Omnichannel Strategy, Associate Director, Gastroenterology

AbbVie's mission is to discover and deliver innovative medicines and solutions that solve serious health issues today and address the medical challenges of tomorrow. We strive to have a remarkable impact on people's lives across several key therapeutic areas – immunology, oncology, neuroscience, and eye care – and products and services in our Allergan Aesthetics portfolio. For more information about AbbVie, please visit us at www.abbvie.com. Follow @abbvie on Twitter, Facebook, Instagram, YouTube and LinkedIn. 

The AbbVie Digital Lab is revolutionizing marketing at AbbVie, advancing smarter healthcare through innovative, insight-driven customer experiences. Our mission is to drive meaningful impact by designing and delivering cutting-edge omnichannel strategies that align with the needs of our customers and the evolving healthcare landscape.

The Digital Lab Omnichannel Strategy Brand Lead (G20 Associate Director) is the strategic connector between brand marketing teams and the Digital Lab. Operating within the Omnichannel Strategy team, this role functions as an embedded partner to the brand marketing team, representing the Lab’s capabilities while advocating for the brand within the Lab. The Brand Lead will closely partner with the Omnichannel Director, Brand Marketing Leadership, and their teams to ensure seamless integration of the Digital Lab’s resources across the franchise. For larger brands or franchises, this role may focus on a specific customer set, such as HCP, Consumer, or Patient.

Key Responsibilities

• Strategic Omnichannel Leadership: Evolve and refine omnichannel and digital marketing strategies (Omnichannel Blueprints) to align with the brand’s strategic imperatives. Lead the development of audience strategies, including MABI-aligned segmentation, first-party (1P) audiences, and CDP-driven (Customer Data Platform) journeys to drive personalized customer engagement.
   
• Cross-Functional Collaboration: Lead and manage cross-functional teams to execute omnichannel marketing initiatives and A/B testing that align with the brand’s overarching strategies. Collaborate with stakeholders across brand marketing, digital optimization, and analytics to ensure successful implementation and insights-driven improvements.
   
• Digital Lab Representation: Act as the primary point of contact for brand leadership, ensuring Digital Lab offerings align with brand priorities and are executed with excellence. Communicate the Lab’s vision and services to the brand team and represent the brand’s voice to the Lab, fostering deep collaboration.
   
• Adoption of Digital Capabilities: Drive the integration of advanced digital capabilities into brand strategies, ensuring alignment with broader business unit and franchise goals. Act as a key advocate for digital transformation efforts at the brand level.
   
• Insight-Driven Optimization: Partner with media activation owners and analytic teams (Brand Marketing, Media Strategy & Investment, MABI Omnichannel Analytics, Digital Media Optimization, and agency partners) to identify optimization opportunities for current activations. Derive actionable insights that elevate omnichannel strategy and execution, including CRM strategies and audience omnichannel pull-through based on media performance and CDP insights.
   
• Brand Stewardship within the Lab: Serve as the brand expert within the Digital Lab, ensuring that the brand’s priorities are fully reflected in Lab initiatives. Lead internal alignment meetings to ensure cohesive execution across the Lab’s cross-functional teams.
   
• Alignment with Cross-Functional Partners: Ensure priorities and initiatives are synchronized with dedicated partners across MABI, BTS, Performance Operations, and other relevant functions to support the brand’s digital objectives.
   
• Champion Digital Transformation: Align with brand marketing teams to drive AbbVie’s Digital Transformation imperatives, encouraging adoption of necessary workstreams that support the transformation.

• Leadership & Strategic Direction: Proven ability to lead cross-functional teams within a digital marketing center of excellence, driving alignment and execution across multiple functions.
   
• Effective Communication: Strong ability to articulate strategies, results, and data insights through clear, impactful storytelling.
   
• Project Management: Expertise in managing a portfolio of digital and omnichannel projects, ensuring timely delivery and strategic alignment.
   
• Core Marketing & Brand Expertise: Deep understanding of brand strategy and marketing execution, with a demonstrated ability to integrate digital and omnichannel tactics effectively.
   
• Digital Marketing & Channel Optimization: Extensive experience with digital marketing channels, including websites, email, social, mobile, search, and display and their success metrics. Proven track record of interpreting measurement outputs and optimizing digital initiatives, including first-party data, media activations, and CDP-driven insights, to enhance performance.
   
• Pharma Experience Preferred: Experience within pharmaceutical, agency, vendor, or brand environments is highly desirable.
   
• Educational Background: BA/BS in Business or Marketing required; MBA preferred. Equivalent experience considered.
   
• Experience Level: 8+ years of relevant experience in digital marketing, strategy, or related fields.

AbbVie is an equal opportunity employer and is committed to operating with integrity, driving innovation, transforming lives, serving our community and embracing diversity and inclusion.  It is AbbVie’s policy to employ qualified persons of the greatest ability without discrimination against any employee or applicant for employment because of race, color, religion, national origin, age, sex (including pregnancy), physical or mental disability, medical condition, genetic information, gender identity or expression, sexual orientation, marital status, status as a protected veteran, or any other legally protected group status.

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