Director, Omnichannel HCP Marketing
Abbott
Summary
Abbott Diabetes Care is seeking a transformational Director of HCP Omnichannel Marketing to lead the next evolution of healthcare professional engagement for the Libre portfolio. Reporting to the Head of Marketing, North America, this leader will own the strategy and performance of HCP omnichannel engagement across paid media, CRM, web, and digital activation. The role is responsible for building a connected customer experience for both called and non-called HCP audiences, leveraging data, technology, content, and analytics to accelerate awareness, adoption, and advocacy.
Job description
What you'll do
Lead HCP Omnichannel Strategy
- Develop and execute the integrated HCP omnichannel strategy across paid, owned, and earned channels.
- Create differentiated engagement approaches for called and non-called audiences.
- Align media, CRM, web, content, and field engagement into connected customer journeys.
- Advance personalization, orchestration, and AI-enabled engagement capabilities.
- Partner across Marketing, Sales, Analytics, Medical, and Commercial teams to drive business impact.
Drive HCP Demand Generation & Media
- Lead HCP paid media strategy, planning, and optimization.
- Evaluate channel performance, investment allocation, and audience strategy.
- Identify new channels and engagement opportunities to support growth.
- Establish measurement frameworks and performance-driven decision making.
Own CRM, Engagement & Web Strategy
- Lead HCP CRM strategy, segmentation, journey design, and personalization.
- Develop customer lifecycle programs that improve engagement and adoption.
- Own the vision and roadmap for HCP web properties, portals, and digital experiences.
- Optimize customer experiences through analytics, testing, and continuous improvement.
- Ensure digital channels work together as a unified engagement ecosystem.
Lead Organizational Transformation
- Build and develop a high-performing omnichannel marketing team.
- Champion modern marketing practices, new technologies, and AI-enabled ways of working.
- Establish the capabilities, processes, and governance needed to scale omnichannel engagement.
- Serve as a change agent who helps transform Abbott Diabetes Care into a best-in-class customer engagement organization.
Minimum Qualifications
- Bachelor's degree in Marketing, Business, or related field.
- 12+ years of marketing experience with progressive leadership responsibility.
- Deep expertise in omnichannel marketing, CRM, digital engagement, media, and customer journey strategy.
- Proven success leading digital transformation and commercial growth initiatives.
- Experience managing significant media investments and engagement programs.
- Strong analytical, strategic, and cross-functional leadership skills.
- Demonstrated ability to build teams and drive organizational change.
Preferred
- MBA or advanced degree.
- Experience in diabetes, healthcare, medical devices, pharmaceuticals, or other regulated industries.
- Experience with marketing automation, CDPs, omnichannel orchestration, and AI-enabled marketing technologies.
Success Measures
- HCP awareness, engagement, and adoption growth
- Omnichannel campaign performance and customer reach
- CRM effectiveness and customer journey outcomes
- Paid media efficiency and ROI
- Website and portal engagement metrics
- Advancement of personalization and omnichannel capabilities
- Contribution to business growth and market adoption
- Team development and organizational transformation
Leadership Profile
The successful candidate is a visionary builder who combines strategic thinking with operational excellence. They understand how modern healthcare professionals engage across channels and can translate that understanding into scalable growth strategies. Most importantly, they are a change leader who can help Abbott Diabetes Care create a more connected, personalized, and effective engagement model that supports the next stage of growth for the Libre portfolio.
Requirements
- Bachelor's degree in Marketing, Business, or related field
- 12+ years of marketing experience with progressive leadership responsibility
- Deep expertise in omnichannel marketing, CRM, digital engagement, media, and customer journey strategy
- Proven success leading digital transformation and commercial growth initiatives
- Experience managing significant media investments and engagement programs
- Strong analytical, strategic, and cross-functional leadership skills
- Demonstrated ability to build teams and drive organizational change
- MBA or advanced degree (preferred)
- Experience in diabetes, healthcare, medical devices, pharmaceuticals, or other regulated industries (preferred)
- Experience with marketing automation, CDPs, omnichannel orchestration, and AI-enabled marketing technologies (preferred)
Benefits
- Free medical coverage
- Retirement savings plan
- Tuition reimbursement
- Student debt program
- FreeU education benefit
- Career development
Company overview
Abbott Laboratories is a global healthcare leader with a 135-year legacy of innovation, dedicated to helping people live healthier, fuller lives through life-changing technologies and products. Headquartered in Abbott Park, Illinois, the company operates in more than 160 countries with a workforce of approximately 114,000 professionals. Abbott's diversified portfolio spans four core business segments: medical devices, diagnostics, nutrition products, and branded generic pharmaceuticals. The company is particularly renowned for its groundbreaking medical devices including cardiovascular technologies, diabetes management systems like the FreeStyle Libre continuous glucose monitor, neuromodulation devices for chronic pain, and the AVEIR DR dual chamber leadless pacemaker system. In diagnostics, Abbott has been instrumental in developing critical tests, including the first licensed HIV test in 1985 that helped secure blood supply safety. The company's nutrition division produces leading infant formulas like Similac, while its pharmaceutical business provides quality branded generic medicines. Abbott consistently ranks among Fortune's Most Admired Companies and maintains a strong commitment to sustainability and corporate responsibility, making it a trusted partner in advancing global healthcare.