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 103,000 colleagues serve people in more than 160 countries.
The Sr. Manager, Brand and Content Marketing, is responsible for brand and product messaging, positioning, and the definition and execution of marketing communications plans, with a focus on activating Abbott Diagnostic's digital marketing programs.
This individual will maintain a broad understanding of traditional marketing channels, Abbott Diagnostic's marketing capabilities, as well as the latest trends in emerging media and digital channels. The incumbent will partner with cross-functional marketing and product management teams, as well as key agencies to ensure the objectives of Abbott Diagnostic's marketing programs are being met.
This flexible and agile strategic manager will support the Abbott Diagnostics Division Global Marketing objectives and will be responsible for: Creating storylines and messaging across products and key initiatives that ladder up to the overall Abbott Diagnostics brand positioning and value proposition. Lead the development of multi-channel marketing and communications strategies and plans to support Abbott Diagnostic's business, with a focus on digital. Partner with product teams to develop customer testimonials, videos, white papers, and other resources to drive thought leadership.Administer, monitor, and approve application of brand guidelines.Support key trade shows and events.Support market research efforts and interpret market research to help shape marketing and communications strategy and direction.Maintain knowledge of key product attributes and competitive differentiation to effectively position products in both traditional and digital channels.Annual/bi-annual analysis of competitive marketing efforts, share of voice and spend. Provide guidance and consultation to internal and external stakeholders on the strategies, tactics and processes for effective marketing and communications initiatives. Other projects as assigned.
Education Bachelor's degree in marketing, communications or life sciences MBA, MS communications, or MS journalism strongly preferred
Qualifications 8+ years of relevant work experience with 4+ yrs. post graduate degree - preferred. 4+ yrs. marketing experience including B2B and/or C-Suite Marketing and Agency management experience required. Marketing experience should also include 3+ years digital/social media marketing 3+ years developing thought leadership and C-suite communications International marketing experience preferred Strong written and verbal communication skills -- must be an excellent story teller! Proven experience in product positioning and messaging Proven experience in leading, developing and implementing digital initiatives and marketing communications plans Strong leadership abilities and the skillset to work with minimal supervision Solid project management skills. Intimate understanding of traditional and emerging marketing channels. Demonstrated leadership capability with proven ability to develop and implement detailed marketing plans & partner with sales teams to execute. Must have strong program management discipline & ability to Influence without authority & collaborate with other functions, such as R&D, to prioritize. Desired Industries: Diagnostics, Hospital Laboratories (not reference labs), MNC Healthcare company (eg pharma, med device), Major Hospital or Payor Network (BCBS)