Sr Brand Manager (CRM) - Diabetes Care (Mississauga)

Abbott is a global healthcare leader dedicated to improving people’s health through innovative science and technology. They are seeking a data-driven and result-oriented Sr Brand Manager (CRM) to lead CRM strategies and enhance customer engagement for their Diabetes Care Division. The role involves developing CRM strategies, managing customer journeys, and analyzing performance metrics to drive business impact.

Responsibilities:

• Lead the development of the national CRM strategy, ensuring it drives meaningful consumer engagement, supports business priorities, and reflects market, competitive, and behavioural insights
• Oversee the end‑to‑end design and continuous optimization of insights‑driven CRM journeys, ensuring experiences are personalized, relevant, compliant, and aligned to consumer needs across different journey stages
• Collaborate with creative, digital, and CRM agency partners to deliver high‑impact content and campaigns, including new support tools, educational assets, and service experiences that empower people with diabetes and strengthen brand loyalty
• Create and evolve trigger-based campaigns and loyalty initiatives based on consumer behaviors and targeted customer journeys
• Drive lifecycle marketing projects for acquisition and retention based on customer insights
• Analyze lead generation performance across channels (email, website, social, etc.) and provide insights to optimize conversion rates
• Monitor and optimize lead generation campaigns to ensure effectiveness and alignment with CRM strategies
• Support customer journey mapping by analyzing data to identify key touchpoints, pain points, and opportunities for improvement
• Work with cross-functional teams to ensure a cohesive and positive customer journey
• Develop and implement segmentation strategies that drive personalized engagement, increase satisfaction, and foster long-term loyalty
• Report on database and segment growth along with sales performance
• Analyze email marketing and CRM performance metrics, including open rates, click-through rates, conversion rates, and customer engagement
• Monitor key performance indicators (KPIs) and make data-driven recommendations
• Plan and conduct A/B tests to optimize email content and CRM workflows and interpret test results to refine strategies
• Own and manage the CRM marketing budget, ensuring accurate forecasting, monthly financial discipline, and strategic allocation of resources to maximize impact