Address
Form of workThe Associate Director of Consumer Marketing will actively contribute to the design, development, and implementation of brand strategies and tactical initiatives that support Skyrizi psoriatic's consumer commercial objectives. The Associate Director will partner with key cross functional partners (marketing analytics and business intelligence, CI, PA, medical affairs, medical and regulatory review, OEC, and legal) to identify and use insights and the patient journey to develop stakeholder specific messaging across multiple channels. This individual will also lead work with our strategic agency of record, and extended agency network. The Associate Director serves as the patient, brand, and product subject matter expert for Consumer Marketing within the organization.
The Associate Director works closely with multiple commercial operations teams to ensure success in the development of strategy, creative, and execution plans including tactics, value propositions, positioning, segmentation, strategy and omni channel strategy, creative development, media planning, and measurement/analytics performance and optimizations. Internally, the Associate Director fosters positive working relationships, is responsible for directly leading a team of marketing managers and is highly collaborative with the Integrated Brand Team. Externally, the Associate Director works with various agency partners and consultants to successfully lead consumer strategy and execution. The Associate Director must demonstrate the ability to lead without authority while building a collaborative, integrated commercial brand team.
Key Job Responsibilities:
Lead the continued evolution of the consumer strategic and tactical plan development for the Skyrizi psoriatic indications as it accelerates in its lifecycle
Collaborate with external agencies, internal partners, and leadership to build, manage, and execute marketing plans to achieve business objectives and goals
Manage strategy and project development of DTC advertising for brand awareness, acquisition, and conversion initiatives through a variety of channels which may include CRM, direct marketing, in-office, print, SEM, Digital Media, Mobile, broadcast TV with strong emphasis in web-based communications
Work with internal cross functional groups (Public Affairs, Professional Marketing, Legal, Regulatory, Medical and Project Management) and external groups (Ad Agency, Digital and Media Agency, Database agency) to insure integration and consistency of consumer business strategies and regulatory compliance of promotional material
Develop a strategic roadmap and implement new use cases involving new technological and operational capabilities delivered in partnership with the AbbVie Digital Lab organization
Provide leadership, direction, and development for direct reports
Understand trends in the marketplace impacting Consumer Marketing using data driven strategic insights to apply on an on-going basis
Lead competitive assessment and implications that are relevant for specific indications and our patients
Evaluate the effectiveness of campaign strategies through campaign measurement and metrics development to ensure positive return on investment and achieve brand objectives
Help patients better manage their conditions through improved patient experiences
Grow brand/product penetration, share and awareness
Effectively track and manage the marketing budget
Consistently execute multiple marketing projects in a timely manner
BA/BS Required, MBA Preferred
8 years of Consumer Marketing experience with heavy experience in media, including digital marketing, with the ideal candidate having broadcast and media planning leadership experience
Competency in core marketing capabilities such as creative development, positioning, optimization across the marketing mix
Proven ability to lead and influence cross-functional teams, including timeline and budget management
Ability to understand medical/clinical aspects of a pharmaceutical product and its application to marketing strategy and tactical execution
Success working in a matrixed organization to drive alignment to brand objectives
Experience leading or supporting strategic and tactical planning
Excellent communication (oral, written, and presentation) and people skills
Familiarity with field travel and participating in local market and patient immersions, pulling insights through to execution
Experience working with and managing multiple external agencies including advertising, digital, database agencies and internal cross functional partners.
Experience with mass media including broadcast TV, DTC mass media (Radio, Print, Web)
Understanding of social media platforms and their application
Ability to influence senior management
Balance of analytical capability and creative vision
Ability to influence senior management and work with all levels in a highly matrixed organization
Strong planning and organization skills, diligence, execution, and follow-through
Demonstrated history of high performance
