📌 Core Information
🔹 Job Title: Senior Manager, Shopper Marketing
🔹 Company: Abbott
🔹 Location: Columbus, OH
🔹 Job Type: Full-Time
🔹 Category: Marketing
🔹 Date Posted: April 18, 2025
🔹 Experience Level: 10+ years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Developing and executing comprehensive marketing strategies that integrate all customer touchpoints.
- Leading and mentoring a team of marketing managers and field commerce managers.
- Collaborating with brand and sales strategy teams to drive holistic shopper/omnichannel commerce planning.
- Staying updated with industry trends and emerging technologies to keep Abbott retail at the forefront of omnichannel marketing.
- Managing external agency partners in omnichannel planning, reporting, and retail media strategy development.
ASSUMPTION: This role requires a strategic thinker with a deep understanding of shopper behavior, digital marketing, and retail operations. The ideal candidate will have a proven track record of driving growth and enhancing customer engagement across multiple channels.
📋 Key Responsibilities
✅ Developing customized solutions based on shopper insights and retailer opportunities to drive full-funnel/omnichannel planning against shoppers’ multiple modalities achieving brand and retailer objectives.
✅ Partnering with Brand and Sales Strategy to drive holistic shopper/omnichannel commerce planning to achieve desired retailer and brand objectives.
✅ Identifying and leading management of 3rd party partnerships to enhance brand initiatives and key priorities at retail.
✅ Staying updated with industry trends and emerging technologies to keep Abbott retail at the forefront of omnichannel marketing.
✅ Driving advancements in retail media capabilities and measurement.
✅ Developing a deep understanding of retail media, search, retailer algorithms, and biddable media to fully leverage retail investment.
✅ Creating processes, tools, and templates to successfully plan, execute, and analyze shopper marketing, retail search, and media strategies.
✅ Sharing knowledge and best practices across brand and retail teams.
✅ Synthesizing campaign learnings and communicating data-driven recommendations and best practices to the sales and brand leadership on a regular basis.
✅ Collaborating with media agencies and shopper marketers to assess performance across various KPIs to consolidate metrics for executive-ready presentations.
✅ Collaborating with customer and shopper insight teams to understand retailer growth objectives, strategies, and consumer behaviors with a focus on how shopper/retail media investment can be an advantage in total retailer JBP negotiations to benefit Abbott Nutrition.
✅ Leading and managing external agency partners in omnichannel planning, reporting, and retail media strategy development.
✅ Inspiring and building talent of brand and retail teams in the dynamic area of retail media/shopper marketing by providing capability updates/expectations, leading and facilitating omnichannel education sessions.
✅ Managing the procurement process for all 3rd party partners, including legal/PA assessment of partnerships and contract terms and conditions prior to Purchase Order initiation.
ASSUMPTION: This role requires strong leadership, collaboration, and communication skills. The ideal candidate will be a creative thinker with a passion for innovation and continuous improvement.
🎯 Required Qualifications
Education: Bachelor's Degree required; MBA preferred
Experience: Minimum 10 years of experience in marketing, with a focus on omnichannel or digital marketing
Required Skills:
- Proven leadership experience with the ability to inspire and motivate a team.
- Strong collaborator and outstanding communication skills, ability to make complicated subjects and capabilities accessible, understandable, and actionable.
- Creative thinker with a passion for innovation and continuous improvement.
- An understanding of Consumer/Shopper, using analytical skills and insights.
- Budget ownership.
Preferred Skills:
- Experience in the healthcare industry.
- Fluency in Spanish.
ASSUMPTION: Candidates with experience in retail, consumer goods, or a related industry may also be considered.
💰 Compensation & Benefits
Salary Range: $127,300.00 - $254,700.00 per year
Benefits:
- Career development with an international company where you can grow the career you dream of.
- An excellent retirement savings plan with high employer contribution.
- Tuition reimbursement, the Freedom 2 Save student debt program, and FreeU education benefit – an affordable and convenient path to getting a bachelor’s degree.
- 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.
Working Hours: Standard, 40 hours per week
ASSUMPTION: The salary range provided is based on market research and internal equity. The actual salary may vary based on factors such as the candidate's skills, qualifications, and experience.
📌 Applicant Insights
🔍 Company Context
Industry: Abbott operates in the healthcare industry, with a focus on diagnostics, medical devices, nutritionals, and branded generic medicines. The company serves people in more than 160 countries worldwide.
Company Size: Abbott is a large company with over 10,000 employees globally. This size offers opportunities for career growth and development.
Founded: Abbott was founded in 1888 and has since grown into a global leader in healthcare.
Company Description:
- Abbott is a global healthcare leader that helps people live more fully at all stages of life.
- The company's portfolio of life-changing technologies spans the spectrum of healthcare, with leading businesses and products in diagnostics, medical devices, nutritional, and branded generic medicines.
- Abbott's 114,000 colleagues serve people in more than 160 countries.
Company Specialties:
- Diagnostics
- Medical Devices
- Nutritionals
- Branded Generic Medicines
Company Website: https://www.abbott.com
ASSUMPTION: Abbott's focus on innovation and improving people's lives makes it an attractive employer for individuals passionate about healthcare and making a difference.
📊 Role Analysis
Career Level: This role is at the senior management level, offering opportunities for strategic decision-making and team leadership.
Reporting Structure: The Senior Manager, Shopper Marketing will report directly to the Director of Shopper Marketing and will lead a team of marketing managers and field commerce managers.
Work Arrangement: This role is on-site, with occasional travel (5% of the time).
Growth Opportunities:
- Advancement within the marketing department or other areas of the business.
- Expanding skills and knowledge through training and development opportunities.
- Potential relocation to other Abbott locations or international assignments.
