Director, Omnichannel HCP Marketing
At a glance
Leadership General Marketing role at Abbott. Alameda · full-time · $172,000–$344,000 base.
growthroles summary, based on the employer's posting.
What you'll do
- Set the HCP omnichannel plan across paid, owned, and earned channels for called and non-called audiences
- Connect media, CRM, web, content, and field activity into coordinated HCP customer journeys
- Direct paid media planning, channel optimization, investment choices, audience strategy, and performance measurement
- Shape CRM segmentation, lifecycle programs, personalization, and the roadmap for HCP websites and portals
- Build the omnichannel team, introduce AI-enabled practices, and establish processes that support organizational change
What you bring
- A bachelor’s degree in marketing, business, or a related discipline
- At least twelve years in marketing, with increasing leadership responsibility
- Deep experience spanning omnichannel marketing, CRM, digital engagement, media, and customer journey strategy
- A record of leading digital transformation, commercial growth, media investment, and engagement programs
- The ability to build teams and lead strategic, analytical, cross-functional change
Who this fits
You’ll suit a senior marketing leader who can combine omnichannel strategy with hands-on commercial execution and organizational transformation. The role is based in Alameda, has a standard work shift, and includes travel for twenty percent of the time. Experience in healthcare or another regulated industry, plus an MBA or advanced degree, is preferred.
From the employer
JOB DESCRIPTION:
WORKING AT ABBOTT:
At Abbott, you can do work that matters, grow, and learn, care for yourself and family, be your true self and live a full life. You’ll also have access to:
- Career development with an international company where you can grow the career you dream of
- Free medical coverage for employees* via the Health Investment Plan (HIP) PPO
- An excellent retirement savings plan with high employer contribution
- Tuition reimbursement, the Freedom 2 Save student debt program and FreeU education benefit - an affordable and convenient path to getting a bachelor’s degree
- A company recognized as a great place to work in dozens of countries around the world and named one of the most admired companies in the world by Fortune
- A company that is recognized as one of the best big companies to work for as well as a best place to work for diversity, working mothers, female executives, and scientists
As a global leader in diabetes care, Abbott is constantly working to deliver the highest quality products and unwavering support to our customers. Consistent and accurate glucose monitoring is the foundation of any diabetes management plan so we’re committed to continuous improvement in the way patients and professionals measure, track and analyze glucose levels.
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.
The ideal candidate is a strategic leader with deep expertise in omnichannel marketing, customer engagement, digital transformation, and commercial execution. They will play a critical role in modernizing how Abbott engages healthcare professionals and advancing the organization's omnichannel maturity.
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:
Required
- 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
Success will be measured through:
- 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.
The base pay for this position is
$172,000.00 – $344,000.00In specific locations, the pay range may vary from the range posted.
JOB FAMILY:
Product Management
DIVISION:
ADC Diabetes Care
LOCATION:
United States > Alameda : Plaza 6 Building
ADDITIONAL LOCATIONS:
WORK SHIFT:
Standard
TRAVEL:
Yes, 20 % of the Time
MEDICAL SURVEILLANCE:
Not Applicable
SIGNIFICANT WORK ACTIVITIES:
Continuous sitting for prolonged periods (more than 2 consecutive hours in an 8 hour day), Keyboard use (greater or equal to 50% of the workday)Abbott is an Equal Opportunity Employer of Minorities/Women/Individuals with Disabilities/Protected Veterans.
EEO is the Law link - English: http://webstorage.abbott.com/common/External/EEO_English.pdf
EEO is the Law link - Espanol: http://webstorage.abbott.com/common/External/EEO_Spanish.pdf
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