Director US Omnichannel/ Digital Engagement

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 be accountable for leading the planning and implementation of all Omnichannel/Digital in support of our US teams. In this critical role, you will act as the strategic/tactical business partner to the Brand/Therapeutic Area (TA) teams - translating Brand vision into Omnichannel/Digital reality for both HCP and Patient customers.

You'll lead the intersection of digital capability and Brand strategy, ensuring that each engagement touchpoint - email, web, paid media, social, SEO, etc., - is data-informed, insight driven, and fully aligned to the Brand objectives and customer needs. You always think Measurement, Digital and AI first.

This senior-level role is a digitally fluent strategist and trusted Brand partner - able to connect business objectives with flawless digital execution leveraging Omnichannel excellence principles. You understand the importance of Brand context, market access dynamics, and customer behavior. You will lead with influence, speak the language of both marketers and technologists energized by the challenge of building Omnichannel/Digital excellence.

This position will report to the Head of Omnichannel Excellence.

What You'll Do

Brand, TA, Cross Functional, Agency Partnership

• Serve as the single primary contact to the Brands driving Omnichannel/Digital strategy/End-to-End (E2E) execution -guiding strategy, customer journey and campaign planning, digital execution and customer experience design. Ensure Media plan is well integrated
• Own E2E accountability of planning, execution and performance of campaigns
• Co-create omnichannel strategies that align with Brand positioning, target audience needs, market dynamics, and promotional goals
• Collaborate with cross functional omnichannel teams (Media, Operations, Capabilities/Change Management, Measurement) & IT to ensure best in class planning and implementation ensuring business requirements are prioritized within the SAFE agile processes
• Partner with cross-functional stakeholders (PRC, Privacy, Regulatory, IT, Field, Patient Services) to align on execution timelines and support
• Provide guidance rooted in data, market insights and emerging capabilities through regular engagement planning sessions with Brand teams, delivering Omnichannel/Digital insights, campaign performance results, and optimization recommendations
• Facilitate regular planning sessions with Brand teams to align on campaign goals, content strategy, and KPI targets
• Ensure orchestration is consistent with Brand funnels - from awareness through engagement-while enabling agility in response to insight shifts
• Ensure agency adherence to Biogen enterprise Omnichannel/Digital ecosystem
• Champion tagging, measurement, and insight readiness
• Drive continuous Omnichannel/Digital innovation e.g., AI, NBA, Personalization

• Design and execute omnichannel campaigns, including channel mix, journey mapping, personalization logic, and trigger-based/Next Best Action Activations
• Lead campaign orchestration across digital touchpoints e.g., email, website, social, paid media, field-triggered messages, websites
• Provide leadership on key digital channels, content, measurement needed by the Brand
• Guide Brand teams on channel/content appropriateness based on best practices
• Ensure approach follows omnichannel playbooks and SOPs, ensuring consistency and scalability across markets
• Champion and accelerate adoption of Omnichannel/Digital capabilities
• Be an AI/Digital first champion
• Responsible for driving strong partnerships - within BIO and externally to BIO- to align and document ways-of-working to optimally embed Omnichannel/Digital capabilities
• Review campaign builds and journeys for best practices in consent, data tagging, segmentation, and personalization

• Be an expert with the Biogen MarTech ecosystem to ensure programs can be executed and measured with excellence; help Brands understand what we can do today and how we are driving continuous excellence with AI & Automations
• Be the champion of the Brands driving adoption of Biogen's Omnichannel capabilities
• Act as the key Omnichannel/Digital subject matter expert - translating strategy into business requirement documents for the operations team
• Working with the activation operations team, ensure campaigns are implemented accurately, compliantly and on time

• Possess a deep understanding of digital marketing including journey orchestration, AI Next Best Action, Media channels & enabling platforms
• Stay ahead of digital industry trends including AI-enabled marketing, next-best-action, personalization and emerging patient/HCP engagement channels
• Ensure digital experiences are designed for engagement - mobile first, responsive, and informed by insights
• Bring a digital 'test, learn, optimize' mindset

• Take E2E accountability for the performance of omnichannel campaigns ensuring they meet Brand objectives
• Define and track critical KPIs with Customer Analysts to measure progress to inform continuous improvement including A/B 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
• Ensure tagging, tracking, and reporting requirements are in place from the outset of planning
• Collaborate on performance storytelling, translating data into compelling narratives

• Minimum of 10 years' Omnichannel/Digital engagement healthcare client experience with a focus on strategy, planning, execution and measurement in Pharmaceutical, Biotech, or healthcare industries. Candidates who started in other sectors (digital/omnichannel consulting, and then shifted a plus)
• Proven ability to translate Brand goals into actionable Omnichannel/Digital engagement strategies across HCP and Patients
• Ability to partner with Brand teams as strategic thought leaders, influencing Omnichannel/Digital investment decisions
• Deep knowledge of digital marketing channels and tactics, including email, web, CRM, rep-triggered content, paid media, SMS, SEO, social, etc.
• Familiarity with platforms such as Salesforce Marketing Cloud, Veeva CRM, LiveRamp, Adobe, and DAM systems
• Demonstrated capabilities in digital solutions and the use of digital technologies to transform business models and provide new customer engagement opportunities
• Skilled in journey mapping, content modularization, segmentation, personalization, and channel orchestration across the ecosystem
• Deep understanding of industry trends regarding Omnichannel and AI engagement
• Experience managing end-to-end campaign implementation in partnership with internal teams, agencies, and platform owners
• Strong knowledge of compliance requirements (e.g., PRC review, privacy) and their impact on omnichannel execution.
• Ability to review and validate campaign builds, ensuring they align with strategy, platform capabilities, and regulatory guardrails.
• Proficient in partnering with analytic/measurement teams to define KPIs, interpret dashboards, and identify opportunities; recommend A/B testing
• Excellent interpersonal and communication skills, with the ability to lead through influence
• Adept at simplifying complex digital concepts to drive alignment, engagement and adoption
• Demonstrate ability to lead digital transformation initiatives, drive adoption and foster a culture of innovation

• BA/BS required
• MBA preferred

• Medical, Dental, Vision, & Life insurances
• Fitness & Wellness programs including a 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 + 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 of up to $10,000 per calendar year
• Employee Resource Groups participation