The Marketing Automation Senior Specialist is part of the AbbVie Digital Lab and will be responsible for playing an integral part of the team building Healthcare Professional (HCP) 1:1 marketing programs. The role combines ownership of high-complexity campaign work with formal people leadership, technical oversight, and cross-functional partnership.
Responsibilities include:
- Build, QC, and execute high-complexity brand omnichannel programs. This includes building journeys (base cadences) and highly complex trigger programs that deliver the right message to the right person at the right time through the right channel.
- Ensure high-quality, on-time, and error-free implementation, testing, and QA of campaigns within the marketing automation platform. Create, review, and share standard quality-control documents and follow the process to ensure accuracy and completeness.
- Lead and manage assigned team members, including day-to-day work allocation and prioritization, coaching, performance management, development planning, onboarding, and quality oversight. Maintain a focused campaign workload that allows appropriate attention to people leadership and team delivery.
- Monitor email deliverability across domains for all brand campaigns implemented. Provide recommendations on how to optimize deliverability, resolve IP reputation issues, and ensure proper inbox placement.
- Identify issues, determine root cause, and recommend corrective action for campaign builds, data and audience logic, IP reputation, deliverability, and operational processes.
- Participate in and lead agile delivery activities such as design, build, QA, and continuous improvement. Maintain documents per department document-management policies and procedures.
- Influence and implement capabilities including targeting, personalization, audience segmentation, journey orchestration, and dynamic content to deliver the best customer experience. Build and execute test plans, identify winners, and proactively recommend optimization opportunities that improve deliverability, reach, and engagement.
- Lead internal and external partners to define, execute, and optimize email, direct mail, media, and omnichannel campaigns. Lead or contribute to team innovations, cross-functional projects, and scalable process improvements. Partners include Brand Marketing, Strategy, Business Technology Solutions, Marketing Analytics and Business Insights, Creative, Digital Agencies, and other CRM and technology teams.
- Provide exemplary customer service while setting, maintaining, and exceeding stakeholder expectations. Communicate progress, decisions, stakeholder alignment, risks, and business value to the Associate Director and other partners.
- Keep abreast of 1:1 marketing, CRM, email industry best practices, and new technology through professional organizations, seminars, and conferences. Recommend practical applications to the Associate Director.