Senior Manager, Website Product Specialist (Consumer/HCP IMM)

About the role

The Senior Manager, Website Product Specialist (Consumer/HCP IMM) is a key cross-functional member of the Web Channel team responsible for leading team members and individual support for website projects and web programs on AbbVie’s Digital Marketing Platform (ADMP).

Responsibilities

• Lead team members and individual support for website projects and web programs on AbbVie’s Digital Marketing Platform (ADMP)
• Focused support on Strategy alignment and Account Support, Execution, Processes & Operating models
• Manage team members
• Support internal brand team’s website platform needs for web assets
• Align and execute on website priorities
• Support intake for content optimization workstreams and program leading all execution and strategic direction support
• Focus on Consumer and HCP Web roadmap, delivery and execution
• Support intake for content optimization workstreams
• Partner with appropriate IT partners for execution of workstreams while identifying process improvement opportunities
• Represent a direct point of contact for day to day while also managing a key brand
• Mentor and manage team members who support the same franchise area
• Manage the product development process and life cycle from inception to product delivery, growth, and eventual retirement
• Work closely with Brand Marketing, Agency partners, data and analytics and other cross functional team members to drive new launches and enhancements and ensure that value propositions, messaging, and marketing activities address unique user needs/pain points
• Monitor the release process and prioritize the placement of new products or enhancements in a release, balancing organizational objectives, product strategy, and market needs
• Oversee organizational project plans tied to release schedule, identifying organizational impact resulting from changes to planned timeline and provide brand Governance leadership
• Account for platform or other related technology needs beyond current core platforms in place for Web that need to be established or introduced to achieve the benefits and allow for streamlined and efficient operations in the new model
• Instantiate a Test and learn approach to adopt and modify over time key enhancements to process
• Implement and guide targeted personalization project implementations - enabling delivery of content that is relevant, most engaging driving next best action
• Measure the operations and stability of websites including assurance that the site is operating and optimized appropriately to operational standards
• Implement changes across the organization in an efficient, way that doesn’t impact key business priorities – sequence the rollout to account for key priorities
• Define and support platform enhancements and foundational changes that support the strategy and direction of new operating models
• Understand the existing web product development business processes and marketing driven input from concept through to implementation
• Ensure familiarity and understanding of the Adobe Experience Cloud suite – including AEM, Target, Analytics and AAM/AEP
• Ensure familiarity with process management tools including but not limited to: MS Project, Smartsheet, Jira, etc.
• Ensure familiarity with best practice design principles including Mobile First design
• Understand the release process and have familiarize with the prioritization processes and process for new products or enhancements and which require development team support or backend data/API updates
• Enable new processes that create efficiency and agility and guide marketers and agencies in new ways of working
• 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
• Partner closely with Marketing Operations and including Medical/Regulatory/Legal/Privacy partners to educate, lead and help AbbVie anticipate and balance organizational needs
• Troubleshoot roadblocks and identify creative and compliant solutions to facilitate forward motion of new initiatives
• Guide creative agencies and support from change management perspective to identify where ways of working and processes need to change

Qualifications

• Minimum of 10+ years of progressively increasing responsibility in a product management or equivalent role managing large, complex, direct response website(s)
• Proven track record of launching successful web or mobile products
• Understanding of software testing methodologies and software development life cycle process
• In-depth knowledge of the product development and evaluation process. Exposure to Agile development a must
• Experience developing business use cases and strategic planning
• Comprehensive experience with UX design, customer research, and user experience best practices – including the creation of detailed, annotated wireframes
• Knowledge of current web and mobile technologies, and familiarity with how the digital ecosystem is evolving
• In depth knowledge and experience with commercial enterprise Content Management Systems (CMS) such as: Adobe Experience Cloud, SDL Tridion, Opentext, Oracle and Sitecore
• Experience implementing SEO best practices
• Knowledge of site analytics tools such as Adobe Analytics and/or Google Analytics
• Strong collaboration and interpersonal skills to be effective managing through a highly matrixed organization
• Outstanding communicator and comfortable interacting with a diverse group of technical and non-technical people
• Results-oriented, self-starter with passion for user experience, technology and the internet
• A strategic mindset that allows you to prioritize projects, launches, and features, and balance immediate requirements with a long-term vision
• Must have experience with personalization, 1:1 approaches/data capture techniques (ie. email, addressable media, dynamic web), application of legal/privacy terms & conditions