Omnichannel Orchestration Strategist

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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 Strategist is to support the development and implementation of a comprehensive, personalized, omnichannel customer experiences activation and channel strategies across paid, earned, owned digital properties, mass marketing channels, peer to peer, conventions and field CRM channels. for a specific TA or Brand. This role helps ensure all omnichannel customer experience strategies, related activities, and tactics are aligned with the strategic goals of the commercial organization, TA and Brand(s). Responsibilities include supporting the development of customer engagement tactical planning, strategies, and execution, tactical activation mapping, embodying an environment of continuous improvement and innovation to enhance TA-specific customer experiences; building strong cross-functional relationships; checking to ensure compliance to Legal, Regulatory and industry standards; reviewing and analyzing experience data and KPIs (key performance indicators) to measure and optimize engagement strategies.

Relationship

The Omnichannel Orchestration Strategist reports directly into the Omnichannel Orchestration Therapeutic Area Lead as part of the Customer Experience & Marketing Enablement organization. The Omnichannel Orchestration Strategist is dedicated to a Therapeutic Area (TA) and will regularly engage with Brand and TA teams in close collaboration with squad and other stakeholders including Channel Strategy (across Paid, Earned, Owned media channels), Experience Intelligence, Experience Operations, CMR, Commercial Excellence, CI&A, IT, etc.

Essential Functions

• Customer Engagement Design & Optimization: Contributes to the development of customer experience activation plans across paid, earned, 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. Review and analyze data to apply insights to personalize interactions at each stage of the customer journey. Inform recommendations to the continuous refinement of strategies to enhance customer engagement
• Omnichannel Activation Strategy Development: Supports TAs/Brands with the development of Customer Experience Activation strategies including feedback mechanisms, omnichannel journey activation mapping, and lifecycle marketing (across paid, earned, owned digital properties, mass marketing channels, peer to peer, conventions and field CRM channels). Participates in cross-functional projects to enhance customer experiences (CX) and integrates into Omnichannel/ Next Generation capabilities across respective customer segments
• Customer Engagement Mapping and Test Planning: Participate in comprehensive customer journey activation mapping exercises to identify digital, mass and in person touchpoints where customers interact with the TA/Brand, including paid, earned, and owned media channels. 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 the customer journey. Contribute to the development of detailed 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 paid, earned, owned digital properties, mass marketing channels, peer to peer, conventions and field CRM channels touchpoint performance, iterating on optimization strategies based on real-time data and feedback
• Personalization Strategy Development & Optimization: Utilize customer data and segmentation techniques to contribute to the development of personalized customer engagement strategies tailored to different segments and personas. Recommend content personalization strategies that deliver relevant and timely messages to customers based on their preferences, behaviors, and product 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: Supports the design and development of TA-specific customer engagement strategies (i.e., tactical experience maps inclusive of digital, mass and in person channels) leveraging best practices and technologies. Monitors the outcomes of the Omnichannel Strategy and Digital Marketing plan ensuring alignment with expected outcomes and ROI. Verifies that customer engagement strategies to an overall TA-specific and/or Brand strategy
• Project Management: Schedules relevant meetings with stakeholders across the TA, Brand, and squad related to the development of customer experience strategies including kick-off meetings, core team meetings, customer mapping exercises, etc. Takes notes and communicates meeting summaries and action items. Maintains project related timelines and communicates delays or concerns as appropriate. Maintains team/project file repository (e.g., SharePoint)
• Stakeholder Engagement & Collaboration: Develops relationships within the TA and Brand teams, squads, internal departments and external suppliers to ensure successful execution of strategy in partnership with the following teams:
• Channel Strategy to guide tactical placement and spend across Paid, Earned, and Owned channels
• Experience Intelligence and Commercial Insights & Analytics to develop customer engagement metrics
• Experience Operations and Integrated Customer Engagement teams as needed

Compliance and Best Practices: Develops an understanding of digital spaces, Marketing and Regulatory/Legal aspects to drive compliance with legal, quality and industry standards for customer engagement and data use. Follows established governance procedures to ensure customer engagement and channel excellence and accountability

Measurement, Optimization & Innovation: Analyzes market dynamics and assesses interaction data for products guiding market research plans. Regularly reviews performance data (KPIs), prepares information for Omnichannel Orchestration team engagement with TA/Brand stakeholders. Supports the implementation of optimization activities to increase customer engagement experience performance. Encourages innovative approaches and strategies to maximize TA or brand objectives

Physical Requirements

Approximately 0-10 overnight travel required.

Qualifications

Requires a Bachelor's degree in Marketing, Business or related field. Equivalent work experience may be substituted for degree as appropriate

8+ year of experience within sales, brand management/marketing experience within the pharmaceutical or other related industry preferred

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

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

Demonstrated ability to support the development, implementation and delivery of customer experience (CX) solutions in a complex, dynamic environment

Excellent planning skills including the ability to translate strategy into tactics and operationalize for execution

Experience in customer tactical experience planning and driving impactful customer experiences is preferred

Experience in implementation of personalized marketing strategies

Knowledge of the pharmaceutical industry, or Life Sciences, including Medical, Regulatory, and Clinical processes and market dynamics preferred

Ability to manage complexity of work across competing priorities and multiple teams

Strategic thinking and analytical skills including a data-driven mindset with the ability to translate insights into actionable marketing strategies to guide customer experience desired

Understanding of Regulatory, Compliance and ethical considerations when engaging customer segments

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