States considered: NJ, Remote - US

Role Description

Global Diagnostics Cross-Portfolio Senior Marketing Manager

• The U.S. Diagnostics Cross-Portfolio Senior Marketing Manager plays an important role in enabling the success of diagnostics in a dynamic and growing business unit. Working in concert with Global Diagnostics colleagues, this person leads all aspects of positioning, messaging/narrative, and multi-channel tactics for the Zoetis Diagnostics story, ensuring consistency with the overall Zoetis brand. This individual will lead the development, implementation, and measurement of above product, cross-portfolio communications, content and multi-channel tactics to advancing awareness, consideration and acquisition of the Zoetis Diagnostics portfolio. These communications are designed to grow awareness of the Zoetis Diagnostics portfolio of product and service solutions and build the reputation of the Zoetis Diagnostics business. This role will lead the efforts to establish Zoetis Diagnostics as a comprehensive, credible, best-in-class Diagnostics provider through relevant, and meaningful content that supports U.S. Diagnostics' full portfolio and long-term growth strategy. This individual will be laser focused on knowing, engaging, and growing the customer via defining and reaching specific veterinary professional target audiences, including Corporate and Specialty customers, through multiple channels including field force and social and digital channels. This individual owns the creative campaign look and feel for Zoetis Diagnostics, including brand guidelines to drive consistent brand execution across teams and markets. This individual should use customer insights and market performance to optimize communications through customer and field feedback, market research, media performance, an industry trends and market reports. This individual is also responsible for partnering with Product Management and Regional Marketing on customer product platforms and communications to ensure consistent branding and messaging and optimal customer experience and value.

The success of this role is largely dependent upon,

• Ability to lead and influence, using customer insights to drive decisions and gain alignment with cross-functional leaders and peers in Marketing, Medical Affairs, Product Management and other functions
• Growing awareness and positive attitudes/reputation among target customers, leading to increased placements and usage of the Diagnostics portfolio of products and services
• Ability to develop on-strategy and compelling marketing communications aligned with the portfolio positioning and narrative to drive awareness, consideration and leads
• Ability to strongly lead agency partners to develop and execute media plans that ensure we are targeting, reaching and engaging optimal customer segments, set KPIs and measure performance to optimize short and long-term based on performance.
• Understand the competitive diagnostics landscape and what competes for our customer's attention, leveraging insights to drive development of differentiated Zoetis Diagnostics portfolio communications and as well as product platforms
• Drive awareness and usage of services that provide specialist support and value to veterinary customers to deliver elevated care s.
• Leverage partnerships with leading PIMs providers to extend our reach in market and to be a lead voice to partner with Product Management to optimize the customer experience
• Understand and drive Zoetis Diagnostic's unique offerings across the ecosystem of connectivity, testing, and specialist support to maximize opportunities and help customers to elevate care
• Ability to identify opportunities, develop strategic and tactical plans, and lead and drive critical marketing initiatives from conceptualization through execution.
• Ability to lead and influence Marketing, Medical and Product Management leaders and peers to deliver key business initiatives and ensure an optimal customer experience with Zoetis Diagnostics
• Ability to work across teams and groups and collaborate as a true partner, including the ability to synthesize and connect key tactical elements across Diagnostics marketing teams and other internal key stakeholders
• Aptitude with which to make thoughtful decisions in real-time and confidently make recommendations to manager, leaders and peers
• Commitment to continuous improvement and optimization of the customer experience and communication engagement across Diagnostics marketing
• Successful day-to-day partnership with Diagnostics Customer Experience Marketing, Portfolio Marketing, Regional Marketing, Marketing Operations, C&S, Medical and other cross-functional teams

Key Responsibilities:

