Abbott Digital Content Strategist in Austin, Texas
At Abbott, we're committed to helping people live their best possible life through the power of health. For more than 125 years, we've brought new products and technologies to the world -- in nutrition, diagnostics, medical devices and branded generic pharmaceuticals -- that create more possibilities for more people at all stages of life. Today, 99,000 of us are working to help people live not just longer, but better, in the more than 150 countries we serve.
The Digital Content Strategist is responsible for driving the global planning and daily execution of content marketing activities. You will help drive awareness and engagement of both HCPs and patients and contribute to revenue growth across the entire Abbott CAHF (Cardiac Arrhythmia & Heart Failure) business unit. To do this, this team member will maintain a broad understanding of Abbott's capabilities and technologies in digital marketing, as well as the latest trends in emerging media and digital channels, but will focus on establishing foundational capabilities in digital content strategy, planning, creation, deployment, and optimization. This role will work with cross-divisional marketing services organizations and lead key agency relationships and contractors to create and maintain editorial and campaign calendars to ensure the objectives of Abbott's digital content marketing programs are being met through online, social, mobile, and email channels. This person will build and directly manage a team that will be small and entrepreneurial within a globally-recognized medical device leader - so agility, passion, and lots of cross-functional capability and curiosity will make you an ideal fit for this group.
While we prefer experience in Medical Device companies for this role, we’re looking for passionate, experienced, exceptional content marketing leader who wants to own the digital transformation of a company that saves hundreds of thousands of lives every year. We can teach you the industry if necessary—we want you to help us teach digital content marketing to our company!
Leads and executes the development of content marketing planning and execution capabilities across social, mobile, email, online media and web.
Defines the roadmap for division content management tools and processes.
Serves as the in-house SME for digital content marketing including following corporate governance/compliance, setting divisional content strategy, receiving necessary content approvals as well providing input for design, SEO, and relevant analytics.
Develops and manages templates, assets, and best-practices content development and deployment across the digital ecosystem that results in maximum engagement with personas and their segmented audiences.
Assists in the development of customer journeys that represent each persona and their segmented audiences as prioritized by the business.
Plans and executes inbound content marketing campaigns (sometimes directly and sometimes with the operational support of agencies) in support of business strategy utilizing best practices from across our industry and beyond.
Derives actionable insight from analytics tools to constantly test and optimize our content; include A/B testing when applicable.
Identify external and internal KOLs and partner with Marketing to engage them.
Oversee content authors and review and edit work as needed prior to deployment.
Work closely with internal digital peers to ensure governance and platform alignment.
Own media agency and other vendor relationships that apply to content creation and deployment.
- Bachelor’s Degree in Marketing (Content Strategy).
8+ years of global digital marketing experience, with 6+ years executing content marketing plans to include best practices in social media, SEO, dynamic/video content, and editorial planning.
Must have prior leadership experience (this person will have 5+ direct reports).
Requires deep practical knowledge of these tools, concepts and methodologies as well as strong writing skills within a regulated industry preferably Medical Device.
Must be expert in and be able to conduct end-to-end task sets in Adobe Experience Manager where appropriate and preferably have knowledge of Sitecore.
Must have experience designing and testing content marketing programs based on your insights from analytics and experience.
Experience with a broad range of additional platforms is strongly desired.
Must be able to understand key business drivers and to develop appropriate strategies to address specific business needs.
An Equal Opportunity Employer
Abbot welcomes and encourages diversity in our workforce.
We provide reasonable accommodation to qualified individuals with disabilities.
To request accommodation, please call 224-667-4913 or email firstname.lastname@example.org