As part of the Omnichannel Strategy and Optimization Team within AstraZeneca’s Global Commercial Digital and Innovation department, the Omnichannel Marketing Leader will be responsible for strategic design, execution and analysis of the Omnichannel Marketing capability.
This includes establishing relationships with marketing teams in the US, their creative agency partners, their extended business teams, and channel partners to champion the adoption, design, expansion and measurement of omnichannel marketing programs to healthcare professionals and consumers.
The Omnichannel Leader will co-design with US Brand Teams digital omnichannel marketing campaigns for OBU brands in assigned therapeutic area and will consult marketing teams. The Omnichannel Leader will partner with different departments and US stakeholders on the implementation of omnichannel and multichannel campaigns that support the US brand strategic plan and objectives and ensure compliance with all AstraZeneca privacy, consent, quality and security policies.
The Omnichannel Leader has accountability for delivering executional excellence to their assigned brands and is responsible for driving brand team satisfaction and AZ business outcomes. The Omnichannel Leader must have the ability to effectively engage, influence and challenge key stakeholders both internal and external in order to deliver data-driven campaigns that effectively advance the business. The Leader must also ensure satisfaction and ongoing continuous optimization of their efforts.
The Leader requires strong business acumen, understanding of process solutions, comprehension of digital and non-digital channels, customer centric marketing, digital marketing, and data-driven decision making.
Core Job Requirements:
Partners with brand, agencies, and other internal and external stakeholders to translate business strategy into Omnichannel Campaign Strategy and Execution and deliver Omnichannel Campaigns that drive business results for the assigned brands
Understand and provide thought leadership across digital and non-digital channels, campaign planning, segmentation, and how to leverage a unified strategy to create personalized experiences
Acts as the front-facing liaison for the Omnichannel Team to and from the Brand Teams
Partner with and educate brand teams about HCP and Consumer promotions SOPs, new campaign strategy set up, execution, and capabilities for single, multi, and omnichannel campaigns that deliver on brand strategy objectives
Omnichannel Execution Enablement:
Provide context and initial campaign information to Omnichannel Managers, Specialists, and Operators to execute campaign delivery
Involve other parties as necessary to execute the campaign and measurement
Demonstrate organizational awareness of supporting capabilities/partners.g. IT, call center, SMEs, compliance, Dialog Direct, ConnectiveRx, production, planning, Veeva, etc.
Campaign Performance Management:
Monitor and evaluate current brand campaigns through metrics that matter and make recommendations to optimize performance where appropriate. E.g. increase reach, engagement performance, etc.
Educate/consult with brand team on HCP email lease annual and ad-hoc process/needs
Socialize/capture wins & challenges with core team & broader AZ when appropriate
Balance GCDI priorities/projects with brand priorities/projects
Digital transformation projects as assigned, capacity permitting
Contribute to and influence the evolution of the omnichannel marketing capability as a meaningful component for the delivery of business outcomes
Relevant experience and a depth of knowledge in the following areas:
Proven track record in delivering marketing projects with measured outcomes
Knowledge of channels such as: email, SMS, web, direct mail, print, media, SEM, social, salesforce, events
Familiar with Platforms: Adobe Campaign, Tealium, Databases
Proven track record of leading teams without positional authority
Energetic and self-motivated
Advanced Degree in a relevant field
Customer relationship management (CRM) experience
Demonstrated leadership and coordination of teams to deliver single cohesive strategy
Ability to build trusted relationships and influence with key Stakeholders
Resource and Performance Management
Internal and External Contacts/Customers:
US Marketing Teams
Omnichannel Marketing Specialist
GCO Operations, Production, and Reporting teams
Insights & Analytics
GCDI Planning, Content Strategy, PMO, Channel Excellence, and Scaling teams
Other AZ Stakeholders
External Agency, Media and other partners
About Astra Zeneca
AstraZeneca is a global, innovation-driven biopharmaceutical business that focuses on the discovery, development and commercialization of prescription medicines, primarily for the treatment of cardiovascular, metabolic, respiratory, inflammation, autoimmune, oncology, infection and neuroscience diseases. AstraZeneca operates in over 100 countries and its innovative medicines are used by millions of patients worldwide. For more information please visit www.astrazeneca.com.
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