communications ensuring customer awareness in key target audiences and consistency across all channels in APAC.
Brand Management: Implement corporate, divisional and product brand guidelines. Drive global brand consistency by engaging with regional partners to ensure alignment. Serve as brand management lead for cross functional partners by providing guidance on various internal or customer facing materials..
Collaborate with APAC Commercial and Marketing teams, Global Marketing and other key stakeholders to develop and customize appropriate positioning, integrated marketing plans and communication strategies on key growth initiatives such as product launches and campaigns by country and region.
Effectively engage with 3rd Party Vendors to meet needs and support end to end execution from onboarding till payment in collaboration with procurement teams.
Communication Strategy: Recommend and execute communication and promotional objectives and strategies while tracking success. Create and manage annual/ quarterly communication plans for launches, campaigns, and other deliverables. Identify measurable goals and KPIs. Providing recommendations for improvements
Digital Strategy: Set and execute for divisional level along with measurable goals and KPIs. Collaborate with Digital Marketing colleagues to be in line and implement corporate mandated goals.
Customization of regional and country campaigns and external communications to align to company and channel strategies.
Provide Marcom support and expertise for product launches and marketing development of new products and services across APAC countries.
Works collaboratively across the company to ensure plans and activities are coordinated and integrated. Complies with regulatory bodies' regulations, legal requirements, other regulatory agency requirements, Company policies, operating procedures, processes, and task assignments.
Accountable for delivery of the campaign management process from kickoff to regular (monthly or quarterly) data reports and updates that encompasses budget and measurable results. Implementation of best practices to ensure ongoing efficiencies.
Maintains positive and cooperative communications and collaboration with all levels of employees, customers, contractors, and vendors. Collaborate closely with peers in Marketing and Marketing Communications; Project Management, Operations, Digital, Brand, Congresses & Events, Creative Services, Public Relations, and Internal Communications to align on product launches, campaigns, process, strategies, best practices and efficiencies.
Primary conduit between countries and Global Marketing for translation requirements across Abbott packaging, collateral, training and other Marcom materials.
Work with Abbott Global Website team to create and maintain APAC microsites if required to meet business objectives.
Manage the Abbott APAC Events & Conferences schedule including company representation with APAC marketing, country teams, distributors and GBUs.
Build relationships with external agencies and third parties to ensure deliverables are fulfilled as required e.g. creative agencies, printing suppliers
Internal Systems and Processes
Develop internal SOP's relating to Marketing Communications activities
Manage the Marketing Communications Approval Process across APAC across all stakeholders.
Review and monitor monthly OPEX for Marketing bugets and expenses.
Guide country teams on implementing efficient and effective Marcom strategies in their countries and distributors.
Develop an annual APAC Marcoms Plan as required by APAC Leadership
Develop and maintain Marketing Communications department budget
Work within allocated OPEX and monitor spend
Seek approval for expenses in line with specific authorization levels.
Work with procurement and other internal stakeholders on vendor order processing end to end.
People Management and Development
Inform regional, country marketing and commercial teams of corporate brand and communication updates and ensure ongoing alignment of country marketing initiatives.
Responsible and accountable for own work and follow-up meetings with line manager as required.
Undertake training and development as required.
Be a highly independent and capable of working without constant involvement from senior management.
Should be apt in navigating internal matrix organisation structure.
Ensure all activities carried out by self are in accordance with legislative employment policies and safety requirements and corporate policy.
Promote a standard of excellence for quality and customer focus at Abbott.
Be the APAC brand steward and drive consistency in all communications
Qualifications and Experience
Degree in Marketing/ PR/Marketing Communications or Management
Experience in a corporate Marketing Communications role
Minimum of 10 years' experience
Experience in international marketing, preferably in the Asia Pacific region
Experience or qualifications in the diagnostics/healthcare industry
Qualification or experience in digital marketing
Fluency in English (written and spoken).Additional language knowledge of regional languages eg. Mandarin, Japanese, Korean, etc, will be an advantage.
Competencies and Attributes
Technical / Operational
Ability to utilize business software eg. MS 365 suites,
Experience with Creative Suite - Photoshop, InDesign, Illustrator, etc.
Competent using website tools such as Adobe CQ5 Content Management System or other company approved system
Experience with website and microsite design, development, implementation and measurement
Internal Systems and Processes
Work within the Abbott QMS as required
Implement SOPs specific to Marketing Communication activities
Maintain monthly OPEX reports
Ability to plan and prioritise work according to business needs
Customers and external stakeholders
Strong interpersonal communication skills
Highly competent oral and written communication skills
Highest levels of integrity
Excellent organizational skills
Maintain the highest levels of confidentiality internally and externally.
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 109,000 colleagues serve people in more than 160 countries.