Marketing Manager - Brand Strategy & Omnichannel Marketing, Neuroscience

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. 

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