Associate Director, Paid Media DTC & HCP Data Domain Owner

POSITION SUMMARY
The Associate Director, Paid Media DTC & HCP Data Domain Owner will serve as the Enterprise single point-of-contact on the Media team for paid media data across all DTC and HCP channels. This role is responsible for driving alignment between paid media data strategies and AbbVie’s critical data priorities, while governing requirements with agencies on cross-functional data-required workstreams across Media, APEX, BTS, and other TA&O functions. Media data strategy expertise (hands-on from a leading media agency) and knowledge of marketing technology operations will be critical components of this role; since these components also touch other functions at AbbVie, this person must establish and adhere to clear ways of working and responsibilities.
As paid media data becomes increasingly granular and sophisticated, this role will provide dedicated subject matter expertise for the Enterprise and support media data activation, validation, governance, and analysis. The Associate Director, Paid Media DTC & HCP Data Domain Owner will act as a key expert and connector between internal teams and external agency and publisher partners to ensure paid media data solutions are strategically sound, operationally feasible, and aligned to AbbVie current and future business needs.
JOB RESPONSIBILITIES
Enterprise Data Strategy – 70+ Individual Brand Plans per year across HCP and DTC
Serve as the data subject matter expert on Media team for all paid media data across DTC and HCP media channels -- shaping POV on market trends, MarTech and AdTech evolution and data governance practices
Ensure paid media data solutions support DTC/HCP activation and are aligned to enterprise data strategy
Identify and prioritize opportunities to improve data utilization across activation, measurement, and optimization
Partner with APEX to define success metrics and ensure paid media data is integrated into enterprise measurement frameworks e.g. MMx, Brand Pulse) to evaluate business outcomes
Operational
Establish and embed clear ways of working across Media, APEX, BTS and other cross-functional stakeholders with respect to paid media data initiatives
Enforce enterprise data governance frameworks (established by APEX) with external agencies for data passaback, acting at the business lead for media data feasibility
Hold external agencies accountable for meeting AbbVie standards and guidelines for all channel data
Drive consistency in how paid media data is planned, activated, and validated across a high volume of brand and campaign cycles
Technical
Drive agency compliance with data standards including, partnering with APEX to ensure taxonomy frameworks, naming conventions and data pass back structures support media activation and measurement
Lead creation of more consistent, scalable processes for paid media data ownership and execution
Partner with internal technical and engineering teams (e.g. BTS) and APEX to ensure media data is seamlessly ingested, modeled and made available for measurement, without directly owning engineering delivery
Support audience activation and data integration use cases across first, second and third-party data environments, including use of AbbVie’s CDP and CRM
Ensure all paid media data practices comply with privacy, regulatory and governance requirements, working closely with Legal and Privacy teams particularly as each state continues to ramp up their specific requirements
Single point of contact for all media data workflow questions, educating APEX and other functions on data feasibility, granularity, and cadence based on reality of approved paid media plan and partners
Identify opportunities internally (and with agencies and publishers as needed) to streamline and automate data workflows to improve scalability and reduce manual effort
Support Marketing Mix Analyses (MMx) data validation and related integrity work
Translate technical data needs into actionable recommendations for stakeholders; and have the ability to communicate complex inter-dependencies in simple terms
External Ecosystem
Establish and maintain 50+ external publisher relationships in support of media data capabilities and implementation needs for audience testing, data aggregation and passback, and other data initiatives
Ensure external partners adhere to defined data standards, governance frameworks and compliance requirements
Support development of scalable, repeatable approaches to data activation and pass back across platforms
Bachelor’s degree required
Pharma experience is required
10+ years of relevant experience in media, media data, measurement, martech, or related disciplines. At least 6+ years of this experience must be within a leading media agency environment supporting client spend >$500MM
Experience with DTC and HCP media data environments
Familiarity with Marketing Mix Analyses, NPI-level data, data pass back, taxonomy governance, and data validation processes
Proven track record effectively advancing external agency and publisher data relationships
Knowledge of CRM, CDP, audience activation, and privacy-related workflows
Experience supporting martech and data governance initiatives in a large enterprise
Experience working in complex, matrixed organizations with cross-functional stakeholders
Demonstrated ability to manage multiple priorities and workstreams simultaneously
Strong written and verbal communication skills
Ability to build effective relationships with internal and external partners
REQUIRED COMPETENCIES
Builds alignment across teams with different priorities and expertise
Understands media data structures, limitations, opportunities, and operational implications
Connects day-to-day execution to broader enterprise data priorities
Influences without authority. Drives progress through partnership and credibility
Translates ambiguity into actionable solutions
Clearly explains technical concepts to varied audiences; simplifies complex topics
Understands how media data supports activation, measurement, and decision-making
Works effectively with internal teams, agencies, and external partners

Employment type
Full-time

Work arrangement
Hybrid