Director Customer Experience Channel Innovation and Operations

Employer
AbbVie
Location
Lake County, IL, US
Posted
Sep 19, 2018
Ref
1806790
Required Education
Masters Degree/MBA
Position Type
Full time
The Marketing Director, CE Innovation & Operations, will lead AbbVie's enterprise wide strategy and operations for customer experience (CE) capabilities in support of the US commercial business. The incumbent, partners closely with U.S. commercial brand teams, and internal functions (sales operations, IT, marketing analytics, media, strategic planning, and marketing excellence, franchise CE directors), as well as agencies and third party partners to build and operationalize new marketing channels as part of AbbVie's digital transformation roadmap.

Key experiences desired are as follows: pharmaceutical sales, application of sales technologies, social media and web marketing, content management, and CE technologies, digital media, and digital and CRM (data base marketing) with demonstrated results. Experience with enterprise wide program execution and change management is a plus. The customer base for this role is U.S Commercial Consumer, HCP, and Managed Health Care for all franchises including launch brands. This leader will also be responsible for identifying the resolutions of broader business strategies such leading the execution of the digital transformation roadmap and evolving CE capabilities to drive an improved customer experience leading to better patient acquisition and adherence, HCP loyalty and Managed Health Care relationship marketing. This position overseas a team of CE experts and is accountable to innovate and operationalize enterprise platforms in support of a relevant, connected, customer experience across all channels, tactics, and stakeholders.

Key Responsibilities Include:
  • Leads enterprise level CE and Digital marketing capabilities in partnership with the Franchise teams and CE Franchise Directors.
  • Conducts annual strategy planning and directs business operations
  • Evolves CE and Digital Marketing capabilities to leverage new marketing technologies and better address unmet need/business objective, ie: increase reach and frequency, increase consideration, trial, preference and loyalty.
  • Works with Marketing Analytics and Business Insights team to evolve KPI frameworks and promote a test and learn approach for digital capabilities; leads the process to analyze program results and provide recommendations to continuation, enhancement or termination; share learning across franchises
  • Drives end-to-end development of new capabilities in partnership with franchise leads; including selecting/onboarding new agency partners, developing new processes, standing up new technology platforms, overseeing pilot programs, developing playbooks, partnering with internal training teams, onboarding of new skills, change management.
  • Assist franchise leads in promoting an insights-driven customer centric approach using the Consumer Journey as the core foundation for outcomes driven results. Ensure that programs are approached both strategically and tactically aligned to the priority business leverage points on the Journey.
  • Embodies an innovation mentality, staying ahead of the industry by providing relevant cutting edge solutions that resonate with our customers and fill unmet needs. This position leads a team responsible for identifying innovative marketing approaches, keeping a keen eye for concepts that can change the game, impact lives, and improve outcomes.

Agency Management:
  • Lead agency selection/management process with Franchises, CE Directors, Procurement, Agency Relations. Coordinates agency priorities and execution of brand team CRM, CE, and Digital strategies for the respective Franchise.
  • Create an environment with clear communication and collaboration with brand teams, aligning agency with brand to ensure agency delivers on the stated strategy.

Operations and Targeting Coordination:
  • Work closely with Database Operation to ensure that CRM/CE/Digital programs are reaching the right audience via the most effective, efficient media/channels.
  • Contribute to best practice documentation and procedures.
  • Collaborate closely with Marketing Operations to ensure CRM/Digital programs effectiveness and success in line with other CA&O priorities.

Market Research and Analytics:
  • Partner with MA&BI Market Research to ensure an insights-driven approach in the build, evaluation and optimization stages.
  • Partner with MA&BI Analytics to evaluate programs at the aggregate Marketing Mix level, and also at the detailed 3 A's patient flow level: awareness, adoption, adherence.
  • Ensure that the customer Targeting efforts are aligned to the behavioral and attitudinal targets leveraged by the brand and created by Analytics and Market Research teams.
  • Ensure that Marketing 1View is reflecting the appropriate KPI's that tracks and monitors CRM/CE and Digital program objectives.

Training/Development:
  • Partner with Marketing Excellence (Mx) to identify and define appropriate CRM/CE/ and Digital programs that require focused training and pull through.

Competencies Required:
  • Leadership - rallies others to a common vision, bring together various groups/individuals and leverages their diversity and differing views, creates an environment of autonomy and entrepreneurship.
  • Strong Communicator (Can package initiatives, milestones, achievements and outcomes into communications for different audiences)
  • Strong business acumen - proven ability to identify, address, and influence customer needs
  • Good facilitator - can drive collaborative discussions, gather feedback, and provides follow-up on how it will be addressed through solutions
  • Strong written/oral communications
  • Strategic thinker - can see big picture opportunities for the business, and works with CA&O SME's to link capabilities to best meet these opportunities.
  • Change Management and large program management experience is a plus

  • 10-15 years of professional work experience: Pharma sales, HCP marketing customer/consumer marketing experience, with 5+ years leading demonstrated successful and recent digital/social media, and multi-channel deployment.
  • Highly motivated change agent that can push against the status quo and seed new ideas, new ways of thinking, and new ways of working.
  • Ability to attract talent and develop and coach team, 3-5 individuals.
  • Strong organization, project management, and team leadership skills.
  • Exceptional influencing, interpersonal, and communications skills (written and oral).
  • Demonstrated ability to network and partner effectively across all functional areas, establishing productive relationships. Knowing how to get to win-win solutions internally and externally.
  • Leads with a servant leader mindset
  • Succeeds in a fluid and at times, ambiguous environment
  • Ensures adherence to all corporate and divisional compliance policies and guidelines within assigned geographies

Preferred:

  • MBA or Masters preferred. Bachelor's degree in Business/Marketing.
  • Experience in Pharmaceutical sales and marketing


Equal Opportunity Employer Minorities/Women/Veterans/Disabled