Role:
Identify source of growth in Rural channel based on the Category, Channel & Shopper Insights as well as market understandings. Co-develop (with Marketing, CMM, CRM, Ethical team) & implement the integrated Ethical-Trade-Consumer programs which must be tailor-made for targeted Rural audiences: Retailers/ Shoppers/ Consumers
Accountabilities:
Ethical Channel:
- Collaborate with Marketing, CMM, CRM, Ethical team to develop & execute Ethical Programs to drive demand in Rural areas.
Trade Sales Channel: develop & execute Rural customized Trade Programs
Retailer programs: understand store classification and retailer’s insights in Rural then build tailor-made programs to gain retailer’s support & endorsement. Develop & implement initiatives to drive distribution for targeted products/SKUs in Rural.
Develop & implement the in-store merchandising/visibility, communication & activation programs.
Develop in-store merchandising guideline matching with Rural store classification & shopper’s behaviors.
Develop in-store communication & ensure quality of POSM production & implementation.
Work with agencies to customize brand campaign designs to make it perfectly fit with in-store POSM, visibility & promotion gifts.
Develop & execute in-store merchandising/visibility initiatives with insightful call-to-action message and visuals.
Consumer Channel:
Consumer Promotion:
Recommend clear promotional guidelines based on shopper understanding and market knowledge. Ensure all promotional investment is properly reviewed and evaluated.
Lead Rural consumer promotion plan & budget management.
Deploy, follow up and track Rural promotion activities, corporate with other functions, such as: Trade Admin, Finance, Purchasing, Logistics, Sales.
Work with Supply Chain team for sufficient stock supply to meet the sales target.
Activation:
Develop & execute right activation activities with effective cost to drive sustainable offtake at right stores.
Closely collaborate with Marketing, CMM & Activation, Field Operation, Sales team to ensure the smooth Push (Sales/assortment) & Pull (off-take) model.
Media:
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