Have a solid understanding of the Pharmacy landscape: different stakeholders, their market share, their needs, and expectations
Study the shoppers' behavior at Point of Sales (POS) (valid for OTC as well as for Rx)
Understand the different offer categories at POS: products and services, their contribution to retailers' strategy, the growth opportunities
Play an active part with Brand Marketing Teams, understanding accurately the brands' priorities, bringing to marketing teams documented field insights, pro-actively proposing initiatives to translate at Trade level the brands' strategy.
Play an active part with Trade Key Account Managers (TKAM) and Retail Sales Managers (RSM), understanding their objectives and priorities, ensuring alignment between Marketing and Trade Key Account management
Plans (TKAP - template will be provided during Trade Marketing training), pro-actively proposing actions to seize opportunities identified. Manage the Trade segmentation and targeting with Sales Teams and ensure the alignment of strategy & execution.
Define and develop Trade Marketing strategies and tactics (such as merchandising recommendations, visibility tools, trainings, patient support programs, MCE and e-commerce.) to stimulate Abbott's brands availability - visibility and recommendation, bridging Abbott's brands' strategy and customers' needs, customizing these actions by customer segment and TKA when relevant.
Build a Loyalty Program for Strategic Pharmacies.
Successfully drive MCE in Trade channel.
Formalize the Trade Marketing actions in a Trade Marketing Plan (TMP)
Prepare for and attend key sales meetings.
Establish effective working relationships across customers and functions to drive execution of strategies and tactics.
Visit Trade Key Accounts with TKAM to engage them on Trade Marketing partnerships
Ensure the TMP execution and facilitate interactions with all in-field functions and marketing teams.
Gather the customer insights by in depth interview, survey, etc. to update customer profiling and provide the recommendation to Brand lead for adjusting the strategies & tactics if needed in order to drive the brand penetration in Trade channel over the competitors.
Measure the ROI of TMP
Monitoring Trade KPIs dashboard and create the corrective plan if needed to drive the sales performance against the goal
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.