About this role
POSITION SUMMARY
The Associate Director, Paid Media DTC & HCP Data Domain Owner will serve as the Enterprise single point-of-contact on the Media team for paid media data across all DTC and HCP channels. This role is responsible for driving alignment between paid media data strategies and AbbVie’s critical data priorities, while governing requirements with agencies on cross-functional data-required workstreams across Media, APEX, BTS, and other TA&O functions. Media data strategy expertise (hands-on from a leading media agency) and knowledge of marketing technology operations will be critical components of this role; since these components also touch other functions at AbbVie, this person must establish and adhere to clear ways of working and responsibilities.
As paid media data becomes increasingly granular and sophisticated, this role will provide dedicated subject matter expertise for the Enterprise and support media data activation, validation, governance, and analysis. The Associate Director, Paid Media DTC & HCP Data Domain Owner will act as a key expert and connector between internal teams and external agency and publisher partners to ensure paid media data solutions are strategically sound, operationally feasible, and aligned to AbbVie current and future business needs.
JOB RESPONSIBILITIES
Enterprise Data Strategy – 70+ Individual Brand Plans per year across HCP and DTC
Serve as the data subject matter expert on Media team for all paid media data across DTC and HCP media channels -- shaping POV on market trends, MarTech and AdTech evolution and data governance practicesEnsure paid media data solutions support DTC/HCP activation and are aligned to enterprise data strategyIdentify and prioritize opportunities to improve data utilization across activation, measurement, and optimizationPartner with APEX to define success metrics and ensure paid media data is integrated into enterprise measurement frameworks e.g. MMx, Brand Pulse) to evaluate business outcomesOperational
Establish and embed clear ways of working across Media, APEX, BTS and other cross-functional stakeholders with respect to paid media data initiativesEnforce enterprise data governance frameworks (established by APEX) with external agencies for data passaback, acting at the business lead for media data feasibilityHold external agencies accountable for meeting AbbVie standards and guidelines for all channel dataDrive consistency in how paid media data is planned, activated, and validated across a high volume of brand and campaign cyclesTechnical
Drive agency compliance with data standards including, partnering with APEX to ensure taxonomy frameworks, naming conventions and data pass back structures support media activation and measurementLead creation of more consistent, scalable processes for paid media data ownership and executionPartner with internal technical and engineering teams (e.g. BTS) and APEX to ensure media data is seamlessly ingested, modeled and made available for measurement, without directly owning engineering deliverySupport audience activation and data integration use cases across first, second and third-party data environments, including use of AbbVie’s CDP and CRMEnsure all paid media data practices comply with privacy, regulatory and governance requirements, working closely with Legal and Privacy teams particularly as each state continues to ramp up their specific requirementsSingle point of contact for all media data workflow questions, educating APEX and other functions on data feasibility, granularity, and cadence based on reality of approved paid media plan and partnersIdentify opportunities internally (and with agencies and publishers as needed) to streamline and automate data workflows to improve scalability and reduce manual effortSupport Marketing Mix Analyses (MMx) data validation and related integrity workTranslate technical data needs into actionable recommendations for stakeholders; and have the ability to communicate complex inter-dependencies in simple termsExternal Ecosystem
Establish and maintain 50+ external publisher relationships in support of media data capabilities and implementation needs for audience testing, data aggregation and passback, and other data initiativesEnsure external partners adhere to defined data standards, governance frameworks and compliance requirementsSupport development of scalable, repeatable approaches to data activation and pass back across platforms Bachelor’s degree requiredPharma experience is required10+ years of relevant experience in media, media data, measurement, martech, or related disciplines. At least 6+ years of this experience must be within a leading media agency environment supporting client spend >$500MMExperience with DTC and HCP media data environmentsFamiliarity with Marketing Mix Analyses, NPI-level data, data pass back, taxonomy governance, and data validation processesProven track record effectively advancing external agency and publisher data relationshipsKnowledge of CRM, CDP, audience activation, and privacy-related workflowsExperience supporting martech and data governance initiatives in a large enterpriseExperience working in complex, matrixed organizations with cross-functional stakeholdersDemonstrated ability to manage multiple priorities and workstreams simultaneouslyStrong written and verbal communication skillsAbility to build effective relationships with internal and external partners
REQUIRED COMPETENCIES
Builds alignment across teams with different priorities and expertiseUnderstands media data structures, limitations, opportunities, and operational implicationsConnects day-to-day execution to broader enterprise data prioritiesInfluences without authority. Drives progress through partnership and credibilityTranslates ambiguity into actionable solutionsClearly explains technical concepts to varied audiences; simplifies complex topicsUnderstands how media data supports activation, measurement, and decision-makingWorks effectively with internal teams, agencies, and external partners Applicable only to applicants applying to a position in any location with pay disclosure requirements under state or local law:
The compensation range described below is the range of possible base pay compensation that the Company believes in good faith it will pay for this role at the time of this posting based on the job grade for this position. Individual compensation paid within this range will depend on many factors including geographic location, and we may ultimately pay more or less than the posted range. This range may be modified in the future. We offer a comprehensive package of benefits including paid time off (vacation, holidays, sick), medical/dental/vision insurance and 401(k) to eligible employees.This job is eligible to participate in our long-term incentive programs. Note: No amount of pay is considered to be wages or compensation until such amount is earned, vested, and determinable. The amount and availability of any bonus, commission, incentive, benefits, or any other form of compensation and benefits that are allocable to a particular employee remains in the Company's sole and absolute discretion unless and until paid and may be modified at the Company’s sole and absolute discretion, consistent with applicable law.
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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