Associate Director, Omnichannel Strategy - MHI

Associate Director For Omnichannel Strategy

The Associate Director for Omnichannel Strategy plays a critical role in enhancing marketing and customer engagement through innovative, insight-driven strategies. This position is pivotal in Business Unit Franchise teams while driving the evolution of omnichannel marketing strategies across various platforms. This role champions digital transformation, building a learning environment that embraces innovation, drives high performance, and enhances customer engagement.

Key Responsibilities:

• Strategic Leadership:
  • Evolve and refine omnichannel and digital marketing strategies to align with brand priorities
  • Define innovative use cases, inclusive of, AI/ML, managing cross functional partners to develop, execute and measure (MABI, Lab, BTS, FPAT, APS etc)
  • Strategic connector between brand marketing teams, the Marketing Analytics Business Insights (MABI) team, the Digital Lab, and agency partners.
  • Integrate digital capabilities into brand strategies to drive personalized customer engagement and enhance the overall experience for Health Care Professionals (HCPs) and Consumers (inclusive of NBA/suggestions)
  • Dotted line to the Digital Lab/Future Fit Digital in our DNA Enterprise roadmap and capabilities
• Audience Strategy:
  • Lead the development of audience strategies to engage key stakeholders effectively, ensuring campaigns are tailored
  • Channel Analysis: Analyze channels to identify the most effective way to reach the target audience (reachability waterfall)
  • Define and deliver audience strategy inclusive of actionable lists/audiences, defining specific criteria to be activated across channels
• Customer Journey Flows/Content/Message Mapping:
  • Develop and refine customer journey flows and content to optimize touchpoints across the customer experience continuum, including downstream actions (CTA/MVA), enhancing overall engagement and driving the business forward
• Monitoring and Optimizing Omnichannel Marketing:
  • Monitor marketing performance across channels and devise strategies for optimization, utilizing data-driven insights to enhance outreach and effectiveness.
  • Identify and build testing plans. Develop and manage tactic test plans, ensuring rigorous quality control before, during, and after campaign launches.
• Collaboration and Alignment:
  • Collaborate effectively in a matrixed environment, ensuring synchronization of priorities with cross-functional partners including Media, Market Research, Analytics, Digital Lab, Business Technology Solutions (BTS), and others
  • Partner with Digital Lab, as trusted expert, to review and align scopes and work to be done in-house vs external agency

Qualifications:

• Bachelor's degree in Business or Marketing; MBA preferred. At least 8-10 years of relevant experience
• Expertise in designing digital and omnichannel projects with a deep understanding of brand strategy and marketing metrics
• Proven ability to lead cross-functional teams and projects within a digital marketing center of excellence
• Strong communication skills to articulate strategies and insights effectively
• Experience in pharmaceutical, agency, vendor, or brand environments is preferred

Additional Information:

• The compensation range described below is the range of possible base pay compensation that the Company believes in good faith it will pay for this role at the time of this posting based on the job grade for this position. Individual compensation paid within this range will depend on many factors including geographic location, and we may ultimately pay more or less than the posted range. This range may be modified in the future.
• We offer a comprehensive package of benefits including paid time off (vacation, holidays, sick), medical/dental/vision insurance and 401(k) to eligible employees.
• This job is eligible to participate in our short-term incentive programs.
• This job is eligible to participate in our long-term incentive programs

Note: No amount of pay is considered to be wages or compensation until such amount is earned, vested, and determinable. The amount and availability of any bonus, commission, incentive, benefits, or any other form of compensation and benefits that are allocable to a particular employee remains in the Company's sole and absolute discretion unless and until paid and may be modified at the Company's sole and absolute discretion, consistent with applicable law.

AbbVie is an equal opportunity employer and is committed to operating with integrity, driving innovation, transforming lives and serving our community. Equal Opportunity Employer/Veterans/Disabled.

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