Product Manager, Consumer Engagement-SKM

2 weeks ago

Shanghai, Shanghai, China Allergan Aesthetics Full time
Job Description

Consumer Marketing Strategy & Portfolio Management

  1. Develop and deliver annual, 5-year consumer channel strategy and operational plan for SkinMedica to deliver on brand sales and profit growth expectations.
  2. Collect and analyze skincare market and consumer dynamic, brand diagnostic data to define the strategic opportunity for SkinMedica and recommend portfolio & product strategy accordingly
  3. Supervise implementation of brand, product & consumer channel strategy and effectively manage marketing mix to maximize return over investment within promotion budget.
  4. Develop effective digital social content & materials as well as providing solid integrated marketing activation plans by co-working with medical marketing manager & EC manager.
  5. Work closely with cross-functional team as well as sales/clinical training/ medical/ medical channel / E-commerce channel team to synergy marketing resource and make higher share of voice of AA MA brands
  6. Ensure the integrity of Skinmedica consumer marketing activities in accordance with local, regional and corporate compliance policies.

Product Innovation Strategy

1) Work with global & local teams to define the innovation strategy and develop and deliver a 5 years innovation pipeline

2) Create, develop and deploy effective initiatives to accelerate the penetration growth

3) Post tracking analysis to timely finetune the current plan and feed to future innovation to fuel penetration growth

Brand Communication & Digital/Social Marketing

1) Work with global & local teams to sharpen brand proposition and communication strategy, developing consumer marketing programs, assets development, etc.

2) Translate global brand business strategy into China specific marketing campaigns and activities to consistently build the brand image & advocacy creatively, and continuously build distinctive brand assets and penetration growth;

3) Enhance brand influence through content deliverables and KOLs mix to establish strong brand equity

4) Collaborate closely with EC team to pitch and win key animations in platforms

Expense Efficiency

1) Data driven and consumer centric, optimize spending with clear measurements

2) Annual budget planning & tracking

Coach, supervise and develop team.

Qualifications
  • 6 - 8 years of marketing experience, ideally in MNC cosmetic & beauty related companies
  • Proven successful experience of NPD / brand integrated communications by utilizing omni channels ( RED, Wechat, Tiktok, Weibo and Tmall ) and KOLs mix
  • Knowledge of the China skincare market (media, trade, consumer, social platforms etc.) or very strong evidence of high learning agility
  • Demonstrated ability to work autonomously and manage a wide variety of projects simultaneously and under deadline
  • Bachelor degree at least
  • Fluent in English and Mandarin, both written and oral
  • Strong analytical skills
  • Experience in EC related project
Additional Information

AbbVie is committed to operating with integrity, driving innovation, transforming lives, serving our community and embracing diversity and inclusion. It is AbbVie's policy to employ qualified persons of the greatest ability without discrimination against any employee or applicant for employment because of race, color, religion, national origin, age, sex (including pregnancy), physical or mental disability, medical condition, genetic information, gender identity or expression, sexual orientation, marital status, status as a protected veteran, or any other legally protected group status.

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