ASSUMPTION: Abbott's large size and global presence offer numerous opportunities for career growth and development.
🌍 Location & Work Environment
Office Type: Abbott's Columbus, OH location is a corporate office with a professional work environment.
Office Location(s): United States > Columbus : RP03
Geographic Context:
- Columbus, OH is the state capital and the largest city in Ohio, with a population of over 890,000.
- The city offers a mix of urban and suburban living, with a variety of neighborhoods, parks, and cultural attractions.
- Columbus is home to several Fortune 500 companies and has a strong and diverse economy.
Work Schedule: Standard business hours, Monday through Friday, with some flexibility for remote work.
ASSUMPTION: Columbus, OH offers a high quality of life with affordable housing, a strong job market, and a variety of cultural and recreational opportunities.
💼 Interview & Application Insights
Typical Process:
- Online application and resume submission.
- Phone or video screen with a member of the HR team.
- In-depth phone or video interview with the hiring manager.
- On-site or virtual interview with additional team members or stakeholders.
- Background check and offer extension.
Key Assessment Areas:
- Strategic thinking and problem-solving skills.
- Leadership and team management abilities.
- Collaboration and communication skills.
- Industry knowledge and understanding of shopper behavior.
- Analytical skills and data-driven decision-making.
Application Tips:
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role.
- Be prepared to discuss your experience with omnichannel marketing, retail operations, and shopper behavior.
- Research Abbott's company culture and values to demonstrate your fit for the organization.
- Prepare questions to ask the interviewer about the role, team, or company to show your interest and engagement.
ATS Keywords: Shopper Marketing, Digital Marketing, Retail Operations, Team Leadership, Collaboration, Communication, Analytical Skills, Innovation, Continuous Improvement, Budget Management
ASSUMPTION: Abbott's hiring process is designed to assess candidates' skills, experience, and cultural fit for the organization.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Customer Relationship Management (CRM) software (e.g., Salesforce, Microsoft Dynamics 365)
- Marketing automation and analytics tools (e.g., Google Analytics, Adobe Analytics, Marketo)
- Retail media planning and buying platforms (e.g., Kantar, Nielsen, IRI)
- Project management software (e.g., Asana, Trello, Microsoft Project)
ASSUMPTION: The specific tools and technologies required for this role may vary based on Abbott's internal systems and processes.
👔 Cultural Fit Considerations
Company Values:
- Innovation
- Performance
- Collaboration
- Caring
Work Style:
- Abbott values a diverse and inclusive work environment.
- The company encourages collaboration, open communication, and continuous learning.
- Abbott's work style is fast-paced and dynamic, with a focus on driving results and improving performance.
Self-Assessment Questions:
- How do you align with Abbott's value of innovation, and how have you demonstrated this in your previous roles?
- How comfortable are you working in a fast-paced, dynamic environment, and how do you manage your workload and priorities in such a setting?
- How do you approach collaboration and open communication with team members and stakeholders, and how have you demonstrated this in your previous roles?
ASSUMPTION: Abbott's company culture emphasizes innovation, performance, collaboration, and caring, with a focus on driving results and improving people's lives.
⚠️ Potential Challenges
- The role requires a strong understanding of shopper behavior and retail operations, which may present a learning curve for candidates from non-related industries.
- Abbott's large size and global presence may present challenges in terms of navigating internal processes and building relationships with key stakeholders.
- The role may require occasional travel, which may be a challenge for candidates who prefer a fully remote or on-site work arrangement.
- Columbus, OH may present challenges in terms of cost of living, weather, or cultural preferences for candidates relocating from other regions.
ASSUMPTION: These potential challenges can be mitigated through careful consideration of the role's requirements, thorough research on Abbott and Columbus, OH, and open communication with the hiring manager and HR team during the interview process.
📈 Similar Roles Comparison
- This role is unique in its focus on shopper marketing and retail operations within the healthcare industry.
- Compared to similar roles in other industries, this position offers the opportunity to work on high-impact, life-changing products and make a meaningful difference in people's lives.
- Career paths for this role may include advancement within the marketing department, transition to other areas of the business, or progression to more senior leadership positions within Abbott.
ASSUMPTION: This role offers a unique blend of marketing, retail, and healthcare industry experience, with opportunities for career growth and development within Abbott.
📝 Sample Projects
- Developing and executing a comprehensive omnichannel marketing campaign to launch a new Abbott Nutrition product, integrating digital and traditional retail channels to maximize reach and engagement.
- Conducting a retail media audit to optimize Abbott's media mix and improve return on investment (ROI) for retail media spend.
- Collaborating with cross-functional teams to develop and implement a retailer-specific shopper marketing strategy to drive sales and market share growth for an Abbott Nutrition brand.
ASSUMPTION: These sample projects illustrate the strategic, collaborative, and data-driven approach required for success in this role.
❓ Key Questions to Ask During Interview
- How does this role fit into Abbott's overall marketing strategy, and how will my work contribute to the company's goals and objectives?
- What are the key priorities for this role in the first 30, 60, and 90 days?
- How does Abbott support the professional development and career growth of its employees, particularly in the marketing department?
- What are the key challenges facing the team or department, and how can this role help address or mitigate these issues?
- How does Abbott's work environment and culture support collaboration, innovation, and continuous improvement?
ASSUMPTION: Asking thoughtful, insightful questions demonstrates your interest in the role and engagement with the interview process.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role, emphasizing your experience with omnichannel marketing, retail operations, and shopper behavior.
- Prepare for your interview by researching Abbott's company culture, values, and mission, and be ready to discuss your fit for the organization.
- If selected for an on-site or virtual interview, be prepared to present a portfolio or examples of your work, if applicable.
- Follow up with the hiring manager or HR team after your interview to express your interest in the role and reiterate your qualifications.
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
