Associate Director, Consumer Omnichannel Strategy, Psoriasis

About the role

The Associate Director, Consumer Omnichannel Strategy, Psoriasis is responsible for building a consumer ecosystem and marketing strategy for an upcoming launch and subsequent growth. This role owns the strategic design of the consumer journey for psoriasis patients across owned platforms, CRM, data, experience tools, and full-funnel digital media across paid and owned channels.

Responsibilities

• Omnichannel Experience & CRM Strategy
• Design and build the end-to-end consumer digital patient journey across owned platforms, including websites, CRM, email, SMS, and experience tools (e.g., patient onboarding, doctor finder, eligibility tools, Salesforce Marketing Cloud consumer journeys).
• Lead development and launch of the patient website, associated tools, and CRM database.
• Translate brand strategy into personalized journeys that guide patients through decision-making and conversion funnels.
• Define website structure, UX/UI flows, and SEO/GEO strategy to maximize relevance, engagement, and conversion.
• Lead CRM strategy and build of brand's Salesforce Marketing Cloud instance
• Digital Media & Social Strategy
• Lead consumer digital media strategy across channels including programmatic, display, paid social, CTV/television, OLV, paid search, point-of-care, and emerging platforms.
• Translate brand strategies into channel plans, audience targeting approaches, creative formats, and measurement frameworks.
• Launch and own branded social media presence (e.g., Instagram, Facebook, TikTok, YouTube) and lead consumer social content strategy spanning branded content and disease education.
• Partner with agencies to develop consumer digital content & media strategy
• Collaborate with the Influencer Marketing Lead to develop influencer and ambassador strategies aligned with disease community insights and consumer psychographics.
• Ensure digital media and content strategies are fully integrated with owned platforms and CRM to deliver a cohesive omnichannel experience.
• Measurement, Analytics & Optimization
• Utilize analytics tools and platforms to track, analyze, and identify optimization opportunities across media, content, CRM, and the broader consumer experience.
• Define and measure KPIs across the funnel (e.g., media performance, conversion rates, email engagement, content interactions).
• Build the “test, learn, and optimize” approach working in partnership with the MCE team, Commercial Analytics & Insights and Digital, Data & Technology, and Brand Strategy translating performance data into actionable insights.
• Cross‑Functional Leadership & Ways of Working
• Partner with Consumer Marketing on annual planning to ensure alignment and pull-through of messaging and campaigns across all channels.
• Through agile process prioritize work plan supporting the implementation of omnichannel tactics, in collaboration with Brand Strategy Leads and the Marketing & Content Enablement (MCE) team, that execute on the digital vision.
• Partner with MCE team on development of derivative content across channels.
• Work closely with Patient Support Services to ensure seamless integration of patient experience across the full consumer journey.
• Manage relationships with digital agencies, media partners, web development teams, cross-functional marketing partners, and CRM/Martech vendors while working with internal MCE team to drive agency process and value
• Champion an agile, customer-first, and test-and-learn mindset, driving continuous improvement, innovation, and operational excellence.

Requirements

• Bachelor’s degree.
• Experience working in pharmaceutical, healthcare, or other highly regulated industries.
• 7+ years of experience in consumer digital marketing, omnichannel marketing, digital media, CRM, growth marketing, or related fields.
• Strong experience with digital media planning, buying, and optimization across paid channels.
• Experience managing brand social media channels.
• Experience with CRM platforms, segmentation, automation, and lifecycle marketing (e.g., Salesforce Marketing Cloud).
• Experience with analytics and measurement tools (e.g., Google Analytics, Tableau).
• Solid understanding of UX/UI principles, SEO/GEO, behavioral analytics, and digital performance optimization.
• Proven track record of influencing, aligning, and inspiring cross-functional stakeholders at all levels, building trust and cultivating strong relationships to achieve shared goals.
• Results-driven mindset with a high level of ownership, urgency, and resilience, consistently delivering on commitments while navigating obstacles and evolving business needs.
• Demonstrated ability to use data, insights, and structured analysis to inform decisions, challenge assumptions, and recommend evidence-based actions.
• A courageous leader who drives change with clarity and conviction, even in the face of ambiguity, resistance, or conflicting priorities.
• MBA.
• Prior pharmaceutical launch experience.
• Commercial experience in dermatology or immunology (e.g., psoriasis) a plus.
• Experience with AI-driven media, personalization, or marketing optimization platforms.

Pay

U.S. based employees may be eligible for short-term and/ or long-term incentives. U.S. based employees may be eligible to participate in medical, dental, vision insurance, a 401(k) plan and company match, short-term and long-term disability coverage, basic life insurance, a tuition reimbursement program, paid volunteer time off, company holidays, and well-being benefits, among others. U.S. based employees are also eligible to receive, per calendar year, up to 80 hours of sick time, and new hires are eligible to accrue up to 120 hours of paid vacation.

Schedule

Full time