Director, US Media Strategy

Role Summary

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 media and media partnerships in support of our US teams. In this senior-level role, you will push boundaries to optimize media planning, measurement, and the overall go-to-market media process, leveraging expertise in healthcare media strategy and Omnichannel Marketing to drive DTC/Patient and HCP initiatives.

Responsibilities

• Strategic Leadership
  • Lead the development and execution of integrated media strategies (TV & Digital) across both DTC/Patient and HCP audiences, supporting brand objectives.
  • Serve as the media thought leader, educating stakeholders on evolving platforms, performance metrics, and innovative strategies.
  • Lead with Media Agency the translation of business goals into high-impact media strategies, optimizing Rx lift.
  • Ensure media plans fully integrate as part of a greater omnichannel go-to-market approach.
  • Stay abreast of the latest media trends, technologies, and best practices to maintain innovation and effectiveness.
  • Be the point person with Privacy ensuring all media strategies and data usage comply with relevant regulations.

• Media Planning & Buying Oversight
  • Partner closely with brand teams to understand brand strategies and ensure seamless execution according to media briefs and plans.
  • Oversee media agency partners in the development, execution, and optimization of media plans across all digital channels, ensuring integration of paid, owned, and earned channels.
  • Guide channel mix and investment decisions based on audience insights, ROI modeling, and brand priorities.
  • Ensure all media activities are compliant with regulatory and legal guidelines for pharmaceutical marketing.
  • Serve as the SEO expert while collaborating with functional partners on organic search optimization.

• Analytics & Optimization
  • Own accountability for media performance, refining strategies and execution for maximum effectiveness.
  • Understand media data workflows and enable continuous optimization through data connectivity solutions.
  • Define media KPIs with the Omnichannel measurement team and co-lead measurement frameworks for performance reporting.
  • Leverage analytics to drive data-informed optimization decisions to maximize ROI and meet brand objectives.
  • Translate data into actionable insights and optimize campaigns for maximum impact and ROI.
  • Interpret media data to identify trends and drive continuous optimization.
  • Lead development of media dashboards for internal groups and support A/B testing to foster innovation.
  • Lead the media agency team to ensure high delivery of media performance and activation.
  • Collaborate with BIO, Brand Marketing, and PRC teams to ensure alignment and compliance.
  • Represent media strategy in executive-level discussions and provide updates to senior leadership.
  • Lead the development of external media partnerships to improve value and performance.

Qualifications

Required Skills

• Minimum of 10 years’ media healthcare experience (agency or client) with a focus on strategy, planning, execution and measurement in Pharmaceutical, Biotech, or healthcare industries.
• Deep understanding of both HCP and DTC/patient media landscape, digital media, TV (Linear, Connected) channels and platforms, social media, SEO, omnichannel optimization/orchestration with other channels.
• Proven experience leading integrated media campaigns with a heavy focus on digital healthcare channels (paid, owned, earned) and TV (Connected, Linear, etc.).
• Strong command of media performance metrics and identity resolution tools, vendors (IQVIA, Crossix).
• Excellent communication skills, with the ability to influence at all levels of the organization, and translate complex information into simple plans.
• Strong ability to drive insights from measurement tracking to drive action that increases brand impact.
• Experience leading cross-functional teams and collaborating within cross-functional structures.
• Ability to work with agility to improve media processes and ways of working internally and externally.

Education

• BA/BS required
• MBA preferred