Director, BOTOX Digital Marketing Experience Platforms

AbbVie's mission is to discover and deliver innovative medicines and solutions that solve serious health issues today and address the medical challenges of tomorrow. We strive to have a remarkable impact on people's lives across several key therapeutic areas – immunology, oncology, neuroscience, and eye care – and products and services in our Allergan Aesthetics portfolio. For more information about AbbVie, please visit us at www.abbvie.com. Follow @abbvie on X, Facebook, Instagram, YouTube, LinkedIn and Tik Tok.

The Director, BOTOX® Digital Marketing Experience Platforms is responsible for the strategic vision, co-creation, execution, and optimization of multiple digital marketing strategies including an integrated patient care model leveraging Botox.com (patient adherence & engagement) and BotoxOne.com (education & operational hub for providers).

This leader will drive digital innovation, leveraging data analytics, and omnichannel engagement to optimize patient adherence, provider enablement, and customer acquisition. As the architect of a best-in-class digital ecosystem, they will ensure Botox.com and BotoxOne.com seamlessly integrate with brand marketing, CRM strategy, patient services, trade, and AbbVie’s business technology roadmap to create frictionless, high-value experiences.

They will oversee end-to-end customer journey mapping, ensure digital governance and compliance, drive financial oversight with a focus on patient retention and provider adoption, and lead the strategic evolution of the platforms.

This role collaborates with executive leadership, indication directors & brand leads, Digital Lab, Business Technology Solution teams, and a cross-functional partners to ensure these platforms are industry-leading.

Key Responsibilities

Platform Vision, Growth & Omnichannel Strategy

• Lead the development, governance, and evolution of Botox.com & BotoxOne.com as the cornerstones for patient education & adherence, provider education, and operational enablement.
• Develop and execute patient acquisition and onboarding marketing strategies that seamlessly transition new patients into long-term adherence programs.
• Design and optimize data-driven omnichannel engagement (Web, Email, SMS, Media), to enhance patient and provider journeys.
• Facilitate strategic planning with the Botox Therapeutic steering committee (Brand Marketing, Digital Lab, Patient Services, BTS, MABI, etc.) to ensure alignment with brand and business priorities.
• Ensure seamless platform integration with patient support programs, provider education initiatives, and field engagement strategies.

Data-Driven Insights & Performance Optimization

• Lead the evolution of digital platforms using insight-driven personalization and predictive analytics to enhance adherence and engagement; navigate the evolution for AI-driven insights and related customer engagement strategies.
• Establish a data governance framework ensuring platform data is optimized for patient adherence tracking, HCP engagement, and marketing effectiveness.
• Translate CRM Blueprint & Vision into an operationalized data layer, enabling reporting, segmentation, and automated engagement triggers.
• Partner with Marketing Analytics Business Insights (MABI) to develop a robust measurement ecosystem, capable of dynamic, real-time reporting insights, and enabling program activation.
• Establish, monitor and drive strategy to meet key success metrics, including:
  • New patient acquisition & conversion (Botox.com)
  • Adherence & retention through treatment tracking tools
  • HCP adoption & operational efficiencies (BotoxOne.com)

Financial & Resource Management

• Oversee budget allocation and financial impact for Botox digital platforms, ensuring efficient investment in technology, content, and engagement strategies.
• Align platform investments with patient adherence and customer acquisition goals, measuring impact on patient retention and lifetime value; HCP focus on  adoption, education and engagement improvement.
• Advocate for funding and resource prioritization based on platform performance data, patient adherence outcomes, and provider engagement metrics.

Innovation Leadership & Team Development

• Build, lead, and develop a high-performing digital team, ensuring Botox digital platforms remain at the forefront of adherence, engagement, and operational efficiency.
• Champion digital transformation, AI-driven personalization, and emerging engagement technologies across the organization.
• Establish a culture of experimentation and continuous improvement, leveraging insights to drive innovation in patient engagement, education, and provider enablement.

Strengthen Botox.com as a Best-in-Class Adherence Platform

• Drive the adherence platform strategy, optimizing engagement with:
  • Seamless new patient onboarding
  • Automated treatment reminders & tracking tools
  • Doctor locator & appointment scheduling
  • Educational content (i.e. videos, patient stories, FAQs)
  • Financial transparency tools for affordability & reimbursement support (i.e. cost & affordability tools)
  • Peer support, advocacy & community-building initiatives (i.e. advocacy groups, forums, peer support, patient stories, support groups, etc.)
• Leverage behavioral and predictive analytics to drive personalized patient engagement and adherence outcomes across Web, Email, SMS, and Media.

Enhance BotoxOne.com as the HCP Education & Operational Hub

• Formalize the HCP Education platform strategy & and prioritize adoption of operational support tools (BotoxOne.com)
• Develop a customer nurture platform strategy with the capability to identify and nurture new injectors, educate existing injectors to optimal proficiency, and introduce HCPs to opportunities for educational leadership; optimize operational features to streamline ways of doing business with AbbVie
• Elevate the commercial and promotional branding of BotoxOne as the go-to resource for provider education, reimbursement support, and practice optimization.
• Develop on-demand training, certification tracking, and reimbursement tools to improve ease of doing business.
• Deliver automated prior authorization workflows, marketing toolkits, and practice growth insights to empower injectors and office staff.
• Prioritize the development of HCP Educational content among brand and cross-functional leads
• Develop a promotional marketing strategy to drive sign-ups and platform engagement

Compliance, Governance & Best Practices

• Establish and oversee digital governance frameworks to ensure compliance with legal, regulatory, and data privacy standards.
• Partner with Legal, Compliance, and Regulatory teams to define best practices for digital engagement.
• Drive cross-functional collaboration to ensure all digital initiatives align with industry and AbbVie standards.

• 8+ years of experience in digital marketing strategy, CRM, patient (customer) engagement, or digital loyalty platform management.
• Proven track record of developing & scaling digital ecosystems that drive adherence, retention, and business growth.
• Expertise in insight-driven personalization, omnichannel engagement, and predictive analytics to improve patient and provider experiences.
• Strong leadership in digital transformation, cross-functional execution, and high-performing team development.
• Budget management experience, with a focus on ROI-focused resource allocation to optimize patient/customer acquisition, adherence, or engagement/enablement.
• Familiarity with healthcare compliance, data privacy, and industry regulations.

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 short-term incentive programs. ​

• This job is eligible to participate in our long-term incentive programs​

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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, serving our community and embracing diversity and inclusion.  It is AbbVie’s policy to employ qualified persons of the greatest ability without discrimination against any employee or applicant for employment because of race, color, religion, national origin, age, sex (including pregnancy), physical or mental disability, medical condition, genetic information, gender identity or expression, sexual orientation, marital status, status as a protected veteran, or any other legally protected group status.

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