Sr Manager Corporate Marketing + Media Strategy

Abbott is a global healthcare leader that helps people live more fully at all stages of life. Our portfolio of life-changing technologies spans the spectrum of healthcare, with leading businesses and products in diagnostics, medical devices, nutritionals and branded generic medicines. Our 114,000 colleagues serve people in more than 160 countries.

     

JOB DESCRIPTION:

Working at Abbott

• At Abbott, you can do work that matters, grow, and learn, care for yourself and family, be your true self and live a full life. You’ll also have access to:
• Career development with an international company where you can grow the career you dream of.
• Employees can qualify for free medical coverage in our Health Investment Plan (HIP) PPO medical plan in the next calendar year.
• An excellent retirement savings plan with high employer contribution
• Tuition reimbursement, the Freedom 2 Save student debt program and FreeU education benefit - an affordable and convenient path to getting a bachelor’s degree.
• A company recognized as a great place to work in dozens of countries around the world and named one of the most admired companies in the world by Fortune.
• A company that is recognized as one of the best big companies to work for as well as a best place to work for diversity, working mothers, female executives, and scientists.

The Opportunity

Our location at Abbott Park, IL is looking for a Sr Manager of Corporate Marketing + Media Strategy onsite within the Abbott Public Affairs (PA) team.

 The Sr Manager of Corporate Marketing + Media Strategy will help drive the development of Abbott’s Brand Marketing Strategy and lead how that guides the paid media strategy and execution for the corporate brand through an integrated process to ensure collaboration with all marketing functions (Marketing, Creative, Content / Social) to advance a consistent approach of achieving Abbott’s communication objectives.

What You’ll Work On

• Guide the development and implementation of a comprehensive brand strategy that enables Abbott to further define it’s purpose and the value it seeks to provide consumers within their health journey.  This strategy will integrate our audience targeting, brand identity, and creative strategy. It should guide brand activation/campaign efforts, ensuring consistent messaging, enhancing brand visibility, and reinforcing Abbott's commitment to health, innovation, and customer-centric values.
• Implement and guide a planning process that allows for increased alignment on campaign / initiative needs and objectives fostering a more integrated marketing approach driving more effectiveness and assumed outcomes.
• Evolve the corporate briefing process (Marketing + Creative) to establish clear decisioning on key plan and campaign elements as well as driving a more collaborative approach to ‘hand-offs’ between marketing and creative.
• Ensure alignment of campaigns and partnerships to the corporate marketing strategy through existing and future executions.
• Oversees planning, buying, and optimization of paid media for the corporate brand, including TV, OTT, OLV/Display, audio, print, OOH.
• A key aspect of this role is to infuse creativity into media strategies, ensuring that campaigns are not only effective but also innovative and engaging. The Director will work closely with the creative team to develop compelling and visually appealing media content that resonates with target audiences and enhances brand storytelling.
• Partner and coordinate with Content team on integration of paid social and SEM.
• Build strong working relationships and collaborate with cross-functional teams, including marketing, content, PA, creative, and analytics, to ensure cohesive and effective media campaigns.
• Work with Marketing Insights team to identify emerging trends, consumer insights, and new media opportunities to incorporate into strategy. 

• Develop and implement comprehensive data-driven and integrated media strategies that align with marketing objectives, including audience segmentation, channel mix optimization, and campaign targeting. 
• Lead and manage the external media agency planning & buying team.
• Oversee media budget allocation across channels, ensuring efficient spending and maximizing return on investment.
• Monitor and analyze media performance data and provide actionable insights to optimize campaigns and drive ROI. Develop comprehensive reports t