Download Memo - Nutricia

Digital Category Manager UKIR (Adult, OTC & OTx)
Department
Medical Marketing
Direct Reports
0
Reports to
Senior Digital Manager
Danone Grade
9
Location
Trowbridge/Ealing
Date
May 2015
Overall Purpose of the Job
1-2 sentences here to sum up the job purpose (Mission Statement)
Part of the Danone Group – working in the marketing team of the Nutricia Medical Division in UK and
Ireland. The Digital Category Manager is responsible for managing the digital execution of the
category objectives for the Adult, OTC (Complan) and OTx (Souvenaid) categories across the UKIR
cluster. The Digital Category Manager will look for the insights and opportunities to drive the category
objectives through the digital channel and ensure all digital activities are meeting these objectives i.e.
websites & apps, acquisition and CRM to drive business growth with a view to outlining a 12-month plan
for each of the above categories.
Key Responsibilities
This section should list the most important, current duties and responsibilities for the job (maximum 8 – 10)
1. Develop 12-month aligned digital execution plan per category
2. Manage key digital projects in-category (i.e., Web Builds, Apps, CRM)
3. Shape and execute digital marketing activity in-category (i.e., PPC, Email Marketing, CRM)
4. Work cross-functionally to identify new growth opportunities. Define and deliver new projects and
initiatives
5. Optimise existing digital offerings, tools and techniques to enhance the customer experience
6. Build long-term digital capabilities into category (i.e., CRM programmes, data integration)
7. Champion web data. Work with team and cross-functionally to activate insights.
8. Advocate the digital mind-set. Provide knowledge and expertise on best-in-class digital marketing
techniques to drive change in the business.
Digital Category Manager UKIR (Adult, OTC & OTx)
Main Challenges
Use this section to capture the main challenges the job holder will face in the job.
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PLANNING: Working cross-functionally to develop a brand-aligned digital strategy per category.
Ensure input throughout key marketing planning processes.

PROJECT MANAGEMENT: Managing multiple complex digital projects in coordination with
internal and external stakeholders (i.e. marketing, medical affairs, sales, IT/IS, customer service,
digital agencies).
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EXECUTION: Developing and implementing integrated digital marketing campaigns for both HCP
and consumer target audiences, supporting both offline and online activation.
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TOOLS & TECHNIQUES: Working with a variety of digital tools and techniques to execute the
digital plan
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DIGITAL EXPERTISE: Influencing the development of Nutricia’s digital strategy and ambitions
through strong technical leadership and understanding.
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Capable of understanding and translating key business, marketing and technical concepts
interchangeably with a variety of stakeholders.

DATA & ANALYTICS: Utilise multiple data sources to identify, develop and optimise digital
marketing initiatives and new online proposition development.

