Transforming Digital Media Strategy for Scalable Customer Engagement

Category: Digital Transformation / Commercial Innovation / Media Strategy

Overview
As part of Abbott’s commercial transformation, I founded and led a strategic initiative to overhaul our digital media engagement across global markets. Through the LEVEL UP program, I designed and delivered a connected ecosystem to unify paid media, social, and web efforts — ensuring consistency, visibility, and measurable impact across channels.

The Challenge
Abbott’s digital media presence was fragmented.

Markets ran independent social media accounts with no global strategy, consistency, or brand alignment.

Ad accounts were siloed and agency-run, leaving internal teams blind to spend, performance, or ROI.

Data was scattered, and experiences across social, paid, and web were disjointed — making it nearly impossible to connect results to strategy or inform future planning.

The organization lacked trust in digital media due to this lack of transparency and value linkage.

My Approach
I launched LEVEL UP, a global transformation initiative with core hubs:

*Ad Hub – A centralized media operations model:

Unified all ad accounts (Google, Meta, TikTok, YouTube) into one global structure

Created governance models, strategic frameworks, and onboarding for markets and agencies

Established internal visibility for tracking spend, performance, and compliance

*Impact Hub – An integrated dashboard unifying ad data, social metrics, web analytics, and social listening:

-Delivered real-time insight
-Fed into campaign planning
-Equipped leadership with measurable outcomes to support budget decisions

I also created media playbooks, conducted global training, and brought in external digital media experts to upskill the organization and internalize capabilities.

The Result
The program reshaped how Abbott planned, executed, and measured digital media.

It received wide internal recognition and was adopted by the global transformation office for rollout across all divisions. Leaders began to shift mindset — moving from skepticism to investment — driven by clarity, consistency, and demonstrable business impact.