Zoetis
Product Manager Livestock - VPS Portfolio
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Role Description
Job Purpose
The Product Manager role owns the marketing strategy for a defined group of animal health products. They are responsible for the development and implementation of the marketing information and activities that the field force deliver to the customer.
The marketing strategies they develop are designed to deliver appropriate impact, product positioning, market growth, and profitability. The activities they undertake support the wider Zoetis marketing strategy and the company-wide direction for each product or service.
The person in role is required to develop collaborative and productive partnerships with colleagues in the cluster. They work closely with the field force colleagues to deliver maximum impact with every product campaign. They create a strong partnership with the distributors in the cluster and provide marketing support for their product portfolio. They work alongside other marketing colleagues to generate holistic campaigns that utilize all possible streams, including digital tools and social media.
Core Responsibilities
Planning
- Lead the development and implementation of annual strategic marketing plans for focus and core products that contribute to the delivery of the operating plan using the Zoetis framework.
- Alongside the cross-functional teams, work with field force to ensure alignment of marketing programs to the marketing strategy, sales activities, and account plans.
- Use detail of promotional plans to develop, review, and revise sales forecasting and inventory management, taking into account seasonal variations and market demand.
- Complete the monthly forecasting process and conduct monthly forecast meetings with the demand planning team.
- Own and manage the Direct Marketing Expenditure (DME) budget using thorough market analysis and appropriate prioritization. Make calculated judgments that ensure expenditure drives sales.
- Analyze DME spending activities and their effectiveness. Take results of return on investment analysis forward to inform future spends and activities.
- Determine and agree with Marketing Manager and Business Unit Director the appropriate pricing structure to maximize sales and profitability. Consider value-based pricing and market conditions.
- Maintain expertise with the evolving portfolio of products, services, pricing, competition, market and industry trends.
- Conduct regular customer visits to gain customer insights. Use this knowledge to feed into marketing plans.
Marketing Campaigns & Demand Creation
- Own segmentation, targeting, positioning, messaging, and lifecycle strategy for the assigned portfolio, including launch and in-market optimization.
- Develop and deliver marketing campaigns that achieve appropriate impact, market growth, and profitability, with consideration for both the short and long term.
- Focus on the customer journey to understand how best to reach the customer at each touchpoint - lead omnichannel activation planning, execution, and performance measurement (KPIs, ROI), using test-and-learn to improve effectiveness.
- Provide ongoing support, guidance, and training to sales teams to ensure all promotional materials and events support marketing priorities and objectives for each product and campaign.
- Create campaigns that allow marketing messages and product information to be easily translatable into the context of the Solution Selling model.
- Work closely with relevant Sales Manager and L&D to agree training priorities and development plans for field force teams.
- Gather data and feedback from a range of sources - market data, customer visits, field force feedback, market research, publications, conferences, and industry contacts. Analyze and interpret; using results of analysis to inform commercial decision-making and adapt quickly where needed.
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Relationships
- Develop mutually beneficial and productive partnerships with product stakeholders, including corporate accounts, with a common goal of maximizing commerciality of products and services.
- Lead cross-functional activities and campaign project management including timelines, risks, and stakeholder alignment.
- Engage with the internal marketing community to enable sharing of best practice.
- Draw on the broad knowledge of your colleagues and network to find business growth opportunities.
- Seek customer-centric input from the sales team into marketing plans and programs.
- Contribute to the success of the business unit by sharing best practice with colleagues, proactively contributing ideas, and supporting others to do the same.
- Create a strong partnership with all the relevant external stakeholders (e.g., agencies, external vendors, KOLs, distributor network, Corporate Key Accounts) to deliver high-quality, compliant assets on time and on budget.
Compliance
- Maintain high standards of business conduct and compliance, adhering particularly to Pharmacovigilance Policy, Global vet Policy, Zoetis values, travel & expenses policy, and local codes of practice.
- Ensure all promotional materials follow internal approval workflows and local codes; accountable for compliant claims and substantiation in partnership with relevant functions.
- Ensure the recording of accurate business records and communicate effectively, sharing information with other stakeholders.
- Manage allocated Direct Marketing Expenditure (DME) budget with tight control to avoid overspends.
Key Skills
Capability in, or potential to develop:
- Knowledge and proven experience of key marketing disciplines and marketing techniques.
- Commercial focus with proven strong financial acumen - especially pricing optimization.
- Analytical thinking, able to interpret data and information from multiple sources and draw strategic requirements from it.
- Communication skills; strong written, verbal, and presentation skills.
- Strategic and innovative thinking.
- Relationship and stakeholder management, interpersonal skills, and influencing abilities, including at senior leadership level.
- Fluent English required.
Behaviours
- Our Colleagues make the difference
- Drive your ongoing learning. Keep your product and market knowledge sharp.
- Be an ambassador for our solutions - know them inside and out, and continue to learn.
- Harness the momentum from success and the learnings from failure. Use it to drive forward.
- Always do the right thing
- Be clear, open, and true to our products. Develop solutions that represent our products honestly and accurately.
- Help build the reputation of our brand by understanding and supporting the things that we stand for.
- Customer obsessed
- Keep the customer at the heart of every campaign, every tool.
- Interpret and anticipate the customer's needs and be proactive in delivering a solution.
- Run it like you own it
- Focus on continued success. Deliver short-term tactical offers and drive long-term sustainable growth.
- Deliver on your commitments to customers and colleagues. Do what you say you'll do - and quicker and better.
- We are one Zoetis
- Give sales team timely information and support that helps them to deliver their role.
- Draw on the knowledge and resources of your colleagues to build meaningful and holistic campaigns.
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Training & Qualifications
- Bachelor's Degree qualification in Marketing.
Experience
- Experience in a marketing role is required (2 years minimum).
- Experience working with digital technology is required.
- Professional experiences gained in Livestock industries advantageous, but sectors outside of Animal Health & Livestock are welcomed.
Travel Requirement
- Occasional travel in the UK and abroad.
- Full and clean driver's license.
About Zoetis
At Zoetis, our purpose is to nurture the world and humankind by advancing care for animals. As a Fortune 500 company and the world leader in animal health, we discover, develop, manufacture, and commercialize vaccines, medicines, diagnostics, and other technologies for companion animals and livestock. We know our people drive our success. Our award-winning culture, built around our Core Beliefs, focuses on our colleagues' careers, connection, and support. We offer competitive healthcare and retirement savings benefits, along with an array of benefits, policies, and programs to support employee well-being in every sense, from health and financial wellness to family and lifestyle resources.
Notice
Zoetis Recruiters will contact candidates via email from an address ending in @zoetis.com and may also initially connect with candidates through LinkedIn, including LinkedIn InMail. Zoetis does not use Gmail, Outlook, Yahoo, or other web-based/generic email domains to communicate about job opportunities, interviews, or offers of employment. If you receive a recruitment-related email message claiming to be from Zoetis that does not come from @zoetis.com, please treat it as suspicious. For your security, do not reply, click links, open attachments, share personal or financial information, or send money in response to unexpected or questionable recruitment communications.
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