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Product Manager, Paid Media and Optimization

Company: Abbott Laboratories
Location: Santa Clara
Posted on: January 8, 2021

Job Description:

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 107,000 colleagues serve people in more than 160 countriesAbbott Vascular provides innovative, minimally invasive and cost-effective products for treatment of vascular disease. Our extensive portfolio includes drug-eluting stents, bare metal stents, guide wires, balloon dilatation catheters, imaging catheters and software, vessel closure devices and peripheral stents.Our location in Santa Clara, CA, currently has an opportunity for a Product Manager, Digital Paid Media and Optimization. The Product Manager, Paid Media and Optimization will serve a key role on the Vascular global marketing team as lead on the Global Paid Media desk, coordinating and executing online marketing programs such as search optimization (paid and natural search), affiliated marketing, social marketing, display and print marketing to drive engagement and conversion in support of Abbott's global multichannel strategies.WHAT YOU'LL DOThe role requires an analytical, test and learn mindset and proven experience managing investments across a wide range of paid channels to reach ever-expanding audiences across physicians, hospital administrators and patients. The successful candidate will provide direction to partner agencies and formulate recommendations on optimizing the paid media performance to drive business outcomes.

  • Monitors and analyzes paid ad and placement performance and reviews tracking metrics to provide solutions to increase search engine ranking and creating marketing personas/audience profiles.
  • Manage execution of effective multi-channel media plans and buys, focusing on user experience and measurable action, working directly with our internal teams and external agencies
  • Work with marketing leaders to maintain and update media plans; includes budgeting/POs management, reporting, and testing/optimization
  • Partner with Regulatory teams to streamline routing and regulatory reviews
  • Develop and execute new and effective campaign recommendations across programmatic display, content syndication, retargeting, paid social, etc.
  • Monitor paid media performance to evaluate campaign effectiveness, particularly driving MQLs, opportunities and pipeline via digital channels, share reports with internal stakeholders and recommend adjustmentsEDUCATION AND EXPERIENCE YOU'LL BRINGRequired:Bachelors Degree with 5-6 years digital marketing experience, or MBA with 2-3 years related experience.Strong written and verbal communication skillsPreferred:Experience in planning, executing, and increasing investment in the following areas:
    • Content Syndication
    • B2B or DR programmatic campaigns
    • Re-targeting
    • Paid Social
    • Paid SearchExperience establishing media metrics/KPIs, performing data analysis to improve results/lower CPI, and building performance models if some data is not availableExperience using standard media planning and data tools including Google Analytics, Adobe Analytics, and other 3rd party data providers

Keywords: Abbott Laboratories, Santa Clara , Product Manager, Paid Media and Optimization, Executive , Santa Clara, California

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