Associate Director, Digital Media Optimization - AbbVie

AbbVie's mission is to discover and deliver innovative medicines and solutions 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, and eye care – and products and services in our Allergan Aesthetics portfolio. For more information about AbbVie, please visit us at www.abbvie.com. Follow @abbvie on X, Facebook, Instagram, YouTube, LinkedIn and Tik Tok.

If you live and breathe all things Digital, then we want to talk to you! The 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 Associate Director, Digital Media Optimization (DMO), is a pivotal leader within the AbbVie Digital Lab, tasked with leading and orchestrating innovative biddable digital media strategies and ensuring the seamless execution of optimization efforts across platforms. This role commands a data-driven approach to digital marketing, aiming to set industry standards and achieve a seamless, impactful media presence. As part of the DMO senior leadership team, the Associate Director will drive strategic vision, operational excellence, and collaborative success while cultivating a future-ready digital marketing function.

Main Areas of Responsibility:

Strategic Vision and Leadership:

• Lead role on a hybrid team of in-house paid media experts and analysts who partner with external agencies to deliver best-in-class execution of biddable campaigns.
• Oversee the development of media tactical plans in partnership with the media AOR and AbbVie media strategy and planning teams (e.g., vendor consideration set, tactical recommendations, audience strategy, measurement KPIs) within specified biddable channels.
• Develop and steer digital media activation strategies aligned with Brand Marketing goals, including recommending campaign tactics, targeting, vendor selection, and performance metrics.
• Translate organizational goals into measurable digital efforts, optimizing media across biddable channels (Paid Search, Programmatic Display and Online Video, Paid Social).
• Lead digital media plan integration into Digital Lab Omni-Strategy business plans

Operational and Tactical Excellence:

• Oversee in-housed biddable media platform administrative duties in terms of governance and process for access rights within AbbVie and its supporting media agencies.
• Ensure all digital initiatives comply with governance, privacy, and organizational standards.
• Develop robust media ‘test and learns’ and pilots across biddable channel to improve performance and financial results, partnering with AbbVie measurement teams.
• Data-Driven Insights and Reporting:
• Lead benchmarking and KPI development to measure success across digital platforms.
• Use data insights to guide strategy, improve performance, and link results back to Brand goals.
• Review and present performance reports with actionable recommendations to marketing and cross-functional teams.
• Leverage new in-house media measurement tools to develop performance insights and recommended actions to achieve patient outcome goals that drive higher biddable channel contribution to revenue results based on Media marketing mix report outs.
• Working in partnership with AbbVie Marketing analytics and business intelligence teams to refine media performance reporting processes and Brand management reports to incorporate new in-house patient outcome measurement solutions
• Actively support and contribute into Media mix reporting insights and investment recommendations to maximize Brand revenue for investments made within biddable media channels

Leadership and Talent Development:

• Lead a team of digital media managers while fostering innovation, adopting best practices, and encouraging professional growth.
• Set clear performance objectives and provide regular feedback to empower team growth and alignment with strategic goals.
• Foster improving team culture and controllable outcomes noted within AbbVie’s bi-annual employee satisfaction survey.
• Look for appropriate opportunities to support broader Digital Lab initiatives that help elevate overall value and contribution of Digital Lab to AbbVie’s business growth

Stakeholder Engagement, Communication and Collaboration:

• Champion cross-functional collaboration by developing robust relationships with internal partners, including brand leads, media strategy and planning, analytics, and technology teams.
• Key point of contact for agency and vendor partners to stay informed on market trends and use them to improve AbbVie’s digital capabilities.
• Expected to play a role as key contributor to Enterprise workstreams, as well as member of weekly ‘Pod’ meetings to partner across the Digital Lab.

Industry Leadership and Advocacy:

• Establish AbbVie as a thought leader in digital media optimization, leveraging trends and emerging technologies to innovate marketing practices.
• Contribute and inform the evolution of the Digital Media Optimization maturity roadmap that includes execution plans to build and launch new capabilities

• 12+ years of experience in paid media, with a robust background in media buying, optimization, and leadership roles.
• Experience building and developing high-performing teams, with two direct reports in this role.
• Proven ability to turn business and marketing goals into effective media plans.
• Preferred experience in media agencies or corporate media functions.
• Advanced degree in Marketing, Communications, Business, or a related field preferred.
• Exceptional functional knowledge; is viewed as a subject matter expert in paid media across channels.
• Deep understanding of digital marketing landscape, including hands on experience in several key biddable channels, including Paid Social, Paid Search, Programmatic or other online advertising channels (experience with ad technologies including data management platforms, DSPs, ad-verification, and third-party data providers a plus).
• Practical experience with tag management and operations, a strong plus.
• Exceptional communication skills, with a proven ability to influence and present impactful updates to senior management stakeholders.
• Skilled in using data and visualization tools to support strategic decisions.

This Associate Director role represents an opportunity to lead AbbVie's digital transformation journey, spearheading efforts to achieve breakthrough success, digital contribution to revenue and optimize our digital media footprint.

Applicable only to applicants applying to a position in any location with pay disclosure requirements under state or local law: ​

​The compensation range described below is the range of possible base pay compensation that the Company believes in good faith it will pay for this role at the time of this posting based on the job grade for this position. Individual compensation paid within this range will depend on many factors including geographic location, and we may ultimately pay more or less than the posted range. This range may be modified in the future.​

• We offer a comprehensive package of benefits including paid time off (vacation, holidays, sick), medical/dental/vision insurance and 401(k) to eligible employees.​

• This job is eligible to participate in our short-term incentive programs. ​

• This job is eligible to participate in our long-term incentive programs​

​Note: No amount of pay is considered to be wages or compensation until such amount is earned, vested, and determinable. The amount and availability of any bonus, commission, incentive, benefits, or any other form of compensation and benefits that are allocable to a particular employee remains in the Company's sole and absolute discretion unless and until paid and may be modified at the Company’s sole and absolute discretion, consistent with applicable law. 

AbbVie is an equal opportunity employer and is committed to operating with integrity, driving innovation, transforming lives, serving our community and embracing diversity and inclusion.  It is AbbVie’s policy to employ qualified persons of the greatest ability without discrimination against any employee or applicant for employment because 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, status as a protected veteran, or any other legally protected group status.

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