POSITION SUMMARY
A new role within the International Vet Engagement Team, the Marketing Engagement Manager, will ensure that Zoetis delivers world-class Vet focused Omnichannel marketing campaigns that are aligned across all touchpoints in the customer journey.
The International Centre of Excellence (COE) in partnership with the International Operations leadership team (IOLT), country organizations and above market teams such as CX, GCD and ZTD will develop an annual program of strategic activities to support the delivery of enterprise growth targets at market level aligned to International key priorities delivering both, operational and marketing excellence with the aim to enhance Customer Experience. The Category Mgmt. Leads own the plans and value propositions for their respective categories and brands, supported by the VetOps & OR teams and based on market and customer insights and grounded on real world evidence. Based on those category plans and the defined key marketing and sales tasks and messages, the Vet Engagement team will together with the Pet Owner Engagement team, Learning & Development, Strategic Pricing and Revenue Management, and Digital Platforms team develop and provide markets with omnichannel, 360 customer engagement strategies and campaigns that ensure customers are having a consistent and engaging experience across all touchpoints, including Digital, Field Force and Insides Sales.
The primary objective for this role is to partner with Category Management Leads, Pet Owner Engagement team and in market teams to define customer touchpoint journeys to support the execution of the brand/category strategy, achieving the desired A to B shift through the orchestration of seamless and consistent customer experiences for veterinarians across various communication and sales channels, built on data insights. This role will lead the development of the customer touchpoint journeys for different target customers, segmented based on behavioural attributes and direct the development of content to support personalized, i.e. customer segment-specific interaction. For select markets, the role will support the “localization” and deployment of campaigns in collaboration with in-market and other COE teams. The role will support the identification of Impact indicators, ensuring ongoing optimization of journeys and content to deliver the highest impact.
The role involves stakeholder management, alignment, planning and execution across multiple international markets and above-market teams.
POSITION RESPONSIBILITIES
Omnichannel Campaigns
1. Lead the delivery of prioritized Vet Engagement marketing campaigns for key brands/categories across International in close collaboration with key markets (Sprint Teams) selectively support markets to activate, deploy, monitor and optimize, in a timely and seamless manner
2. Develop, maintain and optimize category-agnostic customer segments based on behavioural attributes as foundation for a more targeted customer engagement. (WHO)
3. Develop touchpoint customer journeys and identify the optimal engagement strategy for relevant customer segments, based on data and insights. (HOW)
4. Guide and partner with the internal content team for the development of content and formats delivering the core messages consistently (WHAT) to achieve the desired A to B shifts as per brand/category strategy for the targeted segments (WHY)
5. Develop and lead standards, methodologies and best practice across Channel Engagement, including adherence with internal, regulatory and compliance requirements.
6. Partner with Category Leads, and advocate for an omnichannel approach, identifying and implementing best practice, and actively promoting digital channels to amplify the field force, to commercial leaders in International.
7. Accountable for delivering increased customer engagement.
Lead Localization with Markets
8. Act as a trusted advisor to in-market colleagues, working closely with comm op’s, marketing, and digital teams to support localization of international engagement campaigns in select markets that drive commercial impact, based on data and customer insights.
9. Partner with Change Management Lead and in-market L&D to drive end to end consistency in the implementation & deployment of engagement campaigns across sales and marketing channels in markets and in alignment with the Category/Brand strategy.
10. Perform regular omnichannel readiness assessments and in collaboration with Change Management Lead, guide L&D and Digital Platforms team to ensure the right capabilities are in place .for successful campaign deployment.
Performance - Data and Insights
11. Develop operational rhythm with lead markets (Sprint Teams), incorporating planning, campaign performance reviews and ongoing optimization and testing to improve performance
12. Work with agency partners across strategy, creative and channel, driving cross-agency collaboration to deliver continuous performance improvements
13. Together with lead markets, continuously optimize channel strategy in and above market by partnering with Customer Insights & Analytics manager to analyse segment-specific customer behaviors, preferences, and channel usage to inform campaign channel strategies.
14. Working closely with the Insights & Analytics team, proactively share campaign performance vs KPIs with local markets, and use data to proactively identify new opportunities to improve or expand campaigns
15. Stay informed about industry trends, emerging technologies, and best practices in channel and omnichannel marketing.
ORGANIZATIONAL RELATIONSHIPS
16. Centre of Excellence (CoE) Customer Engagement Teams, Category Managers and other CoE teams
17. Cluster Vice Presidents and Commercial Operations colleagues in International
18. Local Market Digital & Marketing colleagues
19. Global Corporate Communications and Branding teams
20. Global CX team
21. Analytics & Research Teams
22. ZTD and Data Scientists
23. Legal & Regulatory
24. Counterpart in US organization
External:
25. Media Agencies
26. Creative Agencies
27. Specialist digital partners
RESOURCES MANAGED
Supervision
• Managing self
• Member of CoE
• Possible travel in country and abroad
EDUCATION AND EXPERIENCE
28. Minimum of 5 years’ international marketing or digital marketing experience, ideally in a regulated industry
29. Experience developing integrated marketing campaigns that drive commercial results, with a particular focus on Customer centric, content marketing and channel engagement
30. Commercially focused, with an understanding of measurement programs required to quantify the commercial impact of multi-touch campaigns, e.g. Marketing Mix Modelling, etc.
31. Proven ability to drive cross-functional collaboration across internal and external stakeholders to deliver results
32. Capable of navigating matrixed organizations to drive and champion change while being collaborative
33. Demonstrated ability to communicate, present and influence credibly and effectively at all levels
34. Capable of translating complex concepts into simple and actionable narratives
35. Strong project and process management skills with exceptional attention to detail
36. Experience working in or with agencies – media, creative and specialist digital partners
37. Experience working in a regulated industry is preferable
38. Excellent English language communication skills - both written and verbal (other languages a plus).
TECHNICAL SKILLS REQUIREMENTS
39. Leadership skills ability to influences, motivate, identify opportunities for growth
40. Outstanding communicator internally and externally
41. Proven to produce outstanding results as a leader of teams/projects
42. Ability to organise and prioritise multiple projects in a fast-paced, dynamic environment
43. Ability to oversee complex, cross-regional projects that require input from internal and external stakeholders
44. Results oriented and ability to meet tight deadlines
45. Strong knowledge and expertise in digital marketing disciplines; digital customer experience brand and marketing planning
46. Effective at managing complexity and scope
47. Strong networking skills, builds successful and effective relationships
48. Customer centricity with a strong service orientation, champions a customer focused environment
PHYSICAL POSITION REQUIREMENTS
The role is Dublin office based and the successful candidate will be required to be office based 2/3 days a week. Zoetis supports a hybrid work environment.
Full time
Legal statement as below
This job advert indicates the general nature and level of work expected. It is not designed to cover or contain a comprehensive listing of activities or responsibilities required of the incumbent. Incumbent may be asked to perform other duties as required. Additional position specific requirements/responsibilities are contained in approved training curricula.
Visa status re must be eligible to work and live in Ireland as below
Colleague must be legally eligible to live and work in Ireland.
Summary of our Benefits
In addition, to being part the world leading animal health company focused on the needs of those who raise and care for animals we offer a range of benefits such as competitive salary, bonus, 25.5 days holiday per annum plus public holidays, a defined contributory pension plan, private medical insurance for you and your family and empowered flexible working, to name a few.