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. Advancing Ionis Pharmaceuticals’ RNA medicines for patients with serious diseases.
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 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 Strategy, creative agencies, media agencies, Analytics, Commercial Operations, and cross-functional teams on content, assets, requirements, measurement, and execution
- Provide customer engagement and channel input into content briefs, focusing on UX, calls to action, channel context, sequencing, and desired next actions
- Lead omnichannel activation planning for HCP peer-to-peer, opinion-leader, congress-related, and emerging engagement opportunities
- Lead development and review of customer engagement requirements without owning technical implementation
- 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 to connect experiences across the customer journey
- Maintain partnerships with agencies, media partners, analytics partners, and other vendors
- Identify and escalate executional risks, gaps, resource needs, and decisions requiring leadership attention
- Ensure measurement needs are included in activation planning
- Coordinate tactical optimization across targeting, media delivery, channel mix, sequencing, flighting, and retargeting
- Lead Test & Learn initiatives and apply findings to future activation planning
- Support development of cross-channel measurement and attribution
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, providing expertise and influence across complex cross-functional initiatives
Benefits:
- Excellent benefits package
- Highly competitive benefits
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