Head of Consumer Marketing

工作摘要/目的Job Summary / Purpose
This role leads consumer marketing for Coloplast‘s Ostomy Care and Continence Care portfolios in China, with a focus on consumer acquisition, brand preference, loyalty, and long term retention.

Key responsibilities include defining product and portfolio positioning for consumer/patient audiences, building brand awareness, and optimizing patient acquisition and conversion paths. Manage for all consumer marketing activities across portfolios incl. pricing, channels, services, consumer insights, data analysis to maximize China’s community potential.
The role collaborates closely with global and local cross functional teams (HCP marketing, sales, medical, digital, etc.) to develop and execute consumer marketing plans tailored to the China market.,also aim to strengthen our consumer-facing capabilities.

主要职责/责任Essential Duties / Responsibilities
Consumer Marketing Strategy & Execution
-Develop and implement annual consumer marketing plans based on global strategic frameworks and local market insights
-Define product positioning and brand communication strategies for consumer audiences, ensuring clear brand perception in consumers’ mind
-Plan and execute integrated marketing campaigns across online and offline channels to drive brand awareness and consumer engagement
Consumer Insights & Data Analytics
-Conduct in depth research on ostomy and continence patients behaviors, needs, pain points, and unmet needs – generating actionable consumer insights
-Evaluate marketing campaign performance through data analysis, continuously optimizing investment and ROI
-Build and maintain consumer dashboards tracking key metrics
-Lead China consumer marketing strategy, including marketing planning and implementation based on global guidelines and tools and leveraging on China’s resources and experience
Scale up consumer marketing resources and activities to drive new shoppers across all channels
Implement online Attribution Model to help ensure correct investments, pricing and optimal ROI
Establish patient ambassador program and develop patient organizations to convert patients to CP
Ensure high marketing effectiveness and ROI on campaigns through data 
Closely work with sales team to develop and apply appropriate local tactics and activities to the above-mentioned strategies and finally turn those into business result against preposition and planning 
Collaborate with global team to define tailor made local marketing initiatives including pipeline, launch plan, maximization plan etc. to deliver business result 
Co-work with local functions like regulation, legal, medical marketing, and patient education etc. to deliver consumer centric content to influence best business results. 
Develop a high-performance marketing team to grow business and organization in sustainable way 

任职资格Job Qualifications 
Bachelor's degree, MBA preferred
Professional marketing qualification with minimum of 8 years’ experience in marketing in FMCG/healthcare consumer/pharm/Nutrition or related industries, of which 3 years should be in management role
Fluent on oral & written English

岗位胜任力Competencies – apart from global competencies
Strong strategic thinking on big picture & framework, meanwhile hands on based on reality and local insight. 
Strong process and numerical skills with an analytical approach to marketing and an ability to identify and report on trends and insights
Proven track record of implementing successful marketing and consumer strategies using multiple channels (direct marketing, medical marketing, telemarketing, digital, social llmedia etc.) 
An expert at managing multiple, complex projects across different stakeholders and moving these projects forward by getting timely consensus and/or differences resolved
Independent thinker and a good team player, with abilities to convince stakeholders cross-functionally and change management.  Able to work independently to achieve this. 

Pursuing an ambitious growth agenda, Coloplast develops and markets products and services that make life easier for people with intimate healthcare needs. Employing about 16.000 people and with products available in more than 143 countries, we are one of the world´s leading medical device companies. We are constantly growing our business and always looking for new ways to move forward – we explore, learn and look for new ways of doing things.

Coloplast is committed to being an inclusive organization, where people bring their differences to work each day, fulfil their potential and have a strong sense of belonging because – and not despite – of their differences. We therefore encourage all qualified candidates to apply regardless of gender, age, race, nationality, ethnicity, sexual orientation, religious belief or physical ability.

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