Sr Manager Corporate Marketing + Media Strategy

About the position

The Sr Manager of Corporate Marketing + Media Strategy will help drive the development of Abbott's Brand Marketing Strategy and lead how that guides the paid media strategy and execution for the corporate brand through an integrated process to ensure collaboration with all marketing functions (Marketing, Creative, Content / Social) to advance a consistent approach of achieving Abbott's communication objectives.

Responsibilities

• Guide the development and implementation of a comprehensive brand strategy that enables Abbott to further define its purpose and the value it seeks to provide consumers within their health journey.
• Implement and guide a planning process that allows for increased alignment on campaign / initiative needs and objectives fostering a more integrated marketing approach driving more effectiveness and assumed outcomes.
• Evolve the corporate briefing process (Marketing + Creative) to establish clear decisioning on key plan and campaign elements as well as driving a more collaborative approach to 'hand-offs' between marketing and creative.
• Ensure alignment of campaigns and partnerships to the corporate marketing strategy through existing and future executions.
• Oversee planning, buying, and optimization of paid media for the corporate brand, including TV, OTT, OLV/Display, audio, print, OOH.
• Infuse creativity into media strategies, ensuring that campaigns are not only effective but also innovative and engaging.
• Partner and coordinate with Content team on integration of paid social and SEM.
• Build strong working relationships and collaborate with cross-functional teams, including marketing, content, PA, creative, and analytics.
• Work with Marketing Insights team to identify emerging trends, consumer insights, and new media opportunities to incorporate into strategy.
• Develop and implement comprehensive data-driven and integrated media strategies that align with marketing objectives.
• Lead and manage the external media agency planning & buying team.
• Oversee media budget allocation across channels, ensuring efficient spending and maximizing return on investment.
• Monitor and analyze media performance data and provide actionable insights to optimize campaigns and drive ROI.
• Build and manage relationships with media vendors.
• Prepare and present media plans, performance reports, and recommendations to senior leadership.
• Update the Brand Safety guidelines and other relevant responsible marketing practices and oversee adherence.
• Review and incorporate the necessary media technology to enable data-driven marketing, privacy and data compliance, and optimization of media investment and results.
• Stay current with industry trends, emerging technologies, and best practices to ensure innovative and effective media strategies.
• Drive a perspective on implementation of test to learn opportunities that advantage Abbott with access to new capabilities under preferred rates.
• Ensure agencies are providing and developing necessary tools and capabilities to allow focus on overall vendor roster.
• Serve as the member representative to external advertising associations to stay updated on industry trends and bring marketing trends, best practices, and other resources to help build Abbott's capabilities.

Requirements

• Bachelor's degree in Marketing, Advertising, Communications, or a related field; MBA preferred.
• 10+ years of experience in media planning, with at least 5 years in a leadership role.
• Strong understanding of media channels, including digital, TV, radio, print, and out-of-home.
• Expertise in digital media platforms, programmatic buying, and data-driven targeting strategies with strong knowledge of media technology (e.g. DSP, CDP).
• Proven track record of developing and executing successful media campaigns.
• Excellent analytical skills and the ability to interpret data to drive decision-making.
• Strong leadership and team management skills.
• Exceptional communication and presentation skills.
• Ability to thrive in a fast-paced, dynamic environment.

Benefits

• Career development with an international company.
• Free medical coverage in the Health Investment Plan (HIP) PPO medical plan in the next calendar year.
• Excellent retirement savings plan with high employer contribution.
• Tuition reimbursement, the Freedom 2 Save student debt program and FreeU education benefit.
• Recognized as a great place to work in dozens of countries.
• Named one of the most admired companies in the world by Fortune.