Marketing Manager Omnichannel Strategy - Consumer

Company Description

About AbbVie

AbbVie's mission is to discover and deliver innovative medicines and solutions that solve serious health issues today and address the medical challenges of tomorrow. We strive to have a remarkable impact on people's lives across several key therapeutic areas including immunology, oncology and neuroscience - and products and services in our Allergan Aesthetics portfolio. For more information about AbbVie, please visit us at Follow @abbvie on LinkedIn, Facebook, Instagram, X and YouTube.

Job Description

Talent will be hired at a level commensurate with experience.

The Marketing Manager, Omnichannel Strategy – Consumer is a newly created role on the Omnichannel Strategy team, reporting directly to the Associate Director, Omnichannel Strategy. This role is responsible for developing and executing consumer/DTC omnichannel strategy across the Rheumatology portfolio — spanning RINVOQ and SKYRIZI indications with a focus on reaching and engaging potential patients through coordinated, data-driven digital and media programs.

You will also work closely with various brand team members to support our strategic imperatives and pull through to patients. Key responsibilities include:

Consumer Omnichannel Strategy & Media Execution

• Reinforce and support the overall brand strategic imperatives, translating them into consumer omnichannel plans that pull through to patients across all digital and media channels.
• Lead the development of consumer/DTC omnichannel strategy across RINVOQ and SKYRIZI indications — translating portfolio-level strategic direction into channel-specific, patient-focused plans
• Strategize the customer experience with media channels in scope — including programmatic display, paid social, search, CRM/email, streaming audio and video, and connected TV — in partnership with APEX and media agency partners
• Collaborate with brand team on consumer media briefs; own strategy and channel-level optimization strategic recommendations in partnership with creative and media agency partners
• Translate brand strategy into consumer-facing omnichannel touchpoints that move patients along the awareness-to-action journey
• Evaluate, consult, monitor and optimize consumer campaign performance against defined KPIs; surface insights and recommendations to the AD, Omnichannel Strategy on a regular cadence

Consumer Data & Audience Strategy

• Partner with APEX, media agency, and data partners to activate CDP (Customer Data Platform) capabilities, leveraging first-party data, audience segmentation, and patient behavioral signals to identify, reach, and engage potential patients more effectively
• Support the development of consumer audience segmentation- translating portfolio-level segmentation strategy into indication-specific consumer targeting
• Partner with Media Agency on consumer digital profiling and patient behavioral insights; translate findings into actionable targeting strategies and media recommendations
• Evaluate consumer audience data quality from media and data partners; surface gaps and opportunities to the AD, Omnichannel Strategy
• Stay current on evolving consumer targeting capabilities (e.g., contextual targeting, identity resolution, first-party data activation) and bring recommendations forward

Consumer Measurement & Performance Reporting

• Lead consumer-facing performance reporting — optimize reporting and tracking KPIs across all DTC/consumer media channels
• Lead developing and stewarding the holistic measurement plan — providing the consumer lens across NPP, CRM, digital media, and audience performance metrics
• Contribute to the Cross-Agency QBR process with consumer performance data and recommendations
• Partner with media agency and APEX to ensure consistent measurement methodology and data integrity across consumer campaigns

Vendor & Partner Management

• Support periodic vendor evaluation process — providing a consumer/DTC lens on partner capabilities, audience reach, and data pass-back quality
• Manage relationships with consumer media and data vendors; ensure deliverables, timelines, and performance expectations are met
• Evaluate new consumer media partners and platforms for alignment to patient audience strategy and overall portfolio objectives
• Collaborate with media agency to ensure consumer vendor selections are integrated into the broader omnichannel plan

Cross-Functional Collaboration

• Partner closely with RINVOQ and SKYRIZI brand teams to ensure consumer omnichannel strategy is aligned to brand priorities and integrated with HCP-facing efforts
• Collaborate with the AD, Omnichannel Strategy to ensure consumer and HCP programs are complementary and coordinated across the portfolio
• Engage with APEX, media agency, and data partners in a collaborative, outcomes-oriented manner — driving integration and accountability across the consumer ecosystem
• Participate in broader Omnichannel Strategy team planning, sharing consumer insights and best practices to elevate the overall program

Qualifications

Required

• Bachelor's degree required; MBA or advanced degree preferred
• Experience in pharmaceutical/healthcare DTC marketing preferred; CPG experience with consumer media considered
• Demonstrated ability to translate strategy into channel-level execution plans
• Strong media data fluency — ability to pull insights from performance data and translate into clear, actionable recommendations
• Proven experience working cross-functionally in a high-matrixed organization; ability to influence without direct authority
• Strong written and verbal communication skills; comfort presenting to senior stakeholders

Preferred

• Experience with CDP platforms, first-party data activation, and consumer audience segmentation tools
• 4–6 years of experience in digital marketing, media, or omnichannel strategy, with a strong emphasis on consumer/DTC programs
• Familiarity with pharma regulatory and compliance environment
• Experience managing agency relationships and media budgets
• Background in consumer health, wellness, or chronic condition categories

Additional Information

Applicable only to applicants applying to a position in any location with pay disclosure requirements under state or local law:

• The compensation range described below is the range of possible base pay compensation that the Company believes in good faith it will pay for this role at the time of this posting based on the job grade for this position. Individual compensation paid within this range will depend on many factors including geographic location, and we may ultimately pay more or less than the posted range. This range may be modified in the future.
• We offer a comprehensive package of benefits including paid time off (vacation, holidays, sick), medical/dental/vision insurance and 401(k) to eligible employees.
• This job is eligible to participate in our long-term incentive programs.

Note: No amount of pay is considered to be wages or compensation until such amount is earned, vested, and determinable. The amount and availability of any bonus, commission, incentive, benefits, or any other form of compensation and benefits that are allocable to a particular employer remains in the Company's sole and absolute discretion unless and until paid and may be modified at the Company’s sole and absolute discretion, consistent with applicable law.

AbbVie is an equal opportunity employer and is committed to operating with integrity, driving innovation, transforming lives and serving our community. Equal Opportunity Employer/Veterans/Disabled.

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