**Principal Duties (Core Job Responsibilities):** + Develop annual/monthly DTC engagement plans to drive new user acquisition, retention, and lifetime value across brands. + Lead planning, deployment of large retail brand activation team(+300, 3rd party employed) + Collaborate with ethical and retail sales teams, along with marketing teams, to integrate various touchpoints of the consumer journey, including selecting outlets/clinics and executing activation runs to drive new users. + Manage the entire CRM and Loyalty Business of ANI PH by defining and driving necessary CRM team structure for +60 teleagents + Build customized consumer journeys by leveraging appropriate touchpoints to maximize new user generation and retention. + Partner with brand marketing to develop consumer segmentation with tailored and relevant marketing messages to maximize campaign effectiveness. + Collect, connect, and predict consumer behaviour, managing signals to interpret and react in real-time (trend analysis, data filtering, listening, adaptive strategies). + Measure, analyze, and report performance of retail promoters and CRM teleagents, continually assessing the relevance and value of activation and CRM initiatives to drive improved return on investment and resource prioritization. + Lead the S&OP for managing consumer inquiries and complaints. + Control the Activation and CRM budget with rigorous tracking and prioritization to deliver on business plan commitments. **Accountabilities:** 1. Oversee the development and execution of annual PG activation (budgeting, planning, deployment, tracking) and CRM plans across all brands with clear KPIs, participating in presentations to Abbott senior management as required. 2. Create and oversee the execution of end-to-end consumer journeys to maximize consumer lifetime value. 3. Lead the tracking and analysis of performance to ensure KPIs are met and initiate corrective measures where necessary. 4. Closely collaborate with Brand Marketing, Ethical Sales, Trade Sales, Finance, and other functional areas to ensure solid implementation of DTC programs to achieve ANI goals. **Reportees:** + 1 Direct ANI with indirect responsibility for over 300 PGs and over 60 CRM teleagents employed by third parties **Knowledge & Experience:** + Experienced in Managing large external promotional agencies and teams + SFE, Data analytics and segmentation + P&L responsibility + Budget management + Organization development **Competencies Required:** + Strategic with drive for results + Planning and organizing + Monitoring and attention to details + Analytical thinking + Decisiveness **Minimum Qualifications:** + University degree + 10+ years of experience in FMCG/healthcare/wellness/agency with at least 3 years of CRM functional leadership An Equal Opportunity Employer Abbot welcomes and encourages diversity in our workforce. We provide reasonable accommodation to qualified individuals with disabilities. To request accommodation, please call 224-667-4913 or email corpjat@abbott.com