Digital Go-To-Market Manager

* Job Purpose
The Digital Go-To-Market Manager will craft Digital Only (DO) brand strategies and communicate campaign requirements to regional/global digital campaign execution team. He/she will track and monitor the A&P spends and allocated budget to optimize the spends. He/she will also be responsible for monitoring the effectiveness of digital campaigns and accordingly, revise the brand strategy and improve the campaign planning.
*Key Responsibilities
This Digital Go-To-Market Manager role will provide the opportunity to lead key activities to progress career. These responsibilities include some of the following:
Brand Strategy, Campaign and P&L Planning
- Develops strategic plan for the select digital brands and products
- Develops brand goals, defines, and reviews brand positioning and competitive differentiation, digital channels, and messaging in all aspects
- Designs and drives campaign planning for awareness, engagement, content, and social media strategy for the brand, ensuring continuous conversation and engagement in tune with the target HCPs and their preferences and needs
- Defines the strategy for digital campaigns and collaborates with relevant regional/global team (responsible for campaign execution) for successful campaign execution
- Leads P/L planning (including A&P spends) and budgetary control of the digital brands and its digital marketing and channels
- Monitors field force performance to effectively market assigned products/services in collaboration with regional/global teams
- Ensures proper digital portfolio management to meet LOC (country) KPI targets
- Ensures affiliate marketing plans are aligned with the strategy and portfolio imperatives and are reviewed and challenged/remedied as needed
Performance Tracking
- Monitors, analyzes, and evaluates brand performance and customer feedback to generate new/innovative ideas to improve the brand performance and enhance the customer experience (CX)
- Devises strategies to drive engagement of digital brands and products, tracking conversion rates and driving ongoing timely improvements
- Acts on content effectiveness insights to ensure an optimal mix of scientific / promotional / pull & push content for meeting the information needs of the target customers, with the right usability, design, and purposeful content
Cross-Functional Collaboration
- Shares campaign requirements with relevant regional teams to support the delivery and execution of local brand strategy
- Liaises with regional teams to design campaigns and collaterals for the product/service that are effective and appropriate for the target HCP segment
- Works collaboratively with the Business Unit Directors (BUDs), and Medical teams to incorporate local HCP insights & brand objectives/ performance goals in campaign planning
Project Management & Support
- Formulates a clear and well-communicated project management plan for digital GTM execution
- Initiates and supports the selected local activities to achieve digital impact and other relevant growth targets across brands
- Ensures the availability of the right level of digital competencies and resources within the organization and via partners/vendors