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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:

• Give inputs to Marketing team for building targeted & integrated Media Plan (both traditional Media & Digital Media)

• Ensure efficiency media budget spend in Rural Channel.

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