Marketing Manager Omnichannel Strategy – Consumer at AbbVie in Mettawa, IL

Job description

Talent will be hired at a level commensurate with experience. The Marketing Manager, Omnichannel Strategy – Consumer is a newly created role on the Omnichannel Strategy team, reporting directly to the Associate Director, Omnichannel Strategy. This role is responsible for developing and executing consumer/DTC omnichannel strategy across the Rheumatology portfolio — spanning RINVOQ and SKYRIZI indications with a focus on reaching and engaging potential patients through coordinated, data-driven digital and media programs.  You will also work closely with various brand team members to support our strategic imperatives and pull through to patients. Key responsibilities include:  Consumer Omnichannel Strategy & Media Execution   Reinforce and support the overall brand strategic imperatives, translating them into consumer omnichannel plans that pull through to patients across all digital and media channels.   Lead the development of consumer/DTC omnichannel strategy across RINVOQ and SKYRIZI indications — translating portfolio-level strategic direction into channel-specific, patient-focused plans  Strategize the customer experience with media channels in scope — including programmatic display, paid social, search, CRM/email, streaming audio and video, and connected TV — in partnership with APEX and media agency partners  Collaborate with brand team on consumer media briefs; own strategy and channel-level optimization strategic recommendations in partnership with creative and media agency partners  Translate brand strategy into consumer-facing omnichannel touchpoints that move patients along the awareness-to-action journey  Evaluate, consult, monitor and optimize consumer campaign performance against defined KPIs; surface insights and recommendations to the AD, Omnichannel Strategy on a regular cadence  Consumer Data & Audience Strategy   Partner with APEX, media agency, and data partners to activate CDP (Customer Data Platform) capabilities, leveraging first-party data, audience segmentation, and patient behavioral signals to identify, reach, and engage potential patients more effectively  Support the development of consumer audience segmentation- translating portfolio-level segmentation strategy into indication-specific consumer targeting  Partner with Media Agency on consumer digital profiling and patient behavioral insights; translate findings into actionable targeting strategies and media recommendations  Evaluate consumer audience data quality from media and data partners; surface gaps and opportunities to the AD, Omnichannel Strategy  Stay current on evolving consumer targeting capabilities (e.g., contextual targeting, identity resolution, first-party data activation) and bring recommendations forward  Consumer Measurement & Performance Reporting   Lead consumer-facing performance reporting — optimize reporting and tracking KPIs across all DTC/consumer media channels  Lead developing and stewarding the holistic measurement plan — providing the consumer lens across NPP, CRM, digital media, and audience performance metrics  Contribute to the Cross-Agency QBR process with consumer performance data and recommendations  Partner with media agency and APEX to ensure consistent measurement methodology and data integrity across consumer campaigns  Vendor & Partner Management    Support periodic vendor evaluation process — providing a consumer/DTC lens on partner capabilities, audience reach, and data pass-back quality  Manage relationships with consumer media and data vendors; ensure deliverables, timelines, and performance expectations are met  Evaluate new consumer media partners and platforms for alignment to patient audience strategy and overall portfolio objectives  Collaborate with media agency to ensure consumer vendor selections are integrated into the broader omnichannel plan  Cross-Functional Collab