Consumer Marketing Manager I/II, CREON (Pekin)

AbbVie in Pekin, IL

  • Industry: Advertising/Marketing/Public Relations - Marketing Director
  • Type: Full Time
  • $122,260.00 - 195,330.00
position filled
The CREON Marketing Manager will actively contribute to the design, development, and implementation of brand strategies and tactical initiatives that support CREON's consumer commercial objectives. The Marketing Manager will partner with key cross functional partners (marketing analytics and business intelligence, CE, clinical development, medical affairs, medical and regulatory review, OEC, and legal) to identify and use insights and the patient journey to develop stakeholder specific messaging across multiple channels. This individual will also lead work with our strategic agency of record, and extended agency network.

The Consumer Marketing Manager will primarily lead DSA materials, which is the primary area of focus for CREON, with support of branded consumer initiatives and consumer / patient promotional materials utilized in-field. Projects include: radio, online video, social strategy and execution, podcasts, and leadership of consumer channel plan and relationship with our media agency. This person would lead development and manage execution of these projects to drive awareness, acquisition, and conversion where appropriate across marketing channels. In addition, the Consumer Marketing Manager liaises with the equity Patient Support team on executional excellence for all components of the CREON patient support programs. This role requires leadership for key strategic partnerships with patient advocacy organizations such as Medikidz. The Consumer Marketing Manager is responsible for owning the Abbvie CF Scholarship with public affairs.

Key Job Responsibilities for the CREON Marketing Manager I/II position include but are not limited to:
  • Work effectively in a high paced, integrated brand team based environment.
  • Work with cross functional partners to enhance brand messaging and strengthen promotional claims within the label (where appropriate).
  • Work with cross functional team to generate and analyze Consumer data/insights to continue to evolve and improve patient segmentation and tactical execution.
  • Set strategic direction for agencies and manage projects and agencies within time and budget parameters, including measurement and optimization of campaign ecosystem and the development of message maps
  • Assess market dynamics and competitive activities for EPI / PERT market. Develop market shaping strategies, across channels and given competitive activity.
  • Support the development of a strategically targeted and efficient media plan to reach key customer segments and embrace "test and learn" opportunities.
  • Establish a highly effective collaborative working relationship with the GIC sales leadership team to ensure that field insights are heard and incorporated into marketing tactics as aligned to the consumer strategies.
  • Effectively communicate brand vision, strategy and objectives to internal cross-functional partners and sales leadership to drive brand business objectives.
  • Create scorecards and evaluate the effectiveness of campaign strategies through campaign measurement and metrics development to ensure positive return on investment and achievement of brand objectives.


Requirements:
  • Bachelor's Degree
  • Relevant brand marketing experience; consumer marketing experience strongly preferred
  • Competency in core marketing capabilities such as creative development, positioning, optimization across the marketing mix
  • Proven ability to lead and influence cross-functional teams, including timeline and budget management
  • Ability to understand medical/clinical aspects of a pharmaceutical product and its application to marketing strategy and tactical execution
  • Success working in a matrixed organization to drive alignment to brand objectives
  • Exposure to patient support programs and digital media
  • Experience leading or supporting strategic and tactical planning
  • Strong written and interpersonal skills
  • Familiarity with field travel and participating in local market and patient immersions, pulling insights through to execution


Preferred:
  • Experience working with and managing multiple external agencies including advertising, digital, database agencies and internal cross functional partners.
  • DTC mass media (TV, Radio, Web/Digital) experience
  • CRM experience including Direct mail and e-mail
  • Understanding of social media platforms and their application
  • Ability to influence senior management

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