Channel Strategy Lead - Paid and Earned

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 Channel Strategy, Paid & Earned Lead is to manage the TA/Brand paid media plan and enterprise budget in alignment with the overall digital and offline media objectives, developing comprehensive paid and earned media strategies tailored to TA/Brand objectives and target audience preferences. This role involves leading strategic initiatives to drive innovation in paid and earned digital channels, particularly in search engine optimization (SEO/SEM) and social media engagement, by developing and disseminating best practices through targeted training and resources. The Lead will lead and develop a team of media strategists, ensuring the development and management of media plans across the marketing portfolio, presenting strategy and investment metrics to stakeholders, and collaborating with internal teams to drive continuous improvement. Additionally, the Lead tracks expenses, manages contracts, fosters a culture of learning by sharing industry best practices, and monitors campaign performance to optimize budgets and maximize ROI. The role focuses on leveraging analytics to enhance the effectiveness of search and social media strategies, ensuring alignment with broader business priorities.

 

Relationship

The role of Channel Strategy, Paid & Earned Lead reports directly into the Omnichannel Engagement Lead. The role will regularly interface with their direct reports across Social, Search and Media teams. Additionally, this role will interact with other teams within Omnichannel Engagement, including the Therapeutic Area Orchestration and Experience Operations Teams. The Lead will also interface with teams across the enterprise, including Corporate Communications, Commercial Excellence and Innovation, TA/Brands, Commercial Insights & Analytics and other relevant stakeholder groups.

 

Essential Functions

• Strategy Execution: Accountable to manage the TA/Brand overall media plan and budget. Develop comprehensive Paid and Earned media strategies aligned with overall TA/Brand objectives and target audience preferences. Developing strategies to generate positive earned media coverage including search engine optimization (SEO), partnerships and community engagement efforts. Lead strategic initiatives to disseminate best practices through targeted training sessions, curated resources and campaign performance analysis thereby empowering marketers to optimize paid and earned digital channels effectively
• Leadership & Team Management: Lead and develop a team of Paid Media Strategists and Paid and Earned channel experts including search, social and paid media. Relationship owner of the NNI Media agency relationships, responsible for the centralized planning, buying and optimization for NNI enterprise across patient and HCP audiences
• Project Management: Develops and manages paid and earned media plans across the full marketing portfolio
• Stakeholder Engagement & Collaboration: Regularly presents Media strategy and investment metrics to brand, TA, and senior management. Ensures alignment of plans with TA/Brand teams providing guidance/insights and soliciting feedback. Collaborate with Experience Intelligence & Commercial Insights