Senior Brand Manager, My Freestyle US App and Customer Experience
At a glance
Senior Brand Marketing role at Abbott. Alameda · full-time · $130,700–$261,300 base.
Growth Roles summary, based on the employer's posting.
What you'll do
- Own the US patient support app across activation, retention, and winback stages
- Set app positioning and messaging, then turn patient and business insights into product requirements
- Guide the in-app roadmap with product teams and outside suppliers
- Measure engagement, conversion, and retention while using analytics to improve results
- Manage one Brand Manager, agency relationships, budgets, purchase orders, and invoice approvals
What you bring
- A bachelor’s degree plus at least four to six years in CRM, digital marketing, or product marketing
- Experience owning a digital product or customer engagement channel
- Working knowledge of CRM touchpoints including email, SMS, and app or push
- Strong marketing strategy and cross-functional collaboration experience
Who this fits
You’ll suit a senior marketer who can connect app ownership, lifecycle strategy, analytics, and product development. The role manages one direct report and works from Alameda, California, with travel required twenty percent of the time. Experience in healthcare or another regulated field 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 your 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.
Employees can qualify for free medical coverage in our Health Investment Plan (HIP) PPO medical plan in the next calendar year.
An excellent retirement savings plan with a 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 worldwide 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 the best place to work for diversity, working mothers, female executives, and scientists.
The Opportunity
This position works out of our Alameda, CA location in the Diabetes Care division where we are focused on helping people with diabetes manage their health with life-changing products that provide accurate data to drive better-informed decisions. We’re revolutionizing the way people monitor their glucose levels with our new sensing technology.
As Senior Brand Manager, MyFreeStyle US – App & Customer Engagement, you will own the US patient support app as a core customer engagement channel, shaping how it supports Libre patients across their lifecycle—from onboarding through long-term retention.
You will leverage the in-app’s capabilities to enhance patient support, while driving app strategy, in-app experience, and cross-functional commercialization to deliver relevant, data-driven experiences.
What You’ll Work On
Patient Support App Channel Ownership:
Own the patient support app as a strategic engagement channel within the US market
Define its role across key lifecycle stages including activation, retention, and winback
Lead development of the value proposition, positioning, and messaging framework
In-App Experience & Feature Roadmap:
Shape and continuously improve the end-to-end in-app experience
Define and prioritize the feature roadmap with product teams and external suppliers
Translate customer insights and business needs into product and development requirements
Performance & Optimization:
Own app performance measurement and KPI tracking
Define and implement models to track engagement, conversion, and retention
Partner with analytics to drive insights and optimization
Stakeholder Management:
Drive alignment across cross-functional stakeholders
Provide leadership updates, including progress, risks, and escalations
Agency & Budget Management:
Manage agencies and external partners
Oversee budgets, POs, and invoice approvals
Team Leadership:
Manage one direct report (Brand Manager)
Required Qualifications
Bachelors Degree with at least 4-6 years of experience in CRM, digital marketing, or product marketing or MBA with 1-3 years of related experience
Experience owning a digital product or engagement channel
Expertise in CRM channels (email, SMS, app/push)
Strong marketing strategy skills
Cross-functional collaboration experience
Preferred Qualifications
Experience in healthcare or regulated industries
Familiarity with CRM platforms, marketing automation, and AI tools
Experience in product development cycles and roadmap prioritization
Agency management experience
What Success Looks Like
Increased patient activation through the app, with strong conversion and retention
Successful cross-channel lifecycle strategy across app and CRM ecosystem
Clear roadmap tied to business outcomes
Effective cross-functional collaboration and alignment
Learn more about our health and wellness benefits, which provide the security to help you and your family live full lives: https://abbottbenefits.com/
Follow your career aspirations to Abbott for diverse opportunities with a company that can help you build your future and live your best life. Abbott is an Equal Opportunity Employer, committed to employee diversity.
Connect with us at abbott.com, on LinkedIn at https://www.linkedin.com/company/abbott-/, and on Facebook at https://www.facebook.com/AbbottCareers.
The base pay for this position is
$130,700.00 – $261,300.00In 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:
No
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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