Associate Director, US Omnichannel​/Digital Engagement

Overview

You 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.

This role leverages an AI-powered next-best-action Decision Engine to 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 collaborates 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.

You are 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.

• Omnichannel 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.

• 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.

• 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.

• Serve as the TA’s expert on Biogen’s Mar Tech ecosystem and AI-driven orchestration tools.
• Champion adoption of omnichannel capabilities and ways of working in partnership with the Operations team.
• Take end-to-end accountability for campaign execution working in partnership with Operations team.

• 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.

• 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…