Director, Consumer & HCP Web

The Director, Consumer & HCP Web is a member of the Digital Lab team responsible for leading the vision, strategy and roadmap to advance capability and project delivery across all US Consumer, Patient and HCP Commercial websites.

The Director leads a team consisting of Web Product Specialists, Project & Enterprise Initiative Leads, and Content Operations Leads who deliver work aligned with both enterprise and franchise objectives. This team manages platform and brand web initiatives—including migrations, website updates, and campaigns—by coordinating efforts across cross-functional teams, technology groups, and agency partners. The team serves as web subject matter experts, advocates, and website contacts for internal and external stakeholders, ensuring projects and updates on AbbVie’s Digital Marketing Platform are effectively operationalized. Ultimately, the Director ensures the successful tactical execution of each brand owner’s website roadmap and priorities.

This leadership role is responsible for managing the tactical execution of the website delivery roadmap across all stages of the project lifecycle. The goal is to enhance brand website performance and engagement and strengthen the web’s role within the omni-channel ecosystem. The role ensures strategic alignment and flawless execution of web initiatives to achieve outstanding results. Additional responsibilities include driving operational efficiency and innovation, providing training and support to end users, and implementing initiatives that significantly accelerate web project delivery timelines. The role also oversees the adoption and activation of improved processes, including leading changes in resource allocation and responsibilities to optimize outcomes.

As a member of the AbbVie Digital Lab supporting our brand franchises, the Web Director is responsible for supporting multiple stakeholders and coordinating the team’s performance with a large matrixed organization of stakeholders including Marketing, IT, AORs & Agency partners, Operations and Analytics stakeholders.

This role will provide leadership and support for prospect, HCP and patient marketing initiatives leading:

• Web Platform product strategy and direction - leading platform governance, including platform operating models and resource models.
• Web / Digital subject matter expertise and continuously improving a best-in-class operating model with fast, efficient project velocity from start to finish
• Cross functional coordination and alignment with other channel stakeholders and stakeholder partners
• Change management and communications coordination for innovation, transformation and efficiency improvements and strategic projects rollout
• Responsible for delivering clearly articulated process and operating models that define internal and external resource support models, inclusive of authoring and front-end development efforts with focus on quality, speed and cost.
• Close coordination with stakeholders in driving forward change and improvements
• Adobe expertise – identifying and working collaboratively on where teams can improve utilization of key Adobe tools.
• Delivering common frameworks and best in class solutions that are enterprise approved and usable across teams that drive faster adoption, faster project timelines.
• Lead forward looking visioning as to key capabilities needed within HCP and Consumer teams to drive forward key goals relative to brand imperatives.
• Drive forward experiential improvements in the web experience, such as deeper connected solutions across channels – ie email to web or social to web.
• Harness and establish an enterprise SEO solution for the enterprise to use that leverages consistent best practices and resources for efficiency

Major Responsibilities: 

• Define and support platform product strategy and direction.  Develop and maintain long-term product direction.
• Manage strategic partnerships with vendors such as Adobe, Google and others to maintain a pulse of product evolution, best practices and socialize and lead the organization in awareness and action on key future state needs
• Manage the product development business processes and marketing driven input from inception to product delivery, growth, and eventual retirement.
• Define product features and benefits for new and existing site functionality and support the brand team as the Adobe product expert.
• Structure and align a high performing team that can support the US Area and is organized for the greatest impact and capacity to handle workload.
• Coordinate and align across brands for the most critical areas of support needed at the franchise vs enterprise level
• Coordinate across teams to ensure that web research, metrics gathering, competitive and performance analyses are fully aligned with the primary business goals and needs and aligned to roles and responsibilities.
• Work closely with Brand marketing, Agency partners, data and analytics and other cross functional team members to drive product launches and enhancements and ensure that value propositions, messaging and marketing activities address unique user needs/pain points
• Guide creative agencies to ensure consistent guidelines, requirements and global needs are met in support of all web projects
• Monitor the overall release process and prioritize the placement of new products or enhancements in a release, balancing organizational objectives, product strategy, and market needs
• Identify process to oversee all organizational project plans tied to release schedule, identifying organization impacts resulting from changes to planned timeline and deliver brand Governance leadership.
• Enable new processes that create efficiency and agility and guide marketers and agencies in new ways of working
• Be an end user advocate – understands mental models and what motivates actions of users online and in digital touchpoints. Ability to accurately convey his or her vision through creative mediums.
• Collaborate effectively in a matrixed environment with Brand Marketing, Creative/CRM/Digital agencies, Media, Market Research, Analytics, Business Technology Solutions (BTS), Sales Operations, and Medical/Regulatory/Legal integrated business partners.
• Troubleshoot roadblocks and identify creative and compliant solutions to facilitate forward motion of new initiatives.
• Guide creative agencies to ensure the development of relevant, 1:1 creative and messaging, and Digital marketing best practices.

Competencies:

• Ability to work and independently lead initiatives without day-to-day supervision
• Strong presentation skills to present complex concepts to non-technical audiences
• Able to prioritize & gracefully manage competing priorities to ensure deadlines are met.
• Collaborative nature and ability to influence and guide cross-functional stakeholders.
• Exceptional functional knowledge and expertise on digital marketing platforms
  • Eg. Adobe, CMS,
• Acumen for how digital agencies operate: scope of work, process/mgmt., timelines
• Inquisitive, strong analytical skills, including the ability to infer and apply learnings
• Excellent verbal and written communication skills
• Attention to detail and follow-through on execution
• Strong project management abilities and critical work tool experience
  • E.g. smartsheet, excel, visio, MS project, powerpoint, Workfront

Key AbbVie Leadership Competencies:

• Positive “all for one” approach to team deliverables and priorities.
• Builds strong relationships to enable higher performance.
• Learns, fast, grasps the “essence” and can change course quickly where indicated.
• Raises the bar and is never satisfied with the status quo.
• Creates a learning environment and open to suggestions.
• Embraces the ideas of others, nurtures innovation and manages innovation to reality