Abbott nabs ex-Philips marketing director as head of digital and customer engagement

Global healthcare firm Abbott has named Caitlin Nguyen as its new head of digital and customer engagement, established pharmaceuticals, according to Nguyen when MARKETING-INTERACTIVE reached out. Nguyen will report to Abbott's regional CMO, Laura Chevrie.

In her new role, Nguyen will be responsible for driving digital and e-commerce performance in the company, spearheading telehealth and telemedicine partnerships, and building digitally-driven omnichannel engagement with customers.

Her role will cover Singapore, Malaysia, Thailand, Indonesia, Philippines, Vietnam, South Korea, Hong Kong and Taiwan, she said. 

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“I’m delighted to be joining a dynamic region in emerging markets with strong growth and appetite for expanding into new channels, and new ways of engagement with healthcare practitioners and consumers. I look forward to accelerating Abbott’s growth through marketing and e-commerce transformation by leveraging digital, data, and technology.”

Prior to her role, Nguyen was the director of digital marketing and eCommerce at Philips. Her role saw her enable the APAC region by building and implementing the right capabilities in digital marketing, digital advertising, content, measurement, CRM, owned media, consumer engagement and consumer care, and direct-to-consumer online sales. In essence, her responsibilities entailed a digital and tech-enabled end-to-end full-funnel delivery for the consumer brands portfolio.

She was also heavily involved in Philips’ global strategic programme of marketing transformation which began a few years ago. Like its global counterparts, Philips embarked on a journey to adopt a relevant strategy for the APAC region, taking into account the great diversity of local market conditions and maturity, digital and commerce platforms, and consumer behaviour.

Over the past year, the company used various digital marketing levers to drive eCommerce acceleration – from programmatic, to social, influencer marketing, live-streaming, affiliates, and on-platform search. The mix of these value levers depended on the campaign strategy and objective.

Nguyen believes that a key pillar of eCommerce success and acceleration lies in the test-and-learn mindset of a team.

Some test-and-learn strategies she has been proud of included experimentations on TikTok, and understanding how to deliver differentiated content at velocity on eCommerce platforms, especially during mega shopping seasons.

“For us, 2022 was a year of strengthening the foundation in digital and eCommerce, and focusing on brilliant basics while building the plan for more advanced DTC eCommerce capabilities such as subscription models,” she said when MARKETING-INTERACTIVE reached out earlier this year.

Prior to her stint at Philips, Nguyen also helmed leadership positions at companies such as Sanofi, Fonterra, Mirum Agency and OMG Asia.

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