• Leads annual planning of marketing strategy plus communications and customer experience tactics for the above-product Zoetis Diagnostics story
• Leads above-product portfolio positioning, messaging, content development and tactics while partnering and collaborating with portfolio product marketing team
• Develop and optimize compelling, on-strategy, and consistent marketing communications for use globally
• Drive roll-out of messaging, campaigns and tactics in global markets, partnering with Regional Marketing team
• Execute tactical plans across field force and digital marketing communications channels as well as product platform customer experience
• Create all above product advertising and content initiatives to drive business objectives of creating awareness of the Zoetis Diagnostics portfolio of products and services, unique specialist support, to drive awareness, consideration and leads.
• Proactively collaborate with key stakeholders including our marketing team, medical team, creative agencies, corporate brand and communications, field force colleagues, and others.
• Confidently make recommendations and decisions and lead with influence to align cross-functional leaders and peers to advance marketing initiatives
• Lead and direct agencies to create, display, distribute and measure best in class creative and content according to deliver on strategic initiatives
• Manage the day-to-day execution of paid media and organic campaigns with a hands-on history of using email marketing, social media, influencer/testimonial marketing, digital advertising, SEM, and website.Deliver strong and consistent engagement through digital channels ensuring campaigns are delivered on schedule, are completed within budget, and achieve performance targets.Analyze campaign results and taking proactive steps to modify when needed.
• Partner with Portfolio Marketing team to deliver comprehensive portfolio messaging and tactics that work together to deliver on business goals
• Direct agencies on art direction, copywriting and editing to ensure compelling, on-strategy, and consistent communications exceptional
• Direct agency to develop and execute media plans that ensure we are targeting, reaching and engaging optimal customer segments; set KPIs, measure performance, and optimize short and long-term media placements and content based on performance
• Work with Marketing Communications to obtain Medical, Legal and Regulatory approval of marketing assets
• Ensure brand, voice and tone consistency, relevancy and ongoing optimization to messaging and creative look and feel. Maintain and update brand guidelines, digital asset management, and other platforms as needed. work with Petcare B2C on pet owner communications.
• Adjust and optimize annual plans based on new learnings and to capitalize on new market opportunities
• Work with field force, vendors and internal market research team to generate, share and utilize meaningful customer insights and track Zoetis Diagnostics awareness, attitudes and usage to measure progress towards goals.
• Responsible for managing the Advertising and Promotion Budget for assigned area and meeting budget target

QUALIFICATIONS

• Mastery of strategic marketing, brand development and growth, and marketing/finance principles
• Strong track-record of developing and executing brand/product marketing communications and tactics
• Mastery of multi-channel marketing, planning and execution: marketing communications and content creation, digital marketing, paid media and field force enablement
• Brings fresh thinking and ideas to the table and accompanies every problem with a solution
• Strong ability to drive ideas through execution and gain alignment by leaders and stakeholders in a matrixed organization
• Demonstrated knowledge of organizational acumen and working in a matrix organization
• Strong presentation/facilitation skills with large and small audiences and at all levels of the organization
• Strong ability to influence and collaborate across company functions and levels and thrive in a matrixed organization
• Strong organizational and project leadership skills
• Responsible steward of Zoetis resources.
• Operates honestly, transparently and with integrity - day in and day out.
• Can persevere, meet challenges, and bounce back from adversity.

DESIRED REQUIREMENTS

• 7-10+ years' experience in marketing with a strong track record of driving effective business and digital strategies. Strong business acumen with ability to think strategically and innovatively
• Experience in brand management, marketing communications and content and paid media planning preferred
• Experience in P&L management and A&P Budget management and achievement of goals
• Proven ability to develop partnerships and collaborate across functions and business divisions
• Strong capability and experience directing and managing agency relationships
• Demonstrated planning and execution skills across multiple projects
• Proactive, collaborative, organized, curious, willing to adjust and optimize plans based on new learnings and opportunities
• Demonstrated blend of creative and analytical talent
• Strong presentation/facilitation skills with large and small audiences
• Strong communications and team-building skills across company functions
• Strong organizational and project leadership skills
• Demonstrated knowledge of organizational acumen and working in a matrix organization
• Bachelor's degree in Business, Marketing, Communications or a related field
• MBA preferred

Please note while Parsippany, NJ is listed as the primary location, this role can also be based remotely within the US. Travel to the Parsippany, NJ Home Office will be required as needed if remote based.

Any unsolicited resumes sent to Zoetis from a third party, such as an Agency recruiter, including unsolicited resumes sent to a Zoetis mailing address, fax machine or email address, directly to Zoetis employees, or to Zoetis resume database will be considered Zoetis property. Zoetis will NOT pay a fee for any placement resulting from the receipt of an unsolicited resume.

Zoetis will consider any candidate for whom an Agency has submitted an unsolicited resume to have been referred by the Agency free of any charges or fees. This includes any Agency that is an approved/engaged vendor but does not have the appropriate approvals to be engaged on a search.