ENVIRONMENT: Employing digital marketing techniques within a complex and highly regulated
healthcare environment
Deliverables and KPIs
This is where you would record the required outputs of the job. Where these outputs are measurable, please record
them here (i.e. manage department within budget of ‘x’)
In line with annual PDR objectives, ensure business drivers, social and financial drivers are met. These
business drivers should be smart and aligned with manager on annual basis
Digital Category Manager UKIR (Adult, OTC & OTx)
Job Holder Skills & Experience Required
Essential
Desirable
E.g. Experience of working within the
medical/healthcare industry
E.g. Inspirational leadership qualities
Business & Marketing
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Core understanding of classical marketing
principles, i.e. marketing mix, SWOT,
segmentation, targeting etc.
Clear communicator with ability to translate
business, marketing and technical
conversations interchangeably with a variety of
stakeholders
Excellent project management skills for
managing complex online projects with key
internal and external (agency) stakeholders
Strong numeracy and analytical skills with the
ability to analyse multiple data points and draw
insights for campaign optimisation and
proposition development
Cross-functional working expertise. Working
with marketing, sales, medical affairs,
regulatory, IT/IS, Globally and Crossdivisionally
Capability to plan as well as execute, strategic
thinker yet hands on with campaigns and
initiatives
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Proven work experience in a digital marketing
role (i.e. as a Digital Marketing Executive, PPC
Executive, CRM or eCommerce role)
Understanding or prior experience in
healthcare/pharma preferred
Experience with working within or developing
compliance programmes
Digital Category Manager UKIR (Adult, OTC & OTx)
Digital
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Demonstrable experience and understanding of
working with digital marketing tools and
initiatives to meet business needs i.e.
SEO/SEM, Email Marketing, Social Media,
Optimisation Suites, (either in a commercial or
freelance/start-up capacity)
Experience of managing projects of a technical
nature, i.e. Web Builds, System Builds, App
Builds, etc.
A good technical understanding of how the
digital ecosystem works, i.e.
o Role of web programming
languages (HTML, CSS, Javascript)
o Role of databases and CRMs
o Where things are kept (hosting,
DNS)
Experience of using web-based platforms, i.e.
Mailchimp, Dotmailer, Salesforce.com,
Crazyegg, Magento
Experience of using Google tools i.e. Analytics,
Adwords, Webmasters Tools, etc.
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Some basic experience of handling and
manipulating HTML + CSS code preferred
Some basic experience of manipulating artwork
with Photoshop or similar preferred
Some eCommerce experience preferred
Some prior CRM experience preferred
Job Holder Education & Qualifications Required
Essential
Desirable
E.g. Degree level educated
E.g. Prince 2 qualified
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Bachelor Degree in Business, Marketing or
similar
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OR
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CIM Members holding Chartered Marketer
Qualification (or equivalent)
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Fluent English Speaker
Postgraduate or professional qualifications from
the CIM or IDM specialising in marketing or
digital marketing preferred
Proven track record of operating within digital
channel in the healthcare/Pharma sector
Digital Category Manager UKIR (Adult, OTC & OTx)
Danone Global
Competency
Customers and
Stakeholders
Strategy
Danone
Global
Level
Functional Competencies
(Located within your “Grow With Us” – Career Paths Workbook)
KOL/stakeholder influencing (Business Dynamics)
1
HCP detailing and connection (Customer & Consumer
Connection)
2
Consumer connection (Customer & Consumer
Connection)
3
Category dynamics (Market Understanding)
2
Insights (Market Understanding)
2
Strategic planning tools (Brand Strategy)
2
Market research tools and techniques (Market
Understanding)
3
Project management (Business Growth Initiatives)
3
Financial management (Business Dynamics)
2
Develop high performing teams and organisations
1
Process and Project
People and Teams
Level
1–4
Digital Category Manager UKIR (Adult, OTC & OTx)
Performance
Innovation and
Reinvention
Key business drivers (Brand Strategy)
2
Marketing strategy plans (Brand Strategy)
2
Sales dynamics (Business Dynamics)
2
Product concept development (Business Growth
Initiatives)
2
Test & Learn (Business Growth Initiatives)
2
KOL/stakeholder influencing (Business Dynamics)
1
HCP detailing and connection (Customer & Consumer
Connection)
Key: 1 = Learner 2 = Qualified 3 = Experienced 4 = Master
Demonstrate CODE behaviour underpinned by HOPE
(Humanism, Openness, Proximity, Enthusiasm) values
Committed
Open
Doer
Empowered
 Inspire and << Be >> the vision
 Commit to create breakthrough results
 Listen with empathy and talk straight
 Connect inside and out
 Take responsibility and risk to show the way forward
 Act with speed, agility and pragmatism
 Engage and align teams
 Coach and harness diverse talent
www.nutricia.co.uk
Nutricia Advanced Medical Nutrition values diversity and is committed to equality of opportunity
Nutricia Advanced Medical Nutrition does not discriminate on grounds of age, nationality, race, ethnic
origin, religion, gender, sexual orientation or disability
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