Senior Director US Omnichannel/ Digital Engagement

About This 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.

This senior leadership position is responsible for shaping and executing the vision for our next-generation Omnichannel and Digital strategy. The role will lead the organization into the future by creating an AI-powered, data-driven ecosystem that delivers personalized, always-on engagement at scale. This leader will enable the strategy across the TAs to anticipate customer needs and seamlessly connect them to the right solutions at the right moment across every touchpoint.  You will also engage with executive stakeholders in North America, ensuring alignment and engagement as we drive the transformation of Omnichannel and Digital strategies.

You will lead the intersection of digital capability and Brand strategy, ensuring that each engagement touchpoint – email, web, media, social, SEO, etc., – is data-informed, insight driven, and fully aligned to the Brand objectives and customer needs.  You always think Measurement, Digital and AI first.

This senior-level role is a digitally fluent strategist and trusted Brand partner – able to connect business objectives with flawless digital execution leveraging Omnichannel excellence principles.   You understand the importance of Brand context, market access dynamics, and customer behavior.  You will lead with influence, speak the language of both marketers and technologists energized by the challenge of building Omnichannel/Digital excellence.

This position will report to the Head of Omnichannel Excellence and will lead an Engagement team.  Responsibilities below include both leading the team, ensuring both the transformation and consistency of output across the team as well as owning Omnichannel/Digital accountability of one of our core brands.

What You’ll Do:

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

In addition to leading the team, serve as a single primary contact to a key TA/Brand driving Omnichannel/Digital strategy/End-to-End (E2E) execution, guiding strategy, customer journey and campaign planning, digital execution and customer experience design.  Ensure Media plan is well integrated

Engage and influence executive stakeholders (e.g., NALT) to secure strategic alignment, foster collaboration, and accelerate enterprise-wide Omnichannel/Digital transformation initiatives

Lead the team as follows including your own TA/Brand ownership Transform ways of working and ensure consistency of output

Co-create omnichannel strategies that align with Brand positioning, target audience needs, market dynamics, and promotional goals

Collaborate with cross functional omnichannel teams (Media, Operations, Capabilities/Change Management, Measurement) & IT to ensure best in class planning and implementation ensuring business requirements are prioritized within the SAFE agile processes

Partner with cross-functional stakeholders (PRC, Privacy, Regulatory, IT, Field, Patient Services) to align on support needed and cross functional opportunities

Provide guidance rooted in data, market insights and emerging capabilities through regular engagement planning sessions with Brand teams, delivering Omnichannel/Digital insights, campaign performance results, and optimization recommendations

Facilitate regular planning sessions with Brand teams to align on campaign goals, content strategy, and KPI targets

Ensure orchestration is consistent with Brand funnels – from awareness through engagement-while enabling agility in response to insight shifts

Ensure agency adherence to Biogen enterprise Omnichannel/Digital ecosystem

Champion tagging, measurement, and insight readiness

Omnichannel/Digital Enablement

Lead, mentor, upskill Omnichannel team through the transformation journey; define optimal ways of working with the brands

Redefine Omnichannel execution from omnichannel tactics to experience architects enabled through AI

Provide leadership on key digital channels, content, measurement needed by the Brand

Drive the design of omnichannel/digital playbooks and SOPs, ensuring consistency and scalability across markets

Responsible for driving strong partnerships - within BIO and externally to BIO- to align and document ways-of-working to optimally embed Omnichannel/Digital capabilities

Digital Platforms & Operational Leadership

Be an expert with the Biogen MarTech ecosystem to ensure programs can be executed and measured with excellence

Be champion of both Decision and Activation Engines to help guide Omnichannel to next generation

Be the overall champion of the Brands driving adoption, with support of our Omnichannel capabilities function, of Biogen’s Omnichannel capabilities

Design the process for the team – translating strategy into business requirement documents for the operations team

Working with the Omnichannel Capabilities team, ensure campaigns are implemented accurately, compliantly and on time.  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

Work closely with Customer Analysts to interpret key action rates, impact and adjust strategies accordingly

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

Who You Are:

You are a Transformational Omnichannel Leader and team leader.  Your intellectual curiosity and passion for winning help you thrive in a dynamic environment. You are an innovator who has a both a strategic and analytical approach, and you work with a solutions-oriented mindset, a sense of urgency, and attention to detail. You have a proven ability to influence and build credibility and strong partnerships with a diverse set of internal and external stakeholders. You leverage your strategic thinking and problem-solving skills to deliver results and achieve business goals in a customer-centric, innovative, and value-driven way.

Qualifications:

Required Skills:

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

Ability to manage and influence senior level executives

Proven experience in the strategy and execution of next generation Omnichannel with AI as the foundation

Education:

BA/BS required, MBA preferred

#LI-KK1

Job Level: Management

Additional Information

The base compensation range for this role is: $234,000.00-$322,000.00

Base salary offered is determined through an analytical approach utilizing a combination of factors including, but not limited to, relevant skills & experience, job location, and internal equity.

Regular employees are eligible to receive both short term and long-term incentives, including cash bonus and equity incentive opportunities, designed to reward recent achievements and recognize your future potential based on individual, business unit and company performance.

In addition to compensation, Biogen offers a full and highly competitive range of benefits designed to support our employees’ and their families physical, financial, emotional, and social well-being ; including, but not limited to:

Medical, Dental, Vision, & Life insurances

Fitness & Wellness programs including a fitness reimbursement

Short- and Long-Term Disability insurance

A minimum of 15 days of paid vacation and an additional end-of-year shutdown time off (Dec 26-Dec 31)

Up to 12 company paid holidays + 3 paid days off for Personal Significance

80 hours of sick time per calendar year

Paid Maternity and Parental Leave benefit

401(k) program participation with company matched contributions

Employee stock purchase plan

Tuition reimbursement of up to $10,000 per calendar year

Employee Resource Groups participation

Why Biogen?

We are a global team with a commitment to excellence, and a pioneering spirit. As a mid-sized biotechnology company, we provide the stability and resources of a well-established business while fostering an environment where individual contributions make a significant impact. Our team encompasses some of the most talented and passionate achievers who have unparalleled opportunities for learning, growth, and expanding their skills. Above all, we work together to deliver life-changing medicines, with every role playing a vital part in our mission. Caring Deeply. Achieving Excellence. Changing Lives.

At Biogen, we are committed to building on our culture of inclusion and belonging that reflects the communities where we operate and the patients we serve. We know that diverse backgrounds, cultures, and perspectives make us a stronger and more innovative company, and we are focused on building teams where every employee feels empowered and inspired.  Read on  to learn more about Biogen.

All qualified applicants will receive consideration for employment without regard to sex, gender identity or expression, sexual orientation, marital status, race, color, national origin, ancestry, ethnicity, religion, age, veteran status, disability, genetic information or any other basis protected by federal, state or local law. Biogen is an E-Verify Employer in the United States.