工作摘要/目的Job Summary / Purpose
This role will be responsible for introducing and marketing consumer-driven product portfolio through channels including hospitals, pharmacies, and e-Commerce platforms. The scope covers defining product and portfolio positioning and messaging to consumer users, driving brand awareness, streamlining prospect patient traffic, designing selling points based on the pain points/needs analysis, and implementing digital marketing initiatives across all digital channels, including platform, web, mobile, social media, content marketing, O2O and CRM, among others.

主要职责/责任Essential Duties / Responsibilities
Launch new product with strategic and tactical planning for consumer-consumption dominated product lines
Define product and portfolio positioning and differentiation strategies for consumer segment.
Conduct consumer segmentation by deeply understanding patient journey and define the target segment(s) to drive prospect patient reach, brand awareness, and acceptance
Develop content strategy for targeted consumer segment(s) along their buying process and manage the right content in the right digital channel to attract the right consumer segments
Manage social medica accounts (Consumer and HCP-focused) adopting the content strategy to enhance consumer awareness
Define Wound Care China E-commerce marketing plan by platform(s) in accordance with brand/product portfolio strategy and platforms agenda to drive new user acquisition and increase unit purchase size
Plan, implement, track, and evaluate eCommerce campaigns and shopping festivals, and optimize effectiveness and make action upon business target
Promotion resources management and assessment of investment ROI by channels
Budget management (planning & tracking) by channel segment at monthly basis
Closely work with TP and product marketing team to drive flagships traffic and purchase via. performance marketing, paid media, content marketing, In-platform SEO, among others
权限Authorities (non-exhaustive list)
Formulate product and portfolio strategy with targeting and positioning plan
Formulate consumer engagement plans through purchase journey
Manage marketing funnel starting from lead generation to purchase
Build E-commerce marketing framework, governance, and expertise of consumer marketing
Leverage Wound care marketing team expertise and transfer relevant activities, skillsets, know-how into consumer marketing campaigns
Approve spend and administration in accordance with company policies
任职资格Job Qualifications
Bachelor’s degree or above in Marketing, Business Administration, eCommerce, or equivalent discipline with good professional foundation and knowledge
More than 3 years of work experience in product marketing and 2-year working experience in eCommerce (Tmall/JD) marketing in a reputable FMCG, Medical device/Pharma/OTC/Adult care or related industries
Proven record of product marketing on segmentation, targeting, and positioning
Knowledge and experiences of inbound marketing to acquire new customer group
Experience with content marketing through social media platforms
Be familiar with key metrics & strong data analysis capability f
Strong communication, multiple task management skill and project management.
Ability to work under pressure and collaborate effectively with partners inside of the organization
岗位胜任力Competencies – apart from global competencies
Proven track record of product positioning & messaging, implementing successful digital marketing and consumer campaigns using multiple channels (direct marketing, medical marketing, telemarketing, web, social media etc.)
Strong process and numerical skills with an analytical approach to marketing and an ability to identify and act on trends and insights. Knowledge of segmentation driven by data mining.
An expert at managing multiple, complex projects across different stakeholders and moving these projects forward by getting timely consensus and/or differences resolved
Good communicator, willingness to share knowledge and able to get buy-in quickly
Independent thinker and a good team player, with abilities to convince stakeholders cross-functionally and change management. Able to work independently to achieve this.
Good English (Written and Spoken) is a must
技能Skills
Good presentation & analytical skills
Problem-solving capability
Working knowledge of CRM database and campaigns