Marketing Manager, Omnichannel Strategy – Consumer

About the Role

The Marketing Manager, Omnichannel Strategy – Consumer is a newly created role on the Omnichannel Strategy team, reporting directly to the Associate Director, Omnichannel Strategy. This role is responsible for developing and executing consumer/DTC omnichannel strategy across the Rheumatology portfolio — spanning RINVOQ and SKYRIZI indications with a focus on reaching and engaging potential patients through coordinated, data-driven digital and media programs. You will also work closely with various brand team members to support our strategic imperatives and pull through to patients.

Responsibilities

• Reinforce and support the overall brand strategic imperatives, translating them into consumer omnichannel plans that pull through to patients across all digital and media channels.
• Lead the development of consumer/DTC omnichannel strategy across RINVOQ and SKYRIZI indications — translating portfolio-level strategic direction into channel-specific, patient-focused plans.
• Strategize the customer experience with media channels in scope — including programmatic display, paid social, search, CRM/email, streaming audio and video, and connected TV — in partnership with APEX and media agency partners.
• Collaborate with brand team on consumer media briefs; own strategy and channel-level optimization strategic recommendations in partnership with creative and media agency partners.
• Translate brand strategy into consumer-facing omnichannel touchpoints that move patients along the awareness-to-action journey.
• Evaluate, consult, monitor and optimize consumer campaign performance against defined KPIs; surface insights and recommendations to the AD, Omnichannel Strategy on a regular cadence.
• Partner with APEX, media agency, and data partners to activate CDP (Customer Data Platform) capabilities, leveraging first-party data, audience segmentation, and patient behavioral signals to identify, reach, and engage potential patients more effectively.
• Support the development of consumer audience segmentation- translating portfolio-level segmentation strategy into indication-specific consumer targeting.
• Partner with Media Agency on consumer digital profiling and patient behavioral insights; translate findings into actionable targeting strategies and media recommendations.
• Evaluate consumer audience data quality from media and data partners; surface gaps and opportunities to the AD, Omnichannel Strategy.
• Stay current on evolving consumer targeting capabilities (e.g., contextual targeting, identity resolution, first-party data activation) and bring recommendations forward.
• Lead consumer-facing performance reporting — optimize reporting and tracking KPIs across all DTC/consumer media channels.
• Lead developing and stewarding the holistic measurement plan — providing the consumer lens across NPP, CRM, digital media, and audience performance metrics.
• Contribute to the Cross-Agency QBR process with consumer performance data and recommendations.
• Partner with media agency and APEX to ensure consistent measurement methodology and data integrity across consumer campaigns.
• Support periodic vendor evaluation process — providing a consumer/DTC lens on partner capabilities, audience reach, and data pass-back quality.
• Manage relationships with consumer media and data vendors; ensure deliverables, timelines, and performance expectations are met.
• Evaluate new consumer media partners and platforms for alignment to patient audience strategy and overall portfolio objectives.
• Collaborate with media agency to ensure consumer vendor selections are integrated into the broader omnichannel plan.
• Partner closely with RINVOQ and SKYRIZI brand teams to ensure consumer omnichannel strategy is aligned to brand priorities and integrated with HCP-facing efforts.
• Collaborate with the AD, Omnichannel Strategy to ensure consumer and HCP programs are complementary and coordinated across the portfolio.
• Engage with APEX, media agency, and data partners in a collaborative, outcomes-oriented manner — driving integration and accountability across the consumer ecosystem.
• Participate in broader Omnichannel Strategy team planning, sharing consumer insights and best practices to elevate the overall program.

Qualifications

• Bachelor's degree required; MBA or advanced degree preferred.
• Experience in pharmaceutical/healthcare DTC marketing preferred; CPG experience with consumer media considered.
• Demonstrated ability to translate strategy into channel-level execution plans.
• Strong media data fluency — ability to pull insights from performance data and translate into clear, actionable recommendations.
• Proven experience working cross-functionally in a high-matrixed organization; ability to influence without direct authority.
• Strong written and verbal communication skills; comfort presenting to senior stakeholders.

Preferred Skills

• Experience with CDP platforms, first-party data activation, and consumer audience segmentation tools.
• 4–6 years of experience in digital marketing, media, or omnichannel strategy, with a strong emphasis on consumer/DTC programs.
• Familiarity with pharma regulatory and compliance environment.
• Experience managing agency relationships and media budgets.
• Background in consumer health, wellness, or chronic condition categories.

Pay & Benefits

The compensation range is based on the job grade for this position and depends on many factors including geographic location. The Company offers a comprehensive package of benefits including paid time off (vacation, holidays, sick), medical/dental/vision insurance and 401(k) to eligible employees. This job is eligible to participate in our long-term incentive programs.