Marketing Manager, Brand Strategy & Omnichannel Marketing, Neuroscience

Marketing Manager, Brand Strategy & Omnichannel Marketing, NeuroscienceFull-timeTherapy Area: NeuroscienceWorkday Global Grade: 17Company DescriptionAbout AbbVieAbbVie'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 AbbVie, please visit us atwww.abbvie.com. Follow @abbvie onLinkedIn,Facebook,Instagram,XandYouTube.Job DescriptionLead the development and execution of AQUIPTA brand strategy and omnichannel marketing plan in China, building a differentiated and sustainable brand across HCP, consumer and digital touchpoints.The role will serve as the strategic integration lead for brand planning, consumer engagement, digital marketing and cross-functional execution. The position will translate global and regional strategy into locally relevant brand experiences, while ensuring strong coordination across Marketing, Medical, Sales, Market Access, Regulatory, Legal, OEC, Finance and external partners.KEY RESPONSIBILITIES1. Brand Strategy and Brand Building, 35%Lead the development of AQUIPTA brand strategy, annual brand plan and long-range strategic prioritiesDefine and continuously refine brand positioning, value proposition, message architecture and competitive differentiationTranslate market, customer, patient and competitive insights into clear strategic choicesLead the development of high-quality, insight-based branded and disease education contentEnsure consistency of brand strategy and customer experience across HCP, patient, digital and field-force touchpointsPartner with research agencies to conduct customer research, concept testing, message testing and campaign evaluationTrack brand health and recommend strategic adjustments based on market performance and changing customer needsIdentify future growth opportunities, including new customer segments, channels and potential indications2. Omnichannel and Consumer Marketing, 30%Develop an integrated omnichannel strategy covering HCP, consumer, digital, social and offline touchpointsDesign customer and patient journeys based on clearly defined behavioral objectivesLead consumer and patient education strategy in compliance with applicable regulations and company policiesOversee digital ecosystem development, including WeChat, video content, CRM and other relevant platformsDevelop channel roles, content architecture, engagement plans and measurement frameworksEnsure digital initiatives are connected to the overall brand strategy rather than managed as standalone activitiesUse engagement and performance data to optimize content, channel mix and investment allocationIdentify and manage external agencies and platform partners3. Launch Excellence and Integrated Execution, 15%Ensure strong integration between pre-launch strategy, launch execution and post-launch brand buildingDevelop launch excellence frameworks, milestones, KPIs and governance mechanismsPartner with the hospital and HCP engagement team to translate brand strategy into field-executable programsSupport sales-force readiness, customer segmentation, call strategy and promotional content developmentIdentify execution gaps and coordinate corrective action across functionsEnsure timely and high-quality delivery of key brand initiatives4. Cross-functional and Global Collaboration, 10%Lead cross-functional brand teams involving Sales, Medical, Market Access, Regulatory, Legal, OEC, Finance, Supply and Corporate AffairsBuild alignment on strategic priorities, investment decisions, timelines and success measuresAct as the key China marketing contact for global and regional brand teamsCommunicate China market insights, business needs and strategic recommendations clearly in EnglishAdapt global strategy and materials to China market needs while maintaining brand consistencyPresent strategy, performance and recommendations to senior management5. Team Leadership and Capability Building, 10%Lead, coach and develop Brand Managers within the Brand Strategy and Omnichannel teamSet clear role expectations, development objectives and performance measuresBuild capabilities in strategic thinking, consumer insight, content development, omnichannel planning and data analyticsCreate effective collaboration mechanisms with the Hospital and HCP Engagement teamPromote an inclusive, accountable and insight-driven team cultureKEY PERFORMANCE INDICATORSQuality and delivery of annual brand strategyBrand health and customer perceptionLaunch and post-launch milestone achievementOmnichannel customer reach and engagement qualityConsumer and patient education effectivenessDigital content and channel performanceCross-functional execution qualityBudget management and investment effectivenessGlobal and regional stakeholder alignmentTeam capability developmentQualificationsEDUCATIONBachelor’s degree or above in Marketing, Business, Medicine, Pharmacy, Life Sciences or a related disciplineMBA or other advanced business qualifications are preferredEXPERIENCEMinimum 8 years of relevant experience in the pharmaceutical, healthcare, consumer health or related industryMinimum 5 years of experience in brand management, product marketing or integrated marketingDemonstrated experience in developing brand strategy and annual brand plansProven experience in omnichannel marketing, digital engagement or consumer marketingExperience in new product launch and post-launch brand buildingExperience working with global or regional teams in a multinational environmentPeople management or significant project leadership experience is preferredExperience in neuroscience, migraine, specialty care or innovative medicines is preferred but not mandatoryLANGUAGE AND TECHNICAL SKILLSFluent English and Mandarin, both written and spokenAbility to lead strategic discussions and presentations with global and regional stakeholders in EnglishStrong PowerPoint, Excel and business analytics capabilitiesFamiliarity with digital analytics, CRM, social media and omnichannel measurement tools is preferredCORE CAPABILITIESStrategic thinking and structured problem solvingBrand positioning and narrative developmentConsumer and customer insight generationOmnichannel strategy and customer journey designDigital and social media marketingContent strategy and creative developmentCross-functional leadership and stakeholder managementStrong English communication and global collaborationData-driven decision-makingTeam coaching and capability developmentStrong understanding of pharmaceutical compliance requirementsAdditional InformationAbbVie is an equal opportunity employer and is committed to operating with integrity, driving innovation, transforming lives and serving our community.  Equal Opportunity Employer/Veterans/Disabled.US & Puerto Rico only - to learn more, visithttps://www.abbvie.com/join-us/equal-employment-opportunity-employer.htmlUS & Puerto Rico applicants seeking a reasonable accommodation, click here to learn more:https://www.abbvie.com/join-us/reasonable-accommodations.htmlBy clicking the link above or any third-party link within this posting, you are leaving this site and going to a third-party website where the third-party website's terms and privacy policy applyI'm interestedI'm interestedPrivacy Notice