Abbott
Senior Brand Manager, MyFreeStyle US
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. 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, you are the owner of marketing strategies that drive customer engagement through MyFreeStyle US support program, particularly focused on MyFreeStyle App. You will own direct-to-consumer email, SMS and in-app marketing campaigns that will support customers as they start their FreeStyle Libre sensor experience. You'll partner with creative agencies on strategy, segmentation, messaging, imagery and key metrics to develop compelling in-app experience, as well as leverage email, SMS and other channels for promotional campaigns. You'll define audience, 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 finding new and creative ways on how to support patients whilst they engage with explore our products across multiple channels, creating messaging and analyze channel metrics to driving business KPIs, this role is for you! Focus on lead end-to-end promotional strategy for customer engagement and retention, primarily focused on the MyFreeStyle App. Define audience segments and establish KPIs. Partner with creative agencies to design retention-focused journeys and content mapping. Lead app content creation and feature enhancements. Deploy 360 campaigns including email, SMS, and in-app promotions. Expand MyFreeStyle App features and develop future roadmap. Present marketing tactics and results to leadership. Support tactical and channel plan creation. Work with customer service, R&D, software product managers, and regulatory teams. Ensure seamless in-app customer experience and promotional plan. Identify gaps and generate insights through analytics. Bring out-of-the-box thinking and innovative ideas to enhance marketing strategies. Thrive in a dynamic, fast-paced setting, adapting quickly to new challenges. Leverage an outgoing personality to build strong relationships and connect the dots between various stakeholders. Handle budgets, vendors, and resources. Enhance in-app patient support programs and promotional strategy. Provide feedback on email content and design. Report KPIs and optimize the marketing funnel. Optimize campaign performance through testing. Write creative briefs and backend business requirements. Document customer journeys across multiple segments. Bachelors Degree with at least 4-6 years of related experience, with at least one year of experience in marketing or product management, or MBA with 1-3 years of related experience. Strong presentation & communication skills, strategic planning, critical thinking and analysis of market conditions. Retention Campaigns: Proven experience in retention-focused marketing. Mobile Health Applications: Experience with mobile health apps. Experience in web and consumer marketing, market access, trade, customer service. Writing creative briefs and documenting customer journeys. Working with PMO, R&D, software product managers, and e-health mobile applications. Salesforce Marketing Cloud or similar ESP management. Managing large customer databases, mobile feature enhancements, and content calendars. Cross-functional collaboration. Managing contractors and agencies. MBA or related master's degree. Experience with medical device, pharmaceutical, biotech, or similar regulated industry. The base pay for this position is $128,000.00 $256,000.00. In specific locations, the pay range may vary from the range posted.
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. 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, you are the owner of marketing strategies that drive customer engagement through MyFreeStyle US support program, particularly focused on MyFreeStyle App. You will own direct-to-consumer email, SMS and in-app marketing campaigns that will support customers as they start their FreeStyle Libre sensor experience. You'll partner with creative agencies on strategy, segmentation, messaging, imagery and key metrics to develop compelling in-app experience, as well as leverage email, SMS and other channels for promotional campaigns. You'll define audience, 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 finding new and creative ways on how to support patients whilst they engage with explore our products across multiple channels, creating messaging and analyze channel metrics to driving business KPIs, this role is for you! Focus on lead end-to-end promotional strategy for customer engagement and retention, primarily focused on the MyFreeStyle App. Define audience segments and establish KPIs. Partner with creative agencies to design retention-focused journeys and content mapping. Lead app content creation and feature enhancements. Deploy 360 campaigns including email, SMS, and in-app promotions. Expand MyFreeStyle App features and develop future roadmap. Present marketing tactics and results to leadership. Support tactical and channel plan creation. Work with customer service, R&D, software product managers, and regulatory teams. Ensure seamless in-app customer experience and promotional plan. Identify gaps and generate insights through analytics. Bring out-of-the-box thinking and innovative ideas to enhance marketing strategies. Thrive in a dynamic, fast-paced setting, adapting quickly to new challenges. Leverage an outgoing personality to build strong relationships and connect the dots between various stakeholders. Handle budgets, vendors, and resources. Enhance in-app patient support programs and promotional strategy. Provide feedback on email content and design. Report KPIs and optimize the marketing funnel. Optimize campaign performance through testing. Write creative briefs and backend business requirements. Document customer journeys across multiple segments. Bachelors Degree with at least 4-6 years of related experience, with at least one year of experience in marketing or product management, or MBA with 1-3 years of related experience. Strong presentation & communication skills, strategic planning, critical thinking and analysis of market conditions. Retention Campaigns: Proven experience in retention-focused marketing. Mobile Health Applications: Experience with mobile health apps. Experience in web and consumer marketing, market access, trade, customer service. Writing creative briefs and documenting customer journeys. Working with PMO, R&D, software product managers, and e-health mobile applications. Salesforce Marketing Cloud or similar ESP management. Managing large customer databases, mobile feature enhancements, and content calendars. Cross-functional collaboration. Managing contractors and agencies. MBA or related master's degree. Experience with medical device, pharmaceutical, biotech, or similar regulated industry. The base pay for this position is $128,000.00 $256,000.00. In specific locations, the pay range may vary from the range posted.