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Senior Director, Omnichannel Strategy & Operations

Lieu Gaithersburg, Maryland, États-Unis Job ID R-138326 Date de publication 05/13/2022

At AstraZeneca we turn ideas into life changing medicines. Working here means being entrepreneurial, thinking big and working together to make the impossible a reality. We’re focused on the potential of science to address the unmet needs of patients around the world. We commit to those areas where we think we can really change the course of medicine and bring big new ideas to life.

AstraZeneca’s vision in Oncology is to help patients by redefining the cancer-treatment paradigm, with the aim of bringing six new cancer medicines to patients between 2013 and 2020. A broad pipeline of next-generation medicines is focused principally on four disease areas

- breast, ovarian, lung and hematological cancers. As well as other tumor types, these are being targeted through four key platforms - immunotherapy, the genetic drivers of cancer and resistance, DNA damage repair, and antibody drug conjugates, underpinned by personalized healthcare and biomarker technologies.

Role Description

The Senior Director Omnichannel Strategy & Operations will be responsible for leading a team that will drive the vision, roadmap, planning, orchestration, execution and measurement of personalized cross-channel HCP journeys via a consistent scalable approach for the US Oncology Business Unit.  Accountable for Omnichannel strategy & Operations the Sr Director will shape a seamless customer experience that leverages personalized real-time insights that coordinate a journey across personal and non-personal channels. 

Focusing on Customer, Content and Channel (with data and technology as enablers); areas of focus will include key Omnichannel functions including Omnichannel Strategy, Channel Excellence & Media, Omni Customer Segmentation, Marketing Journey , Personalized Content selection, Action Sequencing, Next Best Channel/Action and CRM (capability & integration).  The Sr Director and their team will also key enabling functions that include: Data Strategy, Advanced Analytics, AI teams and Field operations for both measurement and additional insight (and actions).  The Sr Director will also work closely with brand teams, global teams, franchise heads, compliance, procurement and other leaders across the organization.  The Sr Director (and team) will also primarily work with Media agencies while partnering with brands/indications in shaping their Omnichannel strategy & tactics.

Our ambition is to inculcate Omnichannel engagement into our daily business as a standard way of working that values optimal engagement approaches (across key channels including effective integration with in-person channel) with our customers across their (customers) preferred channels.

This position will report into the Head of the Business Excellence Team and is based at our Gaithersburg, MD campus, headquarters for our US Oncology and other Specialty Care businesses.  The Senior Director will lead a team of 11 with additional support from Vendors and cross functional partners.

Key accountabilities

Omnichannel Marketing

  • Lead the implementation of the US OBU omnichannel marketing strategy as related to people, creation/refinement of omnichannel processes and technology (leveraging of platforms needed for seamless customer experiences)
  • Partner with AZ Brand & Functional Teams to understand brand/functional strategy, opportunities and challenges in order to effectively design omnichannel strategies that will maximize impact.
  • Deliver Media & Channel Excellence partnering with Brands, AOR(s) and finance to shape efficiency, effectiveness and velocity relating to the investment impact of our brands. Work with SME and agency partners to review and evaluate our strategic digital marketing solutions
  • Implement and deliver a strategic US Oncology Omnichannel Roadmap shaping and influencing the vision and inculcation of omnichannel capabilities across brands/functions within the business unit.  Shape and socialize omnichannel OKR, effectiveness measures and performance.
  • Effectively embed the needed omnichannel resources (OMLs) within US OBU brands/tumor teams for full omnichannel engagement with customers
  • Develop a holistic CRM strategy (beyond the CRM ‘tool’) that supports customer-centricity, localization/personalization and increased internal cross-channel coordination for optimized HCP engagement
  • Drive innovation via exploring new tools and technologies to differentiate, deliver, measure & support our omnichannel marketing efforts shaping a effective customer experience. Work with SME, Commercial IT and agency partners to review and evaluate innovative digital solutions
  • Partner with Data Management, Advanced Analytics and Data Science teams to move forward in truly leveraging data, analytics and AI thus enhancing precision engagement
  • Deliver Omnichannel Analytics and performance measures for Omnichannel campaigns.  Will partner with the Oncology Data team for data management and structures needed to deliver Omnichannel OKR attainment.  Will also partner with Insights & Analytics for ROI and other advanced analytics.
  • Shape Omnichannel training materials in order to successfully accelerate the uptake of omnichannel vision, context and capabilities of marketing team members (including new hires/transfers etc)
  • Responsible for the CRM strategy, roadmap and delivery as we implement innovative and differentiated CRM capabilities that blend across internal/external and personal/non-personal promotion (supporting the ambitions listed above).

​​Qualifications

  • Minimum of bachelor’s degree in relevant field
  • 10+ years of experience in pharmaceutical and/or healthcare industry with experience in one or more of the following: digital marketing, consumer marketing, brand/product marketing, strategic planning, business planning, sales or sales operations
  • 5+ years of experience leading a capability or function in the areas above
  • Oncology or specialty care experience preferred

Skills

  • Highly accountable with the ability to lead and motivate a team
  • Self-motivated with experience shaping a vision, strategy and operational plans
  • Excellent communication skills (verbal and written) balancing executive, marketing and technical acumen
  • Thorough experience simplifying the complex in order to gain organizational/leadership buy in while also having the ability to be hands on and lead from the front (per topic/task)
  • Proven track record of managing complex cross-functional, matrixed teams
  • Strong organization skills and the ability to manage multiple concurrent projects
  • Proven experience in execution – ability to bring strategy and analysis to a tactical level and get projects started and drive to completion
  • Demonstrated ability to lead and influence with and without authority
  • Comfort operating in a highly regulated environment and industry
  • High ethical standards and personal integrity

Why AstraZeneca?

At AstraZeneca when we see an opportunity for change, we seize it and make it happen, because any opportunity no matter how small, can be the start of something big. Delivering life-changing medicines is about being entrepreneurial - finding those moments and recognizing their potential. Join us on our journey of building a new kind of organization to reset expectations of what a bio-pharmaceutical company can be. This means we’re opening new ways to work, pioneering cutting edge methods and bringing unexpected teams together. Interested? Come and join our journey.

Are you already imagining yourself joining our team? Good, because we can’t wait to hear from you.

Where can I find out more?

Our Social Media, Follow AstraZeneca on LinkedIn https://www.linkedin.com/company/1603/

Follow AstraZeneca on Facebook https://www.facebook.com/astrazenecacareers/

Follow AstraZeneca on Instagram https://www.instagram.com/astrazeneca_careers/?hl=en

AstraZeneca has taken critical steps to protecting colleagues, loved ones, and patients from COVID-19 and its variants.  COVID-19 vaccination is required for all US employees, and weekly PCR COVID-19 testing is required for those who are unvaccinated or have an approved accommodation.

AstraZeneca is an equal opportunity employer. AstraZeneca will consider all qualified applicants for employment without discrimination on grounds of disability, sex or sexual orientation, pregnancy or maternity leave status, race or national or ethnic origin, age, religion or belief, gender identity or re- assignment, marital or civil partnership status, protected veteran status (if applicable) or any other characteristic protected by law.



AstraZeneca embraces diversity and equality of opportunity. We are committed to building an inclusive and diverse team representing all backgrounds, with as wide a range of perspectives as possible, and harnessing industry-leading skills. We believe that the more inclusive we are, the better our work will be. We welcome and consider applications to join our team from all qualified candidates, regardless of their characteristics. We comply with all applicable laws and regulations on non-discrimination in employment (and recruitment), as well as work authorisation and employment eligibility verification requirements.

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