Consumer Marketing Director, Gastroenterology Franchise Lead

Company Description

About Abb Vie

Abb Vie'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 including immunology, oncology and neuroscience - and products and services in our Allergan Aesthetics portfolio. For more information about Abb Vie, please visit us at  Follow @abbvie on Linked In, Facebook, Instagram, X and You Tube.

Reporting to the VP, Immunology Consumer Marketing, the Gastroenterology Consumer Marketing Director, will set the US consumer marketing strategy and lead activation for Crohn’s disease and ulcerative colitis across the SKYRIZI and RINVOQ brand portfolio. This leader will translate deep consumer, market, and competitive insights into integrated brand strategies, creative, and measurable activation plans that drive business objectives, including sales targets.

The Director will lead and develop a high-performing team, partner across the Integrated Brand Team (IBT) and enterprise capabilities, to ensure consumer marketing plans are insight-driven, compliant, financially disciplined, and fit for the future. The ideal candidate is a consumer therapeutic-area strategist, creative marketer, and dynamic leader who can inspire teams, influence senior stakeholders, and deliver results in a highly matrixed environment.

• Lead the US consumer strategy for the Gastro portfolio, ensuring strategies are differentiated by brand, product positioning, and consumer segment needs.
• Develop a deep understanding of consumer attitudes, behaviors, barriers, and motivations, as well as market dynamics, treatment landscape, competitive activity, and implications for target consumer segments.
• Partner with Integrated Brand Teams to shape the vision, strategy, financial plan, KPIs, and plans for the annual business and strategic planning processes.
• Define consumer activation and engagement priorities, including campaigns, channel strategy, personalization opportunities, performance goals, and measurement approach.

• Own the integrated consumer marketing plan, budget, and performance goals, orchestrating execution across creative, media, digital, point-of-care, social, communications, and emerging channels, including AI-enabled opportunities where appropriate.
• Lead campaign strategy briefs, oversee experience and tactic briefs, and agency briefings to ensure activation is anchored in consumer insight, aligned to brand strategy, and supported by clear KPIs and measurement plans.
• Partner closely with Market Research/Insights, Analytics, Media, and agency partners to deliver breakthrough creative and high-performing in-market execution.
• Evaluate traditional, digital, point-of-care, and emerging media opportunities to effectively reach, engage, and convert consumers across paid, earned, shared, and owned channels.
• Use performance data, analytics, research, and testing to optimize campaigns, improve consumer experience, and strengthen the marketing effectiveness across channels.
• Ensure content and tactics reflect approved scientific evidence where appropriate and are executed through compliant review processes, including MLRO/Veeva requirements.

• Lead, coach, and motivate a team of up to 10 across two layers of leadership, building the capabilities, clarity, accountability, and culture required for exceptional performance.
• Build strong, trust-based partnerships with HCP marketing leaders, Immunology Consumer Marketing colleagues, Global and US brand teams, agencies, third-party partners, and internal functions including Media, Insights, OEC, Legal, Medical, Regulatory, and Public Affairs.
• Influence and present effectively with senior leaders, including strategic plans, financial plans, performance updates, and key investment recommendations, using clear executive storytelling and strong business rationale.
• Champion innovation and continuous improvement by sharing ideas,…