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Omnichannel Orchestration Therapeutic Area Lead
Novo Nordisk
2024-11-14 16:45:07
Plainsboro,
New Jersey,
United States
Job type: fulltime
Job industry: Sales & Marketing
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 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.
Relationship
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 Development & Optimization: Utilize TA-level 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: Drives 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. Champions and monitors the outcomes of the Omnichannel and Marketing plans ensuring alignment with expected outcomes and ROI. Partners with senior management to develop an overall TA-specific strategy and roadmap for long-term Customer Engagement initiative. Leads cross-functional projects to enhance customer experiences (CX) and integrates into Omnichannel capabilities across various customer segments within the given TA
- Leadership & Team Management: Lead and develop a team of Experience Orchestration 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
- Stakeholder Engagement & Collaboration: Develops relationships with internal departments and external suppliers to ensure successful execution of strategy. Partners with the following teams:
- Brand leadership, Marketing (e.g., brand marketers, market research, etc.)
- Experience Intelligence and Commercial Insights & Analytics to develop customer engagement metrics
- Experience Operations and Integrated Customer Engagement teams to incorporate capabilities and technologies required for current and future customer engagement strategies
- Commercial Excellence and Innovation to leverage and pull through macro customer journeys
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 the Novo Nordisk Way.
Qualifications