Associate Director, Omnichannel Strategy – Activation
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Job Description
Omnichannel strategy leader activating HCP and consumer engagement across media, digital, and customer touchpoints. Supporting Ionis Pharmaceuticals’ RNA medicines and patient-focused commercial strategy.
Responsibilities:
- Support development and ongoing evolution of integrated HCP and consumer customer engagement strategies
- Translate customer engagement, brand, audience, and journey strategies into actionable omnichannel activation plans
- Translate customer journeys into activation plans covering channel roles, audience needs, sequencing, timing, personalization, triggers, calls to action, and dependencies
- Lead channel-level activation approaches informed by segmentation, behavioral signals, audience characteristics, and decision logic
- Diagnose journey gaps, overlaps, dependencies, and opportunities and develop recommendations
- Lead integrated media activation across programmatic media, paid search, SEO, GEO, social, online video, TV/CTV, point of care, email, web, peer-to-peer, and emerging channels
- Partner with Marketing, Brand AORs, agencies, and media partners on content, asset needs, UX, calls to action, channel context, sequencing, and customer experience
- Lead omnichannel activation planning for HCP peer-to-peer, opinion-leader, congress-related, and emerging engagement opportunities
- Partner through PRC/MLR review processes to ensure engagement intent, UX, CTA, and channel requirements are accurately represented
- Provide strategic context and validate business requirements for execution without owning technical implementation
- Coordinate with Omnichannel Operations and enabling teams responsible for configuration, build, deployment, and platform execution
- Identify cross-channel and cross-functional dependencies and facilitate alignment and timely execution
- Partner with Field, Access, Patient Services, Medical, Corporate Communications, Patient Advocacy, and other customer-facing functions
- Maintain partnerships with omnichannel strategy, media, brand, analytics, and other agency partners
- Identify and escalate executional risks, gaps, resource needs, and decisions requiring leadership attention
- Ensure measurement needs are incorporated into activation planning
- Lead tactical optimization across targeting, media delivery, channel mix, sequencing, flighting, and retargeting
- Use performance findings to identify executional opportunities and elevate broader strategic implications
- Lead Test & Learn initiatives and apply findings to future activation planning
- Support cross-channel measurement and attribution through Analytics and agency partnerships
Requirements:
- Bachelor’s degree required; advanced degree preferred, or equivalent relevant experience
- At least 12 years of relevant experience with a bachelor’s degree; or 8 years with a master’s degree; or equivalent experience in pharmaceutical, biotechnology, healthcare marketing, omnichannel/customer engagement, digital marketing, media, or a related discipline
- Strong understanding of HCP and consumer digital engagement and media channels, including programmatic, paid search, social, online video/CTV, point of care, web, and email
- Demonstrated ability to think strategically and independently translate broader brand, audience, and customer strategies into actionable channel and activation plans
- Experience partnering with Marketing and creative agencies on promotional content development, with strong understanding of digital UX, customer journeys, calls to action, and channel-specific content requirements
- Experience working with media agencies and cross-functional teams to plan, activate, measure, and optimize integrated customer engagement programs
- Working knowledge of pharmaceutical PRC/MLR processes and regulatory, privacy, and compliance requirements
- Strong analytical orientation with the ability to interpret customer and channel performance and translate findings into actionable optimizations and insights
- Demonstrated ability to navigate complex cross-functional dependencies, lead high-priority cross-functional initiatives, and work effectively across Marketing, Analytics, Commercial Operations, Field, Omnichannel Operations, Digital/IT, agencies, and other matrixed teams
- Excellent communication, collaboration, and organizational skills, with the ability to provide context, establish clear expectations, influence partners, and maintain accountability without relying on direct authority
- Strong judgment regarding when to independently drive executional optimization and when to elevate issues, insights, or decisions with broader strategic implications, together with the ability to persuade diverse stakeholders in sensitive and complex situations
- Recognized as an internal subject matter expert in omnichannel activation and integrated customer engagement execution
Benefits:
- Excellent benefits package
- Highly competitive benefits
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