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 the 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
- 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 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 to track campaign effectiveness, engagement quality, and ROI
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, 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
Full Job Posting
About Abbott
- Abbott is a global healthcare leader, creating breakthrough science to improve people’s health.
Working at Abbott
- Career development with an international company
- A company recognized as a great place to work in dozens of countries
- A company 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
- Ensure strategies are scalable across diverse market maturities
- Partner with regional and country marketing teams to translate regional strategy into local omnichannel execution plans
- Act as a strategic advisor to markets
- Drive adoption of digital and omnichannel best practices
- Lead the creation, governance, and ongoing refinement of customer personas
- Define end to end customer journeys and touchpoint strategies
- Design and implement closed loop marketing frameworks
- Guide the effective use of multiple digital channels
- Define KPIs and success metrics
- Build and maintain performance dashboards
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, 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
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