Brand Activation Specialist

About Abbott

Abbott is a global healthcare leader, creating breakthrough science to improve people’s health. We’re always looking towards the future, anticipating changes in medical science and technology.

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 and Glucerna – to help get the nutrients they need to live their healthiest life.

The Brand Activation Specialist

is responsible for developing annual marketing plans and coordinating their successful implementation to drive brand building and end‑to‑end activation across all consumer and healthcare touchpoints. The role translates upstream brand strategy into impactful, compliant downstream execution, supporting sustainable short‑ and long‑term growth in sales, profitability, and market share for the assigned Abbott infant formula portfolio. Working cross‑functionally, the role ensures activation excellence, consistent brand experience, and strong in‑market performance within a highly regulated environment.

MAIN RESPONSIBILITIES

• Brand Strategy & Activation Planning
  Develop and deliver the annual brand plan aligned to long‑term brand growth objectives, defining clear marketing objectives, positioning, strategies, and 360° activation plans across healthcare, consumer, trade, digital, CRM, and e‑commerce touchpoints.
  Translate brand strategy into an annualized brand charter, aligning upstream brand intent with downstream execution priorities.
  Lead annual and quarterly budget planning and updates, ensuring optimal allocation of A&P investment to drive return and brand impact.
• Integrated Activation & Execution Excellence
  Drive end‑to‑end brand activation, ensuring consistent and compliant execution across healthcare channels, consumer marketing, trade, CRM, digital, and e‑commerce environments.
  Partner with media and creative agencies to lead the annual media planning process, followed by structured monthly and fortnightly performance reviews to optimize reach, engagement, and ROI.
  Own monthly A&P tracking and governance, ensuring disciplined spend management and alignment with brand objectives.
• Demand Planning, Forecasting & Business Delivery
  Lead the monthly demand planning process for assigned brands in collaboration with sales and supply chain teams, proactively identifying risks, supply constraints, and mitigation plans.
  Deliver on forecast accuracy, NPI readiness, and key commercial KPIs, ensuring strong linkage between activation plans and volume delivery.
• Portfolio, Innovation & Lifecycle Management
  Manage the brand portfolio holistically, assessing competitive standing, lifecycle performance, and channel opportunities.
  Support NPI launches, renovation and upgrade initiatives, and rationalization of non‑strategic or unprofitable SKUs, ensuring strong activation support at launch and post‑launch stages.
• Performance Management & Cross‑Functional Leadership
  Lead monthly category and brand performance reviews with cross‑functional stakeholders, tracking sales, market share, activation effectiveness, media performance, new user acquisition, retention, and other KPIs against the brand charter.
• Capability Building & Sales Enablement
  Develop, implement, and continuously update product and activation training for field force teams (ethical, CRM, trade, and promoters), ensuring strong brand understanding, compliant execution, and activation consistency.
  Demonstrate the ability to operate across ethical/HCP marketing and consumer marketing, balancing scientific credibility, brand storytelling, and engagement.

QUALIFICATIONS

• Education
  University degree, preferably in Business.
• Experience/Background
  Minimum 5 years of relevant marketing experience, preferably with exposure to trade marketing and/or sales, enabling strong linkage between brand strategy and in‑market execution.
  Proven ability to drive end‑to‑end brand activation, translating upstream strategy into downstream execution across healthcare, consumer, trade, CRM, digital, and e‑commerce touchpoints.
  Strong business acumen with a data‑driven mindset to manage performance, budgets, and portfolio decisions in support of sales, profit, and market share growth.
  Highly collaborative team player with strong interpersonal skills, capable of influencing and partnering effectively across cross‑functional teams and external agencies.
  Proficient in computer‑based programs, including spreadsheets, presentations, and basic graphic or content review tools, to support analysis, planning, and execution.
  Excellent verbal and written communication skills, with the ability to clearly articulate brand strategy, activation plans, and performance insights.
  Self‑driven, resilient, and execution‑oriented, with the ability to thrive in a fast‑paced, highly regulated environment.