Director, BOTOX Digital Marketing Experience Platforms

About the position

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.

Responsibilities

• 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.
• 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).
• 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.
• 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.
• Drive the adherence platform strategy, optimizing engagement with seamless new patient onboarding, automated treatment reminders & tracking tools, doctor locator & appointment scheduling, educational content, financial transparency tools for affordability & reimbursement support, peer support, advocacy & community-building initiatives.
• Leverage behavioral and predictive analytics to drive personalized patient engagement and adherence outcomes across Web, Email, SMS, and Media.
• Formalize the HCP Education platform strategy & 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.
• 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.

Requirements

• 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.

Benefits

• Paid time off (vacation, holidays, sick)
• Medical/dental/vision insurance
• 401(k) to eligible employees
• Short-term incentive programs
• Long-term incentive programs