Executive Director, Omnichannel Strategy

Role Summary

Executive Director, Omnichannel Strategy leads the portfolio-level digital and omnichannel strategy across HCP, patient, payer, and other relevant audiences. This role architects a digital-first operating model that scales across multiple indications while driving marketing-led AI use cases exploration and adoption. Reporting to VP of US Sales and Marketing, this role transforms how we engage customers through integrated digital experiences while building capabilities for future growth.

Responsibilities

• Develop and execute portfolio omnichannel strategies across all customer segments and priority channels (media, web, mobile, CRM, social, search, and field orchestration).
• Lead strategic evaluation and implementation of emerging technologies (AI, machine learning, predictive analytics) in collaboration with IT and Digital Transformation teams.
• Architect channel playbooks and reusable, claims-based modular content strategies that scale across indications.
• Establish center of excellence for digital marketing execution across Commercial organization.
• Lead rollout trainings and change-management efforts to drive adoption of new platforms, processes and data-driven ways of working across Commercial organization.
• Build launch-ready digital roadmap and infrastructure for new product launches and indications extensions, from pre-approval market priming through 12 months post-launch.
• Create fast lanes for approval of modular content and establish SOPs for efficient digital execution.
• Lead strategy and tactical planning processes for digital and non-personal marketing across all audiences.
• Oversee quarterly business review planning and performance measurement for digital marketing.
• Author BRDs and functional specs for internal teams and agencies, ensuring clarity on business objectives and technical deliverables.
• Develop and maintain program playbooks, governance frameworks, SOPs and audit processes to standardize execution and meet regulatory requirements.
• Partner with Medical Affairs on omnichannel initiatives.
• Align with Market Access on payer engagement and access milestones integrated into omnichannel plans.
• Collaborate with Sales leadership on field-digital sequencing and coordinated customer engagement.
• Define requirements for marketing data needs and integration with IT and Commercial Data teams to ensure consistent, compliant data flow for campaign triggers, media optimization and measurement.
• Lead and develop high-performing digital marketing team; upskill broader commercial organization on omnichannel best practices and AI use cases.
• Manage annual digital marketing budget including all branded media spend.
• Oversee digital and media agencies with TA teams and corporate communications, ensuring accountability for measurable outcomes.
• Maintain promotional standards in collaboration with Compliance, Legal, and Regulatory teams.

Qualifications

• Required: BS/BA in relevant discipline
• Required: 12+ years of relevant experience in customer or product-focused roles, with experience driving omnichannel and channel product advancement and implementation
• Required: Strong leadership and team management experience, including coaching, developing, and inspiring talent
• Required: Proven ability to own and manage the full product lifecycle, including visioning, roadmap creation, execution, and impact measurement
• Required: Understanding of how to design and evolve user- and customer-centric experiences to drive customer satisfaction
• Required: Excellent communication and stakeholder management skills, with demonstrated success in cross-functional collaboration
• Required: Analytical and problem-solving skills to interpret customer insights and drive operational decisions
• Required: Strategic prioritization with pragmatic execution
• Required: Mastery of omnichannel planning and marketing measurement
• Required: Demonstrated ability to drive digital transformation and change management
• Required: Understanding of FDA promotional regulations and MLR processes
• Preferred: Oncology, launch experience preferred

Skills

• Omnichannel planning
• Digital transformation and change management
• AI/machine learning, predictive analytics
• Marketing measurement and governance
• Cross-functional collaboration
• Content strategy and modular content design

Education

• BS/BA in a relevant discipline