Senior Brand Manager, My Freestyle US App and Customer Experience

At Abbott, you can do work that matters, grow, and learn, care for yourself and your 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.

• Employees can qualify for free medical coverage in our Health Investment Plan (HIP) PPO medical plan in the next calendar year.

• An excellent retirement savings plan with a high employer contribution.

• Tuition reimbursement, the Freedom 2 Save student debt program, and FreeU 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 worldwide 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 the best place to work for diversity, working mothers, female executives, and scientists.

This position works out of our Alameda, CA location in the Diabetes Care division where we are 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.   

As Senior Brand Manager, MyFreeStyle US – App & Customer Engagement, you will own the US patient support app as a core customer engagement channel, shaping how it supports Libre patients across their lifecycle—from onboarding through long-term retention.

You will leverage the in-app’s capabilities to enhance patient support, while driving app strategy, in-app experience, and cross-functional commercialization to deliver relevant, data-driven experiences.

• Own the patient support app as a strategic engagement channel within the US market

• Define its role across key lifecycle stages including activation, retention, and winback

• Lead development of the value proposition, positioning, and messaging framework

• Shape and continuously improve the end-to-end in-app experience

• Define and prioritize the feature roadmap with product teams and external suppliers

• Translate customer insights and business needs into product and development requirements

• Own app performance measurement and KPI tracking

• Define and implement models to track engagement, conversion, and retention

• Partner with analytics to drive insights and optimization

• Drive alignment across cross-functional stakeholders

• Provide leadership updates, including progress, risks, and escalations

• Manage agencies and external partners

• Oversee budgets, POs, and invoice approvals

• Manage one direct report (Brand Manager)

• Bachelors Degree with at least 4-6 years of experience in CRM, digital marketing, or product marketing or MBA with 1-3 years of related experience

• Experience owning a digital product or engagement channel

• Expertise in CRM channels (email, SMS, app/push)

• Strong marketing strategy skills

• Cross-functional collaboration experience

• Experience in healthcare or regulated industries

• Familiarity with CRM platforms, marketing automation, and AI tools

• Experience in product development cycles and roadmap prioritization

• Agency management experience

• Increased patient activation through the app, with strong conversion and retention

• Successful cross-channel lifecycle strategy across app and CRM ecosystem

• Clear roadmap tied to business outcomes

• Effective cross-functional collaboration and alignment

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