Marketing Director, Brand Equity and Demand Generation

JOB DESCRIPTION:

SUMMARY:
Marketing Director Brand Equity & Demand Generation leads the end-to-end brand building and consumer demand generation engine for a $1B US Adult Nutrition portfolio of Abbott Nutrition. This leader is responsible for developing objectives strategies goals and initiatives that drive sustainable consumer demand resulting market share and P&L commitments for US Adult Nutrition brands.

This leader will build lead and evolve a high-performing multi-disciplinary marketing organization including direct leadership of Media and Brand Design capabilities and will develop a strong succession pipeline for senior marketing talent across the organization.

WHAT YOULL DO:

• Drive thought leadership & influence business-driving decisions across the organization including own team divisional peers cross-functional partners and executive leadership serving as a trusted advisor on brand and demand generation strategy
• Ensure that our US Adult brands brand equities brand architecture and market positioning deliver clear differentiated value propositions for our consumers and category leadership for our customers
• Own and orchestrate consumer demand generation strategies across the full funnel activating across paid owned and earned channels to deliver market share revenue growth and profitability targets aligned with organizational expectations
• Lead the Media function including strategy investment planning agency partnership optimization and measurement ensuring disciplined stewardship of significant marketing investments and continuous improvement in demand generation ROI
• Lead Brand Design and creative excellence ensuring cohesive distinctive and scalable brand expression across packaging communications content and consumer touchpoints
• Analyze market consumer and performance drivers and implement strategic adjustments across media investment creative approach and channel mix to improve consumer engagement and demand generation effectiveness
• Commercialize innovation through brand equity positioning packaging labelling content communication creative systems and demand generation planning and execution in close partnership with Innovation R&D and cross-functional teams
• Engage with and effectively partner with a complex ecosystem of internal and external media creative communications and specialty agencies setting clear direction governance and performance expectations
• Build coach and inspire high-performing teams fostering a culture of strategic thinking and learning agility while developing future enterprise marketing leaders.

EXPERIENCE AND EDUCATION YOULL BRING

Required:

• 12 years of progressive experience in consumer-packaged goods brand management and/or consumer brand generation with healthcare category experience a plus
• Strong thought leadership written and verbal communication skills with a proven ability to interact with and influence senior and executive leadership to drive strategy prioritization and investment decisions
• Deep expertise in modern consumer demand generation including strategy execution investment P&L management creative development analytics and measurement
• Proven ability to isolate business and performance drivers and lead marketing mix trade-offs to optimize growth and ROI
• Demonstrated success leading and developing teams including multi-disciplinary talent and collaborating across complex cross-functional environments
• Strong familiarity with primary and secondary market research consumer insights and data-driven decision marking
• BS/BA in Marketing or related field

PREFFERED:

• MBA
• 15 years of experience inclusive of portfolio-level brand leadership enterprise influence or large-scale demand generation responsibility

The base pay for this position is

In specific locations the pay range may vary from the range posted.

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Director