Abbott is a global healthcare leader that helps people live more fully at all stages of life. Our portfolio of life-changing technologies spans the spectrum of healthcare, with leading businesses and products in diagnostics, medical devices, nutritionals, and branded generic medicines. Our 109,000 colleagues serve people in more than 160 countries.
Our nutrition business develops science-based nutrition products for people of all ages, from helping babies and children grow, to keeping adult bodies strong and active. Millions of people around the world count on our leading brands - including Similac®, PediaSure®, Pedialyte®, Ensure®, Glucerna® and ZonePerfect® - to help get the nutrients they need to live their healthiest life.
Our location in Cincinnati, OH, currently has an opportunity for a Shopper Marketing Manager, Kroger opening. The Shopper Marketing Manager, Kroger, will own the strategic vision, program development and execution of omni-channel plans at the account level to deliver against the business goals. These programs will influence Kroger shopper behavior along the path to purchase to drive category/store demand.
This individual will partner with their Sales counterpart, Shopper Insights teams, Brand Marketing teams, and agencies to assist in the development of the integrated Joint Business Plans. They will ensure strategic alignment between our consumers, shoppers, customers, and the Abbott Brands objectives.
WHAT YOU'LL DO
Strategic shopper marketing plans/platforms:
Partner with sales and define Kroger's strategies and objectives for Abbott Nutrition's Adult and Pediatric Categories (including brands: Similac, PediaSure, Pedialyte, Ensure, Glucerna and ZonePerfect).
Identifies business opportunities and leads development of shopper marketing strategies to meet company objectives around share growth, revenue growth, and consumer experience.
Ensure programs are integrated into annual Brand and Retail Joint Business Planning.
Lead and develop solutions tied to key drivers in the path to purchase: Trade & shopper Marketing promotions:
Cross-functional collaborate (Sales Strategy, Brand Media Managers, Public Relations, Medical and Legal) to build out comprehensive programs that engage consumers and covert Kroger shoppers in meaningful and effective ways.
Display and Search advertising: Develop strategies to win paid and organic search through partnerships with Sales, Brand and Agency to drive awareness, retention, and conversion. In addition, advise on Display/Social media integration with the brand and sales team.
Project management from program conception to retail execution and consumer fulfillment, collaborating with multiple cross-functional teams and partners.
Develop growth strategies to efficiently and effectively drive business & provide data driven campaign recommendations
Track and manage efficiency of shopper programs to drive attributable/incremental sales and maximize ROAS/ROI
Develop functional understanding of the brand, Kroger, and marketplace by cultivating relationships with the key marketing counterparts at the customer and corporate.
Identify opportunities for Abbott and Kroger based on a strong understanding of their strategies and shoppers.
Present marketing plans, specific programs, shopper insights, latest research and best practices to Kroger and Brand teams for their input, support, and alignment.
Agency and Budget
Develop creative briefs and help manage the creative process and program execution with agency partners and external vendors to execute flawless execution.
Manage budget and agency hours for all trade and shopper programs.
EDUCATION AND EXPERIENCE YOU'LL BRING
Bachelor's Degree required with 5-7 years of CPG marketing experience on either client or agency side
Previous experience in Shopper Marketing and/or using shopper data and insights
2-5 yrs experience working with National Accounts (i.e. Kroger)
Knowledge of Brand Management, Sales and Retail Marketing
Demonstrates leadership and communication skills
Ability to present and influence others, including Abbott and Customer leaders
An understanding of Consumer/Shopper, using analytical skills and insights
Experience in 84.51/KPM databases and systems preferred (i.e. CAAM, Stratum, PRISM, and Promote IQ)
WHAT WE OFFER
At Abbott, you can have a good job that can grow into a great career. We offer:
Training and career development, with onboarding programs for new employees and tuition assistance
Financial security through competitive compensation, incentives and retirement plans
Health care and well-being programs including medical, dental, vision, wellness and occupational health programs
Paid time off
401(k) retirement savings with a generous company match
The stability of a company with a record of strong financial performance and history of being actively involved in local communities
Follow your career aspirations to Abbott for diverse opportunities with a company that provides the growth and strength to build your future. Abbott is an Equal Opportunity Employer, committed to employee diversity.
Abbott is a global healthcare leader that helps people live more fully at all stages of life. Our portfolio of life-changing technologies spans the spectrum of healthcare, with leading businesses and products in diagnostics, medical devices, nutritionals and branded generic medicines. Our 109,000 colleagues serve people in more than 160 countries.