Associate Director, Consumer Marketing Unified Platform

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Job description

Job Description

The AbbVie Digital Lab is transforming marketing at AbbVie, accelerating smarter healthcare, with a mission to transform the way we drive impact by designing and delivering the best insight-driven customer experiences.

The Associate Director, Consumer Marketing Unified Platform will own the creation and management of a product solution for consumer omnichannel measurement, targeting, and activation for Abbvie top-tier brands. This role will act as a product owner for the consumer marketing platform that houses all prospect audience data for Abbvie's key brands. In this role, you will be responsible for communicating the product vision, prioritizing and managing the product backlog, sharing progress and issues/gaps with stakeholders, managing both the strategic and tactical roadmap, and overseeing the budget/resource allocation to deliver on product needs in service of brand marketing strategy.

Key Responsibilities

Responsible for developing and maintaining the vendor-run technical solution that meets Abbvie's needs a cross-brand holistic unified consumer data platform.Build a product roadmap in partnership with MarTech vendor that addresses brand targeting, activation, and measurement needs.

Manage platform investment allocation and utilization (including procurement and expense tracking) and identify need for additional investment allocation.

Quantify the total product costs and benefits by brand, including all ancillary costs and savings surrounding the use of this product compared to prior alternatives.

Run standups with vendor account leads to track vendor issues and enhancements backlog delivery.

Define vendor success SLAs and establish ongoing reporting against product contract usage caps.

Partner with cross-functional teams such as Brand, MABI, Marketing Operations, and BTS to ensure ongoing support and alignment of the strategic vision and cross-functional utilization of the product. Partner with support teams to define tasks surrounding the utilization and maintenance of the asset to drive maximum benefit for Abbvie Commercial brands. Define ownership, gain alignment on deliverables/timelines, and empower delivery. Partnership with:MABI Center for prospect data strategy and governance

MABI brands for reporting capabilities to enable analytics

Operations to facilitate tactical audience execution and operational reporting

BTS to enable operationalization (ex. MLOps) and productionalization into enterprise solutions (ex. CCL)

Educate brands and support teams on the capabilities, limitations and appropriate utilization of the product for their unique needs.

Evaluate the MarTech landscape for ongoing opportunities to enhance Abbvie's capabilities through this platformEvaluate complimentary products and supplemental data sources and provide data-driven guidance on investments.

Explore alternate/competitive market products and inform on costs/benefits of switching

Where necessary, run competitive RFPs

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