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

About Abbott

Abbott is a global healthcare leader, creating breakthrough science to improve people’s health. We’re always looking towards the future, anticipating changes in medical science and technology.

Working at Abbott

At 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 will have access to:

• Career development with an international company where you can grow the career you dream of.

• 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 Opportunity

• This position works out of our Mississauga office for the Abbott Diabetes Care Division.  We’re focused on helping people with diabetes manage their health with life-changing products that provide accurate data to drive better-informed decisions. We’re revolutionizing the way people monitor their glucose levels with our new sensing technology. We are seeking a data-driven and result-oriented Sr Brand Manager (CRM) to revolutionize our CRM strategies, fuel customer engagement, and increase Customer Lifetime Value (CLV). You will create data-driven engagement strategies for FreeStyle Libre, aligned with business objectives and brand ambitions.  As part of the marketing team, you will play a pivotal role in leading and implementing the strategic direction of our loyalty program while expanding our CRM initiatives to ensure that they deliver measurable business impact.

What You’ll Do:

CRM / Loyalty Strategy and Management:

• 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.

Lead Generation:

• 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.

Customer Journey and Segmentation:

• 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.

Analytics and Reporting:

• 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.

Required Qualifications:

• Bachelor’s degree in marketing, Business, Data Analytics, or a related field (Master’s degree or MBA is a strong asset).

• Five plus years of experience in CRM / loyalty marketing including two plus years managing complex CRM implementation plans.

• Proficiency in CRM planning, modeling, segmentation, targeting, execution, and analysis of CRM campaigns.

• Experience in Direct-to-Consumer, data-driven environments; e-commerce experience within healthcare and/or CPG is a plus.

• Understanding of data privacy regulations (e.g., GDPR, CASL) and best practices for ethical data use.

• Strong analytical skills with experience in customer segmentation, journey mapping, and campaign performance analysis.

• Strong strategic thinking and creative mindset.

• Intrapreneurial with the ability to work in fast-paced and dynamic environment.

• Excellent English verbal, written, and presentation/communication skills. French is an asset

• Ability to manage multiple projects and prioritize tasks effectively.

• Strong business and financial acumen.

• Travel is approximately 5%.

The annual base salary for this position ranges from $120,000.00 to $160,000.00 CAD. The salary range provided applies to Canada only and does not apply to any other locations outside of Canada.

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.

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