APAC Marketing Lead, Customer Acquisition & Retention

At Abbott, we believe people with diabetes should have the freedom to enjoy active lives. That's why we're focused on helping people with diabetes manage their health more effectively and comfortably, with life-changing products that provide accurate data to drive better-informed decisions. We're revolutionizing the way people monitor their glucose levels with our new sensing technology.

Job Purpose

This role supports in the acquisition/retention of users of Freestyle Libre (people with diabetes and HCP) through driving content creation, platform development and analytics blueprint from strategy, data, insights, resources, and execution of CRM programs/campaigns that will enable achievement of ADC's growth ambitions.

Accountability

• Achieve APAC sales, margin, and market share target.
• Brand custodianship of Abbott Diabetes Care brands.
  
  

Lead Content And Retention Strategies And Executions

Work closely with APAC key stakeholders on content creation, retention strategies, campaigns, measurement, and solutions as well as prioritization of budgetary allocations within APAC and the respective affiliates.

Content And Platform

• Partner with APAC HCP/Consumer marketing leads to identify key strategies/areas of focus on content strategy development and implementations, lead overall content creation and delivery.
• Maintain existing platform and develop new innovative channel strategy to achieve customer reach and effectiveness.
• Drive changes in content and channel models to align with real world analysis.
• Develop APAC retention content/program strategy and launch including platform building, optimization testing, testing schemes (test v. control, A/B testing), and reporting and impact as well as its broader impact on overall business.
  
  

Reach And Effectiveness

• Actively design and explore new data points (both internal/external data) and platform to further drive customer reach/scale.
• Leverage appropriate dashboards and analytical calculations to drive performance marketing that demonstrate country-specific customer lifecycles and loyalty.
• Help improve ROI of marketing spend by optimizing marketing plans and channel strategies through analysis of past and retention campaigns.
• Work with LibreView Data Systems (global) and Privacy and BTS to enable deduped FSLL data feed into each country's database, utilizing this data as the Single Source of Truth to optimize customer retention.
• Highlight and prioritize areas for enhancements within the available marketing analytics ecosystem, including building the case for improved data collection, storage, and transformation.
• Provide strategic input to BTS, commercial and marketing counterparts on systems integrations needs.
  
  

Drive Insights And Analytics To Fuel Next Level Growth

• Enable continuous improvement in patient onboarding experiences to achieve acquisition and retention initiatives, which include identifying customer signature moment, patient experience research, segmentation, journey roadmap analysis, etc.
• Define/refine multiple digital CRM channels to ensure customer database is segmented effectively to maximize the customer lifecycle value for targeted marketing activities, and includes establishing clear customer segmentation, KPI, sensor usage behaviors, etc.
• Identify key insights/activities to be initiated within the onboarding/retention journey, consistently evaluates HCP/patient insights, user experience analysis and business performance to drive better results in new patient acquisition and retention.
  
  

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 APAC region. Develop an atmosphere of confidence and strength and create opportunities to recognize and reward outstanding individual and team performance.

Requirements

• Post-graduate or tertiary qualifications for Marketing or Business Management, Digital Marketing, Data analytics and platform development from a reputable university
• Or tertiary qualifications with significant digital experience gained from a reputable consumer or B2B brand, or a digital agency or technology development company.
• Ideally working with Salesforce.com, Marketing Cloud or Adobe
• Experience in Medical Devices industry and/or working across Asian markets with proficiency in one or more Asian languages being advantageous
• 12-15years of content/retention/data management and analytics / project management experience gained at a country, regional or global level, in a fast-paced and competitive market setting.
• Strong content creation management and delivery for both HCP/Customer approach model, inclusive of proven experience in developing and delivering CRM strategies for a business, resulting in an increase in customer value and revenue.
• Develop Customer and HCP Journey Mapping analyzing touchpoints, using the end-to-end process from brief to execution and performance analysis to maximize loyalty and retention opportunities.
• Proven experience in leading a CRM campaign leveraging retention platform (i.e. SFMC or any new channel, tools) from its conceptualization to its successful completion, creating high quality reports and documentation for both internal and external audiences to further enhance CRM efforts.
• Experience in budget development and the establishment of procedures for the purpose of monitoring progress against the business plans and objectives and ensuring the best application of finances and other resources.
• Verbal and written communication skills are essential for this position where effective execution of cross-functional collaboration is highly dependent on the clarity of communication.
• Ability to inspire trust in others and build positive internal and external relationships, bringing people along with a unified vision and towards a common goal.
• Analytical skills, ability and keen interest conducting analysis of data and deriving insights
• Technical digital competency, knowledge and experience required include:
• Data strategy experience across 1st, 2nd, and 3rd party data
• Knowledge of buyer behavior, path to purchase or decision science models
• Experienced user of Google Analytics, Adobe Analytics, Excel, other Power BI tools
• Ability to formulate and analyze data using Excel and SQL, as well as mobile, cloud and app user analytics.
• Knowledge of key digital analytics (Lifetime value, MAU, DAU, retention or life-cycle segmentation, attribution)