Senior Brand Manager, My Freestyle

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.
• Free medical coverage for employees* via the Health Investment Plan (HIP) PPO
• 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

This position works out of our Alameda, CA location in the Diabetes Care division. We believe people with diabetes should have the freedom to enjoy active lives. That’s why we’re focused on helping people with diabetes manage their health more effectively and comfortably, with life-changing products that provide accurate data to drive better-informed decisions. We’re revolutionizing the way people monitor their glucose levels with our new sensing technology.

As the Senior Brand Manager, MyFreeStyle, you are a primary owner of creating marketing strategies to drive retention for the MyFreeStyle customer education and support program.  You will own direct-to-consumer email marketing campaigns that support customers as they start using and wearing FreeStyle Libre sensors.  You’ll own campaigns end-to-end, partnering with creative agencies on strategy, messaging, imagery and key email metrics to drive customer retention. You’ll work with development agencies to define audience segments, determine email cadences and establish KPIs for each campaign. You’ll present marketing tactics and results to cross-functional partners and leadership. If you love creating messaging, analyzing email metrics and driving business KPIs, this role is for you!

What You'll Work On

• Email marketing: ideating, designing and developing email marketing journeys in partnership with creative and development agencies.

• Additional marketing channels: Create SMS campaigns, landing pages within Salesforce Marketing Cloud, and support MyFreeStyle app content development as needed.

• Co-creation of email designs: Partner with creative agency on email content, provide feedback on messaging, design and brand guidelines. Give guidance on skip logic, surveys, polls, personalization and other interactive email features.

• Documentation: You’ll write creative briefs, business requirement documents, email UAT scenario testing requirements, and UTM parameter requirements.

• Email UAT: Responsible for approving email proofs in Litmus, confirming content, links and UTM parameters are correct for each audience.

• Email operations: Partner with development agency to maintain email deliverability standards. Provide guidance on customer journeys to ensure the right customer segments are flowing through the correct email journeys.

• Analytics: Track email performance for the campaigns you own, report out KPIs as requested. Spot check marketing dashboards and email metrics reports to identify areas for optimization; help troubleshoot when deliverability issues arise.

• MLR review: Responsible for clinical and regulatory review of marketing assets you own, using the Veeva approval system. Review your marketing assets with privacy, legal and OEC teams as needed.

• Testing: Work with agencies to determine when and what to test to optimize your email campaign performance and improve retention rates.

Key Success Factors

• Strong influence management skills: Effectively influence cross-functional partners and leadership on marketing strategy and launch objectives. Use