Omnichannel Orchestration Lead, Consumer

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Job description

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 optimization plans, outlining specific initiatives to improve the customer experience at key touchpoints. Support 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
• Personalization Strategy Development & Optimization: Utilize customer data and segmentation techniques to develop personalized customer engagement strategies tailored to different segments and personas. Collaborate with Experience Intelligence and Experience Operations to leverage advanced analytics and machine learning algorithms for customer segmentation and predictive modeling. Develop content personalization strategies that deliver relevant and timely messages to customers based on their preferences, behaviors, and lifecycle stage. Monitor the performance of personalized campaigns and initiatives, analyzing key metrics such as engagement rates, conversion rates, and customer lifetime value. Iterate on personalization strategies based on performance insights, optimizing for continuous improvement and maximum impact on customer engagement
• Strategy Execution: Oversees the design and development of TA-specific customer enablement strategies (i.e., tactical experience maps inclusive of digital, mass, and in person channels) leveraging best practices and technologies. Champions and monitors the outcomes of the Omnichannel and Marketing plans ensuring alignment with expected outcomes and ROI. Partners with senior management to develop a strategic roadmap for long-term Customer Engagement across existing, new, and emerging TAs
• Leadership & Team Management: Lead and develop a team of Orchestration TA leads, Strategists, and specialists in the creation of Customer Engagement strategies. Set clear goals and expectations, provide regular guidance, feedback and support professional growth and development to drive continuous improvement and innovation within the team. Align team and individual efforts with business objectives and Customer Experience (CX) goals
• Financial Oversight: Manages the financial aspects of digital campaign execution ensuring Marketing investments are consistent with ROI and performance metrics. Oversees Key supplier relationships for digital initiatives including budget and performance management. Oversees the Omni Orchestration budget allocated to their respective therapeutic area
• Stakeholder Engagement & Collaboration: Develops relationships with internal departments and external suppliers to ensure successful execution of strategy. Partners with the following teams:
• Experience Intelligence and Commercial Insights & Analytics to develop customer engagement metrics
• Experience Operations and Integrated Customer Engagement teams to develop the business requirements for capabilities and technologies required for current and future customer engagement strategies
• Partner with Commercial Excellence to leverage macro customer journey insights to support the development of tactical plans
• Partner with Experience Operations and Integrated Customer Engagement to drive omnichannel capability adoption and integration across TAs

Compliance and Best Practices: Maintains strong understanding of omnichannel best practices, digital spaces, Marketing and Regulatory/Legal aspects to ensure compliance with legal, quality and industry standards for customer engagement and data use. Works closely with the Privacy Team to align programs with privacy laws. Establishes and enforces governance procedures to ensure customer engagement and channel excellence and accountability

Physical Requirements

Hybrid policy: 3 days in office, 2 days remote.

Approximately 20-30% overnight travel required.

Development of People

Supervisory

Ensure that reporting personnel have individual development plans (IDP), with annual goals and measurements that are consistent with the priorities of the business, and that interim reviews are held so that their work is focused on those priorities, and they understand their level of accountability for results and the measurement process.

Ensure that the IDP forms include completed learning and aspiration plans and are in place for all reporting personnel to enable the achievement of goals and capability to assume increased levels of responsibility.

Manage the application and communication of all Novo Nordisk policies, procedures, and Novo Nordisk Way.

Qualifications

A Bachelor's degree or equivalent experience is preferred with a concentration in Business, Marketing, or a related field

12+ years of experience including progressively responsible experience within sales, brand management/marketing experience within the pharmaceutical or other related industry required

Exceptional Marketing experience in campaign development through customer experience orchestration, promotional asset execution, and driving impactful customer experiences is required

Extensive experience working across Digital Marketing and technology spaces with fluency across Paid, Earned and Owned channels

Demonstrated ability to successfully develop . click apply for full job details

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