Head of Digital and Media

Abbott Laboratories · Singapore

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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.

Our nutrition business develops science-based nutrition products for people of all ages, from helping babies and children grow, to keeping adult bodies strong and active. Millions of people around the world count on our leading brands – including Similac®, PediaSure®, Pedialyte®, Ensure® and Glucerna® – to help get the nutrients they need to live their healthiest life.

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
As the Head of Media and Digital, Abbott Nutrition International, a division of Abbott Laboratories Ltd., is a leading player in Nutrition market in Asia Pacific. The person in this role will lead the regional media and digital agenda across 13 APAC markets (Vietnam, Philippines, Malaysia, India, Indonesia, Singapore, Taiwan, Australia, New Zealand, Cambodia, Thailand, Myanmar, Japan) to accelerate profitable growth through brand building, direct-to-consumer (DTC) strategies including execution of eCommerce and social commerce programs. The role owns the regional vision, partner ecosystem, ways of working, data & measurement frameworks, and capability uplift to accelerate New User (NU) acquisition and lifetime value.

What You’ll Do

• Define APAC media & digital vision and operating blueprint for brand building and profitable growth with New User acquisition.
• Build and govern the regional agency and platform ecosystem; run agency reviews/appointments and set performance scorecards.
• Negotiate and manage Joint Business Plans (JBPs) with major platforms (Google, Meta, TikTok, Amazon, Lazada, Shopee, etc.) securing innovation, data access and commercial value.
• Architect measurement, data & analytics frameworks: KPIs, attribution strategy (MMM/MTA), dashboard standardization, and data governance.
• Establish brand safety & governance standards covering viewability, invalid traffic, misinformation, platform compliance, and ethical data use.
• Institutionalize standardized ways of working across affiliates and partners: briefing, content, media planning, execution, optimization and post-campaign learning.
• Lead organizational capability uplift: structured curricula for performance marketing, analytics, CRM, creative effectiveness; build a regional talent pipeline.
• Set APAC content & creative effectiveness strategy; drive AI-enabled creative testing and analytics.
• Own annual investment strategy and budget allocation using scenario planning and portfolio optimization across markets and brands.
• Drive innovation and future readiness via pilots in AI/automation, predictive modeling, commerce media; scale wins regionally.
• Run Monthly Business Reviews (MBRs): track funnel KPIs (reach → engagement → leads → New User → repeat/LTV) and reallocate spend based on ROI trends.
• Publish a monthly competitor and category intelligence brief with implications and recommended actions.
• Diagnose priority market gaps and co-create corrective action plans (audience strategy, creative performance, conversion pathways, CRM sequencing).
• Lead monthly data quality & measurement check-ins; enforce reporting integrity and governance standards.
• Curate and manage an innovation pipeline: design-controlled pilots and A/B tests; publish learnings and playbooks for scale.
• Run content & creative effectiveness reviews (thumb-stop rate, view-through rate, relevance, ROAS) and recommend optimizations.
• Evaluate agency and vendor performance versus scorecards; agree on improvement plans.
• Strengthen DTC operational readiness: content calendars, segmentation improvements, marketing automation enhancements with CRM/MarTech teams.
• Ensure agencies deliver Everyday Great Execution: pacing, targeting accuracy, bid strategies, budget flighting, creative rotations, and hygiene.
• Monitor real-time data and social listening dashboards to detect trends, sentiment shifts, platform algorithm changes, and campaign anomalies.
• Activate rapid-response protocols for misinformation, negative chatter, platform incidents, or ad-safety risks.
• Sustain tight daily alignment across affiliates and partners to implement tactical course corrections quickly.
• Provide on-demand strategic support for urgent market needs (competitive spikes, PR incidents, sudden performance drops

Requirements

• Post graduate degree in Business. Preferred: further specialization or certification in Digital Marketing.
• 10–15+ years in media/digital leadership roles across multi-market environments; category experience in consumer/health/nutrition preferred.
• Proven track record in DTC growth, performance marketing at scale, and cross-functional leadership.
• Fluency with MMM/MTA, CDP/CRM stacks, marketing automation, and privacy-by-design principles.
• Experience negotiating JBPs and managing complex agency ecosystems.
• Strong analytical, stakeholder management, and change leadership skills; executive communication prowess

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.

Connect with us at www.abbott.com, on Facebook at www.facebook.com/Abbott and on Twitter @AbbottNews and @AbbottGlobal.

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