Associate Director - Omnichannel Orchestration

About the Department

Our Marketing & Patient Solutions 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 Therapeutic Area 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, owned digital properties, mass marketing channels, peer to peer, conventions and field CRM channels.  This role is responsible for ensuring omnichannel customer experience strategies, related activities, and tactics are aligned with the strategic goals of the commercial organization for a specific TA. Responsibilities include managing a team of Omnichannel Strategists and Specialists across the TA. This role is responsible for 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 Therapeutic Area Lead reports directly into the Omnichannel Orchestration Lead, HCP or Patient respectively, as part of the Customer Experience & Marketing Enablement organization. This role manages a team of direct reports within the specific TA Omnichannel Orchestration team. Additionally, this role will regularly engage with stakeholders across the Omnichannel Orchestration team, as well as other teams across CXME including (list other teams). The Lead will work closely with brand and TA teams participating in TA/Brand squads and collaborates with stakeholders across the organization including Commercial Excellence, CIA, IT, Sales, Medical, Legal, and Regulatory.

 

Essential Functions

• Customer Engagement Mapping and Test Planning: Conduct comprehensive customer journey activation mapping exercises to identify the optimal digital, mass media and in person touchpoints where customers interact with the brands within the TA, including paid, earned, and owned media channels and integrating field touchpoints (or similar for HCP version of this role). Collaborate with cross-functional teams, including Brand and Experience Intelligence, to gather insights into customer behaviors, preferences, pain points, and expectations across relevant digital, mass and in person touchpoints. Analyze customer behavioral data to identify opportunities for optimization and enhancement across identified digital, mass media and in person tactics. Develop detailed touchpoint optimization plans, outlining specific initiatives to improve the customer experience at key touchpoints. Develop A/B testing and experimentation strategies to validate proposed optimizations and measure their impact on customer engagement metrics. Continuously monitor and evaluate touchpoint performance, iterating on optimization strategies based on real-time data and feedback.
• 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
• Personalization Strategy De