Director, US Omnichannel/Digital Engagement

Responsibilities

• Lead Omnichannel/Digital Strategy and Execution
• Translate launch strategy, positioning, focused on new brand assets into omnichannel launch plans, including journey mapping, channel mix, content sequencing, etc. Drive and optimize experiences with support of a Decision Engine
• Build launch‑ready customer experiences across HCP and Patient segments that align with brand strategy, and competitive dynamics.
• Ensure all launch touchpoints-from unbranded awareness through branded conversion-are aligned, connected, and measurable.
• Brand Partnership
• Act as the dedicated Omnichannel/Digital Experience Architect for your assigned TA, translating Brand objectives into orchestrated, AI-enabled customer journeys
• Design engagement flows that leverage next-best-action recommendations for customer, channel, content, and cadence
• Guide brand teams on experience design principles, channel appropriateness and content sequencing in accordance with brand objectives
• Serve as a single primary contact in driving Omnichannel/Digital strategy/End-to-End (E2E) execution -guiding strategy, customer journey and campaign planning, digital execution and customer experience design. Ensure Media plan is well integrated
• Own E2E accountability of planning, execution and performance of campaigns
• Collaborate with cross functional omnichannel teams (Media, Operations, Decision Science) & IT to ensure best in class planning and implementation
• Partner with cross-functional stakeholders (PRC, Privacy, Regulatory, IT, Field, Patient Services) to align on support needed and cross functional opportunities
• Guide Brand teams on channel/content appropriateness based on best practices
• Digital Operational End-to End Accountability
• Guide brand teams on experience design principles, channel appropriateness and content sequencing in accordance with brand objectives
• Act as the key Omnichannel/Digital subject matter expert - translating strategy into business requirement documents for the operations team
• Translate experience designs into actionable business requirements for operational teams
• Working with the Omnichannel Capabilities team, ensure campaigns are implemented accurately, compliantly and on time
• Digital Fluency/Innovation/AI
• Possess a solid understanding of the next generation of Omnichannel using AI driving next best actions with customer, content, cadence and channel.
• Stay ahead of digital industry trends including AI-enabled marketing, next-best-action, personalization and emerging patient/HCP engagement channels
• Optimization & Continuous Improvement
• Take E2E accountability for the performance of omnichannel campaigns ensuring they meet Brand objectives
• Collaborate with Decision Sciences to interpret AI-driven insights and refine next-best-action logic
• Champion tagging, tracking, and reporting readiness from the outset of planning
• Optimize campaigns based on Decision Science Analytics

Additional Information

Job Description About This Role You will join the Business Operations & Insights (BIO) team within Omnichannel Excellence as an omnichannel & digital lead supporting upcoming brand launches. In this role, you will ensure a new US Brand or indication is brought to market with high‑impact, measurable, and compliant omnichannel engagement across HCP and Patient audiences. As part of Biogen's Omnichannel Transformation, you will leverage an AI-powered next-best-action engine to dynamically determine the optimal channel, content, cadence, and customer engagement strategy. Your focus will be on creating seamless, connected experiences that anticipate customer needs and deliver value at every touchpoint. This position reports to the Senior Director, US Omnichannel Engagement and collaborates with cross-functional teams to bring next-generation engagement to life. This position will also coach other peer members of the Engagement team. You'll lead the intersection of digital capability and Brand strategy, ensuring that each engagement touchpoint - email, web, media, social, SEO/GEO, etc., - is data-informed, insight driven, and fully aligned to the Brand objectives and customer needs. This role is a digitally fluent strategist and trusted Brand partner - able to connect business objectives with flawless digital execution leveraging Omnichannel excellence principles. This position will have strong influence/engagement with the senior leadership of our new brand launches.

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