Web Product Manager
The Website Product Manager is a key cross-functional member of the franchise team responsible for supporting website projects on AbbVie’s Adobe platform and defining product features to create engaging online experiences that deliver the Brand message to its target audiences while meeting business objectives.
The Website Product Manager is responsible for leading numerous internal brand teams (consumer and health care professional), cross functional team members and agency partners to align and execute on website direction. This role will lead and manage both strategic and tactical execution of the website roadmap through its entire life cycle in order to increase traffic and engagement for the brands web assets.
•Be the ‘subject matter expert’, evangelist, and, marketing point of contact for the brand for both internal and external stakeholders to operationalize the Adobe Marketing Platform to deliver against brand needs
•Define product strategy and direction and develop and maintain long-term product direction.
•Manage the product development process and life cycle from inception to product delivery, growth, and eventual retirement.
•Define product features and benefits for new and existing site functionality and support brand team as the Adobe product expert.
•Lead the concept, UX design, wireframe creation, development and launch of web, and mobile both in-house and with strategic agency partners
•Lead user research, metrics gathering, competitive and performance analyses working closely with internal consumer research and agency partners
•Work closely with Brand Marketing, Agency partners, data and analytics and other cross functional team members to drive product 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.
•Enable new processes that create efficiency and agility and guide marketers and agencies in new ways of working.
•User advocate- understands mental models and what motivates actions of the users. Sketch Artist- ability to accurately convey his or her vision through creative mediums
•Requires a minimum of 10+ years of progressively increasing responsibility in a product management or equivalent role managing large, complex, direct response website(s)
•Proven track record of launching successful web or mobile products
•Understanding of software testing methodologies and software development life cycle process
•In-depth knowledge of the product development and evaluation process. Exposure to Agile development a plus.
•Experience developing business use cases and strategic planning
•Understanding of A/B test design and execution, and analytical tools
•Comprehensive experience with UX design, customer research, and user experience best practices – including the creation of detailed, annotated wireframes
•Knowledge of current web and mobile technologies, and familiarity with how the digital ecosystem is evolving
•In depth knowledge and experience with commercial enterprise Content Management Systems (CMS) such as: Adobe Marketing Cloud, SDL Tridion, Opentext, Oracle and more.
•Experience implementing SEO best practices
•Knowledge of site analytics tools such as Adobe Analytics or Google Analytics
•Requires strong collaboration and interpersonal skills to be effective managing through a highly matrixed organization
•Skills required include business acumen, organizational assessment, creativity, interpersonal skills, and quantitative analytical abilities.
•Outstanding communicator and comfortable interacting with a diverse group of technical and non-technical people
•Results-oriented, self-starter with passion for user experience, technology and the internet
•A strategic mindset that allows you to prioritize projects, launches, and features, and balance immediate requirements with a long-term vision
•Brand teams including Consumer/ Patients or Health Care Professionals / Managed Care, Channel Excellence, Consumer Insights, Data & Analytics, Agency Partners for CRM, Direct, Digital