Senior Manager, Marketing Technology and Platform Enablement - Vascular Global Marketing
Location: Santa Clara, California
Internal Number: ABLAUS31015790ENUSEXTERNAL
Abbott is a global healthcare leader that helps people live more fully at all stages of life. Our portfolio of life-changing technologies spans the spectrum of healthcare, with leading businesses and products in diagnostics, medical devices, nutritionals and branded generic medicines. Our 113,000 colleagues serve people in more than 160 countries.
Abbott Vascular provides innovative, minimally invasive and cost-effective products for treatment of vascular disease. Our extensive portfolio includes drug-eluting stents, bare metal stents, guide wires, balloon dilatation catheters, imaging catheters and software, vessel closure devices and peripheral stents.
Our location in Santa Clara, CA, currently has an opportunity for a Senior Manager, Marketing Technology and Platform Enablement.
WHAT YOU'LL DO
The Senior Manager, Marketing Technology & Platform Enablement will help lead Vascular' s marketing technology transformation, focused on Marketing Automation & CRM capability-building within the Global Marketing Digital Center of Excellence. The role works collaboratively with stakeholders in Product Marketing, Commercial Excellence, Sales, IT and Marketing, as well as Regional Marketing, to operationalize closed-loop marketing campaigns that deliver business impact. The role is responsible for scaling out Marketing Automation and CRM across the marketing organization, in addition to defining and driving digital platform integrations. This person has a command of marketing technology platforms, a passion for connected data and data insights, and proven experience managing email campaigns at scale. The Senior Manager, MarTech Enablement works collaboratively with various teams including Marcom, support agencies, and global and regional marketing on the development of Marketing Automation strategy tied to specific business objectives and KPIs. This role is a senior manager with indirect reports and will report into Global Digital Marketing Group Manager. This senior team member will join a set of peers focused on Paid Media, Content Strategy and Analytics. In scope for the role is to take ownership of shaping Vascular' s digital marketing technology stack and API roadmap as we connect platforms to better leverage real time data insights and personalization.
The Senior Manager, MarTech Enablement has a primary responsibility to oversee all Marketing Automation/CRM programs, ensuring all customer communications are governed strictly by contact frequency, messaging, branding standards and our capabilities continue to evolve through platform integrations. The Marketing Automation Senior Manager will work closely with digital agencies to assist in performance testing and rollout of new or existing functionality. Must have proven experience managing enterprise-level marketing programs using platforms such as Marketo, Eloqua or Marketing Cloud and ideally proven experience with full Salesforce CRM integrations. This is a strategic and tactical marketing role, with unique expertise in technology platform integrations to support digital marketing transformation.
A strong understanding of customer segmentation and close-loop marketing using Salesforce CRM is required, as well as proven experience working across Marketing, Commercial Excellence and Sales teams. In this role you will craft the end-to-end operations of closed loop marketing across all business lines programs and build your own Marketing Automation & CRM Global Center of Excellence to enable our brand franchise and regional stakeholders. You have an ability to apply segmentation and customer journeys to new and existing programs with a keen eye for business prioritization and commercial impact. Foundational understanding of data privacy, regulatory compliance and data integrity and process is a must. Responsibilities for new targeting technologies to improve effectiveness of marketing efforts.
Ability to define future roadmap and scale up of CRM across the Vascular marketing organization
Collaborate with regional marketing teams to define and implement key Marketing Automation & CRM strategies and tactics, as well as Marketo API integration roadmap
Demonstrate strong command and ownership for email programming at enterprise level (multiple programs against multiple customer segments), and Marketing Automation and CRM systems and processes
Ensure all published content complies with program requirements, editorial and brand guides, usability, and accessibility standards.
Partner with agency to implement new features and enhancements to increase customer engagement based on clear A/B testing and performance insights.
Familiarity with Salesforce CRM and how it connects to marketing automation platforms for lead management
Strong aptitude and understanding of data privacy policies: GDPR, CCPA and Opt-In requirements
Creates and lead Marketo & CRM training sessions for global and regional marketing teams
Own website platform technology roadmap to deliberately plan website evolution
Lead Digital Review Board forums to review and approved new platforms in Vascular marketing stack
Play a role in streamlining marketing automation operations (Marketo platform) including delivering monthly email program calendar based on business priorities leveraging agencies and support staff
EDUCATION AND EXPERIENCE YOU'LL BRING
Minimum of 5 years of related work experience
Bachelor's or Master's in marketing, business, communications, journalism, or related discipline
5-8 years of related work experience with a complete understanding of specified functional area. Minimum 5 years brand management experience .
Proficient with various marketing platforms such as Google Analytics and web content management systems (CMS). Experience managing Marketing Automation program such as Marketo or Marketing Cloud. Mobile app development/technologies/platform knowledge. Additional relevant platform knowledge:
Google Analytics (must have)
Marketo, Eloqua or Marketing Cloud certification (must have)
Salesforce Certification (strongly recommended)
Over 5+ year experience working with Marketo or other marketing automation platforms in enterprise setting
2+ years of experience building and maintaining a lead / contact lifecycle model, data integrity and data processes and technology integrations.
2+ years of CRM experience, specifically Salesforce.com.
Experience in optimizing email programs, landing pages and user funnels
Advanced knowledge of Marketing Automation KPIs, A/B testing and on-going optimizations
Fluent in digital analytics, metrics, and reporting with a strong background in project management and compliance recommended to serve as gatekeeper for all customer email communications
Brand Master: Ideal candidate has a demonstrated ability to differentiate the brands they worked with in the minds of customers, establish the visual voice of the offering to generate awareness and differentiation.
Multichannel Expert: Ideal candidate has a proven track record of engaging with all key customers along the customer journey to give them reason to choose and remain loyal to us. Engagement goes beyond just marketing communications - it's about every interaction we have with customers and requires an integrated cross-functional approach and flawless execution of all programs and initiatives.
KPI obsessed: Ideal candidate has a demonstrated ability to act as a business owner, work together with the broader marketing team to drive market share and profitable growth and understand how the business works and know the impact of the decisions they make.
WHAT WE OFFER
At Abbott, you can have a good job that can grow into a great career. We offer:
Training and career development, with onboarding programs for new employees and tuition assistance
Financial security through competitive compensation, incentives and retirement plans
Health care and well-being programs including medical, dental, vision, wellness and occupational health programs
Paid time off
401(k) retirement savings with a generous company match
The stability of a company with a record of strong financial performance and history of being actively involved in local communities
Follow your career aspirations to Abbott for diverse opportunities with a company that provides the growth and strength to build your future. Abbott is an Equal Opportunity Employer, committed to employee diversity.
Abbott is a global healthcare leader that helps people live more fully at all stages of life. Our portfolio of life-changing technologies spans the spectrum of healthcare, with leading businesses and products in diagnostics, medical devices, nutritionals and branded generic medicines. Our 109,000 colleagues serve people in more than 160 countries.