Abbott Brand Shopper Marketing Manager in Columbus, Ohio

At Abbott, we're committed to helping people live their best possible life through the power of health. For more than 125 years, we've brought new products and technologies to the world -- in nutrition, diagnostics, medical devices and branded generic pharmaceuticals -- that create more possibilities for more people at all stages of life. Today, 99,000 of us are working to help people live not just longer, but better, in the more than 150 countries we serve.

Overview : Abbott Nutrition has an opportunity for a Manager, Brand Shopper Marketer in the Columbus, OH office.

The Brand Shopper Marketer will be responsible for integrating Shopper Marketing into Brand initiatives and planning process. They will be the primary contact for the Field Shopper Marketing team as well as the Shopper Marketing Agency. Main responsibility is to ideate and develop shopper insights and marketing from a National perspective that are aligned with overall business goals and marketing/communication strategies of each business unit. This individual will partner with their Brand teams, Sales counterpart, Shopper Insights team, and Agencies to develop and deliver integrated Joint Business Plans. This individual will ensure strategic alignment between our consumers and shoppers with AN Brand objectives.

Key Responsibilities :

Brand Management:

  • Be the voice of the Shopper in all Brand meetings.

  • Responsible for bringing shopper strategy and retail marketing ideas to the brand teams. Bring perspective that will help shape the brands initiatives and go to market strategies

  • Responsible for integrating Shopper into all brand planning session and potentially innovation/ideation meetings

  • Lead the development of Shopper insights, barriers and communication strategies and gain alignment with the Brand team. Provide early in their planning process (and to be included in briefs)

  • Responsible for involving the Shopper agency with the Brand agency at the point of Briefing.

  • Responsible for provide the Brand team your Shopper Campaign / messaging recommendation

  • Go-to person for the Brand for any/all Shopper Marketing requests or questions

Shopper Management:

  • Work with the Field Shopper Marketing teams and Shopper & Category Development to identify high level shopper insights (what behaviors do we need to address to accomplish growth plan)

  • Lead the development of the Shopper brief (integrated into Brand brief) to lead the agency development in National Shopper Marketing campaigns (based off Consumer Campaign). Hand-off to the Field Shopper Marketing teams for further development.

  • Collaborate with the Field and agency to develop Shopper claims/messaging and gain approval via MLR

  • Lead and manage Shopper claims/messaging document and ensure Field team is utilizing

  • Lead the discussion with the Field Shopper teams on: marketing plan revisions and incremental asks. Work with Brand and Sales development to review the incremental asks and provide revisions, approval, or denials to the Field teams

  • Own the Brand Shopper Marketing calendar

  • Point person for the Field Shopper Marketing team on any Brand questions or needs

Agency:

  • Integrate the Shopper Marketing agency with the IAT and the Brand team in the initial planning phase

  • Responsible for Shopper agency to provide Shopper campaign/concept ideas to lead brand agency

  • Initiative and review agency creative and provide Brand a recommendation

  • Manage agency relationship with the Brand agencies and Field Shopper Marketing team

Desired Skills & Experience:

  • Bachelor's Degree required with 5+ years in marketing or shopper marketing role (client side or agency) in CPG industry

  • Specific Abbott Nutrition brand knowledge

  • Knowledge of Brand Management, Sales and Retail Marketing

  • Demonstrates strong leadership and communication skills

  • Ability to present and influence others, including Brand and Field Sales leaders

  • An understanding of Consumer/Shopper, using analytical skills and insights

An Equal Opportunity Employer

Abbot welcomes and encourages diversity in our workforce.

We provide reasonable accommodation to qualified individuals with disabilities.

To request accommodation, please call 224-667-4913 or email corpjat@abbott.com