JOB DESCRIPTION:The OpportunityThis position works out of our Alameda, CA location in the Diabetes Care division where we are focused on helping people with diabetes manage their health with life-changing products that provide accurate data to drive better-informed decisions. We're revolutionizing the way people monitor their glucose levels with our new sensing technology.
As Senior Brand Manager, MyFreeStyle US - App & Customer Engagement, you will own the US patient support app as a core customer engagement channel, shaping how it supports Libre patients across their lifecycle-from onboarding through long-term retention.
You will leverage the in-app's capabilities to enhance patient support, while driving app strategy, in-app experience, and cross-functional commercialization to deliver relevant, data-driven experiences.
What You'll Work OnPatient Support App Channel Ownership:- Own the patient support app as a strategic engagement channel within the US market
- Define its role across key lifecycle stages including activation, retention, and winback
- Lead development of the value proposition, positioning, and messaging framework
In-App Experience & Feature Roadmap:- Shape and continuously improve the end-to-end in-app experience
- Define and prioritize the feature roadmap with product teams and external suppliers
- Translate customer insights and business needs into product and development requirements
Performance & Optimization:- Own app performance measurement and KPI tracking
- Define and implement models to track engagement, conversion, and retention
- Partner with analytics to drive insights and optimization
Stakeholder Management:- Drive alignment across cross-functional stakeholders
- Provide leadership updates, including progress, risks, and escalations
Agency & Budget Management:- Manage agencies and external partners
- Oversee budgets, POs, and invoice approvals
Team Leadership:- Manage one direct report (Brand Manager)
Required Qualifications- Bachelors Degree with at least 4-6 years of experience in CRM, digital marketing, or product marketing or MBA with 1-3 years of related experience
- Experience owning a digital product or engagement channel
- Expertise in CRM channels (email, SMS, app/push)
- Strong marketing strategy skills
- Cross-functional collaboration experience
Preferred Qualifications- Experience in healthcare or regulated industries
- Familiarity with CRM platforms, marketing automation, and AI tools
- Experience in product development cycles and roadmap prioritization
- Agency management experience
What Success Looks Like- Increased patient activation through the app, with strong conversion and retention
- Successful cross-channel lifecycle strategy across app and CRM ecosystem
- Clear roadmap tied to business outcomes
- Effective cross-functional collaboration and alignment
Apply NowLearn more about our health and wellness benefits, which provide the security to help you and your family live full lives: https://abbottbenefits.com/
The base pay for this position is $130,700.00 - $261,300.00
In specific locations, the pay range may vary from the range posted.
JOB FAMILY:Product Management
DIVISION:ADC Diabetes Care
LOCATION:United States > Alameda : Plaza 6 Building
ADDITIONAL LOCATIONS:WORK SHIFT:Standard
TRAVEL:Yes, 20 % of the Time
MEDICAL SURVEILLANCE:No
SIGNIFICANT WORK ACTIVITIES:Continuous sitting for prolonged periods (more than 2 consecutive hours in an 8 hour day), Keyboard use (greater or equal to 50% of the workday)
