Regional Omnichannel Marketing Manager

Regional Omnichannel Marketing Manager, EMEA

About Abbott Rapid Diagnostics Division

1. Omnichannel Strategy Leadership

• Develop and own the EMEA digital and omnichannel marketing strategy for Respiratory and HIV rapid diagnostics, aligned with regional and global business objectives.
• Define strategic priorities across digital and physical channels based on franchise communication objectives, customer needs, and engagement opportunities.
• Ensure strategies are scalable across diverse market maturities, adaptable to local needs, and compliant with regional and local regulatory requirements, including data privacy standards.

2. Market Enablement & Execution Support

• Partner with regional and country marketing teams to translate regional strategy into local omnichannel execution plans, toolkits, and integrated campaigns.
• Act as a strategic advisor to markets, providing guidance on campaign design, channel mix, sequencing, and optimization.
• Drive adoption of digital and omnichannel best practices, ensuring consistency and quality of customer experience across EMEA markets.
• 3.
• Closed Loop Marketing & Persona Based Targeting
• Lead the creation, governance, and ongoing refinement of customer personas (e.g., physicians, nurses, lab managers, decision makers) across Respiratory and HIV segments.
• Define end to end customer journeys and touchpoint strategies aligned with persona needs, behaviors, and clinical contexts.
• Design and implement closed loop marketing frameworks, leveraging digital engagement data and campaign insights to refine targeting, messaging, and activation.
• Partner closely with commercial excellence, sales, and regional marketing teams to align segmentation, targeting, and field engagement models.

4. Digital Channel & Campaign Management

• Guide the effective use of multiple digital channels such as; email marketing, web and landing pages, paid and organic digital media, social media marketing
• Ensure campaigns are coordinated across channels, sequenced appropriately, and aligned with the overall customer journey.
• Support markets in running integrated multi channel campaigns rather than isolated digital tactics.

5. Analytics, Insights & Optimization

• Define KPIs and success metrics for omni channel and digital initiatives across the region.
• Build and maintain performance dashboards to track campaign effectiveness, engagement quality, and ROI.
• Translate data into actionable insights to continuously optimize strategy, targeting, content, and channel mix.
• Foster a culture of test and learn, using insights to drive continuous improvement.

6. Stakeholder Collaboration

• Work cross functionally with regional marketing, sales, medical, commercial excellence, global marketing, global IT, and compliance teams.
• Support change management and capability building in markets as digital maturity evolves.

& Experience

• Bachelor s degree in Marketing, Business, Life Sciences, or related field (Master s degree preferred).
• 5+ years of experience in digital marketing, or multi channel marketing, preferably within healthcare, diagnostics, medical devices, or pharmaceuticals.
• Proven experience developing and executing regional multi channel strategies across diverse and complex geographies.
• Strong understanding of:
• Digital marketing landscape across EMEA
• Direct to Consumer digital marketing
• HCP customer journeys and touchpoints
• Persona development and segmentation
• Multi channel campaign orchestration
• Closed loop marketing principles and execution
• Hands on experience with CRM systems, marketing automation platforms, and analytics tools.
• Experience working with and influencing local markets without direct authority.

Skills

• Strategic and analytical mindset with strong execution focus
• Deep understanding of digital and multi channel best practices
• Strong stakeholder management and collaboration skills
• Ability to translate complexity into clear, actionable guidance
• Comfort working in a matrixed, regional environment
• High level of learning agility and adaptability