Omnichannel Engagement Lead, Global CE&O

Omnichannel Engagement Lead, Global CE&O

• Full-time
• Region: EU+/Canada
• Department: Commercial

Job Description

About the role:

As Omnichannel Engagement Lead you are responsible for defining and driving the assigned Therapeutic Area (TA) end-to-end Omnichannel Engagement Strategy, enabling meaningful connected experiences across multiple customer groups to achieve brand differentiation and support patients' access to Biogen's medicines. Here you work closely with the Therapeutic Area teams to articulate the customer engagement aspiration in line with the Product lifecycle and mobilize the organization to enable it through deep customer understanding, innovative mindset, and partnership with key stakeholders across the business, including iCoE, PDC members, IT, GMs and Affiliate teams. This role develops and translates strategy into execution, providing hands-on experience through all design and implementation phases, including delivering the Customer Experience blueprint and plans to operationalize integrated campaigns. You orchestrates key customer-centric content, recommends informed channel choices, enables personalization at scale, and prioritizes critical metrics aligned to expected business and customer outcomes.

You will report to the CE&O Head of Customer Engagement.

Location Baar, Switzerland, due to the nature of the role, international travel may be required to attend meetings and facilitate program execution.

What you 'll do

Customer Engagement & Omnichannel Strategy

· Engage as a thought partner and Omnichannel expert with TA/iCOE/PDC to define,

enable, and maintain Omnichannel strategies leading to seamless, differentiated

and connected Customer Experiences based on business scenarios and customer

insights and orchestrating the necessary capabilities to executive against expected

outcomes.

· Understand the needs of different customer groups (including patients) to develop

clear guidance on optimizing targeting and segmentation. Gather and analyze

feedback, surveys, and data to gain insights into preferences, pain points, and

expectations.

· Lead the implementation of fully integrated Omnichannel engagement models, from

concept to execution, delivering Brand toolkit assets including Content Modules,

Digital Personas, SEO/SEM, display advertising, and channel orchestration (F2F &

Digital) according to key countries’ archetypes.

· Define what success looks like, prioritizing key metrics and implementing

appropriate tracking aligned to Therapeutic Areas’ strategic drivers. Proactively

monitor and evaluate end-to-end customer experiences (HCP engagement tracking)

across multiple channels and customer touch points and recommend follow-up

actions according to progress.

· Set clear communication about the strategy and implementation plans, including

expectations, necessary resources, and operational impact on Affiliates.

Driving capabilities and continuous improvement

· Liaise with Global, iCOE members and country teams to understand critical business

priorities and collaborate with functions and stakeholders across the organization to

develop capabilities required to realize our business potential.

· Orchestrate content creation with the TAs team, key markets, and partner agencies,

ensuring appropriate tagging and storage to drive re-use.

· Understand current best practices, identify opportunities to improve planning and

execution processes, and provide tools and advisory support to help markets deliver

differentiated customer experiences while ensuring the application of compliance,

legal & data regulations.

· Foster experience exchange and learning loops through internal community

engagement, creating opportunities to nurture and support new ideas and

showcase best practices and market trends

Innovative mindset

· Champion mindset shifts required to adopt innovative engagement models to fully unlock new possibilities for our business and the patients we serve.

· Be a change agent who effectively communicates strategy, vision and capabilities implementation, and gains buy-in from organizational stakeholders, including senior leadership.

· Drive innovative experiments through design thinking and agile methods, monitoring learning and results, and enabling scale-up of successful cases that deliver business and customer value.

· Proactively seek new solutions and methodologies, deliver regular market analysis, and provide complete recommendations with practical application of emerging trends and opportunities to enhance customer engagement.

Who you are:

Dynamic individual who can balance strategic vision with a hands-on approach, effectively turning ideas into action. Innovative thinking. You thrive on challenge and will be a highly collaborative, perceptive, and analytical problem solver, and exhibit strategic and innovative agility . You are credible, dynamic, and creative professional with high energy and customer-centric mindset. Demonstrate excellent communication skills and strong personal presence. Individual contributor role that will work across functions and geographies to drive Global initiatives, as well as local affiliate capability building. This is a critical influencing role, and hands-on expertise is required to equip Biogen with better strategies and plans to engage key customer groups.

Qualifications

• Education: BA/BS degree in marketing or equivalent required
• Minimum of 10 years’ Customer Engagement, Digital and Omnichannel Experience, preferably in the healthcare and consumer goods industry
• Desired experience in working in Affiliate and Regional roles.
• Proven track record of planning and delivering high-impact omnichannel strategies and innovative go-to-market models, both at launch and across the product life cycle
• Demonstrated experience in stakeholder management, influencing and leading large international programs.
• Deep knowledge of Customer Experience Management and Customer Journey mapping
• Desired Knowledge of Customer-facing activities, such as Customer mapping, Segmentation, and CRM applications.
• Experience planning, negotiating, and allocating resources, including people and outside spending across a portfolio of Brands.
• Specific technical experiences should include knowledge in Customer Experience Management, Omnichannel Strategy, Digital channels, Digital content strategy, marketing automation; Online Events, Social Media, Personalization, field applications, Digital tools and platforms
• Fluent in English and additional languages beneficial

Additional Information

Why Biogen?

We are a global team with a commitment to excellence, and a pioneering spirit. As a mid-sized biotechnology company, we provide the stability and resources of a well-established business while fostering an environment where individual contributions make a significant impact. Our team encompasses some of the most talented and passionate achievers who have unparalleled opportunities for learning, growth, and expanding their skills. Above all, we work together to deliver life-changing medicines, with every role playing a vital part in our mission. Caring Deeply. Achieving Excellence. Changing Lives.

At Biogen, we are committed to building on our culture of inclusion and belonging that reflects the communities where we operate and the patients we serve. We know that diverse backgrounds, cultures, and perspectives make us a stronger and more innovative company, and we are focused on building teams where every employee feels empowered and inspired. Read on to learn more about our DE&I efforts.