Senior Director, Head of US Multichannel Excellence

Job Description

The Senior Director, Head of US Multichannel Excellence will lead the US efforts to establish Biogen as a differentiated leader in using digital capabilities and multichannel customer engagement to achieve business goals and improve the customer experience. This role will lead an established, robust Center of Excellence-style function of 10-15 FTEs (5 direct) and 2-3 outsourced service providers across the disciplines of Multichannel Strategy & Planning, Multichannel Insights & Media Strategy, Digital Experience & Solutions, and Campaign Operations.

As Head of the US Multichannel Excellence function, this leader is a member of the US Customer Excellence & Operations Leadership Team and serves all Biogen US brands, franchises and customer groups in the strategy, planning, execution and optimization of multichannel customer engagement. Additionally, this role is responsible for leading overall US Organization Digital Strategy, Enhancing Digital Capabilities to be Best in Class in partnership with cross-functional stakeholders.

The position requires the unique ability to evolve anexisting business function in partnership with Global, Regional, and cross-functional Multichannel Excellence and Digital counterparts, while simultaneously translating strategy into tactical multichannel campaign execution, digital solution development, and digital channel operations. The Senior Director, Multichannel Excellence will need to engage with and influence stakeholders at all levels across the organization, especially Senior Leaders within Biogen. Most importantly, the Senior Director, Multichannel Excellence will lead a team of digital subject matter experts, inspire the Biogen organization to have a digital-first mindset, while balancing operational effectiveness across the enterprise.

USO Digital Strategy and Roadmap / Enterprise-wide Collaboration on Digital Evolution

• Lead US Organization Digital Strategy and Roadmap efforts
• Identify new capabilities and develop proof cases for business impact
• Lead digital priorities and in conjunction with USLT consensus
• Represent USO interests in enterprise-wide Digital Evolution forums such as Digital Accelerator Team and initiatives with Medical, R&D, Biogen Healthcare Solutions, and IT

Multichannel Campaign Strategy, Planning & Operational Excellence

• Lead team of multichannel campaign strategists that ideate, develop, execute, and optimize brand and segment-level multichannel campaigns for all US Biogen brands, franchises (MS, SMA, ALZ), customer groups (HCP, Consumer/Patient, etc.)
• Govern the multichannel campaign planning process across Brand, Agency, and cross-functional stakeholders
• Define, standardize operational excellence and demonstrate ongoing efficiencies & effectiveness – financial, quality, and/or speed to market

Multichannel Insights & Media Strategy

• Lead team dedicated to digital analytics, insights and digital media strategy.
• Elevate team’s critical thinking skills, strategic media deployment, analytics and insights to optimize media spend and channel strategy
• Liaise between agencies, 3rd party publishers and customer market & insights to provide strategic recommendations for optimal brand budget management and overall marketing effectiveness

Digital Experience & Solutions

• Lead digital innovation efforts and identification of new digital experience capabilities, services, and solutions to address customer needs
• Evaluate existing vendor capabilities and new vendor capabilities to deliver best-in-class capabilities aligned to business strategy
• Identify, pilot, and operationalize enterprise-level marketing technology capabilities to elevate Biogen’s digital acumen and customer experience

Qualifications

• Minimum of 12-15 years of multichannel/digital marketing experience, 5+ years pharma/biotech experience
• At least 3 years of prior direct people management experience
• Prior roles must demonstrate increasing responsibilities and demonstrate positive impact on the organization (either financially, marketing effectiveness, or speed to market)
• The candidate must have the ability to lead and motivate direct reports as well as internal stakeholders
• Subject matter expertise on all aspects of digital marketing and marketing technology stack is a requirement
• Experience managing multiple agencies and 3rd party stakeholders
• Experience creating customer engagement strategies and designing multichannel customer journeys
• Strong analytical skills with demonstrated ability to assess business results of marketing tactics, define appropriate metrics / KPIs, and maximize value of marketing investment
• Experience managing and driving accountability with multiple agencies of record to develop and execute marketing tactics
• Works with a sense of urgency, efficiency and attention to detail
• Demonstrates the ability to prioritize and manage workload in a fast paced, rapidly changing environment
• Demonstrated business acumen, relationship building and cross functional teamwork skills
• Strong leadership and interpersonal and presentation skills to effectively direct and influence the efforts of across functional areas
• Budget/headcount planning and management experience necessary

Bachelor's Degree in Business and/or Marketing Required

Advanced Degree Preferred

Additional Information

The Senior Director, Head of US Multichannel Excellence will lead the US efforts to establish Biogen as a differentiated leader in using digital capabilities and multichannel customer engagement to achieve business goals and improve the customer experience.