VP, Omnichannel
About Avalere Health: United by one profound purpose—to reach EVERY PATIENT POSSIBLE. At Avalere Health, we ensure every patient is identified, treated, supported, and cared for equally. Our Advisory, Medical, and Marketing teams come together—powerfully and intentionally—to forge unconventional connections, building a future where healthcare is not a barrier and no patient is left behind. We are committed to creating a culture where employees are empowered to bring their whole selves to work and tap into the power of diverse backgrounds and skillsets to make a tangible impact on patient lives.
Our flexible approach to working allows global teams to decide where they work, whether in-office or at home, based on team and client needs. Major city hubs in London, Manchester, Washington, D.C., and New York, along with smaller offices globally, serve as collaboration spaces. Homeworkers receive equal support, including dedicated social opportunities and resources.
Our inclusive culture is supported by six Employee Network Groups—Diverse Ability, Family, Gender, LGBTQ+, Mental Health, and Race/Ethnicity—which promote diversity, equity, and inclusion through regular meetings and programs. We are an accredited Fertility Friendly employer, offering enhanced parental leave, flexible working, and a supportive culture for family planning. We are also part of the Disability Confident Scheme, ensuring fair interviews for candidates with disabilities, long-term health conditions, or neurodiversity. Adjustments can be requested during the application process.
About the Role
The Vice President of Omnichannel is responsible for defining and executing the organization’s clients' omnichannel vision, leading change management, and creating personalized customer experiences that connect strategy, media activation, customer engagement, and technology infrastructure. This role serves as the connective tissue between commercial strategy, media, CRM, sales, analytics, medical, creative, and technology teams to build scalable omnichannel capabilities that improve customer experience and business performance. Reporting to the Chief Media Officer, this individual serves as the executive sponsor for omnichannel transformation and leads a high-performing Omnichannel Center of Excellence.
Responsibilities
- Omnichannel Strategy
- Develop the enterprise omnichannel vision and multi-year roadmap by assessing client omnichannel maturity and creating phased roadmaps using standardized methodologies, engagement frameworks, and implementation playbooks tailored to each client’s technology ecosystem and organizational readiness.
- Create customer engagement strategies across HCP, patient, caregiver, payer, and consumer audiences.
- Design channel strategies spanning paid, owned, earned, CRM, field, point-of-care, social, search, email, websites, and emerging digital channels.
- Translate business objectives into integrated omnichannel customer journeys.
- Partner with brand teams to embed omnichannel planning into annual marketing strategies.
- Define governance models and omnichannel operating standards across the agency delivery team and client stakeholders.
- Change Management
- Lead organizational change initiatives that support business transformation, operational excellence, and strategic growth with clients.
- Develop and execute comprehensive change management strategies that minimize disruption while maximizing employee adoption.
- Assess organizational readiness and identify potential risks, barriers, and resistance to change.
- Create stakeholder engagement plans to build alignment across executive leadership, cross-functional teams, and external partners.
- Develop communication plans that clearly articulate the vision, benefits, timelines, and expectations of organizational changes.
- Establish change governance processes, including steering committees, decision frameworks, and escalation paths.
- Monitor adoption metrics, employee feedback, and business performance to measure change effectiveness and recommend adjustments.
- Develop and maintain change management documentation, playbooks, communication materials, and implementation plans.
- Media Activation Leadership
- Direct omnichannel media activation across all digital and traditional channels for client portfolios.
- Partner with media strategy teams to optimize investments using customer insights.
- Define the operating standards that connect paid media, CRM, websites, field marketing, and customer support into a unified engagement ecosystem.
- Guide audience segmentation and media personalization strategies.
- Develop attribution frameworks that measure cross-channel effectiveness.
- Drive optimization using real-time performance analytics.
- Next Best Engagement (NBE)
- Build the NBE capability from the ground up, integrating signals such as CRM activity, website engagement, content consumption, media response, and sequencing claims, field, and sales interaction data.
- Design decision engines that determine the Next Best Action, Next Best Channel, Next Best Content, and Next Best Time.
- Create engagement rules and AI-driven personalization frameworks.
- Partner with Data Science to deploy machine learning models.
- Advocate for and secure client-side field data access to integrate field and digital engagement into unified customer experiences.
- Lead cross-functional orchestration of strategy, creative, media, CRM, field engagement, analytics, and content teams to operationalize Next Best Engagement across customer journeys.
