Omni Retail Marketing Manager

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:

RMDx Omni Retail Marketing Manager

Abbott’s Rapid Diagnostics business is a global leader in point-of-care testing solutions. Our BinaxNOW brand delivers rapid, reliable COVID-19 and Flu A/B testing that empowers consumers and retailers with accessible, at-home solutions. We partner with major retailers to ensure category growth and consumer trust.

Location: Lake Forest, IL  

WHAT YOU’LL DO

As an Omni Marketing Manager, you will be a key leader on the Infectious Disease Retail Sales & Marketing team, supporting the BinaxNOW portfolio across major U.S. retailers. This role combines retail media, shopper marketing, eCommerce, financial stewardship, and analytics to drive demand, optimize investment, and improve conversion both online and in-store. You will work closely with Sales, Finance, Marketing, Retailers, and Media Partners to deliver measurable business impact.

Key Responsibilities:

Omni-Channel & Retail Media Leadership

• Own retailer search and retail media strategy and execution across priority customers.
• Lead direct partnerships with Amazon Ads, CVS Media Exchange (CMX), Walmart Connect (WMC), and Kroger Precision Marketing.
• Collaborate with retail media agency to plan, execute, and optimize campaigns across multiple platforms.
• Develop media plans across sponsored search, on-platform display, DSP, and emerging retail media capabilities.
• Continuously optimize media performance based on KPIs, incrementality, and ROI.

Retail Program Development & Activation

• Identify, design, and execute integrated retailer programs that drive awareness, trial, and conversion.
• Lead health and wellness initiatives, seasonal health events, and pharmacy-led activations.
• Partner with retailers to align programs to shopper, patient, and pharmacist journeys.

In-Store & Display Execution

• Lead display development and execution in close partnership with the Sales team.
• Oversee display concept development, placement strategy, and post-execution performance analysis.
• Ensure strong shelf presence, brand consistency, and compliant execution at retail.
• Partner with third-party brokers to drive in-store execution of strategic priorities and ensure flawless implementation across retail locations.

Financial Ownership & Budget Management

• Own and manage omni-channel Trade and SG&A budgets.
• Partner closely with Finance on forecasting, pacing, accruals, and ROI evaluation.
• Ensure disciplined investment decisions tied to clear performance outcomes.

Amazon & eCommerce Support

• Active role in the day-to-day account management responsibility for Amazon.
• Support digital merchandising initiatives, including PDP optimization, content updates, and discoverability improvements.
• Bring forward ideas and initiatives to improve conversion, search performance, and category growth.

Digital Shelf & Content Excellence

• Play a strategic role in PDP asset strategy, including A+ content, video, and copy.
• Ensure digital content is optimized for search, conversion, and regulatory compliance.
• Identify and execute brand partnerships that expand reach and relevance within retailer ecosystems.

Measurement, Insights & Reporting

• Define, track, and analyze KPIs across all omni-channel investments.
• Connect media and activation performance to sales, ACV, and retailer objectives.
• Translate insights into clear, actionable recommendations for Sales leadership and cross-functional partners.

EDUCATION AND EXPERIENCE YOU’LL BRING

Required:

• 5+ years of experience in omni-channel marketing, retail media, shopper marketing, or eCommerce.
• Hands-on experience with retail media platforms such as Amazon Ads, Walmart Connect, CVS CMX, or Kroger Precision Marketing
• Strong proficiency in Excel, PowerPoint, and data visualization tools (PowerBI).

Preferred

• Experience in CPG, healthcare, diagnostics, or regulated consumer categories.
• Experience supporting Amazon account management and digital shelf optimization.
• Strong communication and presentation skills.
• Ability to manage multiple priori