About This Role
You will join the North American Business Operations & Insights (BIO) team in Omnichannel Excellence as a critical partner to Biogen's US marketing teams. You will lead the planning and implementation of all Omnichannel/Digital initiatives supporting our US teams and oversee a team of Omnichannel/Digital experts. In this senior leadership position, you translate Brand vision into Omnichannel/Digital reality for both HCP and patient customers.
This role shapes and executes the vision for next‑generation Omnichannel and Digital strategy, building an AI‑powered, data‑driven ecosystem that delivers personalized, always‑on engagement at scale. You create an AI‑enabled, adaptive environment that anticipates customer needs and connects them to the right solutions at every touchpoint. You engage with executive stakeholders, ensuring alignment as we transform our Omnichannel strategy.
You will lead the intersection of digital capability and Brand strategy, ensuring each email, web, media, social, SEO, and other touchpoint is data‑informed, insight‑driven, and fully aligned to Brand objectives and customer needs. You think measurement, digital, and AI first. You are a digitally fluent strategist and trusted Brand partner who connects business objectives with flawless digital execution, leveraging Omnichannel excellence principles.
What You’ll Do
Next Generation Omnichannel
- Lead the transformation from traditional campaign‑based marketing to AI‑driven, dynamic engagement models by championing Decision Engines to deliver personalized Next Best Actions across content, channel, cadence, and touchpoints.
- Define and operationalize new ways of working that leverage predictive analytics and real‑time insights, ensuring teams shift from static planning to adaptive execution with measurable outcomes tied to engagement quality and business impact.
- Drive organizational adoption of omnichannel orchestration powered by automation, modular content ownership, governance, training, and performance frameworks that enable speed, compliance, and scalability while fostering continuous optimization.
Brand, TA, Cross‑Functional, Agency Partnership
- Lead the Omnichannel transformation across the team and the brands, driving evolution toward a fully integrated, AI‑enabled Omnichannel model that redefines customer engagement.
- Oversee the Omnichannel team to drive strategy and execution across multiple TAs/Brands, aligning cross‑functional teams to deliver a unified customer experience aligned to a 3‑year roadmap.
- Serve as the primary contact for a key TA/Brand, driving end‑to‑end strategy, customer journey and campaign planning, digital execution, and customer experience design, ensuring media plans are integrated.
- Engage and influence executive stakeholders (e.g., NALT) to secure strategic alignment, foster collaboration, and accelerate enterprise‑wide transformation initiatives.
- Lead the team’s overall ownership, including:
- Transform ways of working and ensure consistency of output.
- Co‑create omnichannel strategies aligned with Brand positioning, target audience needs, market dynamics, and promotional goals.
- Collaborate with cross‑functional omnichannel teams (Media, Operations, Capabilities/Change Management, Measurement) and IT to ensure best‑in‑class planning and implementation, prioritizing business requirements within SAFE agile processes.
- Partner with cross‑functional stakeholders (PRC, Privacy, Regulatory, IT, Field, Patient Services) to align support needs and cross‑functional opportunities.
- Provide guidance rooted in data, market insights and emerging capabilities through regular engagement planning sessions, delivering insights, performance results, and optimization recommendations.
- Facilitate regular planning sessions to align on campaign goals, content strategy, and KPI targets.
- Ensure orchestration aligns with Brand funnels from awareness through engagement, enabling agility in response to insight shifts.
- Ensure agency adherence to the enterprise Omnichannel/Digital ecosystem.
- Champion tagging, measurement, and insight readiness.
Omnichannel/Digital Enablement
- Lead, mentor, and upskill the team through the transformation journey; define optimal ways of working with the brands.
- Redefine execution from tactics to experience architecture enabled through AI.
- Provide leadership on key digital channels, content, and measurement for the Brand.
- Drive design of omnichannel/digital playbooks and SOPs, ensuring consistency and scalability across markets.
- Forge strong partnerships within BIO and externally to embed Omnichannel/Digital capabilities.
Digital Platforms & Operational Leadership
- Be an expert with the Biogen MarTech ecosystem to ensure programs can be executed and measured with excellence.
- Champion Decision and Activation Engines to guide Omnichannel to the next generation.
- Champion adoption of Biogen’s Omnichannel capabilities, supported by the Omnichannel capabilities function.
- Design processes translating strategy into business requirement documents for the operations team.
- Collaborate with the Omnichannel Capabilities team to ensure campaigns are implemented accurately, compliantly, and on time.
Digital Fluency/Innovation/AI
- Possess deep understanding of next‑generation Omnichannel using AI to drive next‑best‑action, personalization, and emerging patient/HCP engagement channels.
- Stay ahead of digital industry trends including AI‑enabled marketing, next‑best‑action, personalization, and emerging engagement channels.
Performance & Continuous Improvement
- Take end‑to‑end accountability for the performance of omnichannel campaigns, ensuring brand objectives are met.
- Work closely with Customer Analysts to interpret key action rates, impact, and adjust strategies.
- Promote a focus on measuring and sharing results to grow cross‑Brand knowledge and impact.
- Monitor campaign performance dashboards and lead optimization discussions with Brands (with Decision Sciences).
- Ensure tagging, tracking, and reporting requirements are in place from the outset of planning.
Who You Are
You are a transformational Omnichannel leader and team leader. Your intellectual curiosity and passion for winning help you thrive in a dynamic environment. You are an innovator who brings a strategic and analytical approach, a solutions‑oriented mindset, and a sense of urgency with attention to detail. You have proven ability to influence, build credibility, and forge strong partnerships with diverse internal and external stakeholders. You leverage strategic thinking and problem‑solving skills to deliver results and achieve business goals in a customer‑centric, innovative, and value‑driven way.
Qualifications
Required Skills
- Minimum of 15+ years’ Omnichannel/Digital engagement healthcare client experience with a focus on strategy, planning, execution, and measurement in pharmaceutical or biotech.
- Experience driving next‑generation Omnichannel, acting as a Brand experience architect with an AI Decision Engine, and leading a team accordingly.
- Ability to manage and influence senior‑level executives.
- Proven experience in strategy and execution of AI‑based next‑generation Omnichannel.
Job Level: Management
Additional Information
The base compensation range for this role is $234,000.00–$322,000.00. Base salary is determined through an analytical approach utilizing a combination of factors including relevant skills and experience, job location, and internal equity. Regular employees are eligible for short‑term and long‑term incentives, including cash bonus and equity opportunities, designed to reward recent achievements and recognize future potential. Employees are also eligible for a range of benefits.
Benefits
- Medical, Dental, Vision, and Life insurances
- Fitness and Wellness programs, including fitness reimbursement
- Short‑ and Long‑Term Disability insurance
- A minimum of 15 days of paid vacation and an additional end‑of‑year shutdown time off (Dec 26–Dec 31)
- Up to 12 company paid holidays plus 3 paid days off for Personal Significance
- 80 hours of sick time per calendar year
- Paid Maternity and Parental Leave benefit
- 401(k) program participation with company matched contributions
- Employee stock purchase plan
- Tuition reimbursement up to $10,000 per calendar year
- Employee Resource Groups participation
Equal Employment Opportunity
All qualified applicants will receive consideration for employment without regard to sex, gender identity or expression, sexual orientation, marital status, race, color, national origin, ancestry, ethnicity, religion, age, veteran status, disability, genetic information, or any other basis protected by federal, state, or local law. Biogen is an E‑Verify Employer in the United States.
#J-18808-Ljbffr