Product Manager Livestock – VPS Portfolio

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 utilise all possible streams including digital tools and social media.

• 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 programmes 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 demand planning team
• Own and manage the Direct Marketing Expenditure (DME) budget using thorough market analysis and appropriate prioritisation. Make calculated judgments that ensure expenditure drives sales
• Analyse 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 maximise 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

• Own segmentation, targeting, positioning, messaging and lifecycle strategy for assigned portfolio, including launch and in-market optimisation.
• 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. Analyse and interpret; using results of analysis to inform commercial decision making and adapt quickly where needed

• Develop mutually beneficial and productive partnerships with product stakeholders, including corporate accounts, with a common goal of maximising 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…