Director US Omnichannel/ Digital Engagement

Role Summary

Director US Omnichannel/ Digital Engagement. Lead the planning and implementation of all Omnichannel/Digital initiatives in support of Biogen’s US marketing teams. Translate Brand vision into Omnichannel/Digital reality for both HCP and Patient customers, and drive end-to-end strategy and execution with a data-informed, measurement-driven approach.

Responsibilities

• Serve as the primary contact to Brands driving Omnichannel/Digital strategy and End-to-End execution—guiding strategy, customer journey and campaign planning, digital execution and customer experience design; ensure integrated media plan.
• Own end-to-end accountability for planning, execution, and performance of campaigns.
• Co-create omnichannel strategies aligned with Brand positioning, target audience needs, market dynamics, and promotional goals.
• Collaborate with cross-functional omnichannel teams and IT to ensure best-in-class planning and implementation within SAFE agile processes.
• Partner with cross-functional stakeholders to align on execution timelines and support.
• Provide data-driven guidance 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, personalization).

Omnichannel/Digital Enablement

• 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 (email, website, social, paid media, field-triggered messages).
• Provide leadership on key digital channels and measurement needs by the Brand.
• Guide Brand teams on channel/content appropriateness based on best practices.
• Ensure approach follows omnichannel playbooks and SOPs for consistency and scalability across markets.
• Champion adoption of Omnichannel/Digital capabilities; AI/Digital-first champion.
• Foster strong internal and external partnerships to embed Omnichannel/Digital capabilities.
• Review campaign builds and journeys for best practices in consent, data tagging, segmentation, and personalization.

Digital Platforms & Operational Leadership

• Be an expert with the Biogen MarTech ecosystem to ensure programs can be executed and measured with excellence; communicate capabilities including AI & Automations.
• Champion Brand adoption of Biogen’s Omnichannel capabilities.
• Act as the Omnichannel/Digital subject matter expert—translate strategy into business requirement documents for the operations team.
• Work with activation operations to ensure campaigns are implemented accurately, compliantly, and on time.

Digital Fluency/Innovation

• Deep understanding of digital marketing including journey orchestration, AI Next Best Action, channels and enabling platforms.
• Stay ahead of digital industry trends (AI marketing, personalization, engagement channels).
• Design digital experiences for engagement—mobile-first, responsive, insight-informed.
• Adopt a test, learn, optimize mindset.

Analytics, Performance, & Continuous Improvement

• Take end-to-end accountability for omnichannel campaign performance against Brand objectives.
• Define and track KPIs with Customer Analysts; inform continuous improvement including A/B testing.
• Promote measurement-sharing 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 planning.
• Collaborate on performance storytelling, translating data into compelling narratives.

Qualifications

• Required Skills:
  • Minimum of 10 years’ Omnichannel/Digital engagement healthcare client experience with focus on strategy, planning, execution and measurement in Pharmaceutical, Biotech, or healthcare; cross-sector experience a plus.
  • Proven ability to translate Brand goals into actionable Omnichannel/Digital strategies across HCP and Patients.
  • Ability to partner with Brand teams as strategic thought leaders, influencing investment decisions.
  • Deep knowledge of digital marketing channels and tactics (email, web, CRM, content, paid media, SMS, SEO, social, etc.).
  • Familiarity with Salesforce Marketing Cloud, Veeva CRM, LiveRamp, Adobe, DAM systems.
  • Experience with digital solutions and technologies to transform engagement models.
  • Skilled in journey mapping, content modularization, segmentation, personalization, and channel orchestration.
  • Understanding of Omnichannel and AI engagement trends.
  • Experience managing end-to-end campaign implementation with internal teams, agencies, and platform owners.
  • Knowledge of compliance requirements (PRC, privacy) and impact on omnichannel execution.
  • Ability to review campaign builds for alignment with strategy and regulatory guardrails.
  • Proficient in partnering with analytics/measurement teams to define KPIs, interpret dashboards, and identify opportunities; recommend A/B testing.
  • Excellent interpersonal and communication skills; ability to lead through influence.
  • Adept at simplifying complex digital concepts to drive alignment and adoption.
  • Demonstrated ability to lead digital transformation and foster innovation.

Education

• BA/BS required
• MBA preferred