Summary:
The Executive Director is responsible for owning, from a Commercialization perspective, Bristol Myers Squibb’s CRM enablement capabilities. This role defines and executes the product roadmap that enables field and digital teams to deliver coordinated, compliant, and personalized engagement across Oncology, Cardiovascular, Neurology Therapeutic Areas.
The Executive Director will be responsible for leading the translation of commercialization strategies and customer journeys into platform capabilities, configurations, and standards that scale across brands and channels. They will lead the design, build, and optimization of capabilities to deliver patient and HCP campaigns and journeys, ensuring robust data, segmentation, and testing practices are in place. This role will partner closely with Marketing, Sales, Medical, Market Access, Business Insights and Technology, and the broader stakeholders to ensure CRM, marketing automation, and omnichannel orchestration solutions are integrated, reliable, and easy to use.
The Executive Director will ensure that strong processes, quality controls, and documentation will be created to support high-volume execution. They will be accountable for adoption, performance, and continuous improvement of CRM, marketing automation, and omnichannel orchestration capabilities, including measurement and reporting of business impact. This role is a key enabler of next-best-action capabilities.
Responsibilities:
Own CRM, Marketing Automation, and Omnichannel Orchestration Product Strategy and Roadmap
- Define the product vision and roadmap for Bristol Myers Squibb’s commercialization CRM, marketing automation, and orchestration capabilities (e.g., CRM, Marketing Cloud, CDP).
- Align platform strategy with Commercialization priorities, Therapeutic Area launch plans, and the broader omnichannel capability roadmap.
- Continuously assess user needs, platform performance, and industry best practices to update and refine the roadmap.
Lead Platform Configuration, Capability Build and Optimization
- Oversee platform configurations to support omnichannel execution across personal and non personal channels enabling data capture and compliant engagement.
- Define standard templates, components, and reusable assets (e.g., journeys, automations, segmentation logic) to drive consistency, speed, and scale.
- Work with Business Insights and Technology and vendors to implement new features, integrations, and enhancements, including testing and deployment governance.
Manage Platform Data, Segmentation and Personalization
- Partner with Business Insights and Technology and Commercialization Data team to define data structures, attributes, and segments used across platforms
- Embed tagging, taxonomy, and segmentation logic (working closely with the Taxonomy & Tagging COE) to enable personalization and measurement.
- Ensure data quality, consent and preference management, and proper use of identifiers to support accurate targeting and reporting.
Integrate CRM / MA with Omnichannel Engine and Analytics
- Drive integration across systems working with Business Insights and Technology to ensure capabilities are integrated with orchestration, web, and reporting platforms.
- Support the operationalization of next-best-engagement logic and other agentic capabilities through appropriate data flows and APIs.
- Ensure the platform design supports closed-loop measurement, from campaign execution to impact reporting.
Oversee Adoption, Training, and Change Management
- Hold team accountable to develop and execute adoption plans, training materials, and user guides for brand, field, and Business Insights and Technology teams
- Lead user forums, office hours, and feedback loops to continuously improve usability and support.
- Work with the Marketing and Field Capabilities teams to embed platform usage into standard ways of working (e.g., brand planning, campaign cycles).
Ensure Compliance, Privacy, and Quality Standards
- Partner with Legal, Regulatory, Compliance, and Privacy to ensure all CRM and marketing automation use is compliant with relevant regulations and data privacy requirements.
- Maintain SOPs, documentation, access controls, and audit trails for key CRM/MA processes.
- Oversee issue management (e.g., deliverability, data errors, platform defects) and coordinate timely resolution and root-cause prevention.
Lead and Develop the Team
- Set clear goals, expectations, operating norms, and development plans for the team.
- Foster a culture of operational excellence, curiosity, collaboration, and continuous improvement.
Manage Vendors, Partners, and Budget within Scope
- Oversee relationships with platform vendors, agencies, and implementation partners.
- Contribute to budgeting for capabilities (licenses, services, enhancements) and manage spend within agreed parameters.
- Track and report on vendor performance, SLAs, and value delivered.
Measure Performance and Support Value Realization
- Define and track KPIs for platform adoption, campaign performance, deliverability, and user satisfaction.
- Partner with Business Insights and Technology to quantify business impact of CRM and marketing automation efforts (e.g., engagement, conversion, impact on Rx or patient starts where appropriate).
- Use insights to refine the roadmap, optimize campaigns, and influence omnichannel strategy decisions.
Qualifications:
- Minimum 15 years of experience in pharmaceutical, biotech, or life sciences with a strong background in commercial operations, field operations, omnichannel orchestration business analysis, or digital transformation
- Minimum 10 years experience managing cross functional programs and team
- Advanced degree (MBA, MS, or equivalent) preferred; Bachelor's degree required
- Proven leadership and success driving development of CRM platforms (e.g., Veeva, Salesforce) and integration with marketing automation platforms
- Strong business analysis skills — able to translate complex, ambiguous field needs into precise, complete, and actionable business requirements that an IT organization can execute against
- Experience guiding offshore analytics/engineering teams to deliver scalable, robust solutions
- Excellent written and verbal communication skills — able to produce crisp requirements documentation and represent business needs clearly to both technical and commercial audiences
- Direct field experience strongly preferred — prior experience as a District Business Manager (DBM) provides critical credibility for this role
- Collaborative and organized working style — able to manage multiple concurrent workstreams and maintain clear accountability boundaries in a matrixed environment
Key competencies desired
CRM & Marketing Automation Expertise
- Deep hands-on and strategic experience with Veeva CRM and Salesforce in a pharma commercial context.
- Strong knowledge of Salesforce Marketing Cloud (or similar enterprise marketing automation platforms) and omnichannel campaign design.
Product Ownership & Platform Management
- Ability to own platforms as products – developing vision, roadmap, and enhancement backlogs based on user needs and business value.
- Comfort making trade-off decisions on features, configuration, and timing.
Data, Segmentation & Personalization Fluency
- Strong understanding of customer data models, segmentation, and audience management.
- Ability to work closely with data and tagging COEs to embed logic that supports personalization and measurement.
Cross-Functional Collaboration & Influence
- Demonstrated ability to partner effectively with Brand, Sales, Medical, Market Access, Business Insights and Technology, and Compliance.
- Skilled at translating technical concepts into clear, business-relevant language.
Analytical & Results Orientation
- Uses data to evaluate campaign performance, platform usage, and value realization.
- Comfortable with test-and-learn approaches and optimization decisions.
Compliance & Quality Mindset
- Familiarity with pharma promotional and data privacy regulations.
- High attention to detail and quality in campaign builds, data usage, and documentation.
People Leadership & Team Development
- Experience leading and developing marketing automation / CRM / omnichannel operations teams including other people leaders.
- Creates an inclusive, high-performing environment with clear roles, responsibilities, and growth paths.
Change Management & Enablement
- Strong change leadership skills to drive adoption of tools and new ways of working.
- Experience building training, best practices, and communities of practice.
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