Omnichannel Engagement Lead, Global CE&O

at  Biogen

Job Description

Driving capabilities and continuous improvement

• Liaise with Global, iCOE members and country teams to understand critical busines

develop capabilities required to realize our business potential.

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

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.