Paid Social In-housing Leader

About AbbVie
AbbVie’s mission is to discover and deliver innovative medicines that solve serious health issues today and address the medical challenges of tomorrow. We strive to have a remarkable impact on people’s lives across several key therapeutic areas: immunology, oncology, neuroscience, eye care, virology, women’s health and gastroenterology, in addition to products and services across its Allergan Aesthetics portfolio. For more information about AbbVie, please visit us at www.abbvie.com. Follow @abbvie on Twitter, Facebook, Instagram, YouTube and LinkedIn.

If you live and breathe all things Digital, then we want to talk to you! The new AbbVie Digital Lab is on a mission to transform data-driven digital marketing in the pharmaceutical industry. This is an amazing opportunity for a candidate that has a passion for digital marketing. If you want to be a part of an industry-defining team, then we want to hear from you. The Lab is excited to welcome experienced digital talent from all industries. 

The role sets the strategy for the AbbVie Digital Lab Social Marketing optimization function and is as well a hands-on Social expert as part of the overall media optimization function. Initially, you will be responsible for developing and setting the social strategies and advertising campaigns, defining the function playbook and performance plan while working in partnership with the media agency to implement PPC social strategies, manage budgets and bids, optimize account configurations and targeting, and reporting. As we quickly scale, you'll be responsible for building the paid social team, training them on necessary platforms and processes as well as supporting them in their development and empowering them in their day-to-day roles. The role monitors campaigns on a macro-level and has insight into any potential issues that will affect the success of the program. This person will collaborate with the omni-channel media strategist to ensure social media campaigns are meeting goals and benchmarks of strategy and plans and flexes spend, creative, and frequency based on strategy to meet and exceed overall brand strategies. They are also responsible for ensuring that the Paid Social Media team works in tandem with the other Paid Media channels (paid search, programmatic, etc.) and the Media Planning COE for a holistic outcome.

 

Main Areas of Responsibility

• Iterates and guides their team to iterate on social media campaigns based on experimentation and testing
• Ensures Paid Social Media team follow all account best practices
• Manages the relationship with Paid Social Media vendor partnerships (e.g. Facebook, Twitter, etc.) along with looking for new opportunities for partnership with other Paid Social Media vendors
• Works with social channel partners and media agency to innovate; researches additional 3rd party partnership opportunities
• Work with the Social Media Team and the agency to roll-out new Paid Social Media campaigns and strategies, monitor the pacing of Paid Social Media campaigns, coordinate individual Paid Social Media projects,
• Adjust and create SOP process maps for Paid Social Media tasks; finds and defines new workflows and process efficiencies
• Act as a liaison between the AbbVie Digital Lab Media Optimization function and Media Planning COE function and social team; works closely with the larger social team include analytics and marketing creative
• Prepare weekly reporting regarding trends and updated forecasting (KPIs, budget)
• Escalation point for performance issues within platform that cannot be resolved by specialist; have an open line of communication with media agency to coordinate any site-side issues that would affect campaigns issues
• Assist in guiding Paid Social Media training for new Paid Media employees
• Manage Paid Social Media team members career growth and development
• Stay up to date with the latest Paid Social Media strategies and best practices and new and emerging technology, creative and programming applications in order to improve campaign performance and provide recommendations on how team can best leverage new tools and services.

Qualifications

• 8-10 years of experience in integrated media planning and digital marketing for consumer products or technology platforms; agency experience required
• BA/BS degree in Marketing, Communications, Business, Journalism or related field of study; MBA a plus
• Hands on experience as a Social Media Specialist crafting and deploying successful campaigns; track record in planning and implementing a successful social strategy; Paid Social Media advertising creation and management was a core job responsibility

• Able to strategically organize large projects into actionable deliverables; able to effectively prioritize high volume of work across all the business functions to focus on delivery and driving measurable impact.
• Knowledge of full-funnel digital advertising strategies by media type, including SEM, display and online video advertising and how they can work together to drive the most efficient omni-channel experience for target audiences
• Experience with campaign management/ad serving technology (i.e. Double Click, IAS, Google Analytics and social platforms: Facebook, Twitter, Pinterest & LinkedIn)
• Understanding of all Facebook and Instagram campaign objectives, ad types, creative formats, and audience targeting is required. Knowledge of other features like the Facebook Pixel, Custom Audiences, reporting, etc. is also needed.
• Track record managing large media buying budgets; ability to plan, implement, manage, measure, and report on Paid Media Social Media efforts across a variety of channels
• Knack for efficiency and automating processes
• Ability to work in a fast-paced and always changing environment
• Strong work ethic, attention to detail and self-starter mentality
• Exceptionally strong interpersonal and teamwork abilities; Demonstrates ability to communicate complex issues in a simple, yet compelling fashion to a wide range of stakeholders
• Ability to flex between “in the weeds” Paid Social Media knowledge and driving high-level agency vision and team goals
• Expert communication, presentation and analytics preparation skills required
• A proven track record of personal success and ambitious undertakings

• A passion for building, bringing to market, and scaling digital products and services

• Ability to analyze data and provide evidence-based recommendations
• Critical thinker and problem-solving skills; learns, fast, grasps the “essence” and can change the course quickly where indicated
• Raises the bar and is never satisfied with the status quo
• Embraces the ideas of others, nurtures innovation and manages innovation to reality

 

Significant Work Activities
Continuous sitting for prolonged periods (more than 2 consecutive hours in an 8 hour day)
Travel
Yes, 15 % of the Time
Job Type
Experienced
Schedule
Full-time
Job Level Code
M
Equal Employment Opportunity
At AbbVie, we value bringing together individuals from diverse backgrounds to develop new and innovative solutions for patients. As an equal opportunity employer we do not discriminate on the basis of race, color, religion, national origin, age, sex (including pregnancy), physical or mental disability, medical condition, genetic information gender identity or expression, sexual orientation, marital status, protected veteran status, or any other legally protected characteristic.