Associate Director, Omnichannel Strategy

Role Summary

The Associate Director for Omnichannel Strategy plays a critical role in enhancing marketing and customer engagement through innovative, insight-driven strategies. This position is pivotal in Business Unit Franchise teams while driving the evolution of omnichannel marketing strategies across various platforms. This role champions digital transformation, building a learning environment that embraces innovation, drives high performance, and enhances customer engagement.

Responsibilities

• Strategic Leadership
  • Evolve and refine omnichannel and digital marketing strategies to align with brand priorities
  • Define innovative use cases, inclusive of AI/ML, managing cross-functional partners to develop, execute and measure (MABI, Lab, BTS, FPAT, APS etc)
  • Strategic connector between brand marketing teams, the Marketing Analytics Business Insights (MABI) team, the Digital Lab, and agency partners
  • Integrate digital capabilities into brand strategies to drive personalized customer engagement and enhance the overall experience for HCPs and Consumers (inclusive of NBA/suggestions)
  • Dotted line to the Digital Lab/Future Fit Digital in our DNA Enterprise roadmap and capabilities
• Audience Strategy
  • Lead the development of audience strategies to engage key stakeholders effectively, ensuring campaigns are tailored
  • Channel Analysis: Analyze channels to identify the most effective way to reach the target audience (reachability waterfall)
  • Define and deliver audience strategy inclusive of actionable lists/audiences, defining specific criteria to be activated across channels
• Customer Journey Flows/Content/Message Mapping
  • Develop and refine customer journey flows and content to optimize touchpoints across the customer experience continuum, including downstream actions (CTA/MVA), enhancing overall engagement and driving the business forward
• Monitoring and Optimizing Omnichannel Marketing
  • Monitor marketing performance across channels and devise strategies for optimization, utilizing data-driven insights to enhance outreach and effectiveness
  • Identify and build testing plans. Develop and manage tactic test plans, ensuring rigorous quality control before, during, and after campaign launches
• Collaboration and Alignment
  • Collaborate effectively in a matrixed environment, ensuring synchronization of priorities with cross-functional partners including Media, Market Research, Analytics, Digital Lab, BTS, and others
  • Partner with Digital Lab, as trusted expert, to review and align scopes and work to be done in-house vs external agency

Qualifications

• Required: Bachelor’s degree in Business or Marketing; MBA preferred
• Required: At least 8–10 years of relevant experience
• Required: Expertise in designing digital and omnichannel projects with a deep understanding of brand strategy and marketing metrics
• Required: Proven ability to lead cross-functional teams and projects within a digital marketing center of excellence
• Required: Strong communication skills to articulate strategies and insights effectively
• Preferred: Experience in pharmaceutical, agency, vendor, or brand environments

Education

• Bachelor’s degree in Business or Marketing; MBA preferred