Director, Omnichannel HCP Marketing

Abbott Laboratories; Alameda (CA); On-site; USD 172,000 - 344,000; Full time

Benefits offered by this job

Free medical coverage

Strong retirement plan

Tuition reimbursement

Education benefits

Global company culture

Job 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 omnichannel engagement across paid media, CRM, web, and digital activation.

The ideal candidate brings deep expertise in omnichannel marketing, customer engagement, digital transformation, and commercial execution,

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.

Responsibilities

• Lead HCP Omnichannel Strategy across paid, owned, and earned channels.
• Drive HCP Demand Generation & Media strategy, planning, and optimization.
• Own CRM, Engagement & Web Strategy, including segmentation and personalization.
• Lead Organizational Transformation and build a high-performing omnichannel marketing team.

Skills

Omnichannel marketing

CRM & digital engagement

Media strategy

Customer journey design

Digital transformation

Leadership

Education

Bachelor’s in Marketing/Business

MBA (preferred)

Tools

Marketing automation

CDP

AI marketing tech

Job description

Abbott is a global healthcare leader that helps people live more fully at all stages of life. Our portfolio of life-changing technologies spans the spectrum of healthcare, with leading businesses and products in diagnostics, medical devices, nutritionals and branded generic medicines. Our 122,000 colleagues serve people in more than 160 countries.

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 outcomesPaid 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 – $344,000.00. In specific locations, the pay range may vary from the range posted.