Director, Consumer Marketing – BOTOX Cosmetic- Irvine, CA

Company Description

About AbbVie

At Allergan Aesthetics, an AbbVie company, we develop, manufacture, and market a portfolio of leading aesthetics brands and products. Our aesthetics portfolio includes facial injectables, body contouring, plastics, skin care, and more. Our goal is to consistently provide our customers with innovation, education, exceptional service, and a commitment to excellence, all with a personal touch. For more information, visit https://global.allerganaesthetics.com/. Follow Allergan Aesthetics on LinkedIn.

Job Description

The Director, BOTOX Cosmetic Consumer Marketing, will develop, direct and execute the marketing strategy and brand campaigns that attract, engage and retain consumers and build brand affinity and loyalty for the brand. This includes, but is not limited to TV creative, paid digital, social media (paid and organic), partnerships, and web.

This role is the day-to-day owner of BOTOX Cosmetic consumer marketing programs to ensure brand positioning and strategic imperatives are integrated into brand campaigns and to ensure all initiatives support both brand awareness/consideration and consideration/trial goals. The role will manage a substantial marketing budget to drive the business goals for the brand in the U.S.

This role will work fluidly across various stakeholders across the business and external agencies to ensure all elements of consumer marketing is rooted in strategy and consistent across all touchpoints. Critical to the role will be exceptional leadership skills and proven marketing savvy and a sharp consumer lens as you bring the marketing plans to life while working hand in hand with a wide range of other functions in the business. This role must have demonstrated modern marketing acumen, experience in managing consumer brands and demonstrated skillset in leading people and projects with the ability to anticipate and pivot quickly as driven by the needs of the business.

Specific responsibilities:

• Lead in the development of annual brand planning, including business objectives, strategies and translation of strategies to marketing programs and campaigns for BOTOX Cosmetic
• Serve as the consumer lead on Integrated Brand Team, coordinating a cohesive cross-functional brand strategy across consumer, customer, and medical.
• Develop the consumer targeting, messaging, content and creative strategies and lead internal creative team and external creative agencies to develop creative and content for all channels.  
• Develop consumer marketing programs and collaborate with cross functional team members to optimize the programs’ message and ensure consistency and flawless execution across all relevant channels (includes, but not limited to TV, digital, social, print, influencer, PR, web, partnerships, and earned media).
• Lead the implementation of marketing programs from concept to execution through to measurement, driving collaboration among internal and external partners.
• Develop campaign briefs that identify key consumers, program objectives and strategies, KPIs and a successful measurement plan.
• Manage external partners, including creative agencies and media agency to ensure partners have clear direction to execute timely and within budget.
• Lead the strategic development of the media mix and the execution of the media plan alongside internal Media COE and external media partners. Continuously analyze data to inform media optimization.
• Lead social media team to develop strategies and content for the social media channels; proactively recommend strategies to improve/refine campaigns to achieve broader consumer consideration and drive conversion.
• Develop effective working relationships with Regulatory, Legal, Medical and Compliance counterparts to ensure all creative meet requirements.
• Participate in market research and integrate insights into tactical execution.
• Lead internal and partner with external creative teams and agencies to develop, manage and execute an annual 360-degree communication calendar.
• Lead the management and maintenance of brand websites, coordinate with an internal development team to ensure web updates are planned and deployed in a timely fashion.
• Provide analysis and reports on overall campaign performance, as well as individual channel performance (TV, digital, social campaigns and web performance).
• Develop effective working relationships with Regulatory, Legal, Medical and Compliance counterparts to ensure all creative meet requirements
• Participate in market research and integrate insights into tactical execution
• Partner with internal and external creative teams and agencies to develop, manage and execute an annual 360 degree communication calendar
• Provide analysis and reports on overall campaign performance, as well as indiv