Director, Direct-to-Customer (DTC) Innovation – Digital Health
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Job Description
BeOne Medicines director leading DTC campaigns, CRM journeys, and digital health innovation for hematology medicines. Driving compliant patient, caregiver, and HCP engagement across FL, MZL, and WM.
Responsibilities:
- Lead the strategy, development, and launch of integrated customer experiences for FL, MZL, and WM.
- Translate disease insights, treatment journeys, unmet needs, and portfolio priorities into engagement strategies for patients, caregivers, and healthcare professionals.
- Establish launch roadmaps, milestones, dependencies, governance, and success measures from concept through approval, deployment, and optimization.
- Lead branded and unbranded digital campaigns across priority hematology indications.
- Develop customer-first strategies spanning paid media, search, social, AI-enabled channels, point-of-care channels, and emerging platforms.
- Oversee agency and external partner work from strategic brief through creative development, regulatory review, production, activation, and optimization.
- Design and launch CRM journeys connecting site experiences, content, media, and opt-in engagement.
- Define audience segmentation, journey logic, triggers, content requirements, and measurement plans.
- Use first-party data and behavioral insights to personalize engagement and improve content relevance.
- Identify and lead digital health enablements improving patient and HCP experiences.
- Evaluate emerging technologies and partners and translate promising concepts into testable pilots.
- Explore AI-enabled experiences, personalization, decision-support tools, and technologies improving access to relevant information.
- Build business cases and measurement frameworks for new capabilities.
- Develop digital clinical-trial awareness initiatives with Clinical Operations, Medical, R&D, and other stakeholders.
- Develop compliant approaches to increase awareness of actively recruiting trials.
- Connect disease education, CRM, digital platforms, media, and trial-finding experiences.
- Serve as a connector across Commercial, Medical, Clinical Operations, Corporate Affairs, Legal, Regulatory/PRC, Analytics, Technology, Privacy, and external agencies.
- Navigate regulatory requirements for branded, unbranded, disease-awareness, and clinical-trial communications.
- Provide recommendations to senior leaders and maintain momentum as priorities change.
- Define launch KPIs across awareness, engagement, CRM enrollment, journey progression, media performance, customer behavior, and business impact.
- Partner with Analytics to connect channel engagement to downstream customer behaviors.
- Use test-and-learn methodologies to optimize audiences, messages, journeys, and channels.
- Communicate performance, insights, risks, and recommendations to senior leadership.
- May lead direct reports and/or manage cross-functional teams, agency teams, contractors, and matrixed partners.
Requirements:
- Bachelor's degree required; advanced degree preferred.
- Significant pharmaceutical, biotechnology, or healthcare marketing/customer-experience experience, with direct hematology experience required.
- Strong working knowledge of the hematology/oncology treatment landscape; experience in B-cell malignancies strongly preferred.
- Experience launching digital campaigns, websites or microsites, CRM programs, or integrated omnichannel experiences in a regulated healthcare environment.
- Experience taking complex initiatives from strategy through content development, regulatory/MLR or PRC review, production, launch, and optimization.
- Strong understanding of pharmaceutical regulatory, privacy, and compliance considerations affecting patient and HCP engagement.
- Demonstrated success in a fast-paced, highly dynamic environment with multiple simultaneous priorities and aggressive launch timelines.
- Exceptional cross-functional leadership, stakeholder-management, and agency-management skills.
- Strong strategic thinking coupled with a willingness to be hands-on in execution.
- Excellent written and verbal communication skills, with the ability to simplify complex clinical, technical, and strategic information.
- Direct experience in FL, MZL, WM, CLL/SLL, or related B-cell malignancies preferred.
- Experience building patient disease-education platforms, digital patient communities, or HCP education ecosystems preferred.
- CRM experience, ideally including Salesforce Marketing Cloud, patient journey design, segmentation, consent management, and personalization preferred.
- Experience with HCP digital/point-of-care platforms, paid media, search, and social activation preferred.
- Experience with digital health, AI-enabled customer experiences, or emerging healthcare technologies preferred.
- Clinical-trial recruitment or clinical-trial awareness experience preferred.
- Experience using analytics, experimentation, and customer-level data to optimize marketing or digital-health initiatives preferred.
- Experience managing agencies, vendors, budgets, and multiple simultaneous workstreams preferred.
- Approximately 20% travel based on business needs.
Benefits:
- Annual bonus plan for Non-Commercial roles
- Incentive compensation plan for Commercial roles
- Discretionary equity awards
- Employee Stock Purchase Plan
- Medical insurance
- Dental insurance
- Vision insurance
- 401(k)
- FSA/HSA
- Life Insurance
- Paid Time Off
- Wellness
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