Marketing Manager, Content & Social Media, EMEAP (m/f/d)

The Opportunity

This position works out of our location in Wiesbaden (Abbott GmbH) in the Diabetes Core division where we are helping people with diabetes manage their health with life-changing products that provide accurate data to drive better-informed decisions.

• The Marketing Manager Content and Social Media for the Libre brand will be responsible acting as interface between Global and Local teams across the EMEA region (+25 markets) to ensure we develop and implement effective content, social media and influencer strategies to drive acquisition and loyalty of our customers throughout the customer journey. This position is located in our EMEAP headquarter in Wiesbaden, in the Diabetes Care division.
• This role has a strong focus on content performance, analyzing what works or not and guiding markets on how to optimize.

Key Responsibilities:

• Develop and execute the EMEAP strategy and guidance for Content activation (focus on Owned). Ensure red thread of our content across touchpoints/ personas and works closely with Digital team (Website/ CRM) and Media team (Paid) for an integrated omnichannel activation. Embed customer-centricity into all marketing activities by understanding the needs and motivations of our customers.
• Oversee the EMEA editorial planning and content calendar to ensure strategic consistency across channels. Enable markets to execute global content plans for global portfolio of products, mapped to the desired customer experience and objectives, target customer segments, key messages and channel strategies.
• Partner with Global and markets to gain insights as to how owned/ earned content and social media can help drive incremental growth, increasing acquisition and retention amongst different targets. Identify content gaps and develop with lead market support if not covered by Global.
• Define influencer strategy and activities across markets in alignment with Global and PA (PR). Collaborate and coach a team of local social media managers and content specialists, providing guidance, support, and mentoring as needed at the local levels. Lead trainings to improve Social Media mastery and share best practices across markets.
• Own the governance and approval of local new digital media platforms i.e. new websites, new apps new social media properties (DSRB SPOC EMEA for global review board)
• Strong analytics focus: Integrate data and insights from a variety of sources to build deep customer empathy & understanding for assigned customer segment. Develop and assess metrics/KPIs/ROI to ensure successful implementation and drive benchmarking across the region. Use the digital insights reports on the performance of content to adjust strategies and tactics as necessary to optimize results.
• Lead Generative Engine Optimization efforts across EMEA markets, ensuring Libre is visible, cited, and authoritative across AI-driven search engines and Large Language Models. Establish and maintain multi-market LLM brand visibility monitoring, source classification, competitive benchmarking, and LLM-type segmentation by engine archetype.
• Conduct market-level GEO readiness assessments and define execution priorities based on content maturity, competitive pressure, and visibility gaps. Provide schema, structured data, and technical SEO guidance for local market websites. Deliver operational workshops and develop market-facing playbooks for local execution.
• Evaluate emerging AI tools relevant to marketing across content creation, personalization, automation, and analytics. Identify opportunities to standardize and automate content production and distribution of workflows, leveraging AI tools and platform capabilities to drive efficiency at scale. Design and run pilot programs to test AI applications in real market contexts within regulatory and compliance constraints.
• Develop practical guidance and playbooks for AI adoption that balance innovation with pharmaceutical compliance requirements. Advise markets on AI-powered content workflows, creative production, and campaign optimization. Coordinate with global teams on AI tooling strategy and decisions (e.g. Writer.AI, MIA, etc).

Qualifications:

• University Degree in Business/Marketing, Science or related.
• 6-8 years marketing experience, with a minimum of 2 years in Health Care and a proven track record in brand marketing, social media and content strategy. At country and regional level or global level.
• Excellent English writing and communication skills.
• Experience in analyzing website content performance and social media metrics.
• Creative problem-solver with a track record of driving innovation in content marketing.
• Strong understanding of impact of AI on digital landscape, GEO/ SEO, social media platforms, trends, and best practices.
• Demonstrated ability to work collaboratively with cross-functional teams.