Advertising/Marketing/Public Relations, Arts, Entertainment, and Media, Biotechnology and Pharmaceutical, Engineering, Finance/Economics, Healthcare, Practitioner and Technician, Information Technology, Internet/E-Commerce, Legal, Retail/Wholesale, Sales, Research & Development, Medical, Web Technology
Associate Director Marketing
Nestlé Health Science (NHSc) is a company on a mission and on the move, motivated by the opportunity to forge a major therapeutic role for nutrition in the management of health and establish a new industry between food and pharmaceuticals. The two elements of the equation are simple; societies are ageing and age and lifestyle related diseases are spiraling. Needs are growing for safe, effective and cost-effective solutions. At the same time, scientific understanding of health, disease and the potential of nutrition – as an integral part of managing health and disease – is growing.
Nestlé Health Science, a wholly-owned subsidiary of the Nestlé Group, was created in 2011 to be a leader in these developments and make things happen. We have over 3,000 employees around the world with a wide mix of capabilities – from bio-medical engineers to regulatory specialists, medical delegates (sales force) and health economic experts that reflect our dynamism and intent to create.
Position Dimensions / Scope Launch of new brand and platform for Nestle Health Science USA Potential for team to grow with success and scale-up of launch Budget management of $5MM-$15MM
Main Purpose of Job Launch the direct-to-consumer (D2C) and medical activation of a new brand and portfolio in the Cellular Nutrition space. Accountable for the US strategy and execution of brand asset development, packaging design, route-to-market and agency management as well as business model optimization and ongoing analysis. A core function of this role is to create a winning value proposition and work closely with internal and external partners to bring the brand activation to life online, while also developing the offline brand identity and channel expansion plans. This role will be responsible for taking a new brand and business model from launch to category leadership within two-three years. Strong D2C and brand building experience required, Vitamins & Supplements experience preferred.
Key Outputs: List the main results which the job must deliver in order to achieve its purpose.
Launch of new brand and establish leadership position in a new category in the US market - Cellular Nutrition is an emerging category in the US and our goal is to create a new segment and establish leadership in this space - Build the brand identity and associated creative components to connect with a D2C and medical audience - Develop key messaging and visuals that clearly define and create the territory of Cellular Nutrition and drive consumer trial and retention - Develop consumer journey and activation plan across all stages of the funnel (acquisition, engagement, conversion, repurchase), with strong focus on digital media and CRM - Define brand’s learning agenda, and work with agencies to drive series of tests online (media, website, e-mail), to continuously document learnings and steer future campaigns Develop a differentiated Innovation & Renovation product and service pipeline - Develop strong and compelling claims - Responsible for launch excellence of product portfolio across consumer-facing and medical channels - Lead development of a differentiated pipeline and lifecycle management strategy of transversal ingredients - Develop and partner to bring unique services to market to increase value and usage of Cellular Nutrition portfolio
Responsible for the transversal digital, retail and medical strategy and activation of Cellular Nutrition in the US market - Lead business analysis and optimization across portfolio, channel, etc. - Drive necessary research plans to develop plans and propositions to win across channels - Develop accelerated pilot launches to quickly scale Agency leadership and day-to-day management to bring the brand, platform and business case to life - Source fit-for-purpose partners (PR, Medical, Media, Digital, Strategy, etc) - Negotiate contracts - Partner with Global and other internal functions to optimize agency relationships
Measurements / Performance Indicators
- Achieve US launch plan - Engagement rates with creative content - ROI on keyword investments - Performance vs. business case - Launch milestones - Peak sales - Materials created to support activation - Distribution/product acceptance by channel P&L by channel engagement and sales by channel SEO/SEM effectiveness and digital KPIs Performance KPIs
Adherence to and contract agency deliverables On time and on-budget launches APRAIS evaluation feedback
Key Relationships Internal to Nestlé Group: (shared / conflicting interests) Global Category Teams, Global & Local D2C and Digital Team, Global Consumer Insights and Communications, Regional & Market-based cross-functional teams, Regulatory & Medical Affairs, Finance and Control, Legal & IP, SVIO, DSU
Key Relationships External to Nestlé Group (shared / conflicting interests) Agencies (D2C, PR, strategy, creative, design, packaging, branding, communications, research), Innovation Expos / Events worldwide, Co-Manufactures and other stakeholders as appropriate Vendors & partners
Qualifications & Requirements
Key Experiences: What experiences are key to success in this job?
Vitamins, Minerals and/or Nutrition Category understanding: understanding of the focus, benefits, consumer/patient/HCPs insights and commercial insights that drive the strategy of a Nutrition/functional benefit-driven business
Marketing Experience: proven experience working on FMCG Brands and leading Brand Building Principles.
Leadership: Experience in driving for results through management of cross functional internal and external teams
D2C and ecommerce: Expertise required
Digital Marketing: 7 years of Digital Marketing / Growth Hacking / Traffic acquisition / Media planning / Data & Analytics / Retention & Loyalty
Other Competencies: Experience working with Co-mans, Knowledge Financial / P&L Management; Knowledge Supply Chain & Commercial Operations"
Knowledge: Nestlé Corporate / Functional / Market / Business / Organizational What specific organizational information should the incumbent have to be effective in their role?
Nestlé Integrated Commercial Planning Process Nestlé Management and Leadership Principles Customer understanding BBNW Knowledge of regulatory communication guidelines