Senior Product Manager, Consumer Marketing

At Abbott, you can do work that matters, grow, and learn, care for yourself and family, be your true self and live a full life. You’ll also have access to:

• Career development with an international company where you can grow the career you dream of.
• Free medical coverage for employees* via the Health Investment Plan (HIP) PPO
• An excellent retirement savings plan with high employer contribution
• Tuition reimbursement, the Freedom 2 Save student debt program and FreeU education benefit - an affordable and convenient path to getting a bachelor’s degree.
• A company recognized as a great place to work in dozens of countries around the world and named one of the most admired companies in the world by Fortune.
• A company that is recognized as one of the best big companies to work for as well as a best place to work for diversity, working mothers, female executives, and scientists.

The Opportunity

This position works out of our Alameda, CA location in the Diabetes Care division where we’re 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 the Senior Product Manager, Consumer Marketing you will serve as one of the Consumer Marketing leads for the Freestyle Libre portfolio in the U.S. and drive disruptive transformation in the intensely competitive glucose monitoring market.  The SPM will generate consumer demand by executing strategies and plans to drive Awareness, Consideration, Trial, and Retention.

What You’ll Work On

• Transforming the Freestyle Libre Brand into a mega-brand

• Develop and execute seamless, well-integrated marketing plans and tactics across Paid Search and Display  

• Manage multiple agencies seamlessly ensuring integration while inspiring agency teams to deliver outstanding Creative for Display

• Serve as product expert and stay up to date on competitive activity and recommend appropriate strategies for mitigating the impact of competition

• Partner with Legal, Medical, and Regulatory, to ensure development and approval of compliant and effective promotional tactics

• In-depth knowledge of digital advertising platforms like Google Analytics

• Manage planning and execution of Paid Search including keyword research, cross functional keyword management, competitive benchmarking, Ad campaign development, tagging and web page coordination, ongoing performance analysis and optimization, testing, reporting, and budget tracking

• Lead strategy, planning, and execution of Digital Display Media including creative rotations, media placements & partnerships, performance tracking & optimizations, testing, reporting, and budget management.

  • Use data to provide media insights and media recommendations [optional/already somewhere else]

• Drive direct response acquisition KPI’s including CPA, CTR, conversion, and ROI

• Drive campaign optimization by testing new techniques, analyzing performance data, and shifting resources to top performing campaign elements

• Demonstrated ability to synthesize, prioritize and drive results with a high sense of urgency and an ability to think creatively, strategically, and quickly and to learn and act quickly

Major Responsibilities:

• Develop media strategies for the digital Display and Paid Search media channels

• Oversee development of creative campaigns and messaging within the Display media channel

• Anticipate and identify problems and develop solutions using creativity and innovation

• Experience managing 6+ figure budgets and campaigns across multiple digital advertising channels including Paid Search and Display

• Set & Own end-to-end channel strategy and innovation roadmaps in partnership with the Marketing Manager, Paid Media

• Deep dive into the weekly performance, to understand trends and identify successes and opportunity as well as forecasting future channel performances

• Evaluate, negotiate with, and select media publishers, vendors, and platforms that align with Consumer goals

• Manages continuous testing plan which delivers consistent channel growth and performance improvements against key metrics

• Consistently reviews web analytics, marketing mix and attribution modeling, and agency reporting platforms to identify trends and provide optimization

Required Qualifications

Bachelors Degree with at least 4-6 years related experience, with at least one year of experience in marketing or product management, or MBA with 1-3 years of related experience.  

Preferred Qualifications

• 2 years in a commercial role including, product marketing.

• Digital media planning is highly preferred.

• Experience with media analytics is highly preferred.

• Candidate must be an energetic, self-starter with a positive attitude and passion for helping the Consumer in a Healthcare environment. 

• Has a bias for action and proven track record of executing with excellence in a fast-paced environment.

• Excellent written and verbal communication skills and comfortable in PowerPoint culture.  Able to easily create presentations with clear storylines and presents well.

• Self-motivated and Pro-active with a strong work ethic and an appreciation for a team-oriented, highly collaborative culture.

• Assertive, Emotionally Intelligent, Confident with high level of integrity and professionalism

• Strong problem-solving skills, Leadership skills, and Team orientation

• Agility to manage through ambiguity and changing conditions

• Knowledge of applicable regulatory standards and requirements for medical devices or Rx products preferred.  Ability to work through barriers and Regulatory constraints is a must. 

• Proven ability to identify/define business questions and issues and develop strategic, analytical and financial frameworks to conduct analysis

• Knowledge of all aspects of brand marketing to include positioning, branding, campaign development and channel mix

• Strong analytical skills to effectively utilize research and media performance data to shape strategies and tactics

• Minimum of 6 years of digital media, marketing, or advertising experience that includes proven results in developing and optimizing’s campaigns to meet business objectives

• 1-3 years of Performance media experiences with programmatic buying, high volume retargeting and prospecting display campaigns

• Experience in Paid Search media with ability to articulate data and strategic rational to Sr leadership

Apply Now

* Participants who complete a short wellness assessment qualify for FREE coverage in our HIP PPO medical plan. Free coverage applies in the next calendar year.

Learn more about our health and wellness benefits, which provide the security to help you and your family live full lives:  www.abbottbenefits.com

Follow your career aspirations to Abbott for diverse opportunities with a company that can help you build your future and live your best life. Abbott is an Equal Opportunity Employer, committed to employee diversity.

Connect with us at www.abbott.com, on Facebook at www.facebook.com/Abbott and on Twitter @AbbottNews and @AbbottGlobal.