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 drives the evolution of omnichannel marketing strategies across platforms, championing digital transformation and delivering a learning environment that fosters innovation and high performance.

Responsibilities

• Strategic Leadership:
  • Evolve and refine omnichannel and digital marketing strategies to align with brand priorities
  • Define innovative use cases, including AI/ML, coordinating with cross-functional partners to develop, execute and measure (MABI, Lab, BTS, FPAT, APS, etc.)
  • Act as a 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 experience for Health Care Professionals (HCPs) and Consumers (including NBA/suggestions)
  • Maintain a dotted line to the Digital Lab/Future Fit Digital in our DNA Enterprise roadmap and capabilities
• Audience Strategy:
  • Lead development of audience strategies to engage key stakeholders effectively
  • Channel Analysis: identify the most effective channels to reach the target audience
  • Define and deliver audience strategy with actionable lists/audiences and activation criteria across channels
• Customer Journey Flows/Content/Message Mapping:
  • Develop and refine customer journey flows and content to optimize touchpoints across the experience continuum, including downstream actions (CTA/MVA)
• Monitoring and Optimizing Omnichannel Marketing:
  • Monitor marketing performance across channels and devise optimization strategies using data-driven insights
  • Identify and build testing plans; develop and manage tactic test plans with quality control pre/during/after launches
• Collaboration and Alignment:
  • Collaborate in a matrixed environment with cross-functional partners (Media, Market Research, Analytics, Digital Lab, BTS, among others)
  • Partner with Digital Lab to review and align scopes and determine in-house vs external agency work

Qualifications

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

Skills

• Digital and omnichannel marketing strategy
• Audience development and channel optimization
• Customer journey mapping and content strategy
• Data-driven decision making and measurement
• Cross-functional collaboration in matrixed organizations

Education

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

Additional Requirements

• Travel expectations are not specified