Abbott
Healthcare
BrandActivationSpecialist
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“Brand Activation Specialist at Abbott. Skills: Brand Activation, Marketing Plans, Cross-functional Leadership, Performance Management. Develop annual brand plan. Translate brand strategy into charter”
What You'll Achieve.
drive brand building; drive end-to-end activation; drive sustainable short- and long-term growth in sales, profitability, and market share; ensuring activation excellence; consistent brand experience; in-market performance; drive return and brand impact; disciplined spend management; linkage between activation plans and volume delivery; ensuring activation support at launch and post-launch stages; tracking sales, market share, activation effectiveness, media performance, new user acquisition, retention, and other KPIs against the brand charter; ensuring brand understanding, compliant execution, and activation consistency
Industry & Context.
Continuous sitting for prolonged periods (more than 2 consecutive hours in an 8 hour day)
What They're Looking For.
Must Have
Minimum 5 years of relevant marketing experience, Proven ability to drive end-to-end brand activation, business acumen with a data-driven mindset, Proficient in computer-based programs, including spreadsheets, presentations, and basic graphic or content review tools, Excellent verbal and written communication skills, Self-driven, resilient, and execution-oriented
Nice to Have
preferably with exposure to trade marketing and/or sales, preferably in Business
What You'll Do.
Develop annual brand plan
Translate brand strategy into charter
Drive end-to-end brand activation
Partner with agencies
Lead demand planning process
Deliver on forecast accuracy
Manage brand portfolio
Lead performance reviews
Develop product training
How You'll Work.
Team & Collaboration
Working cross-functionally; Partner with media and creative agencies; collaboration with sales and supply chain teams; Lead monthly category and brand performance reviews with cross-functional stakeholders; balancing scientific credibility, brand storytelling, and engagement
Communication Scope
Excellent verbal and written communication skills; ability to clearly articulate brand strategy, activation plans, and performance insights
Full Job Description
## **JOB DESCRIPTION:** **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 m
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