Executive Director, Omnichannel Excellence and Personalization Lead

Executive Director, Omnichannel Excellence and Personalization Lead

Bristol Myers Squibb is transforming how it engages customers and this role sits at the center of that transformation. The Executive Director, Omnichannel and Personalization US Lead owns the strategy, platforms, and operating models that power personalization at scale across our Oncology, Cardiovascular, and Neurology Therapeutic Areas.

As the senior-most Product Owner for omnichannel enablement, this leader will translate brand and Therapeutic Area priorities into AI-driven engagement capabilities that deliver measurable commercial impact across HCP, patient, and stakeholder audiences. This is a high-visibility, high-accountability leadership role that directly shapes BMS's competitive advantage in customer engagement.

Responsibilities:

• Define and evolve BMS's multi-year omnichannel vision and maturity model across all Therapeutic Areas
• Own and continuously evolve the BMS Omnichannel Blueprint to enable consistent, high-quality personalization at scale
• Prioritize capability investments based on business impact, scalability, and resource constraints
• Serve as senior-most Product Owner for omnichannel enablement with end-to-end delivery accountability

• Identify and scale AI tooling required for next-best-engagement, journey orchestration, and dynamic channel optimization
• Partner with CAPE and BI&T to source or build AI capabilities as part of a shared technology roadmap
• Pilot and scale agentic technologies to support personalization and field and digital orchestration models
• Ensure seamless interoperability across CRM, CDP/MDM, CMP, marketing automation, and analytics platforms

• Establish standardized KPIs, measurement governance, and performance frameworks in partnership with CAPE and Insights and Analytics
• Leverage AI/ML-driven models and agentic frameworks to deliver actionable insights and optimize omnichannel performance
• Partner with senior leadership to translate insights into strategies that optimize brand performance

• Design and govern end-to-end omnichannel workflows from planning through activation to measurement
• Build and maintain the engagement model between brand teams and omnichannel and personalization capability experts
• Maintain playbooks, documentation, and cross-functional forums that drive consistency and operational readiness

• Lead capability adoption programs, upskilling initiatives, and enablement communities across the business
• Define and track KPIs for capability usage, time-to-activation, engagement performance, and ROI
• Own the executive narrative on omnichannel maturity progress and transformation outcomes

• Lead investment planning, budget tracking, and vendor contract governance
• Manage multi-vendor ecosystem including agencies and consultancies to drive innovation and cost optimization
• Ensure proactive risk identification and compliance and audit readiness for channel execution and data usage

• Directly manage three Directors and provide strategic guidance across their teams
• Build a culture of agility, accountability, creativity, and continuous learning
• Own career pathing, skills evolution, and succession planning for the omnichannel capabilities organization

Qualifications:

Required:

• Minimum 10 years of experience building and executing personalized or omnichannel marketing campaigns across personal and non-personal channels
• Minimum 10 to 15 years of experience working within marketing organizations with demonstrated cross-functional influence at senior levels
• Proven track record as a Product Owner with end-to-end delivery accountability
• Hands-on expertise with enterprise-scale personalization platforms including Adobe, Salesforce, Google, and comparable providers
• Active, applied fluency with AI tools including ChatGPT, Claude, and Copilot in marketing and personalization contexts
• Experience designing operating models and engagement frameworks between centralized capability teams and brand or commercial organizations
• Demonstrated ability to build investment business cases and navigate trade-offs tied to commercial value
• Experience managing multi-layer teams including Directors and cross-functional partners in a matrixed environment

Preferr…