Position: Omnichannel Strategist – MUST speak either SPANISH OR ITALIAN
Location: UK – Uxbridge office, hybrid (50% office and 50% remote)
Reports to: Omnichannel Strategy Center of Excellence (CoE)
Duration: 12 months
Rate £49 per hour
Position Summary
The Omnichannel Strategist acts as member of the Worldwide Commercialization Excellence (WCE) for brand teams, pulling in cross-functional resources as needed to ensure successful delivery of omnichannel strategy and campaigns. This role is deployed to brand teams with a focus on HCP, to lead digital and media channel planning in collaboration with our business partners, and leads cross-functional teams (business, matrix, agency partners) to execute and optimize campaigns, tactics, and programs to meet and exceed business strategy and objectives.
Purpose & Objective of the Omnichannel Strategist
• Pull through omnichannel brand campaigns, programs, media planning & campaigns and tactics; driving operational effectiveness, business impact and achievement of objectives.
• Partner with business and other WCE functions (e.g., Content Delivery and Customer Engagement Platform Team) on development of channel-agnostic engagement strategy followed by more specific digital channel strategy to meet business and customer needs.
• Deliver omnichannel insights and recommendations for ongoing optimization of business plans.
• Leverage Digital Capabilities and Customer Engagement Excellence principles, standards, and best practices to drive results for the business. Examples include Omnichannel and advanced analytics, content modularisation, CRM, websites, Interactive visual aids (IVAs), email, social media, Remote Engagement and Search Engine Marketing. Other examples to be identified based on business/customer needs and prioritized according to the identified customer experience journeys.
• Identify and run experiments with capabilities team to pilot/scale future digital marketing capabilities.
• Act as a coach to brand teams to ensure adoption of new ways of working with specific focus on omnichannel strategy
Key Responsibilities:
• Leads brand omnichannel planning and content strategies across multiple internal business partners including medical, commercial, access, and engaging with multiple customers as prioritized by the brand lead.
• Contributes to continuous improvement of engagement, channel, content and analytic planning frameworks and tactical templates to use across cross functional brand teams.
• Leads and coordinates regular insights and metrics discussions with business partners in partnership with the AIA team to ensure frequent optimization of the engagement, content and channel plans.
• Leads cross-functional matrix teams to enable seamless execution of business strategy and lead execution of digital campaigns/tactics
• Collaborates with AIA to ensure KPI identification, measurement plans and optimization of omnichannel campaigns and customer journeys
• Coordinates with Customer Engagement Platforms, IT, Digital Production, Content Delivery, and rest of WCE teams on the following activities:
• Prioritization of campaigns and tactics
• Definition of campaign/tactic success (e.g., development of metrics plan)
• Evaluation and optimization of tactics
• Driving tactical plan to accomplish KPI and business objectives
• Provides omnichannel subject matter expertise into the ongoing evolution of customer engagement model by working with business leads on critical business priorities
• Maintains view of the competitive landscape and has a broad perspective across the company and pharma industry to identify and drive best practice around omnichannel expertise
• Drives innovation culture and coordinates with business and capability leads to develop innovative digital tactics and apply metrics, analytics, and insights
• Identifies long-term process needs of the business partners focused on omnichannel capabilities, developing, and executing a plan to address business requirements
• Identify opportunities for synergies and collaboration within and across markets within a therapeutic area
• Lead on the relationship with digital agencies/vendors to define project scope, costs, timelines, and deliverables
• Partner with content stewards P Production & Content Delivery to provide early insight into cross-market material creation to drive content/asset re-use.
• Deliver campaign briefs and other necessary requirements documentation to support the development of programs Monitor, manage and provide regular updates on campaign/project financials
• Partner closely with Production and Content Delivery to provide direction, support to project teams, and implement changes when needed to achieve project objectives
• Monitor project status and budget and provide regular reporting on progress, challenges, and solutions
• Collaborate with other Omnichannel Strategy teams to enable consistency and best practice sharing across the enterprise
• Identify business process and capability improvement opportunities aligned to the needs of the business/customers
• Flex coverage across Omnichannel Strategy teams on as-needed basis
(Disclaimer: The responsibilities listed above are only a summary and other responsibilities will be requirements as assigned)
Required Qualifications & Experience
• Bachelor’s degree required; MBA preferred
• 8+ years' experience in Digital /Omnichannel Marketing leadership, including marketing/customer engagement strategy, brand/business planning, analytics, multi-channel (digital and non-digital) marketing operations and campaign/tactic execution/management.
• Additional European languages essential: Italian, Spanish
Key competencies desired
1. Omnichannel Excellence:
- Strategic Thinking and Articulation
- Record of accomplishment of developing and executing omnichannel strategies and tactics (across personal, non-personal promotional channels)
- Considerable experience in omnichannel marketing in industries with high digital usage
- Experience working with external creative and media agencies
- Insight and Analytical fluency
- Financial and Business acumen
- Knowledge of industry trends and benchmarks for content and channel performance across different customer types
- Data-driven customer experience
- Understands media planning, buying and pull through
- Leverages creative and analytical approaches to identify and activate paid, earned and owned channels
2. Customer-backed performance management:
- Adopts a customer-focused mindset in building strategy and tactics; understands unique customer preferences for omnichannel deployment
- Maintains a robust set of metrics / KPIs in partnership with AIA to track omnichannel campaign performance by customer segment with feedback loop to inform on-going omnichannel strategies
- Drives trade-off decisions anchored in data
- Partners with AIA to understand omnichannel preferences for different customer segments
- Demonstrates ability to deliver on customer needs and optimize customer experience
3. Content production and deployment management:
- Experience operating in agile teams; ability to coach teams on agile ways of working for content creation
- Facilitates content delivery process for brand teams, enabling agile ways of working
- Knowledge and experience with MLR processes for content production
- Knowledge of requirements for omnichannel pull through; adopts new tech / ways of working to enable content deployment faster (e.g., modular content)
- Experience using modular content creation (e.g., tagging, taxonomy)
4. Leadership and cross-functional collaboration:
- Demonstrates ability to lead and influence a cross-functional team
- Has a record of accomplishment of fostering a collaborative environment and creating a strong rapport
- Embraces changes and upskills teams.