Director – Global CRM Business Strategy & Enablement

Role Summary

BioMarin is seeking an experienced and strategic leader to serve as the Director, Global CRM Business Lead. This role shapes and executes the enterprise CRM strategy and roadmap, aligning engagement with customer experience goals, digital data strategy, and campaign needs. The role partners with Business Units, Commercial IT, Insights & Analytics, and Performance & Planning to lead CRM initiatives, processes, and new ways of working for global markets. The Director will drive ownership of CRM capabilities, lead adoption and governance, and ensure integration with omnichannel platforms to support therapeutic areas. The position will optimize CRM systems to enhance HCP and patient engagement through advanced segmentation, alerts or suggestions management, and closed-loop measurement, while aligning with global CRM standards.

Responsibilities

• Define and lead the enterprise CRM strategy and roadmap, ensuring alignment with CX goals, digital data strategy, and campaign needs.
• Develop and implement a comprehensive CRM strategy that supports BioMarin‚Äôs business objectives and enhances customer engagement.
• Define and prioritize CRM initiatives across Business Units and regions for efficient resource allocation and timely execution.
• Oversee the entire CRM lifecycle, from requirements gathering to deployment, ongoing optimization, and future enhancements.
• Collaborate with therapeutic area leads, digital peers, and their respective teams to ensure the CRM system supports unique business needs.
• Act as a trusted advisor, guiding business units on leveraging CRM capabilities for customer engagement strategies.
• Ensure CRM functionalities are aligned with business unit goals to maximize impact on sales and marketing.
• Lead business ownership of CRM tools (including Veeva, Salesforce, and other key life sciences CRM systems), driving adoption, governance, and integration with omnichannel engagement platforms.
• Ensure optimization of HCP and patient engagement via segmentation, dynamic targeting, next-best-action logic, alerts/suggestions implementation, campaign tagging & attribution, and closed-loop measurement.
• Ensure activation of fit-for-purpose CRM capabilities for cross-functional team engagement, task and targets management.
• Partner with IT to define CRM business needs and ensure alignment with global Veeva/Salesforce standards.
• Implement technology and integration changes for cross-functional needs, system scalability, and stability.
• Collaborate on CRM upgrades, integrations, and new functionalities to meet evolving business requirements.
• Optimize role-based CRM views, dashboards, and workflows to provide actionable information for field teams.
• Work with sales enablement to ensure field representatives have the tools needed for effective customer engagement.
• Identify opportunities to improve usability through streamlined workflows and enhanced system design.
• Monitor key CRM metrics and identify areas for system performance improvement.
• Analyze CRM data to extract insights that inform both strategic and operational decisions.
• Develop standardized reports to track performance and share insights with stakeholders.
• Collaborate with cross-functional teams (sales, marketing, medical) to ensure seamless integration of CRM strategies across departments.
• Represent the value of the CRM system within the organization by communicating its impact on business outcomes to leadership teams.
• Address stakeholder concerns related to CRM systems or processes in a timely and effective manner.
• Drive field support frameworks and office hours for the CRM user base.

Qualifications

• Education: Bachelor‚Äôs degree in Business Administration, Marketing, Information Systems, or a related field; MBA preferred.
• Experience: 10+ years in CRM strategy development or management within biotech/pharmaceutical or similarly regulated environments.
• Proven experience with Veeva, Salesforce (enterprise level) for configuration management and optimization.
• Experience with CRM configuration, management, and optimization, and integration with marketing automation tools (e.g., Salesforce Marketing Cloud, Marketo).
• Strong understanding of CRM systems and their integration with marketing automation tools.
• Strong understanding of pharma/life sciences CRM use cases, commercial workflows, and customer lifecycle management.
• Excellent analytical skills to turn data into actionable insights for strategic decisions.
• Exceptional communication skills for collaborating across matrixed organizations with Sales, Marketing, and IT.
• Demonstrated ability to lead cross-functional projects from concept to execution in a fast-paced environment.
• Strong advocate for efficiency tools to maximize time.

Skills

• CRM systems (e.g., Veeva, Salesforce) and integration with marketing automation tools (e.g., SFMC, Marketo).
• Pharma/life sciences CRM use cases, commercial workflows, and customer lifecycle management.
• Analytical capabilities and data-driven decision making.
• Cross-functional collaboration and stakeholder management.
• Project leadership and change management in global deployments.

Education

• Bachelor‚Äôs degree in Business Administration, Marketing, Information Systems, or related field; MBA preferred.

Additional Requirements

• Experience managing complex system integrations or global Veeva & Salesforce implementations.
• Familiarity with rare disease therapeutic areas or specialty pharma marketing practices (preferred).