About This Role:
You will join the Business Operations & Insights (BI&O) team within Omnichannel Excellence as an omnichannel and digital lead supporting upcoming brand launches. In this role, you will ensure a new US Brand or indication is brought to market with high‑impact, measurable, and compliant omnichannel engagement across HCP and Patient audiences.
As part of Biogen’s Omnichannel Transformation, you will leverage an AI-powered next-best-action engine to dynamically determine the optimal channel, content, cadence, and customer engagement strategy. Your focus will be on creating seamless, connected experiences that anticipate customer needs and deliver value at every touchpoint.
This position reports to the Senior Director, US Omnichannel Engagement and collaborates with cross-functional teams to bring next-generation engagement to life. This position will also coach other peer members of the Engagement team.
You’ll lead the intersection of digital capability and Brand strategy, ensuring that each engagement touchpoint – email, web, media, social, SEO/GEO, etc., – is data-informed, insight-driven, and fully aligned to the Brand objectives and customer needs.
This role is a digitally fluent strategist and trusted Brand partner – able to connect business objectives with flawless digital execution leveraging Omnichannel excellence principles.
This position will have strong influence/engagement with the senior leadership of our new brand launches.
What You’ll Do:
Lead Omnichannel/Digital Strategy and Execution:
- Translate launch strategy, positioning, focused on new brand assets into omnichannel launch plans, including journey mapping, channel mix, content sequencing, etc. Drive and optimize experiences with support of a Decision Engine
- Build launch‑ready customer experiences across HCP and Patient segments that align with brand strategy, and competitive dynamics.
- Ensure all launch touchpoints—from unbranded awareness through branded conversion—are aligned, connected, and measurable.
Brand Partnership:
- Act as the dedicated Omnichannel/Digital Experience Architect for your assigned TA, translating Brand objectives into orchestrated, AI-enabled customer journeys
- Design engagement flows that leverage next-best-action recommendations for customer, channel, content, and cadence
- Guide brand teams on experience design principles, channel appropriateness and content sequencing in accordance with brand objectives
- Serve as a single primary contact in driving Omnichannel/Digital strategy/End-to-End (E2E) execution —guiding strategy, customer journey and campaign planning, digital execution and customer experience design.
- Ensure Media plan is well integrated
- Own E2E accountability of planning, execution and performance of campaigns
- Collaborate with cross functional omnichannel teams (Media, Operations, Decision Science) & IT to ensure best in class planning and implementation
- Partner with cross-functional stakeholders (PRC, Privacy, Regulatory, IT, Field, Patient Services) to align on support needed and cross functional opportunities
- Guide Brand teams on channel/content appropriateness based on best practices
Digital Operational End-to End Accountability
- Guide brand teams on experience design principles, channel appropriateness and content sequencing in accordance with brand objectives
- Act as the key Omnichannel/Digital subject matter expert – translating strategy into business requirement documents for the operations team
- Translate experience designs into actionable business requirements for operational teams
- Working with the Omnichannel Capabilities team, ensure campaigns are implemented accurately, compliantly and on time
Digital Fluency/Innovation/AI
- Possess a solid understanding of the next generation of Omnichannel using AI driving next best actions with customer, content, cadence and channel.
- Stay ahead of digital industry trends including AI-enabled marketing, next-best-action, personalization and emerging patient/HCP engagement channels
Optimization & Continuous Improvement
- Take E2E accountability for the performance of omnichannel campaigns ensuring they meet Brand objectives
- Collaborate with Decision Sciences to interpret AI-driven insights and refine next-best-action logic
- Champion tagging, tracking, and reporting readiness from the outset of planning
- Optimize campaigns based on Decision Science Analytics
Who You Are:
Your intellectual curiosity and passion for winning help you thrive in a dynamic environment. You are an innovator who has a both a strategic and analytical approach, and you work with a solutions-oriented mindset, a sense of urgency, and attention to detail. You have a proven ability to influence and build credibility and strong partnerships with a diverse set of internal and external stakeholders. You leverage your strategic thinking and problem-solving skills to deliver results and achieve business goals in a customer-centric, innovative, and value-driven way.
Qualifications:
Required Skills
- Minimum of 10 years’ Omnichannel/Digital engagement healthcare client experience with a focus on strategy, planning, execution in Pharmaceutical, Biotech
- Omnichannel Launch & Engagement expertise. Proven experience leading Omnichannel and digital engagement strategies for brand launches using Decision Engines, with demonstrated ability to translate brand strategy into cohesive, measurable HCP and Patient experiences across the full engagement funnel.
- Strategic Execution. Strong capability to own end‑to‑end omnichannel planning, execution, and performance for assigned brands or therapeutic areas, balancing strategic design with hands‑on leadership of delivery—without requiring senior‑most enterprise ownership.
- AI‑Enabled Omnichannel Fluency
- Solid working knowledge of AI‑driven next‑best‑action frameworks, personalization, and orchestration engines, including the ability to partner with analytics and operations teams to apply recommendations for channel, content, cadence, and customer targeting.
- Brand Partnership & Influence
- Demonstrated ability to serve as a trusted omnichannel thought partner to Brand teams, influencing decisions on experience design, channel mix, content sequencing, and engagement strategy while aligning closely to brand objectives and launch priorities.
- End‑to‑End Campaign Accountability
- Proven ownership of omnichannel campaigns from planning through execution and optimization, ensuring on‑time, compliant delivery and accountability for performance outcomes rather than task‑level execution alone.
- Digital & MarTech Operational Acumen
- Hands‑on experience translating omnichannel strategies and experience designs into clear business requirements for operational and IT teams, with strong understanding of MarTech ecosystems and digital activation processes.
- Cross‑Functional Collaboration
- Demonstrated ability to work effectively across Media, Omnichannel Operations, Decision Science, IT, PRC, Regulatory, Privacy, Field, and Patient Services to align priorities and deliver integrated solutions.
- Experience Design & Journey Thinking
- Strong skills in customer journey mapping and experience design, ensuring engagement flows are connected, insight‑driven, and optimized across channels rather than delivered as disconnected tactics.
- Analytics‑Driven Optimization Mindset
- Ability to interpret performance data and AI‑driven insights in partnership with Decision Science teams, using findings to optimize engagement strategies, journeys, and next‑best‑action logic over time. Optimize campaigns based on Decision Science Analytics.
Education:
- BA/BS required, MBA preferred
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Job Level: Management
