Associate Director, Pa Area Consumer Experience - Central Singapore - Abbott Laboratories

Abbott Laboratories

Verified Company

Central Singapore

3 weeks ago

Posted by:

Wei Jie

beBee Recruiter

Description

Primary Function:

Responsible for developing a clearly defined digital ecosystem (digital marketing, CRM, media, data and ecommerce) strategy for Pacific Asia (PA)
Establishing trackable KPIs and actionable insights for optimization and growth, including automated dashboards and performance monitoring across digital media KPIs, CRM and ecommerce to enable the business to make more informed decisions and optimizations.
This position is responsible for evaluating, planning, managing and contributing to all digital channels in an effort to achieve brand objectives/equity while ensuring consistent marketing message and strengthening of our longterm position in the market.
Develop and support CRM approaches and strategies leveraging our MarTech stack (SFDC, AEM, Wolf/Capillary) to generate new users and retained users while continually improving NU conversions rates and retention
Support ecommerce initiatives that link digital efforts to conversion, as well as best in class marketing principles on ecommerce platforms to grow our sales through developing an ecommerce training academy
Develop future proofing organizational design principles and codesigning with Affiliates after securing best regional practices
Support the overall business in its ebusiness transformation journey by contributing to the end to end Digital Ecosystem future proofing workstream, coleading business transformation efforts, and upskilling/training Area and Affiliates teams on digital foundations and new technology
Initiative and lead strategic partnerships for ANI PA with digital platforms, vendors, content creators to further accelerate digital transformation for the business
Bridging commercial and IT to ensure MarTech and AdTech are enabling the business to drive results

Major Responsibilities:

Partner with the markets under the guidance of the DVP and Area Marketing Directors, to align and implement digital product strategies that align to the Area/ global direction, brand roadmaps and business plans.
Highlight and prioritize areas for enhancements to the customer experience in the upstream/downstream journey.
Translate existing unmet needs into digital asset designs and functionalities to be scoped and built by a cross functional team.
Act as a mediator between end users and technical teams, communicating end user needs into new product features to be designed.
Own and lead metrics of key digital assets, including outline action steps for markets in test tolearn program implementation.
Provide relevant input into an effective Area budget aligned to areas of brand and business growth potential.
Provide strategic input into the design of the technology stack as it relates to dotcom sites and their relationships to various products including appropriate CMSs, offsite analytics (cookies, SDK, SSO integrations), onsite analytics input and social media integrations. Provide strategic input to IT, marketing and CRM counterparts on systems integrations needs.
Partner with the Area, markets and global team to identify appropriate digital vendor partnerships
Providing realtime marketing support that will lead to better outcome controls, including risk mitigation and action, and opportunity identification.
Partner with the Area team to build effective alignment processes with other departments such as finance, regulatory, scientific affairs to ensure marketing strategies are realized.
Ensure all business activities comply with the relevant Acts, legal demands, _safety_ and ethical standards. Review complaints and suggestions relating to assigned products.
Establish a productive work environment by creating trust and respect within the affiliate. Develop an atmosphere of confidence and strength and create opportunities to recognize and reward outstanding individual and team performance.

_ Forthcoming new responsibilities & deliverables: _

Lead the Consumer Experience & Connection Center of Excellence with a focus on accelerating and growing the digital ecosystem capabilities (ecommerce, CRM, data and media).
Embedding holistic end to end thinking with Area Marketing to drive from awareness to conversion.
Ecommerce Responsibilities & Deliverables
Support ecommerce growth ambition by developing regional strategy and working with Affiliates to ensure best in class ecomm practices are applied across out of site and in site, including content, pricing, ratings and reviews.
Developing joint business planning with key ecomm platforms (e.g. Shoppe, Lazada), etc. to unlock new growth and loyal opportunities for Affiliates.
CRM Responsibilities & Deliverables
Partner with Affiliates on CRM strategy/approach to increase and improve new user acquisition and conversion, retention and sales from CRM.
Leveraging technology stack (e.g. SFDC) to drive CRM news users and retained users and deliver increased sales through enabling new ways of using first party data to improve recruitm