Lead the best in class development & execution of corporate digital platforms plans (i.e. social media, social listening, websites, apps) with clear linkage to E-commerce to complete consumer journey and achieve / exceed the agreed KPI's & ROI targets
Guide & direct the brand marketing team and partner agencies to execute their digital campaigns delivering against brand objectives, in line with Established Pharmaceuticals Division (EPD) & local regulatory policies.
Use digital strategies, technologies, tactics and insights to execute on integrated content plans that drive business impact.
To lead EPD's multichannel engagement (MCE) strategies and execution to improve HCPs engagement, satisfaction and move to Omnichannel
To lead a:care program, local non branded education program for doctors, pharmacists and patients
Help build marketing team's digital capability to achieve digital transformation in the organization.
Monitor and analyze digital KPI's competitive activity to recommend corrective actions and / or opportunities to over deliver
Respond to evolving customer needs using data and insights to optimally match content, channels and platforms to drive engagement and create value.
Key Responsibilities & Activities
Responsible for developing a content strategy, content development, and digital ecosystem (digital marketing, CRM, e-commerce) content for audiences across digital and social platforms
Develop digital content for Abbott brand audiences across Abbott Brand's corporate digital and social platforms to achieve a ready to deploy ethical campaign toolkit (online and offline).
Based on a profound understanding of the digital consumer journey and how to leverage the digital touchpoints to deliver incremental reach, higher traffic/conversion to e-commerce, and engagement.
Be the lead point of contact with partner agencies and guide them to execute best in class digital corporate platforms and digital campaigns
Accurately measures analyzes and reports performance; continually assessing the relevance and value of digital corporate platforms and campaigns
Interacts well internally and externally with executive level management and mindset to build capability to drive digital transformation for EPD
Responsible & owner of all local web, social, digital assets
Look for innovation and new digital fields (telehealth for instance)
Identify and Use digital strategies, technologies, tactics, and insights to execute integrated content plans that improve reach, awareness, consideration, and desired drive business impact.
Track, analyze and report on content and campaign performance and use data to refine tactics and optimize business results.
Monitor social media and company website metrics to ensure the effectiveness of content in driving consideration and trial.
Monitor SEO and customer/consumer engagement and respond with content optimization.
Manages the approval of campaigns and content through the internal Medical, Legal and Regulatory process.
Insight & Analytics: Combine qualitative (e.g., behavioral, attitudinal, psychological, cultural) quantitative data (e.g., big data, analytics), customer, and market information to guide content development and drive customer engagement.
Education, Experience, and Background
University degree preferably in e-Commerce, Marketing, Mass Communications or equivalent
6 - 8+ years in digital marketing (Digital Agencies, FMCG/Healthcare/Banking/Airlines/etc.). Experience working for both agency and brand is a plus.
Experience with Ethical AND OTC brands is a plus
Strong understanding of current online marketing concepts, strategies, and best practices, Experience in content creation across the digital environments.
Experience in designing digitally-driven programs and social media.
Working with digital/creative Agencies.
Ability to translate a brand story into consumer-friendly communication and action-oriented analysis
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 109,000 colleagues serve people in more than 160 countries.