The AbbVie Digital Lab Director of Consumer CRM will lead the vision, strategy, and roadmap for the advancement of our prospect & patient Customer Relationship Management (CRM) capability for US Commercial and accelerate our 1:1 marketing capability. This person will be a key business partner to senior leaders across the US Commercial Organization.
The Director will lead a team of Associate Directors responsible for advancing our Consumer CRM capability to ensure the flawless orchestration the 1:1 experiences across touchpoints and channels throughout the customer journey. Enabling and delivering personalized customer experiences through a data-driven, test and learn approach to ensure we’re delivering the right message, to the right person, at the right time, through the right channel. The team will be responsible for defining and implementing enterprise journeys, managing the CRM programs from start to finish, and then coding, configuring, and deploying the campaigns in our marketing automation platform and continuously measuring and optimizing the experience for our US commercial brands.
Responsibilities:
- Lead the vision, strategy, and roadmap for advancement of the Consumer CRM Digital Transformation 1:1 Omnichannel CRM capabilities for US Commercial
- Responsible for leading, coaching and developing a high-performing team of people leaders responsible for CRM Campaign Operations, Marketing Automation, and Operations.
- Identify, define, and implement enterprise approaches to advance our Consumer CRM Omnichannel capabilities, build business case, gain buy-in, support and funding from Senior Leadership Team (SLT). Examples include enterprise omnichannel planning approach, implementing new enterprise platforms, processes, and tools to improve customer experience, data capture, orchestration across channels, measurement, and optimization.
- Drive Consumer CRM innovation by understanding and identifying emerging 1:1 marketing opportunities and envision how can be applied to help AbbVie reach and engage with our customers in our connected consumer ecosystem.
- Collaborate effectively and drive alignment in a highly matrixed organization with leadership across Creative/Digital agencies, Brand teams, Media, Market Research, Analytics, Business Technology Solutions (BTS), Field Operations, Medical, Regulatory, and Legal.
- Ensure Consumer CRM cross-functional team focuses on key priorities from US Commercial Senior Leadership teams. Manage team capacity and prioritize the most impactful projects for AbbVie with US Commercial leadership.
- Schedule and conduct quarterly business reviews with executive leaders within US Commercial (Marketing & Digital Lab leadership)
- Partner with the Consumer and Patient Services CRM Organization to document, share and socialize best practices across AbbVie related to CRM. Understand, document, and socialize the differences between approaches for Consumer, Patient, and HCP
- Oversee strategic vendor selection and continue to drive high value, cost effective solutions for our US Commercial internal customers.
Key AbbVie Leadership Competencies:
- Positive “all for one” approach to team deliverables and priorities.
- Builds strong relationships and teams to enable higher performance.
- Learns fast, grasps the “essence”, and can change course quickly where indicated.
- Raises the bar and is never satisfied with the status quo.
- Creates a learning environment and is open to suggestions.
- Embraces the ideas of others, nurtures innovation and manages innovation to reality.
- Demonstrate a “servant-leader” approach while bringing deep subject matter expertise.
Competencies:
- Ability to work and lead independently initiatives without day-to-day supervision
- Strong presentation skills to present complex concepts to non-technical audiences
- Able to prioritize & gracefully manage competing priorities to ensure deadlines are met.
- Collaborative nature and ability to influence and guide cross-functional stakeholders.
- Exceptional functional knowledge and expertise on digital marketing platforms.
- e.g. CRM, email marketing best practices, marketing cloud technology
- Acumen for how digital agencies operate: scope of work process/mgmt., timelines
- Inquisitive, strong analytical skills, including the ability to infer and apply learnings.
- Excellent verbal and written communication skills.
- Attention to detail and follow-through on execution.
- Strong project management abilities and critical work tool experience.
- e.g. Smartshhet, Excel, Visio, MS Project, PowerPoint