Senior Product Manager, Consumer Marketing

Abbott Laboratories
November 18, 2021
Alameda, CA
Job Type


Abbott is a global healthcare leader that helps people live more fully at all stages of life. Our portfolio of life-changing technologies spans the spectrum of healthcare, with leading businesses and products in diagnostics, medical devices, nutritionals, and branded generic medicines. Our 109,000 colleagues serve people in more than 160 countries.

At Abbott, we believe people with diabetes should have the freedom to enjoy active lives. That’s why we’re focused on helping people with diabetes manage their health more effectively and comfortably, with life-changing products that provide accurate data to drive better-informed decisions. We’re revolutionizing the way people monitor their glucose levels with our new sensing technology.

Our location in Alameda, CA currently has an opportunity for a Senior Product Manager, Consumer Marketing.


The Senior Product Manager (SPM) will serve as one of the Consumer Marketing leads for the Freestyle Libre portfolio in the U.S. and drive disruptive transformation in the intensely competitive glucose monitoring market.  The SPM will generate consumer demand by executing strategies and plans to drive Awareness, Consideration, and Trial. 

The SPM will:

  • Assist in transforming the Freestyle Libre Brand into a mega-brand

  • Develop and execute Consumer marketing strategies with a focus on TV and digital channels

  • Understand Consumer insights deeply and turn Consumer insights into actionable strategies, plans and messaging

  • Develop and execute seamless, well-integrated marketing plans and tactics across multiple paid media channels and platforms

  • Manage multiple agencies seamlessly ensuring integration while inspiring agency teams to deliver outstanding Creative

  • Lead cross-functional teams on key Marketing programs to drive executional excellence

  • Manage, Track and Analyze paid media KPIs and recommend optimizations to improve performance

  • Serve as product expert and stay up to date on competitive activity and recommend appropriate strategies for mitigating the impact of competition

  • Partner with Legal, Medical, and Regulatory, to ensure development and approval of compliant and effective promotional tactics

  • Report directly to Consumer Marketing Manager

Major Responsibilities:

  • Collaborate with Market Research to capture Consumer Insights and track key brand equity metrics

  • Assist in developing Creative Campaign and messaging

  • Develop tactical plans and lead team to execute on time and with excellence

  • Anticipate and identify problems and develop solutions using creativity and innovation

  • Manage forecasting of new patient starts driven by paid media

  • Manage Consumer Marketing budget ensuring plans are executed within budget



Bachelor’s Degree with at least 4 years’ experience, with at least two years’ experience in marketing or product management, or MBA with 3 years of related experience. 

Candidate must be an energetic, self-starter with a positive attitude and passion for helping the Consumer in a Healthcare environment.  Has a bias for action and proven track record of executing with excellence in a fast paced environment.

  • Excellent written and verbal communication skills and comfortable in Powerpoint culture.  Able to easily create presentations with clear storylines and presents well.

  • Self-motivated and Pro-active with a strong work ethic and an appreciation for a team-oriented, highly collaborative culture.

  • Assertive, Emotionally Intelligent, Confident with high level of integrity and professionalism

  • Strong problem solving skills, Leadership skills, and Team orientation

  • Agility to manage through ambiguity and changing conditions

  • Knowledge of applicable regulatory standards and requirements for medical devices or Rx products preferred.  Ability to work through barriers and Regulatory constraints is a must. 

  • Proven ability to identify/define business questions and issues and develop strategic, analytical and financial frameworks to conduct analysis

  • Strong knowledge of all aspects of brand marketing to include positioning, branding, campaign development and channel mix

  • Strong analytical skills to effectively utilize research and media performance data to shape strategies and tactics

  • Ability to translate strategic guidance into action plan and make progress in the face of ambiguity


Experience in Medical Device or Healthcare Industry is highly preferred


At Abbott, you can have a good job that can grow into a great career. We offer:

• Training and career development, with onboarding programs for new employees and tuition assistance

• Financial security through competitive compensation, incentives and retirement plans

• Health care and well-being programs including medical, dental, vision, wellness and occupational health programs

• Paid time off

• 401(k) retirement savings with a generous company match

• The stability of a company with a record of strong financial performance and history of being actively involved in local communities

Learn more about our benefits that add real value to your life to help you live fully:

Follow your career aspirations to Abbott for diverse opportunities with a company that provides the growth and strength to build your future. Abbott is an Equal Opportunity Employer, committed to employee diversity. Connect with us at, on Facebook at and on Twitter @AbbottNews and @AbbottGlobal.

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