Marketing Manager, Brand Strategy & Omnichannel Marketing, Neuroscience

Company Description

About AbbVie

AbbVie'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 at www.abbvie.com. Follow @abbvie on LinkedIn, Facebook, Instagram, X and YouTube.

Job Description

Lead 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 RESPONSIBILITIES

1. Brand Strategy and Brand Building, 35%

Lead the development of AQUIPTA brand strategy, annual brand plan and long-range strategic priorities

Define and continuously refine brand positioning, value proposition, message architecture and competitive differentiation

Translate market, customer, patient and competitive insights into clear strategic choices

Lead the development of high-quality, insight-based branded and disease education content

Ensure consistency of brand strategy and customer experience across HCP, patient, digital and field-force touchpoints

Partner with research agencies to conduct customer research, concept testing, message testing and campaign evaluation

Track brand health and recommend strategic adjustments based on market performance and changing customer needs

Identify future growth opportunities, including new customer segments, channels and potential indications

2. Omnichannel and Consumer Marketing, 30%

Develop an integrated omnichannel strategy covering HCP, consumer, digital, social and offline touchpoints

Design customer and patient journeys based on clearly defined behavioral objectives

Lead consumer and patient education strategy in compliance with applicable regulations and company policies

Oversee digital ecosystem development, including WeChat, video content, CRM and other relevant platforms

Develop channel roles, content architecture, engagement plans and measurement frameworks

Ensure digital initiatives are connected to the overall brand strategy rather than managed as standalone activities

Use engagement and performance data to optimize content, channel mix and investment allocation

Identify and manage external agencies and platform partners

3. Launch Excellence and Integrated Execution, 15%

Ensure strong integration between pre-launch strategy, launch execution and post-launch brand building

Develop launch excellence frameworks, milestones, KPIs and governance mechanisms

Partner with the hospital and HCP engagement team to translate brand strategy into field-executable programs

Support sales-force readiness, customer segmentation, call strategy and promotional content development

Identify execution gaps and coordinate corrective action across functions

Ensure timely and high-quality delivery of key brand initiatives

4. Cross-functional and Global Collaboration, 10%

Lead cross-functional brand teams involving Sales, Medical, Market Access, Regulatory, Legal, OEC, Finance, Supply and Corporate Affairs

Build alignment on strategic priorities, investment decisions, timelines and success measures

Act as the key China marketing contact for global and regional brand teams

Communicate China market insights, business needs and strategic recommendations clearly in English

Adapt global strategy and materials to China market needs while maintaining brand consistency

Present strategy, performance and recommendations to senior management

5. Team Leadership and Capability Building, 10%

Lead, coach and develop Brand Managers within the Brand Strategy and Omnichannel team

Set clear role expectations, development objectives and performance measures

Build capabilities in strategic thinking, consumer insight, content development, omnichannel planning and data analytics

Create effective collaboration mechanisms with the Hospital and HCP Engagement team

Promote an inclusive, accountable and insight-driven team culture

KEY PERFORMANCE INDICATORS

Quality and delivery of annual brand strategy

Brand health and customer perception

Launch and post-launch milestone achievement

Omnichannel customer reach and engagement quality

Consumer and patient education effectiveness

Digital content and channel performance

Cross-functional execution quality

Budget management and investment effectiveness

Global and regional stakeholder alignment

Team capability development

Qualifications

EDUCATION

Bachelor’s degree or above in Marketing, Business, Medicine, Pharmacy, Life Sciences or a related discipline

MBA or other advanced business qualifications are preferred

EXPERIENCE

Minimum 8 years of relevant experience in the pharmaceutical, healthcare, consumer health or related industry

Minimum 5 years of experience in brand management, product marketing or integrated marketing

Demonstrated experience in developing brand strategy and annual brand plans

Proven experience in omnichannel marketing, digital engagement or consumer marketing

Experience in new product launch and post-launch brand building

Experience working with global or regional teams in a multinational environment

People management or significant project leadership experience is preferred

Experience in neuroscience, migraine, specialty care or innovative medicines is preferred but not mandatory

LANGUAGE AND TECHNICAL SKILLS

Fluent English and Mandarin, both written and spoken

Ability to lead strategic discussions and presentations with global and regional stakeholders in English

Strong PowerPoint, Excel and business analytics capabilities

Familiarity with digital analytics, CRM, social media and omnichannel measurement tools is preferred

CORE CAPABILITIES

Strategic thinking and structured problem solving

Brand positioning and narrative development

Consumer and customer insight generation

Omnichannel strategy and customer journey design

Digital and social media marketing

Content strategy and creative development

Cross-functional leadership and stakeholder management

Strong English communication and global collaboration

Data-driven decision-making

Team coaching and capability development

Strong understanding of pharmaceutical compliance requirements

Additional Information

AbbVie 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, visit https://www.abbvie.com/join-us/equal-employment-opportunity-employer.html

US & Puerto Rico applicants seeking a reasonable accommodation, click here to learn more:

https://www.abbvie.com/join-us/reasonable-accommodations.html