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Brand Communication Manager

2 months ago

Ho Chi Minh City, Vietnam Abbott Laboratories Full time

:
Develop and execute strategic plans, programs, communications, and stories that deliver high impact results focused across key areas: competitive positioning products/categories, driving Business growth, through storytelling, Media Relationships, Proactively Managing Issues, Engaging Employees.

Effectively work with Nutrition Business and Marketing leaders in close work with Vietnam and APAC Public Affairs team members, Business and HQ PA, to align on impactful campaigns and programs to achieve desired outcomes.

Authority as Manager, **Brand Communication**, Vietnam:

- In coordination with brand and business leaders, develop and implement public relations programs meeting their business needs and consistent with the organization's overall public relations strategy.
- Implement public relations programs that are effective and appropriate for their intended audience, that protect and enhance the organization’s reputation; competitively position products to grow businesses with focus on Nutrition and Diabetes Care (FreeStyle Libre), and others or optimized approach when requested.
- Have a strong network of reporters, media influencers with deep understanding local media landscape and industry in order to shape effective programs with high resonance, relevancy, impact.
- Respond to more complex or escalated inquiries from the public or media to ensure all communications are accurate and appropriate.
- Ensure storytelling and messaging appropriate, effective, and impactful to intended audience in all developed communication materials, speeches, articles, press releases, public statements while accurate and consistent with the business and organization’s overall public relations strategy.
- Geographically, this role has authority over projects with optimized approach or focusing on Nutrition and Diabetes Care in Vietnam (under direction of Public Affairs Director of Vietnam) - one of Abbott’s key priority countries and markets.

He/ She must be able to think strategically and provide thoughtful counsel to a broad range of internal and external contacts across all levels of management.

Role will work in close partnership with senior commercial leaders and contacts in Human Resources and Sustainability & Citizenship to create and execute the annual PA/PR strategic plan.

**Core Job Responsibilities**:

- ** Storytelling**: Deliver impactful external visibility for Abbott through Nutrition, business, and reputation, corporate storytelling. Results should center on business/category/brand leadership, Nutrition science and life changing technology, corporate / enterprise stories, premier employer/employee stories, sustainability/citizenship stories, brand stories and reputation building stories. Work with reputation champion team and Vietnam Public Affairs Director in the development and execution of an ongoing reputation building and stakeholder management programs in Vietnam for Nutrition, Diabetes Care and/or other businesses.
- ** Engaging Employees**:Drive the ongoing employee communications for about 1,500 Abbott Nutrition employees / integrated 2,500 employees cross divisions in Vietnam. Work with Vietnam Public Affairs and Nutrition and cross division leadership on strategic enterprise-wide employee communications, through editorial and content support, Nutrition and ‘One Abbott’ town hall/communication Quarterly meetings, cascading of business priorities, consultation, and toolkits/templates. Provide support to raise the internal communications capability of leaders in Vietnam. Align to the global plans and drive employee communications that increase the understanding of Abbott’s corporate brand. Take ownership for internal scorecards and updates.
- ** Proactively Managing Issues**: work with Vietnam’s Public Affairs Director in managing issues related to Abbott’s business (key focus on Nutrition, Diabetes Care), either neutralizing/ keeping Abbott out of coverage, or ensuring Abbott message is delivered in coverage when desired. Work with Vietnam leadership to anticipate and identify potential issues and develop action plans to address them. Work with Vietnam’s Public Affairs Director in managing day-to-day crises and issues (prioritizing Nutrition and Diabetes Care). Ensure key contacts and key spokespeople in Vietnam understand when to engage Vietnam PA as it relates to an issue.
- ** Driving/Supporting the Business** - Deliver communications across Vietnam that will build Abbott’s competitive advantage, position, and market share with key focus on Nutrition and Diabetes Care businesses. Convey stories about Abbott’s innovation in Vietnam.
- Agency management including budget and account management. Ensure PR agencies are optimally managed - from having contracts in place to ensure ROI and value for money.
- Scan and target opportunities for corporate reputation recognition / awards / executive visibility.

**Management Responsibilities**

The Manager reports to Nutrition’s M