The Sr Website Product Lead is a key cross-functional member of the Web Channel team responsible for leading team members and individual support for website projects and web programs on AbbVie’s Digital Marketing Platform (ADMP) with focused support on Strategy alignment and Account Support, Execution, Processes & Operating models and team leadership of activation leads. This role has responsibility for leading enterprise work across all Immunology, Oncology, Specialty or Neuroscience websites, pilot efforts and new ways of working including managing team members. Exact Business unit responsibilities to be confirmed.
The Sr Website Product Lead is responsible for internal brand team’s website platform needs for web assets working with cross functional team members and agency and internal partners to align and execute on website priorities supporting intake for content optimization workstreams and program leading all execution and strategic direction support.
This Team Lead role for Immunology, Oncology, Neuroscience, or Specialty brand groups will focus on the Web roadmap, delivery and execution and the key area of focus includes supporting all key web platform needs such as SEO, GEO, Tagging, Analytics, Testing & Personalization, support intake for content optimization workstreams and partner with appropriate IT partners for execution of workstreams while identifying process improvement opportunities. This role represents a direct point of contact for day to day while also managing a key brand.
Additional Responsibilities include:
- Research current state: document data points, identify problem space and pain points with current Web processes and operating models
- Run workshops with consumer of current processes
- Design In Housing Pilots for Web Products and workstreams such as Testing, Personalization.
- Run pilots and report findings and performance
- Author and publish new operating model playbook
- Execute Change management
- Socialize Deeper Site Operations Reporting Trends
- Holistically manage consumer Site Tagging & Tagging Optimization
- Manage Platform Governance (BTS collaboration & vendor alignment)
- Act as SME for content optimization workstreams such as: SEO, GEO, Site Tagging, Analytics, Testing and Personalization
- Define process flow for content optimization
- Support project tracking process for Web channel activation
As a member of the AbbVie Digital Lab supporting our brand franchises, the Sr Website Product Lead is responsible for supporting multiple stakeholders and coordinating a large matrixed organization of stakeholders including: Marketing, IT, AORs & Agency partners and Analytics and Marketing Operations stakeholders. This role will lead and manage both strategic and tactical execution of the website projects to meet and exceed business goals.
Additional responsibilities of this role:
- Mentor and manage team members who support the same franchise areas
- Manage the product development process and life cycle from inception to product delivery, growth, and eventual retirement.
- Work closely with Brand Marketing, Agency partners, data and analytics and other cross functional team members to drive new launches and enhancements and ensure that value propositions, messaging, and marketing activities address unique user needs/pain points.
- Monitor the release process and prioritize the placement of new products or enhancements in a release, balancing organizational objectives, product strategy, and market needs.
- Oversee organizational project plans tied to release schedule, identifying organizational impact resulting from changes to planned timeline and provide brand Governance leadership.
- Be hands-on with content authoring and MRP submission for key project types that are in-housed and enable elimination of hand offs and quick delivery for initiatives that are high priority.
- Account for platform or other related technology needs beyond current core platforms in place for Web that need to be established or introduced to achieve the benefits and allow for streamlined and efficient operations in the new model
- Instantiate a Test and learn approach to adopt and modify over time key enhancements to process
- Work with the external authoring agency resources and identify the appropriate mix of internal and external support
- Implement and guide targeted personalization project implementations - enabling delivery of content that is relevant, most engaging driving next best action.
- Measure the operations and stability of websites including assurance that the site is operating and optimized appropriately to operational standards.
- Implement changes across the organization in an efficient, way that doesn’t impact key business priorities – sequence the rollout to account for key priorities
This role is accountable for bringing expertise and leadership support to advance the Digital Transformation key priorities and drive velocity and efficiency improvements to the organization and doing so with full coordination and alignment across multiple internal and external stakeholders in place today.
Additional key Responsibilities Include:
- Define and support platform enhancements and foundational changes that support the strategy and direction of new operating models.
- Understand the existing web product development business processes and marketing driven input from concept through to implementation.
- Ensure familiarity and understanding of the Adobe Experience Cloud suite – including AEM, Target, Analytics and AAM/AEP.
- Familiarity with process management tools including but not limited to: MS Project, Smartsheet, Jira, etc.
- Ensure familiarity with best practice design principles including Mobile First design
- Understand the release process and have familiarize with the prioritization processes and process for new products or enhancements and which require development team support or backend data/API updates
- Enable new processes that create efficiency and agility and guide marketers and agencies in new ways of working
- Collaborate effectively in a matrixed environment with Brand Marketing, Creative/CRM/Digital agencies, Media, Market Research, Analytics, Business Technology Solutions (BTS), Sales Operations, and Medical/Regulatory/Legal integrated business partners.
- Partner closely with Marketing Operations and including Medical/Regulatory/Legal/Privacy partners to educate, lead and help AbbVie anticipate and balance organizational needs.
- Troubleshoot roadblocks and identify creative and compliant solutions to facilitate forward motion of new initiatives.
- Guide creative agencies and support from change management perspective to identify where ways of working and processes need to change.
Requirements & Solution Delivery Leadership
- Lead the end-to-end requirements management process, partnering with business stakeholders to define, scope, document, and prioritize business and technical requirements.
- Ensure requirements are comprehensive, clearly articulated, and aligned with business objectives, operational needs, and enterprise standards.
- Provide leadership and oversight for requirements gathering activities, validating completeness, feasibility, dependencies, risks, and success criteria.
- Partner closely with BTS to submit, refine, and champion requirements through intake, assessment, and delivery processes.
- Facilitate cross-functional alignment and serve as the primary liaison between business teams and BTS, ensuring requirements are accurately translated into executable solutions.
- Drive accountability for scope definition, change management, and requirements traceability throughout the project lifecycle.
Competencies:
- Ability to work and lead independent initiatives without day-to-day supervision
- Able to prioritize & gracefully manage competing priorities to ensure deadlines are met.
- Collaborative nature and ability to influence and guide cross-functional stakeholders.
- Exceptional functional knowledge and expertise on digital marketing platforms.
- e.g. Adobe Marketing Cloud, DMP systems, brand websites
- Acumen for how digital agencies operate: scope of work process/mgmt., timelines
- Inquisitive, strong analytical skills, including the ability to infer and apply learnings.
- Excellent verbal and written communication skills.
- Attention to detail and follow-through on execution.
- Strong project management abilities and critical work tool experience.
- e.g. Excel, Visio, MS Project, PowerPoint, Smartsheet
Key AbbVie Leadership Competencies:
- Positive “all for one” approach to team deliverables and priorities.
- Builds strong relationships to enable higher performance.
- Learns fast, grasps the “essence” and can change course quickly where indicated.
- Raises the bar and is never satisfied with the status quo.
- Creates a learning environment and open to suggestions.
- Embraces the ideas of others, nurtures innovation and manages innovation to reality.
- Demonstrate a “servant-leader” approach while bringing deep subject matter expertise