Marketing Manager, Omnichannel Strategy – Consumer

AbbVie•Mettawa, IL

About The Position

The Marketing Manager, Omnichannel Strategy – Consumer is a newly created role on the Omnichannel Strategy team, reporting directly to the Associate Director, Omnichannel Strategy. This role is responsible for developing and executing consumer/DTC omnichannel strategy across the Rheumatology portfolio — spanning RINVOQ and SKYRIZI indications with a focus on reaching and engaging potential patients through coordinated, data-driven digital and media programs. You will also work closely with various brand team members to support our strategic imperatives and pull through to patients.

Requirements

Bachelor's degree required
Demonstrated ability to translate strategy into channel-level execution plans
Strong media data fluency — ability to pull insights from performance data and translate into clear, actionable recommendations
Proven experience working cross-functionally in a high-matrixed organization; ability to influence without direct authority
Strong written and verbal communication skills; comfort presenting to senior stakeholders

Nice To Haves

MBA or advanced degree preferred
Experience in pharmaceutical/healthcare DTC marketing preferred; CPG experience with consumer media considered
Experience with CDP platforms, first-party data activation, and consumer audience segmentation tools
4–6 years of experience in digital marketing, media, or omnichannel strategy, with a strong emphasis on consumer/DTC programs
Familiarity with pharma regulatory and compliance environment
Experience managing agency relationships and media budgets
Background in consumer health, wellness, or chronic condition categories

Responsibilities

Reinforce and support the overall brand strategic imperatives, translating them into consumer omnichannel plans that pull through to patients across all digital and media channels.
Lead the development of consumer/DTC omnichannel strategy across RINVOQ and SKYRIZI indications — translating portfolio-level strategic direction into channel-specific, patient-focused plans.
Strategize the customer experience with media channels in scope — including programmatic display, paid social, search, CRM/email, streaming audio and video, and connected TV — in partnership with APEX and media agency partners.
Collaborate with brand team on consumer media briefs; own strategy and channel-level optimization strategic recommendations in partnership with creative and media agency partners.
Translate brand strategy into consumer-facing omnichannel touchpoints that move patients along the awareness-to-action journey.
Evaluate, consult, monitor and optimize consumer campaign performance against defined KPIs; surface insights and recommendations to the AD, Omnichannel Strategy on a regular cadence.
Partner with APEX, media agency, and data partners to activate CDP (Customer Data Platform) capabilities, leveraging first-party data, audience segmentation, and patient behavioral signals to identify, reach, and engage potential patients more effectively.
Support the development of consumer audience segmentation- translating portfolio-level segmentation strategy into indication-specific consumer targeting.
Partner with Media Agency on consumer digital profiling and patient behavioral insights; translate findings into actionable targeting strategies and media recommendations.
Evaluate consumer audience data quality from media and data partners; surface gaps and opportunities to the AD, Omnichannel Strategy.
Stay current on evolving consumer targeting capabilities (e.g., contextual targeting, identity resolution, first-party data activation) and bring recommendations forward.
Lead consumer-facing performance reporting — optimize reporting and tracking KPIs across all DTC/consumer media channels.
Lead developing and stewarding the holistic measurement plan — providing the consumer lens across NPP, CRM, digital media, and audience performance metrics.
Contribute to the Cross-Agency QBR process with consumer performance data and recommendations.
Partner with media agency and APEX to ensure consistent measurement methodology and data integrity across consumer campaigns.
Support periodic vendor evaluation process — providing a consumer/DTC lens on partner capabilities, audience reach, and data pass-back quality.
Manage relationships with consumer media and data vendors; ensure deliverables, timelines, and performance expectations are met.
Evaluate new consumer media partners and platforms for alignment to patient audience strategy and overall portfolio objectives.
Collaborate with media agency to ensure consumer vendor selections are integrated into the broader omnichannel plan.
Partner closely with RINVOQ and SKYRIZI brand teams to ensure consumer omnichannel strategy is aligned to brand priorities and integrated with HCP-facing efforts.
Collaborate with the AD, Omnichannel Strategy to ensure consumer and HCP programs are complementary and coordinated across the portfolio.
Engage with APEX, media agency, and data partners in a collaborative, outcomes-oriented manner — driving integration and accountability across the consumer ecosystem.
Participate in broader Omnichannel Strategy team planning, sharing consumer insights and best practices to elevate the overall program.