ABBOTT LABORATORIES Marketing Manager, Corporate Identity Integration Salary in the United States

How much does a Marketing Manager, Corporate Identity Integration make at companies like ABBOTT LABORATORIES in the United States? The average salary for Marketing Manager, Corporate Identity Integration at companies like ABBOTT LABORATORIES in the United States is $122,287 as of June 27, 2024, but the range typically falls between $105,938 and $138,635. Salary ranges can vary widely depending on many important factors, including education, certifications, additional skills, the number of years you have spent in your profession. With more online, real-time compensation data than any other website, helps you determine your exact pay target.  View the Cost of Living in Major Cities


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What does a Marketing Manager, Corporate Identity Integration do at companies like ABBOTT LABORATORIES?

Abbott is a global healthcare leader that helps people live more fully at all stages of life. Our portfolio of life-changing technologies spans the spectrum of healthcare, with leading businesses and products in diagnostics, medical devices, nutritionals and branded generic medicines. Our 103,000 colleagues serve people in more than 160 countries.

The Corporate Identity group develops and manages Abbott’s global brand strategy including:

  • Sets global policy and practice for building and protecting the brand and ensuring its application is in alignment with the company’s business objectives and strategies;
  • Develops and provides brand management guidance and tools to all Abbott operations worldwide (identity system, portfolio planning tools, etc.);
  • Leads the integration/assimilation of the brand into the corporation;
  • Develops brand tools, assets and strategies to promote Abbott including advertising, brand experiences, trade shows, creative guidance and collateral;
  • Consults with divisions, ATO, corporate functions to advance the Abbott corporate identity.

Principle Duties and Responsibilities:

  • An experienced brand strategy professional that is responsible for defining, applying and championing Abbott’s Corporate brand.
  • Responsible for compliance with applicable Corporate and Divisional Policies and procedures.
  • Maintains responsibility for the overall value, image and positioning of the corporate brand.
  • Responsible for working with corporate/divisional partners, internal agency and lead brand firm to implement the Masterbrand strategy throughout the global Abbott organization.
  • Develops and implements strategic long-range plans for the structure and migration of brands.
  • Develops brand management guidance documents and tools .
  • Collaborates closely with divisions to implement frameworks that achieve ideal brand architecture, and ensure execution of divisional materials are in compliance with corporate brand guidelines.
  • Consults with divisions on branding issues and priorities and shares best practices.
  • Conducts workshops and trains internal organization on corporate identity.
  • Provides day-to-day project management, brand development, design support and relationship management to ensure projects are completed efficiently, effectively and in full alignment with set strategy and goals.
  • Delivers product/projects on-time, on-budget and on-brand.
  • Supports the corporate branding work stream for mergers and acquisitions.  Responsible for the implementation of the integration of the corporate brand across divisions, businesses and products, including:
  • o    Partners with cross functional divisional teams to operationalize and implement the brand portfolio strategy
  • o    Drives the development of portfolio brand migration plans to achieve ideal corporate-wide brand architecture strategy over the next 5 years
  • o    Leads the Internal Corporate Identity re-branding workstream
  • o    Leads the development of brand conversion guidelines
  • o    Leads the Collateral re-branding workstream (advertising, brochures, sales aids, training, etc.)
  • o    Partners on the Trade Shows and Events re-branding workstream
  • o    Partners on the Product, Packaging and Label re-branding workstream
  • o    Partners on the Digital and Social re-branding workstream


This position is primarily responsible for leading the activities associated with the integration of the Abbott corporate brand into newly acquired Abbott companies.

Responsibilities include budgeting, migration plan development and implementation.  All brand touchpoints will be evaluated to ensure alignment to the business and brand objectives of the Abbott corporate brand as well as the divisional business products and brands.  Position will influence and impact how the corporate brand is integrated within the newly acquired company within product, packaging, divisional, corporate and service brand touchpoints.  Role will work with leadership to develop decision tools and frameworks for use as acquisitions, new product introductions, or divestitures occur, providing guidance and structure to the Abbott corporate portfolio. This external view will help to influence and impact corporate reputation through brand awareness.  The incumbent will support strategic planning and corresponding budgeting based on required corporate and divisional needs.

The Manager, Corporate Identity Integration position will work both independently and in cooperation with divisions, affiliates, marketing, operations, systems, legal regulatory, medical, external vendors, and alliance partners in the development of strategic models/framework and brand architecture.

Minimum Qualifications:

  • Bachelor’s Degree.

Preferred Qualifications:

  • 10+ years of experience with a proven ability in marketing or planning in a cross-divisional role for a large organization with a Master Brand strategy.  
  • Track record of success in the implementation of strategic and tactical marketing.
  • Experience developing, socializing and enforcing brand guidance documents and accompanying tools.
  • Well-cultivated project management skills.  
  • Proven experience and ability to cultivate/develop strong relationships and successfully interface with all organizational levels is critical.  
  • Must demonstrate an ability to generate credibility and engage cross functional team members to execute and achieve desired results. 
  • This position requires well-developed problem solving and communication skills.
  • Knowledge of healthcare industry or diverse manufacturing organization is a plus. 

Dimensions for Success/Competencies:

  • Ability to present and communicate ideas, concepts and constructive criticism appropriately and purposefully.
  • Able to manage a diverse workload with multiple competing priorities and stakeholder needs; strong follow through and response with colleagues and projects with a sensitivity to timelines and deadlines.
  • Ability to work in fast-paced, demanding environment, while maintaining strong attention to detail.
  • Ability to discern and implement specific brand identity elements into all marketing, media and merchandise efforts.
  • Excellent interpersonal, verbal, written and visual communication skills.
  • Self-starter who can work independently as well as part of a larger, interconnected team.
  • Creative and critical thinker with a constant desire to learn.
  • Demonstrated commitment and leadership ability to advance diversity and inclusion.
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Understand the total compensation opportunity for Marketing Manager, Corporate Identity Integration at companies like ABBOTT LABORATORIES, base salary plus other pay elements

Average Total Cash Compensation

Includes base and annual incentives

The chart shows total cash compensation for the ABBOTT LABORATORIES Marketing Manager, Corporate Identity Integration in the United States, which includes base, and annual incentives can vary anywhere from $105,938 to $138,635 with an average total cash compensation of $122,287. Total compensation includes the value of any benefits received in addition to your salary and some of the benefits that are most commonly provided within a total compensation package including bonuses, commissions, paid time off, and Insurance. The total cash compensation may get paid differently by industry, location, and other factors.
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