Regional Omnichannel Marketing Manager, EMEA
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Key skills for this role
About the Role
Abbott is seeking a Regional Omnichannel Marketing Manager for EMEA to define and drive digital and omnichannel customer engagement strategy for Rapid Diagnostics Infectious Disease portfolios.
Key Skills for This Role
Responsibilities
- 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
- Partner with regional and country marketing teams to translate regional strategy into local omnichannel execution plans, toolkits, and integrated campaigns
- Lead the creation, governance, and ongoing refinement of customer personas 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
- Guide the effective use of multiple digital channels such as email marketing, web and landing pages, paid and organic digital media, social media marketing
- Define KPIs and success metrics for omni channel and digital initiatives across the region, build and maintain performance dashboards
- Work cross functionally with regional marketing, sales, medical, commercial excellence, global marketing, global IT, and compliance teams
Requirements
- 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, HCP customer journeys, persona development, segmentation, multi channel campaign orchestration, and closed loop marketing principles
- Hands on experience with CRM systems, marketing automation platforms, and analytics tools
- Experience working with and influencing local markets without direct authority
Full Job Posting
About Abbott
- Abbott is a global healthcare leader, creating breakthrough science to improve people’s health.
- We’re always looking towards the future, anticipating changes in medical science and technology.
Working at Abbott
- At Abbott, you can do work that matters, grow, and learn, care for yourself and family, be your true self and live a full life.
- Career development with an international company where you can grow the career you dream of.
- A company recognized as a great place to work in dozens of countries around the world and named one of the most admired companies in the world by Fortune.
- A company that is recognized as one of the best big companies to work for as well as a best place to work for diversity, working mothers, female executives, and scientists.
Regional Omnichannel Marketing Manager, EMEA
- This position works out of our UAE location in the Abbott Rapid Diagnostics – Infectious Diseases.
- The Omnichannel Marketing Manager, EMEA is responsible for defining and driving the regional digital and omnichannel customer engagement strategy for the Rapid Diagnostics Infectious Disease portfolios, with a primary focus on Respiratory and HIV.
- This role partners closely with regional and country marketing teams to translate strategy into market ready, compliant, and scalable execution.
- A critical component of the role is leading the evolution from 1:1 closed loop marketing initiatives to a fully orchestrated omnichannel engagement model.
What You'll Do
- Develop and own the EMEA digital and omnichannel marketing strategy for Respiratory and HIV rapid diagnostics.
- 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.
- 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.
- Lead the creation, governance, and ongoing refinement of customer personas 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.
- Guide the effective use of multiple digital channels such as email marketing, web and landing pages, paid and organic digital media, social media marketing.
- 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.
Required Qualifications & 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, HCP customer journeys, persona development, segmentation, multi channel campaign orchestration, and closed loop marketing principles.
- 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.
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