Senior Director US Omnichannel/ Digital Engagement
About the role
You will join the North American Business Operations & Insights (BIO) team in Omnichannel Excellence, as a critical partner to Biogen’s US marketing teams. You will be accountable for leading the planning and implementation of all Omnichannel/Digital in support of our US teams. In this critical role, you will lead a team of Omnichannel/Digital experts, and you will act as the strategic/tactical business partner to the Brand/Therapeutic Area (TA) teams' enterprise-wide – translating Brand vision into Omnichannel/Digital reality for both HCP and Patient customers.
Responsibilities
Next Generation Omnichannel Lead the transformation from traditional campaign-based marketing to AI-driven, dynamic engagement models by championing the use of Decision Engines to deliver personalized Next Best Actions across content, channel, cadence, and customer touchpoints
Define and operationalize new ways of working that leverage predictive analytics and real-time insights, ensuring marketing teams shift from static planning to adaptive execution with measurable outcomes tied to engagement quality and business impact
Drive organizational adoption of omnichannel orchestration powered by automation and modular content—owning governance, training, and performance frameworks that enable speed, compliance, and scalability while fostering a culture of continuous optimization
Brand, TA, Cross Functional, Agency Partnership Lead the Omnichannel Transformation across the Omnichannel team and the brands: Drive the evolution of our commercial model toward a fully integrated, AI-enabled Omnichannel approach that redefines customer engagement
Oversee Omnichannel team to drive strategy and execution across multiple TAs/Brands aligning cross-functional teams to deliver a unified customer experience aligned to our 3-year roadmap
Engage and influence executive stakeholders (e.g., NALT) to secure strategic alignment, foster collaboration, and accelerate enterprise-wide Omnichannel/Digital transformation initiatives
Omnichannel/Digital Enablement Lead, mentor, upskill Omnichannel team through the transformation journey; define optimal ways of working with the brands
Partner with cross-functional stakeholders (PRC, Privacy, Regulatory, IT, Field, Patient Services) to align on support needed and cross functional opportunities
Champion tagging, measurement, and insight readiness Omnichannel/Digital
Digital Platforms & Operational Leadership Be an expert with the Biogen MarTech ecosystem to ensure programs can be executed and measured with excellence
Design the process for the team – translating strategy into business requirement documents for the operations team
Manage across team
Digital Fluency/Innovation/AI Possess a deep 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
Performance & Continuous Improvement Lead for Team Take E2E accountability for the performance of omnichannel campaigns ensuring they meet Brand objectives
Promote a focus on measuring and sharing results to grow cross Brand knowledge and impact
Monitor campaign performance dashboards and lead Omnichannel/Digital optimization discussions with Brands (with Decision Sciences)
Ensure tagging, tracking, and reporting requirements are in place from the outset of planning
Qualifications
Minimum of 12+ years’ Omnichannel/Digital engagement healthcare client experience with a focus on strategy, planning, execution and measurement in Pharmaceutical, Biotech
Experience in driving Next Generation Omnichannel; becoming the Brand experience architect with the inclusion of an AI Decision Engine; lead team accordingly
Proven experience in the strategy and execution of next generation Omnichannel with AI as the foundation
BA/BS required, MBA preferred