What are the responsibilities and job description for the Senior Brand Manager, My Freestyle position at Abbott?
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 conflict resolution skills to achieve alignment and results.
Project management skills : Ability to manage complex projects and programs, adjusting tactics as deadlines and business priorities shift.
Analytical skills : Use business metrics and email marketing metrics to identify opportunities to increase customer engagement and drive new FreeStyle Libre prescriptions.
Customer focus : Able to interpret market research and identify customer stated and implied needs. Use customer segments and personas to identify appropriate messages addressing barriers to product adoption. Copyediting skills are a plus.
Brand management : Ability to guide creative agencies on execution of visual assets following established brand guidelines and email marketing templates.
Presentation skills : Ability to present marketing tactics and results with a cohesive story to groups as large as 60.
Required Qualifications
- Bachelor’s degree with at least 4-6 years of related marketing experience, or MBA with 1-3 years of related experience.
- Experience with Salesforce Marketing Cloud or other enterprise-level ESP is required.
- Experience emailing large customer databases (1 million active subscribers or more). Experience managing complex email marketing calendars with multiple customer segments, interconnected email journeys and staggered deployment dates.
- Experience managing contractors, creative and development agencies or experience working with in-house design and development teams.
- Experience writing creative briefs, documenting customer journeys, and identifying target audience segments so development teams can implement the email journeys you create.
Preferred Qualifications
