Na Expert Marketing Manager
2 weeks ago
Hello. We’re Haleon. A new world-leading consumer healthcare company. Shaped by all of us. Together, we’re improving everyday health for millions of people. By growing and innovating our global portfolio of category-leading brands - including Sensodyne, Panadol, Advil, Voltaren, Theraflu, Otrivin, and Centrum - through a unique combination of deep human understanding and trusted science. What’s more, we’re achieving it in a company that we’re building together. In an environment that we’re co-creating. And a culture that’s uniquely ours. Care to join us. It isn’t a question.
- Job Description:
- As the Expert Marketing Manager, you will be responsible for the development and deployment LOC Expert Marketing Strategy including Where To Play, How To Win and Expert Activation Plans for priority brands in collaboration with BU Expert Marketing, LOC Marketing, Omni-CH, Media, CBIA, Medical teams.
- Setting high performance standards with a growth mindset, your role will be crucial to improve Key Expert Brand Performance Measures: Average Weekly Recommendation (AWR), Share of Recommendation (SOR) and Brand Recommended Most Often (BRMO). The role involves being the ambassador to drive the recognition of value add of Expert Marketing in LOC level and deliver our overall company goals consistently demonstrating 3 key behaviours of Haleon
- Keep it human, Do what matters most and Go beyond.
- Key Accountabilities and Responsibilities:
- Expert Strategy and Planning:
- Owns, develops, and deploys the LOC Expert Marketing Strategy for related brands and categories in line with BU and Global Expert Programme.-
- Develops Expert RGM IaB (Situation Assessment, Where To Play, How To Win, Connection Planning) for a set of Priority Brands in partnership with BU Expert Marketing, LOC Omnichannel, Marketing, Medical and Media teams.-
- Provides market input for expert strategy and plans, develops, and represents LOC during BU/ global market visits.- A&P Management and Brand Activation:
- Owns A&P Management in line with brand objectives, ensures strong ROI and sufficiency of spent in every activity.-
- Leads the adoption/adaptation of relevant content and manages the approval process for a set of priority brands to achieve expert targets.-
- Builds brand cycle plans and collaborates with Omni-CH Activation Lead to transform plans into consistent expert journeys via multiple channels.-
- Owns the creation of Digital, Media and Social Media assets for both Halo and Hero campaigns.-
- Leads the launch of key innovation on expert channel following BU Expert Marketing guidance.-
- Maximizes sampling pressure for categories and manages sampling activities to drive conversion.- Market Analysis, Expert Data and Insights:
- Identifies Expert insight gaps for a set of Priority Brands and develops action plans to address these gaps.-
- Manages the implementation of quant and qual market research (IPSOS, IQVIA Medical Index, ad-hock surveys etc.) and conducts in-dept analysis to transform insights into actions.-
- Owns the accurate expert net sales uplift calculation (ENSUM etc.) for his/her brands and ensures expert contribution is properly reflected into brand performance.- HHP and Digital Enhancement:
- Collaborates with Omni-CH Activation Lead and Media teams to build the digital ecosystem per priority brands in line with brand objectives.-
- Designs the theme, content and speakers to drive successful webinars.-
- Owns successful Expert Media Activation (SEM-Paid search, social media, Programmatic Display and Video etc.) in collaboration with BU Expert Marketing, Media Teams and Media Agencies via effective and efficient media plans with the right set of KPI tracking in line with campaign objectives.-
- Ensures proper investment and activation to increase sample orders via HHP supported with proper media activation.- HCP and HCO Partnership:
- Develops strong networking with Key External Experts (KEEs) / HCOs (associations, societies, universities etc.) and collaborates with them for marketing activities leading speaker advocacy.-
- Participates on Conferences and Congresses on exhibition stand and leads the implementation of scientific programmes, organises conferences, workshops, webinars for HCPs to drive trust and equity.-
- Supports brand marketing team on appropriate KEEs engagement on DTC activities.- Drive performance with FF team:
- Collaborates with BU SFE and LOC Medical and Training teams to support creation and planning of training material for LOC Expert Field Force.-
- Engages & energizes field team (F2F and Remote) on the Expert strategy and cycle plans for a set of Priority Brands across the market.-
- Supports FF teams for L&L activations.- Compliance and Security:
- Maintains compliance with relevant regulations and industry standards.Manages the end-to-end process of TPRM (Third Party Risk Assessment) and Contract Management of all expert activations; owns the monitoring, implementation and trackin
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