Regional Omnichannel Marketing Manager, EMEA

JOB DESCRIPTION:

About Abbott

Abbott is a global healthcare leader, creating breakthrough science to improve people’s health. We’re always looking towards the future, anticipating changes in medical science and technology.

Working at Abbott

At Abbott, you can do work that matters, grow, and learn, care for yourself and family, be your true self and live a full life. You will have access to:

• Career development with an international company where you can grow the career you dream of .

• A company recognized as a great place to work in dozens of countries around the world and named one of the most admired companies in the world by Fortune.

• A company that is recognized as one of the best big companies to work for as well as a best place to work for diversity, working mothers, female executives, and scientists.

Regional Omnichannel Marketing Manager, EMEA

This position works out of our UAE location in the Abbott Rapid Diagnostics – Infectious Diseases.

About Abbott Rapid Diagnostics Division

We are the world leader in Rapid Diagnostics at the point of care. Working with us, you'll tackle a wide array of problems including some of the world's greatest healthcare challenges, while experiencing a myriad of cultures, geographies, and technologies.

The Omnichannel Marketing Manager, EMEA is responsible for defining and driving the regional digital and omnichannel customer engagement strategy for the Rapid Diagnostics Infectious Disease portfolios, with a primary focus on Respiratory and HIV.

This role partners closely with regional and country marketing teams to translate strategy into market‑ready, compliant, and scalable execution, enabling consistent, effective, and data‑driven customer engagement across the EMEA region.

A critical component of the role is leading the evolution from 1:1 closed‑loop marketing initiatives to a fully orchestrated omnichannel engagement model, including customer persona development, journey design, targeting strategy, and performance analytics, to continuously optimize customer experience and commercial outcomes.

What you'll do-

1. Omnichannel Strategy Leadership

• Develop and own the EMEA digital and omnichannel marketing strategy for Respiratory and HIV rapid diagnostics, aligned with regional and global business objectives.

• Define strategic priorities across digital and physical channels based on franchise communication objectives, customer needs, and engagement opportunities.

• Ensure strategies are scalable across diverse market maturities, adaptable to local needs, and compliant with regional and local regulatory requirements, including data privacy standards.

2. Market Enablement & Execution Support

• Partner with regional and country marketing teams to translate regional strategy into local omnichannel execution plans, toolkits, and integrated campaigns.

• Act as a strategic advisor to markets, providing guidance on campaign design, channel mix, sequencing, and optimization.

• Drive adoption of digital and omnichannel best practices, ensuring consistency and quality of customer experience across EMEA markets.

3. Closed‑Loop Marketing & Persona‑Based Targeting

• Lead the creation, governance, and ongoing refinement of customer personas (e.g., physicians, nurses, lab managers, decision makers) across Respiratory and HIV segments.

• Define end‑to‑end customer journeys and touchpoint strategies aligned with persona needs, behaviors, and clinical contexts.

• Design and implement closed‑loop marketing frameworks, leveraging digital engagement data and campaign insights to refine targeting, messaging, and activation.

• Partner closely with commercial excellence, sales, and regional marketing teams to align segmentation, targeting, and field engagement models.

4. Digital Channel & Campaign Management

• Guide the effective use of multiple digital channels such as; email marketing, web and landing pages, paid and organic digital media, social media marketing

• Ensure campaigns are coordinated across channels, sequenced appropriately, and aligned with the overall customer journey.

• Support markets in running integrated multi‑channel campaigns rather than isolated digital tactics.

5. Analytics, Insights & Optimization

• Define KPIs and success metrics for omni‑channel and digital initiatives across the region.

• Build and maintain performance dashboards to track campaign effectiveness, engagement quality, and ROI.

• Translate data into actionable insights to continuously optimize strategy, targeting, content, and channel mix.

• Foster a culture of test‑and‑learn, using insights to drive continuous improvement.

6. Stakeholder Collaboration

• Work cross‑functionally with regional marketing, sales, medical, commercial excellence, global marketing, global IT, and compliance teams.

• Support change management and capability building in markets as digital maturity evolves.

Required Qualifications & Experience:

• Bachelor’s degree in Marketing, Business, Life Sciences, or related field (Master’s degree preferred).

• 5 years of experience in digital marketing, or multi‑channel marketing, preferably within healthcare, diagnostics, medical devices, or pharmaceuticals.

• Proven experience developing and executing regional multi‑channel strategies across diverse and complex geographies.

• Strong understanding of:

• Digital marketing landscape across EMEA

• Direct to Consumer digital marketing

• HCP customer journeys and touchpoints

• Persona development and segmentation

• Multi‑channel campaign orchestration

• Closed‑loop marketing principles and execution

• Hands‑on experience with CRM systems, marketing automation platforms, and analytics tools.

• Experience working with and influencing local markets without direct authority.

Skills:

• Strategic and analytical mindset with strong execution focus

• Deep understanding of digital and multi‑channel best practices

• Strong stakeholder management and collaboration skills

• Ability to translate complexity into clear, actionable guidance

• Comfort working in a matrixed, regional environment

• High level of learning agility and adaptability

Follow your career aspirations to Abbott for diverse opportunities with a company that can help you build your future and live your best life. Abbott is an Equal Opportunity Employer, committed to employee diversity.

Connect with us at www.abbott.com, on Facebook at www.facebook.com/Abbott and on Twitter AbbottNews and AbbottGlobal.

The base pay for this position is

N/AIn specific locations, the pay range may vary from the range posted.

JOB FAMILY:

Product Management

DIVISION:

ID Infectious Disease

LOCATION:

United Arab Emirates > Dubai : Ubora Tower2

ADDITIONAL LOCATIONS:

WORK SHIFT:

Standard

TRAVEL:

Not specified

MEDICAL SURVEILLANCE:

Not Applicable

SIGNIFICANT WORK ACTIVITIES:

Not Applicable