International Digital & Consumer Lead, Allergan Aesthetics in Marlow

Job Description

The Digital and consumer lead is a senior leadership role responsible for setting and executing the digital and consumer engagement agenda internationally, serving as a key advisor to senior leadership and driving competitive advantage for the AA brands.

They will design and lead the strategy for consumer engagement through digital channels and platforms, including potential CRM, DTC, and B2B2C digital initiatives. This role will oversee the development, execution, and roll‑out of the AA brands customer digital campaigns and assets, supporting brand and portfolio leads to achieve industry‑leading creative content and impactful delivery.

They are responsible for developing the consumer digital ecosystem and CRM strategy supporting our B2B2C initiatives and for elevating AA as a partner of choice for customers, working closely with International Brands leads, the Customer Experience team, the Communications team, area leads, and countries.

Reporting to: Vice President of International Brand Marketing. One direct report: Consumer lead.

Responsibilities

Lead the design and execution of our consumer strategy across AA International

• Create vision for DTC strategies and plans for International markets, prioritizing investment by ROI and growth opportunities. Collaborate and advise on budget allocation based on proven media channels and leverage best practices from established markets, including engaging and aligning with the IALT Leadership team.
• Scale‑up the digital consumer engagement in selected markets aligned with country and respective brand strategies. Support co‑creation of digital assets and ensure tactical implementation.
• Advise and educate senior leadership and key stakeholders on digital best practices and emerging trends.
• Collaborate with the US and China to leverage best practices across International markets.
• Define, implement, and roll‑out new tools to engage and educate consumers in selected markets. Manage International media agencies.
• Be an international knowledge leader for consumer acquisition across the Allergan Aesthetics portfolio, keeping up to date on key marketing trends, market developments, regulations, and market research to recommend campaign evolution.

Execute the digital footprint of the AA Brands and signature portfolio strategy with customers

• Partner with the Customer Experience team to set the vision and drive capabilities to enhance digital customer engagement and brand visibility.
• Collaborate with and influence marketing, communications, MLOR, and other functions to fuel the creation of compelling content and resources that deliver customer value.
• Lead the development, execution, and roll‑out of the facial brands digital campaigns and assets.
• Connect consumer strategy with customer engagement, ensuring opportunities for B2B2C are optimized where possible.
• Collaborate with PR/Comms on messaging consistency, but not draft or own external communications, press materials, or manage media relations.
• Support portfolio initiatives such as congresses to amplify reach and digital engagement.

Foster a culture of Innovation & data

• Support social listening projects to gather insights and spot new trends in collaboration with the Market Analytics and Business Insights team.
• Champion and pilot the use of new technologies such as AI and advance our innovation mindset.
• Generate frameworks to support decision‑making and ROI impact.
• Collaborate with Commercial Analytics to develop and install metrics frameworks to drive depth of customer engagement, track success, and measure business impact informing channel mix optimisation decisions.
• Support new go‑to‑market models in the digital space.

Qualifications

Capabilities & Experiences

• Substantial experience in Digital Marketing for both consumer and customer audiences, including experience at area/International level.
• Minimum 10 years of progressively more responsible experience in physician/consumer marketing management for a medical device or beauty company.
• Minimum 5 years in senior marketing positions with international responsibility.
• Experience leading the strategic and tactical planning function in a team environment, including strategy formulation, competitive and customer analysis, tactical program development, budget formulation and management, and proven strategy execution skills.
• Experience managing large DTC campaigns with strong knowledge of digital platforms.
• Proven track record of leading digital transformation at scale.
• Experience in the cosmetic/aesthetic medical device field is desirable.
• Team management experience.
• Recognized capabilities in building relationships in cross‑functional and matrix environments, able to influence and lead without direct supervision.
• Experience developing international omnichannel digital campaigns, as well as designing, executing and scaling up a CRM strategy for both consumers and customers.
• Experience managing digital and media agencies.
• Understanding of AI and applications in digital marketing.
• Proficient with assets approval process and systems such as VEEVA, ZINC, etc.
• Experience working in regulated HCP and consumer environments.

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.