About This RoleYou will join the North American Business Operations & Insights (BIO) team within Omnichannel Excellence as a critical partner to Biogen's US marketing teams. In this role, you will lead the planning, design, and implementation of Omnichannel and Digital engagement for an assigned inline brand/ Therapeutic Area (TA), serving as the Experience Architect responsible for orchestrating personalized, insight-driven customer journeys for both HCPs and Patients.
As part of Biogen's Omnichannel Transformation, you will leverage an AI-powered next-best-action Decision Engine to dynamically determine optimal channel mix, content, cadence, and engagement strategies. You will design seamless, connected, and always-on experiences that anticipate customer needs and deliver value across every touchpoint.
This position reports to the Senior Director, US Omnichannel Engagement and works closely with Brand, Media, Operations, Capabilities, IT, and Analytics teams to bring next-generation omnichannel engagement to life. You will operate at the intersection of Brand strategy, digital capability, and AI-enabled execution, always thinking Digital- and AI-first.
This role is a digitally fluent strategist and trusted Brand partner who understands Brand context, market access dynamics, and customer behavior-and can translate that understanding into measurable commercial impact.
What You'll DoOmnichannel Strategy & Experience Architecture- Serve as the Omnichannel/Digital subject matter expert and Experience Architect for assigned Therapeutic Area(s).
- Translate Brand objectives into orchestrated, AI-enabled customer journeys, spanning awareness through engagement and conversion.
- Design engagement flows that leverage next-best-action recommendations across customer, channel, content, and cadence.
- Ensure omnichannel strategies are insight-driven, compliant, measurable, and aligned to Brand and portfolio priorities.
- Ensure orchestration aligns to Brand funnels while maintaining agility as insights and performance evolve.
Brand Partnership & Leadership- Act as the single, primary omnichannel point of contact for the Brand, owning end-to-end strategy and execution.
- Guide Brand teams on experience design, channel appropriateness, content sequencing, and omnichannel investment decisions.
- Facilitate regular engagement planning sessions with Brand teams to align on campaign objectives, content strategy, and optimization opportunities.
- Provide ongoing thought leadership, delivering performance insights, learning agendas, and strategic recommendations.
- Support the evolution of Biogen's commercial model toward a fully integrated, AI-enabled omnichannel approach.
End-to-End Campaign Ownership- Own end-to-end accountability for omnichannel campaign planning, execution, performance, and optimization.
- Ensure Media strategies are fully integrated into omnichannel experience design.
- Collaborate closely with Media, Omnichannel Operations, Decision Science, and IT teams to ensure high-quality, on-time, and compliant execution.
- Translate experience designs into clear business and operational requirements, prioritized through SAFE/Agile delivery processes.
- Ensure adherence to omnichannel playbooks, SOPs, and enterprise standards for scalability and consistency.
Digital Operations & Capability Adoption- Serve as the TA's expert on Biogen's MarTech ecosystem and AI-driven orchestration tools.
- Champion adoption of omnichannel capabilities and ways of working in partnership with the Operations team.
- Take E2E accountability for campaign execution working in partnership with Operations team.
Analytics, Performance & Continuous Improvement- Take full responsibility for omnichannel impact against Brand objectives.
- Partner 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.
- Drive continuous optimization through testing, and insight-led refinements.
Digital Fluency, Innovation & AI- Maintain a strong understanding of next-generation omnichannel engagement, including AI-driven personalization and automation.
- Stay ahead of digital and AI trends, emerging channels, and evolving best practices across HCP and Patient engagement.
Who You AreYour intellectual curiosity and passion for winning help you thrive in a dynamic environment. You are an innovator who has a both a strategic and analytical approach, and you work with a solutions-oriented mindset, a sense of urgency, and attention to detail. You have a proven ability to influence and build credibility and strong partnerships with a diverse set of internal and external stakeholders. You leverage your strategic thinking and problem-solving skills to deliver results and achieve business goals in a customer-centric, innovative, and value-driven way.
QualificationsRequired Skills- Minimum of 7 years' Omnichannel/Digital engagement healthcare client experience with a focus on strategy, planning, execution and measurement in Pharmaceutical, Biotech
- Omnichannel Strategy Design (Inline Brands)
Proven ability to design and evolve omnichannel engagement strategies for existing brands, including customer journeys, channel mix, and content sequencing. - Strategic Execution Ownership
Strong capability to own strategy-to-execution for assigned brands, ensuring alignment between engagement design, delivery, and performance. - AI-Enabled Omnichannel Fluency
Working knowledge of AI-driven next-best-action, personalization, and orchestration frameworks, with the ability to apply insights to strategy and optimization. - Brand Partnership & Influence
Experience serving as a trusted omnichannel partner to Brand teams, influencing engagement decisions within established brand strategy guardrails. - Campaign Planning & Optimization
Hands-on ownership of omnichannel campaign planning, execution, monitoring, and optimization across the brand lifecycle. - Digital & MarTech Operational Proficiency
Experience translating omnichannel strategies into actionable operational requirements within MarTech ecosystems. - Cross-Functional Collaboration
Ability to collaborate effectively with Media, Omnichannel Operations, Decision Science, IT, and compliance partners. - Analytics-Driven Continuous Improvement
Comfort interpreting performance data and analytics to inform strategic refinements and ongoing optimization. - Compliance-First Mindset
Strong understanding of regulatory, privacy, and PRC requirements as applied to omnichannel engagement.
Education- BA/BS required, MBA preferred
Job Level: Management
Additional InformationThe base compensation range for this role is: $164,000.00-$226,000.00
Base salary offered is determined through an analytical approach utilizing a combination of factors including, but not limited to, relevant skills & experience, job location, and internal equity.
Regular employees are eligible to receive both short term and long-term incentives, including cash bonus and equity incentive opportunities, designed to reward recent achievements and recognize your future potential based on individual, business unit and company performance.
In addition to compensation, Biogen offers a full and highly competitive range of benefits designed to support our employees' and their families physical, financial, emotional, and social well-being; including, but not limited to:
- Medical, Dental, Vision, & Life insurances
- Fitness & Wellness programs including a fitness reimbursement
- Short- and Long-Term Disability insurance
- A minimum of 15 days of paid vacation and an additional end-of-year shutdown time off (Dec 26-Dec 31)
- Up to 12 company paid holidays + 3 paid days off for Personal Significance
- 80 hours of sick time per calendar year
- Paid Maternity and Parental Leave benefit
- 401(k) program participation with company matched contributions
- Employee stock purchase plan
- Tuition reimbursement of up to $10,000 per calendar year
- Employee Resource Groups participation