- Omnichannel Infrastructure Development
- Own the roadmap for omnichannel technology capabilities, including Customer Data Platforms (CDPs), CRM platforms, marketing automation, journey orchestration, identity resolution, AI decision engines, data warehouses, reporting environments, content management platforms, and personalization engines.
- Identify capability gaps and build business cases to prioritize technology investments.
- Partner with client and internal IT and Digital Experience teams to establish scalable omnichannel architecture.
- Customer Journey Design
- Develop end-to-end customer journey frameworks.
- Identify friction points across digital and offline experiences.
- Create journey maps for priority customer segments.
- Build measurement frameworks around engagement milestones.
- Partner with UX, Creative, Medical, and Analytics teams to continuously optimize experiences.
- Data & Analytics Leadership
- Champion data-driven decision making across the organization.
- Define omnichannel KPIs and engagement scorecards.
- Leverage customer analytics to improve segmentation and personalization.
- Coordinate the development of executive dashboards measuring engagement health with the Analytics team.
- Partner with Business Intelligence and Data Science teams to translate predictive models into engagement logic.
- Cross-Functional Leadership
- Drive organizational adoption of omnichannel capabilities through education, training, change management, and cross-functional enablement.
- Lead collaboration across Media, Strategy, Creative, Medical, Commercial Operations, Sales, Analytics, Data Science, Technology, Client Services, Product, and Finance.
- Serve as the executive sponsor for omnichannel transformation initiatives.
- Foster a strong, collaborative culture and shared sense of purpose across departments.
- Innovation
- Evaluate emerging technologies including AI, Generative AI, predictive analytics, and automation, and partner with the Avalere Health AI Team to determine best use cases for clients.
- Pilot new customer engagement models and introduce innovative media activation strategies.
- Stay current on healthcare, pharmaceutical, and digital engagement trends.
- Build partnerships with technology vendors and strategic partners.
- Team Leadership, Culture & Communication
- Build and lead a high-performing Omnichannel Center of Excellence.
- Mentor directors and senior managers, supporting career development and growth.
- Establish governance frameworks and omnichannel best practices.
- Manage departmental budgets and lead executive presentations.
- Support business development and client growth initiatives.
- Represent the organization externally through conferences and thought leadership.
Requirements
- Executive-level experience in omnichannel marketing, digital strategy, media, CRM, customer engagement, or commercial excellence.
- 12 to 15+ years of experience in relevant fields, including 7+ years leading cross-functional teams and enterprise-scale transformation initiatives.
- Deep expertise in pharmaceutical, healthcare, or life sciences marketing, including HCP and patient engagement strategies.
- Proven experience designing and scaling enterprise omnichannel engagement capabilities across digital, CRM, media, field, and customer support channels.
- Strong understanding of customer data platforms (CDPs), CRM, marketing automation, AI, analytics, and personalization ecosystems.
- Hands-on knowledge of leading marketing technology platforms such as Salesforce (Marketing Cloud, Data Cloud, Sales Cloud), Adobe Experience Cloud (AEM, Adobe Journey Optimizer, Real-Time CDP, Analytics), Veeva CRM, Microsoft Dynamics, and other enterprise marketing and customer engagement platforms.
- Deep understanding of data privacy, consent management, and regulatory requirements impacting omnichannel marketing, including HIPAA, CAN-SPAM, TCPA, state privacy laws (such as CCPA/CPRA), GDPR, UK GDPR, ePrivacy Directive, and other global privacy regulations.
- Demonstrated ability to translate privacy and compliance requirements into scalable CRM and omnichannel engagement strategies across U.S. and international markets.
- Experience partnering with Legal, Compliance, Privacy, Medical, Commercial, and IT organizations to develop compliant omnichannel engagement models and governance.
- Strong understanding of identity resolution, customer data management, consent and preference management, and first-party data strategies.
- Proven experience leading organizational transformation initiatives, driving adoption of new technologies, operating models, and ways of working.
Pay
$170,000 - $200,000 a year
Benefits
- 401K plan with an employer match contribution up to 4% (immediately vested).
- Life insurance, disability coverage, and medical, dental, and vision plans.
- Flexible working arrangements, including hybrid and remote work, with the option to work from anywhere globally for two weeks each year.
- 20 vacation days plus one personal well-being day, 9 public holidays, and gifted end-of-year holidays.
- Early Summer Friday finish in June, July, and August.
- Free counseling through the employee assistance program and personalized health support.