Omnichannel Orchestration Lead, Consumer

About the Department 

Our Commercial Strategy and Marketing group creates and delivers human-centered experiences, where innovation meets customer-centricity, driving the ultimate experience for our patients. Our focus extends beyond transactions to craft experiences as one fully integrated, aligned and connected organization that puts empathy at the center, powered by insight and foresight.

 

We develop an end-to-end approach to strategy, focusing on every touchpoint that impacts our customers. We leverage data and insights to inform our decision-making processes, ensuring that our strategies are rooted in a deep understanding of customer needs and behaviors. Our 'test and learn’ mindset and approach enables us to iterate rapidly and refine our strategies based on real-world results.

 

We are building an intentional team culture that is made up of diverse skillsets, united by the shared belief that reinvention and learning is what fuels continuous growth. Do you get excited about exploring the unknown? Does the idea of driving value through human-centered design pull you in? Are you ready to experiment with us?

 

The Position

The purpose of the Omnichannel Orchestration Lead is to develop and implement a comprehensive strategy for designing and orchestrating Therapeutic Area (TA) specific customer experience activation and channel strategies across Paid, Earned, and Owned digital properties, mass marketing channels, peer to peer, conventions and field CRM channels. This role is responsible for ensuring all TA-specific customer experience strategies, related activities, and tactics are aligned with the strategic goals of the commercial organization. Responsibilities include managing a team of Orchestration TA leads, orchestration strategists and specialists; fostering an environment of continuous improvement and innovation to enhance TA-specific customer experiences; building strong cross-functional relationships; ensuring compliance to Legal, Regulatory and industry standards; establishing KPIs (key performance indicators) to measure and optimize engagement strategies.

 

Relationships

The Omnichannel Orchestration Lead reports directly into the Omnichannel Engagement Lead as part of the Customer Experience & Marketing Enablement organization. This role regularly interfaces with direct reports including TA orchestration strategy teams. The Lead will also work closely with stakeholders across Omnichannel Engagement, Experience Orchestration, Experience Intelligence, and ICS – spell out. Additionally, the Omnichannel Orchestration Lead will regularly engage with brand and TA teams in close collaboration with squad and other stakeholders across the organization including Commercial Excellence and Innovation, brands, MAPA and CMR.

 

Essential Functions

• Customer Engagement Design & Optimization: Develop customer experience activation plans across Paid, Earned, and Owned digital properties, mass marketing channels, peer to peer, conventions and field CRM channels, ensuring a seamless and engaging experience for customers, actively analyzing campaign and channel results for optimization. Implement data-driven insights to personalize interactions at each stage of the customer journey. Continuously refine strategies to enhance customer engagement and omnichannel strategy
• Customer Experience Activation: Responsible for TA-specific Customer Experience Activation strategies including feedback mechanisms, journey activation mapping, and lifecycle marketing. Initiates and leads cross-functional projects to enhance customer experiences (CX) and integrates into Omnichannel capabilities across various customer segments
• Customer Engagement Mapping and Test Planning Oversight: Oversee the comprehensive customer journey tactical activation mapping exercises to identify the most effective Paid, Earned, and Owned digital properties, mass marketing channels, peer to peer, conventions and field CRM channels. Collaborate with cross-functional teams, including brand and Experience Intelligence, to gather insights into customer behaviors, preferences, pain points, and expectations at each digital, mass, and in person touchpoint. Guide the analysis of customer behavioral data to identify opportunities for optimization and enhancement across the identified tactics. Lead the development of detailed digital, mass, and in person touchpoint op