Director US Omnichannel/ Digital Engagement

Role Summary

Director US Omnichannel/ Digital Engagement responsible for leading planning and implementation of Omnichannel/Digital initiatives to support Biogen’s US marketing teams. Acts as strategic/tactical business partner to Brand/TA teams, translating Brand vision into Omnichannel/Digital reality for HCP and Patient customers. Lead intersection of digital capability and Brand strategy, ensuring engagement touchpoints are data-informed, insight driven, and aligned to Brand objectives and customer needs. report to Head of Omnichannel Excellence.

Responsibilities

• Serve as the single 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 Media plan is integrated.
• Own End-to-End accountability of planning, execution and performance of campaigns.
• Co-create omnichannel strategies aligned with Brand positioning, audience needs, market dynamics, and promotional goals.
• Collaborate with cross-functional omnichannel teams (Media, Operations, Capabilities/Change Management, Measurement) & 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- and insight-driven guidance through regular engagement planning 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 aligns with Brand funnels from awareness through engagement while enabling agility to respond to insights.
• 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, websites).
• Provide leadership on key digital channels, content, and measurement needed by the Brand.
• Guide Brand teams on channel/content appropriateness based on best practices.
• Ensure approach follows omnichannel playbooks and SOPs, ensuring consistency and scalability across markets.
• Champion and accelerate adoption of Omnichannel/Digital capabilities.
• Be an AI/Digital first champion.
• Foster partnerships within and outside BIO to align and 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; guide Brands on current capabilities and AI/Automation improvements.
• Champion Brand adoption of Biogen‚Äôs Omnichannel capabilities.
• Serve as the Omnichannel/Digital subject matter expert translating strategy into business requirement documents for operations.
• 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 including AI-enabled marketing, personalization, and new engagement channels.
• Design digital experiences for engagement‚Äîmobile-first, responsive, insights-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 analytics to inform continuous improvement including A/B testing.
• Share results to grow cross-Brand knowledge and impact.
• Monitor dashboards and lead optimization discussions with Brands.
• Ensure tagging, tracking, and reporting requirements are in place from planning onset.
• Collaborate on performance storytelling, translating data into compelling narratives.

Qualifications

• Required Skills: Minimum of 10 years‚Äô Omnichannel/Digital engagement healthcare client experience with focus on strategy, planning, execution and measurement in Pharmaceutical, Biotech, or healthcare; ability to translate Brand goals into actionable Omnichannel/Digital strategies across HCP and Patients; strong leadership and influencing skills; deep knowledge of digital channels and platforms; experience with regulatory/compliance considerations; proficient in KPI definition and measurement; excellent interpersonal communication; ability to simplify complex digital concepts.
• Education: BA/BS required; MBA preferred.