Senior Brand Manager, My Freestyle US App and Customer Experience

Senior Brand Manager, MyFreeStyle US App & Customer Engagement

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 115,000 colleagues serve people in more than 160 countries.

At Abbott, you can do work that matters, grow, and learn, care for yourself and your 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 in our Health Investment Plan (HIP) PPO medical plan in the next calendar year.
• An excellent retirement savings plan with a 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 worldwide 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 the 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 where we are focused on helping people with diabetes manage their health 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 Senior Brand Manager, MyFreeStyle US App & Customer Engagement, you will own the US patient support app as a core customer engagement channel, shaping how it supports Libre patients across their lifecyclefrom onboarding through long-term retention.

You will leverage the in-app's capabilities to enhance patient support, while driving app strategy, in-app experience, and cross-functional commercialization to deliver relevant, data-driven experiences.

What You'll Work On

Patient Support App Channel Ownership:

• Own the patient support app as a strategic engagement channel within the US market
• Define its role across key lifecycle stages including activation, retention, and winback
• Lead development of the value proposition, positioning, and messaging framework

In-App Experience & Feature Roadmap:

• Shape and continuously improve the end-to-end in-app experience
• Define and prioritize the feature roadmap with product teams and external suppliers
• Translate customer insights and business needs into product and development requirements

Performance & Optimization:

• Own app performance measurement and KPI tracking
• Define and implement models to track engagement, conversion, and retention
• Partner with analytics to drive insights and optimization

Stakeholder Management:

• Drive alignment across cross-functional stakeholders
• Provide leadership updates, including progress, risks, and escalations

Agency & Budget Management:

• Manage agencies and external partners
• Oversee budgets, POs, and invoice approvals

Team Leadership:

• Manage one direct report (Brand Manager)

Required Qualifications

• Bachelors Degree with at least 4-6 years of experience in CRM, digital marketing, or product marketing or MBA with 1-3 years of related experience
• Experience owning a digital product or engagement channel
• Expertise in CRM channels (email, SMS, app/push)
• Strong marketing strategy skills
• Cross-functional collaboration experience

Preferred Qualifications

• Experience in healthcare or regulated industries
• Familiarity with CRM platforms, marketing automation, and AI tools
• Experience in product development cycles and roadmap prioritization
• Agency management experience

What Success Looks Like

• Increased patient activation through the app, with strong conversion and retention
• Successful cross-channel lifecycle strategy across app and CRM ecosystem
• Clear roadmap tied to business outcomes
• Effective cross-functional collaboration and alignment

The base pay for this position is $130,700.00 $261,300.00. In specific locations, the pay range may vary from the range posted.