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Mole Valley, England, United Kingdom
Hybrid
Role Description
Job Purpose
The Product Manager role owns the marketing strategy for a defined group of animal health products. They are responsible for the development and implementation of the marketing information and activities that the field force deliver to the customer.
The marketing strategies they develop are designed to deliver appropriate impact, product positioning, market growth and profitability. The activities they undertake support the wider Zoetis marketing strategy and the company wide direction for each product or service.
The person in role is required to develop collaborative and productive partnerships with colleagues in the cluster. They work closely with the field force colleagues to deliver maximum impact with every product campaign. They create a strong partnership with the distributors in the cluster and provide marketing support for their product portfolio. They work alongside other marketing colleagues to generate holistic campaigns that utilise all possible streams including digital tools and social media.
Core Responsibilities
Planning
- Lead the development and implementation of annual strategic marketing plans for focus and core products that contribute to the delivery of the operating plan using the Zoetis framework
- Alongside the cross functional teams, work with field force to ensure alignment of marketing programmes to the marketing strategy, sales activities and account plans
- Use detail of promotional plans to develop, review and revise sales forecasting and inventory management, taking into account seasonal variations and market demand
- Complete the monthly forecasting process and conduct monthly forecast meetings with demand planning team
- Own and manage the Direct Marketing Expenditure (DME) budget using thorough market analysis and appropriate prioritisation. Make calculated judgments that ensure expenditure drives sales
- Analyse DME spending activities and their effectiveness. Take results of return on investment analysis forward to inform future spends and activities
- Determine and agree with Marketing Manager and Business Unit Director the appropriate pricing structure to maximise sales and profitability. Consider value-based pricing and market conditions.
- Maintain expertise with the evolving portfolio of products, services, pricing, competition, market and industry trends
- Conduct regular customer visits to gain customer insights. Use this knowledge to feed into marketing plans
Marketing Campaigns & Demand Creation
- Own segmentation, targeting, positioning, messaging and lifecycle strategy for assigned portfolio, including launch and in-market optimisation.
- Develop and deliver marketing campaigns that achieve appropriate impact, market growth and profitability, with consideration for both the short and long term
- Focus on the customer journey to understand how best to reach the customer at each touchpoint - lead omnichannel activation planning, execution and performance measurement (KPIs, ROI), using test-and-learn to improve effectiveness
- Provide ongoing support, guidance and training to sales teams to ensure all promotional materials and events support marketing priorities and objectives for each product and campaign
- Create campaigns that allow marketing messages and product information to be easily translatable into the context of the Solution Selling model
- Work closely with relevant Sales Manager and L&D to agree training priorities and development plans for field force teams
- Gather data and feedback from a range of sources – market data, customer visits, field force feedback, market research, publications, conferences and industry contacts. Analyse and interpret; using results of analysis to inform commercial decision making and adapt quickly where needed
Relationships
- Develop mutually beneficial and productive partnerships with product stakeholders, including corporate accounts, with a common goal of maximising commerciality of products and services
- Lead cross-functional activities and campaign project management including timelines, risks, and stakeholder alignment
- Engage with the internal marketing community to enable sharing of best practice
- Draw on the broad knowledge of your colleagues and network to find business growth opportunities
- Seek customer centric input from sales team into marketing plans and programmes
- Contribute to the success of the business unit by sharing best practice with colleagues, proactively contributing ideas, and supporting others to do the same
- Create a strong partnership with all the relevant external stakeholders (e.g. agencies, external vendors, KOLs, distributor network, Corporate Key Accounts) to deliver high-quality, compliant assets on time and on budget.
Compliance
- Maintain high standards of business conduct and compliance, adhering particularly to Pharmacovigilance Policy, Global vet Policy, Zoetis values, travel & expenses policy and local codes of practise
- Ensure all promotional materials follow internal approval workflows and local codes; accountable for compliant claims and substantiation in partnership with relevant functions.
- Ensure the recording of accurate business records and communicate effectively, sharing information with other stakeholders
- Manage allocated Direct Marketing Expenditure (DME) budget with tight control to avoid overspends
Key Skills Capability in, or potential to develop;
- Knowledge and proven experience of key marketing disciplines and marketing techniques
- Commercial focus with proven strong financial acumen – especially pricing optimisation
- Analytical thinking, able to interpret data and information from multiple sources and draw strategic requirements from it
- Communication skills; strong written, verbal and presentation skills
- Strategic and innovative thinking
- Relationship and stakeholder management, interpersonal skills and influencing abilities, including at senior leadership level
- Fluent English required
Behaviours
· Our Colleagues make the difference
- Drive your ongoing learning. Keep your product and market knowledge sharp
- Be an ambassador for our solutions – know them inside and out, and continue to learn
- Harness the momentum from success and the learnings from failure. Use it to drive forward
Always do the right thing
- Be clear, open and true to our products. Develop solutions that represent our products honestly and accurately
- Help build the reputation of our brand by understanding and supporting the things that we stand for
· Customer obsessed
- Keep the customer at the heart of every campaign, every tool
- Interpret and anticipate the customer’s needs and be proactive in delivering a solution
· Run it like you own it
- Focus on continued success. Deliver short term tactical offers and drive long term sustainable growth
- Deliver on your commitments to customers and colleagues. Do what you say you’ll do – and quicker and better
· We are one Zoetis
- Give sales team timely information and support that helps them to deliver their role
- Draw on the knowledge and resources of your colleagues to build meaningful and holistic campaigns
Training & Qualifications
- Bachelor’s Degree qualification in Marketing
Experience
- Experience in a marketing role is required (2 year minimum)
- Experience working with digital technology is required
- Professional experiences gained in Livestock industries advantageous but sectors outside of Animal Health & Livestock are welcomed
Travel Requirement
- Occasional travel in UK and abroad.
- Full and clean drivers licence.
Full time
Regular
Colleague
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