**Primary Function** Drive digital transformation for Abbott Nutrition (ANI) Philippines through developing profound understanding of the digital consumer journey and leverage the digital touchpoints to deliver incremental reach, higher traffic / conversion to e-commerce and level up CRM registration and engagement. + Oversee development and execution of annual activation & CRM plans across all brands with clear KPI’s and participate as required in presentations to Abbott senior management. + Creates and oversees the execution of end to end consumer journey to maximize consumer lifetime value + Leads the tracking & analysis of performance to ensure KPIs are met & initiates corrective measures where necessary **Major Responsibilities** **Digital** To guide the brand teams in development & execution of best in class digital campaigns with clear linkage to E-commerce and CRM to complete consumer journey and achieve / exceed the agreed KPI’s & ROI targets + Identify the right partners and agencies for digital & mobile first content, community management, advising on content strategy, identification of digital influencers / KOL management with ability to penetrate into dark social and closed group communities + Own the management of ANI digital channels – websites, FB / YT, viber, whatsapp and estore + To guide & direct the brand marketing team and partner agencies to execute their digital campaigns delivering against brand objectives, in line with ANI & local regulatory policies. + Monitor and analyze digital KPI’s competitive activity to recommend corrective actions and / or opportunities to over deliver. + Help build marketing team’s digital capability to achieve digital transformation in the organization. **CRM** + Be an active member of the marketing team for overall business planning & decision-making. + Based on a profound understanding of the consumer journey and how to leverage the right touchpoints especially digital to maximize new user generation & retention, this person is responsible for working with brand teams to develop annual direct to consumer engagement plan which involves recruiting new users, validating them, retain better & improve lifetime value along with calendar for all brands within their portfolio aligned with the brand objectives. + From consumer acquisition in retail to driving industry best practices in terms of CRM strategy and propose desired changes to be market competitive. + Oversee call centre team, identify the staffing needs, right technologies/ modes of engagement, with each consumer segment based on local understanding. Supported by analyst in the team for the operations management of the team. + Ability to work with and implement capabilities within the salesforce platform (SFDC and SFMC) – direct to consumer and marketing cloud capabilities + Develops a framework and dashboard to accurately measure, analyze and report performance; continually assessing the cost of acquisition and retention and provide an understanding of which channels/ programs are more effective than to drive improved return on investment & prioritization of resources. + In partnership with brand marketing, lead the development of consumer segmentation with tailored and relevant marketing messages to maximize effectiveness of campaigns. + Develop partnerships with external agencies and regularly evaluate & assess their performance propose arising opportunities or to address upcoming challenges + Lead the S&OP for managing consumer inquires and complaints + Develop partnerships with key retail and relevant database partners to increase recruitment & retention of users for the brands + Assesses competitive strategies as well as market insights to make recommendations to maximize the CRM programs + Controls the CRM budget with rigorous tracking & prioritization to deliver on business plan commitments. + Interacts well internally and externally with executive level management, Area & Central teams, outside regulatory bodies, agencies, customers, vendors and/or suppliers **Requirements** + Bachelor's Degree. MBA is an added advantage + Minimum 10 years of experience in marketing, preferably with prior experience in both CRM and digital marketing + Experienced with Salesforce platforms will be a plus + Experienced in managing agencies & multifunctional teams is a must. + Proven success record in digital marketing and digital sales capability + Strong leadership with demonstrated financial, analytic and organization management skills + Database marketing & CRM, data analytics & segmentation + P&L responsibility 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