Senior Director US Omnichannel/ Digital Engagement

About This Role: You will join the North American Business Operations & Insights (BIO) team in Omnichannel Excellence, as a critical partner to Biogen’s US marketing teams. You will be accountable for leading the planning and implementation of all Omnichannel/Digital in support of our US teams. In this critical role, you will lead a team of Omnichannel/Digital experts, and you will act as the strategic/tactical business partner to the Brand/Therapeutic Area (TA) teams’ enterprise-wide – translating Brand vision into Omnichannel/Digital reality for both HCP and Patient customers. This senior leadership position is responsible for shaping and executing the vision for our next-generation Omnichannel and Digital strategy. The role will lead the organization into the future by creating an AI-powered, data-driven ecosystem that delivers personalized, always-on engagement at scale. This leader will enable the strategy across the TAs to anticipate customer needs and seamlessly connect them to the right solutions at the right moment across every touchpoint. You will also engage with executive stakeholders in North America, ensuring alignment and engagement as we drive the transformation of Omnichannel and Digital strategies. You will lead the intersection of digital capability and Brand strategy, ensuring that each engagement touchpoint – email, web, media, social, SEO, etc., – is data-informed, insight driven, and fully aligned to the Brand objectives and customer needs. You always think Measurement, Digital and AI first. This senior-level role is a digitally fluent strategist and trusted Brand partner – able to connect business objectives with flawless digital execution leveraging Omnichannel excellence principles. You understand the importance of Brand context, market access dynamics, and customer behavior. You will lead with influence, speak the language of both marketers and technologists energized by the challenge of building Omnichannel/Digital excellence. This position will report to the Head of Omnichannel Excellence and will lead an Engagement team. Responsibilities below include both leading the team, ensuring both the transformation and consistency of output across the team as well as owning Omnichannel/Digital accountability of one of our core brands. What You’ll Do: Next Generation Omnichannel Lead the transformation from traditional campaign-based marketing to AI-driven, dynamic engagement models by championing the use of Decision Engines to deliver personalized Next Best Actions across content, channel, cadence, and customer touchpoints Define and operationalize new ways of working that leverage predictive analytics and real-time insights, ensuring marketing teams shift from static planning to adaptive execution with measurable outcomes tied to engagement quality and business impact Drive organizational adoption of omnichannel orchestration powered by automation and modular content—owning governance, training, and performance frameworks that enable speed, compliance, and scalability while fostering a culture of continuous optimization Brand, TA, Cross Functional, Agency Partnership Lead the Omnichannel Transformation across the Omnichannel team and the brands: Drive the evolution of our commercial model toward a fully integrated, AI-enabled Omnichannel approach that redefines customer engagement Oversee Omnichannel team to drive strategy and execution across multiple TAs/Brands aligning cross-functional teams to deliver a unified customer experience aligned to our 3-year roadmap In addition to leading the team, serve as a single primary contact to a key TA/Brand driving Omnichannel/Digital strategy/End-to-End (E2E) execution —guiding strategy, customer journey and campaign planning, digital execution and customer experience design. Ensure Media plan is well integrated Engage and influence executive stakeholders (e.g., NALT) to secure strategic alignment, foster collaboration, and accelerate enterprise-wide Omnichannel/Digital transformation initiatives Lead the team as follows including your own TA/Brand ownership Transform ways of working and ensure consistency of output Co-create omnichannel strategies that align with Brand positioning, target audience needs, market dynamics, and promotional goals Collaborate with cross functional omnichannel teams (Media, Operations, Capabilities/Change Management, Measurement) & IT to ensure best in class planning and implementation ensuring business requirements are prioritized within the SAFE agile processes Partner with cross-functional stakeholders (PRC, Privacy, Regulatory, IT, Field, Patient Services) to align on support needed and cross functional opportunities Provide guidance rooted in data, market insights and emerging capabilities through regular engagement planning sessions with Brand teams, delivering Omnichannel/Digital insights, campaign performance results, and optimization recommendations Facilitate regular planning sessions with Brand teams to align on campaign goals, content strategy, and KPI targets Ensure orchestration is consistent with Brand funnels – from awareness through engagement-while enabling agility in response to insight shifts Ensure agency adherence to Biogen enterprise Omnichannel/Digital ecosystem Champion tagging, measurement, and insight readiness Omnichannel/Digital Enablement Lead, mentor, upskill Omnichannel team through the transformation journey; define optimal ways of working with the brands Redefine Omnichannel execution from omnichannel tactics to experience architects enabled through AI Provide leadership on key digital channels, content, measurement needed by the Brand Drive the design of omnichannel/digital playbooks and SOPs, ensuring consistency and scalability across markets Responsible for driving strong partnerships - within BIO and externally to BIO- to align and document ways-of-working to optimally embed Omnichannel/Digital capabilities Digital Platforms & Operational Leadership Be an expert with the Biogen MarTech ecosystem to ensure programs can be executed and measured with excellence Be champion of both Decision and Activation Engines to help guide Omnichannel to next generation Be the overall champion of the Brands driving adoption, with support of our Omnichannel capabilities function, of Biogen’s Omnichannel capabilities Design the process for the team – translating strategy into business requirement documents for the operations team Working with the Omnichannel Capabilities team, ensure campaigns are implemented accurately, compliantly and on time. Manage across team Digital Fluency/Innovation/AI Possess a deep understanding of the next generation of Omnichannel using AI driving next best actions with customer, content, cadence and channel. Stay ahead of digital industry trends including AI-enabled marketing, next-best-action, personalization and emerging patient/HCP engagement channels Performance & Continuous Improvement Lead for Team Take E2E accountability for the performance of omnichannel campaigns ensuring they meet Brand objectives Work closely with Customer Analysts to interpret key action rates, impact and adjust strategies accordingly Promote a focus on measuring and sharing results to grow cross Brand knowledge and impact Monitor campaign performance dashboards and lead Omnichannel/Digital optimization discussions with Brands (with Decision Sciences) Ensure tagging, tracking, and reporting requir