Vacancy expired!
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 114,000 colleagues serve people in more than 160 countries.Working at AbbottAt Abbott, you can do work that matters, grow, and learn, care for yourself and family, be your true self and live a full life. You’ll also have access to:
Career development with an international company where you can grow the career you dream of .
Free medical coverage for employees via the Health Investment Plan (HIP) PPO
An excellent retirement savings plan with high employer contribution
Tuition reimbursement, the Freedom 2 Save (https://www.abbott.com/corpnewsroom/strategy-and-strength/tackling-student-debt-for-our-employees.html) student debt program and FreeU (https://www.abbott.com/corpnewsroom/strategy-and-strength/college-degree-for-free-its-possible-with-freeu.html) 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.
The OpportunityAs the Senior Director of Brand Identity Strategy for Abbott, this role is crucial in shaping, elevating, and establishing Abbott's brand as an iconic and trusted household name. You will be responsible for leading the development and deployment of Abbott’s brand architecture across business and corporate touchpoints. The goal is to strengthen the relationship between the corporate brand and product brands to drive brand cohesion, brand loyalty, and business growth. This role demands a determined leader who can drive impact across a wide range of consumer and professional business segments, corporate activations, and touchpoints while delivering an intuitive and high-impact brand experience. This position works out of our Abbott Park headquarter location.What You’ll Work On
Brand Vision & Strategy: Lead strategic brand visioning to implementation, in alignment with Abbott’s values, mission, and business objectives, across corporate and BU marketing teams to ensure consistency and scalability. Assist in developing and managing brand strategy, goals, objectives, metrics, budgets, and performance standards regarding the overall Brand Plan.
Brand Architecture: Lead critical strategic initiatives related to brand architecture, nomenclature and product naming systems, value proposition, acquisition branding and integrations, and governance. Partner with BU marketing to ensure product messaging/positioning aligns with overarching corporate positioning. Drive consistency between corporate and product sub-brands to increase brand preference, consideration, and improved Brand Health scores.
Brand Identity System: Serve as an expert in brand identity and design systems to ensure they reflect Abbott’s brand essence, resonate with consumer and professional audiences, and are timeless yet forward-looking. Guide and create compelling brand expression assets (visual, verbal, and experiential) for different marketing channels and markets around the world.
Brand Applications: Drive consistency of application of the Abbott brand. Develop implementation strategies within and across the brand architecture organizing principles for all brand expression touchpoints (e.g., product development, including naming, packaging, and digital user experience design).
Guidelines: Establish standards, create guidance, and implement easy-to-use guidelines to ensure consistent brand expression across all touchpoint strategies, including marketing collateral, events, website, social, and offline materials.
Training, Tools, and Resources: Accelerate visual identity adoption by developing a comprehensive training system that fuels brand education across the organization, with employees at different levels of brand expertise. Develop and deploy easy-to-use tools, resources, and infrastructure to facilitate a coherent brand expression across our broad and diverse marketing ecosystem.
Brand Identity Adoption: Execute adoption of brand identity roadmaps and provide oversight of brand team members, project management teams, and vendor partners to ensure quality, consistency, and integration of the work within the strategic direction of the Brand Plan. Consult on how to best bring to life individual brand activations. Manage the process and requirements to consider exceptions.
Brand Identity Compliance: Oversee global brand adoption, alignment, documentation, and implementation of change management processes of BU roadmaps. Develop processes and governance to support, as needed, to protect brand integrity and cohesion of the Abbott brand.
Innovation: Drive creative innovation by providing insights and recommendations for continuous improvement by keeping a pulse on industry trends, competitors, and emerging brand strategies. Identify new brand expression opportunities through constant collaboration with the brand identity community to increase existing brand value and relevance. Be the brand champion, elevating consistency, and creative direction by bringing a customer-first mindset to ensure Abbott’s brand meets their customer’s changing needs and brand expectations.
Communications: Be the Abbott brand’s foremost communication authority and clearly articulate the strategy with global stakeholders. Develop supporting rationale to ensure BU alignment with brand strategies and goals. Proactively identify and manage program-level risks and issues—report on the progress of initiatives to senior leadership and BU stakeholders.
Required Qualifications
Bachelor’s degree in business, marketing, or related field is required.
More than 12 years of experience in marketing, business strategy, or consulting, with B2B and B2C brand management experience preferred.
At least 6 years of agency or corporate brand experience managing brand identity systems, brand architecture, and portfolio strategy.
Demonstrated results managing brand transformation programs and leading change across a complex, global organization.
Able to achieve results within a rapidly changing business environment and matrixed organization.
Candidates must have a track record of excellent professional writing, communication, and project management skills, with the ability to manage multiple projects.
Ability to think ‘outside the box’ when it comes to product and business strategy.
Strong executive presence, leadership, and influencing skills.
Positive, can-do attitude; demonstrated ability to get a job done while managing through ambiguity or environmental changes.
Preferred Qualifications
Experience managing brand integration efforts following acquisitions or mergers or significant product portfolio transformations.
Experience working across industries, both B2C and B2B.
Global experience working across cultures and understanding market requirements.
Experience working in regulated industries while demonstrating ability to breakthrough category norms.
Key Success Factors
Brand Transformation: Demonstrated ability to lead and drive brand transformation initiatives with complex B2B and B2C portfolios/organizations.
Market Disruption: Experience with repositioning portfolios and organizations to compete with world-class, global companies that may not be within their legacy categories to unlock growth opportunities.
Strategic Vision: Strategic and creative, cross-functional thinker. Strong analytic skills with the ability to work at a fast pace. Experience creating clear, long-term brand vision strategic objectives to guide brand plans and visual identity efforts toward achieving business goals.
Change Management: Change management experience, project planning, budgeting, and financial analysis. Demonstrated ability to drive organizational momentum and ownership for brand strategy to achieve mutual benefits to corporate and business unit goals. Ability to wear multiple hats, from strategy development to project management through execution.
Deployment Excellence: Proven track record of leading cross-functional teams (in-person or through digital workshops) to project completion by deploying a cohesive brand identity across diverse businesses. Highly motivated, self-driven, and hands-on, able to seamlessly work with multiple design disciplines, BU partners, and tight deadlines.
Leadership/Influence: Strong leadership and influencing skills. Ability to inspire and motivate across all levels (executive leadership, cross-divisional/functional operating teams, and external creative teams and agencies), fostering a collaborative and results-driven environment.
Cross-functional collaboration: Ability to coach and mentor cross-functional stakeholders to ensure alignment with brand objectives and outcomes. Experience resolving ambiguity in complex situations through analysis and critical thinking to provide clear and actionable brand strategy recommendations.
Participants who complete a short wellness assessment qualify for FREE coverage in our HIP PPO medical plan. Free coverage applies in the next calendar year.
Learn more about our health and wellness benefits, which provide the security to help you and your family live full lives: www.abbottbenefits.com (http://www.abbottbenefits.com/pages/candidate.aspx)Follow your career aspirations to Abbott for diverse opportunities with a company that can help you build your future and live your best life. Abbott is an Equal Opportunity Employer, committed to employee diversity.Connect with us at www.abbott.com , on Facebook at www.facebook.com/Abbott and on Twitter @AbbottNews and @AbbottGlobal.The base pay for this position is $162,000.00 – $324,000.00. In specific locations, the pay range may vary from the range posted.An Equal Opportunity EmployerAbbot welcomes and encourages diversity in our workforce.We provide reasonable accommodation to qualified individuals with disabilities.To request accommodation, please call 224-667-4913 or email corpjat@abbott.com
