About the position
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 114,000 colleagues serve people in more than 160 countries. Meet Lingo, a new biosensing technology that provides users a window into their body. Lingo tracks glucose to help people make better decisions about their health and nutrition. Biowearable technology will digitize, decentralize and democratize healthcare, enabling consumers to take control of their own health. Join us and grow your career as you help Abbott shape the future of healthcare. We are seeking a strategic and data-driven Director of Performance & Lifecycle Marketing to lead our customer acquisition and retention engine. Reporting directly to the CMO, this role will be instrumental in fueling the next level of growth for the business as we build a new category in the consumer health and wellness space. This role will oversee all paid media channels, CRM programs, and lifecycle touchpoints. You'll lead a team responsible for scaling new customer acquisition, optimizing CAC-to-LTV, and building meaning long-term relationships with our customers.
Responsibilities
- Set the cross-channel global performance media strategy across the US and UK, in support of both DTC and third party retail channel growth.
- Manage a global media budget, optimizing resource allocation and driving high-impact campaigns to achieve business goals.
- Manage an external agency team, facilitating transparency and collaboration.
- Develop a learning agenda and testing roadmap to optimize spend, and shape our approach to attribution, modeling, and incrementality measurement.
- Set clear performance KPIs and targets and regularly monitor and analyze campaign performance to identify opportunities for improvement.
- Lead CRM strategy across email, SMS, and in-app notifications.
- Build segmented, personalized journeys to drive retention, upsell, and winback, and define key lifecycle moments (onboarding, post-purchase, re-engagement).
- Drive strategies for lead generation and ways to convert into new customer acquisition.
- Drive regular reporting and executive shareouts, sharing learnings and top-level ROI analyses and recommendations with senior leadership.
- Spearhead new revenue driving initiatives, including affiliate programs and retention strategies.
- Serve as a strategic voice in the marketing roadmap, GTM plans, and forecasting.
- Collaborate with Product Marketing, Consumer Insights, and Creative teams to develop insight-driven, best in class performance-driven creative.
- Work closely with Product, Engineering, and Analytics teams to implement best-in-class engagement capabilities grounded in user insights and behavioral signals.
- Manage and mentor a small but growing team of marketers, helping facilitate personal growth, creativity, and learning.
Requirements
- Bachelors Degree In a related field of study
- Minimum 12+ years of experience in growth marketing across various channels
Benefits
- The base pay for this position is $169,300.00 - $338,700.00. In specific locations, the pay range may vary from the range posted.
