Director, US Media Strategy

Job Description

About This Role
You will join the North American Business Operations & Insights (BIO) team in Omnichannel Excellence as a critical partner to Biogens US marketing teams. You will be accountable for leading the planning and implementation of all media and media partnerships in support of our US this critical role you will be a digital media disrupter who pushes boundaries to optimize media planning measurement and optimization as well as optimizing the overall go-to-market media process.

This senior-level role requires a blend of pharmaceutical media strategic thought leadership cross-functional collaboration and deep analytical acumen. The ideal candidate will bring a proven track record in healthcare media strategy Omnichannel Marketing driving both DTC/Patient and HCP media strategies that meet brand and business objectives. This role includes accountability for media performance the management of our Media AORs and deep understanding of both TV and Digital Media for both HCP and Patients.

You will act as a thought partner with both the US brand teams & media agency of records in developing evolving and pulling through the media strategies and measurement integrated with the broader omnichannel plans. The role will require an in-depth understanding of core audiences identifying and implementing optimal approaches to measurement and deep knowledge of both the HCP and Patient media landscape social media - both traditional and emerging.

This position will report to the Head of Omnichannel Excellence.

What Youll Do

Strategic Leadership

• Lead the development and execution of integrated media strategies (TV & Digital) across both DTC/Patient and HCP audiences supporting brand objectives.
• Serve as the media thought leader across the organization educating stakeholders on evolving platforms performance metrics and innovative strategies.
• Lead with Media Agency the translation of business goals into high-impact media strategies optimizing Rx lift.
• Ensure media plans fully integrate as part of a greater omnichannel go-to-market approach.
• Keep abreast with the latest media trends technologies and best practices to ensure media efforts remain innovative and effective.
• Be the point person with Privacy ensuring all media strategies and data usage comply with relevant regulations

Media Planning & Buying Oversight

• Partner closely with brand teams to understand brand strategies and ensure seamless execution according to media briefs and plans.
• Oversee media agency partners in the development execution and optimization of media plans across all digital channels (e.g. programmatic social paid and organic search). Ensure integration of paid owned and earned channels.
• Guide channel mix and investment decisions based on audience insights ROI modeling and brand priorities.
• Ensure all media activities are compliant with regulatory and legal guidelines for pharmaceutical marketing.
• Be the SEO expert while collaborating with functional partners e.g. web content optimizing organic search.
  

Analytics & Optimization

• Own accountability for media performance ensuring investments deliver optimal impact by continuously refining strategies and execution for maximum effectiveness.
• Deep understanding of media data workflows including integration workflows data connectivity solutions enabling continuous optimization.
• In collaboration with the Omnichannel measurement team define media KPIs aligned to business goals and co-lead measurement frameworks for performance reporting.
• Leverage media performance analytics to drive data-informed optimization decisions ensuring campaigns maximize ROI and meet brand objectives.
• With Omnichannel analysts provide leadership in translating data into actionable insights and optimizing campaigns for maximum impact and ROI
• Interpret media data to identify trends uncover insights and drive continuous optimization.
• Lead development of media dashboards targeted to various internal groups (brand executive)
• Development of A/B testing to support media innovation
• Leadership of media agency team to ensure the highest delivery of media performance and activation
• Collaborate with BIO Brand Marketing and PRC teams to ensure alignment and compliance.
• Represent media strategy in executive-level discussions and provide regular updates to senior commercial leadership.
• Lead the development of external media partnerships improving value and performance to the brand teams

Who You Are
Your intellectual curiosity and passion for winning help you thrive in a dynamic environment. You are an innovator who has a both a strategic and analytical approach and you work with a solutions-oriented mindset a sense of urgency and attention to detail. You have a proven ability to influence and build credibility and strong partnerships with a diverse set of internal and external stakeholders. You leverage your strategic thinking and problem-solving skills to deliver results and achieve business goals in a customer-centric innovative and value-driven way.

Qualifications

Required Skills

• Minimum of 10 years media healthcare experience (agency or client) with a focus on strategy planning execution and measurement in Pharmaceutical Biotech or healthcare industries.
• Deep understanding of both HCP and DTC/patient media landscape digital media TV (Linear Connected) channels and platforms social media SEO omnichannel optimization/orchestration with other channels.
• Proven experience leading integrated media campaigns with a heavy focus on digital healthcare channels (paid owned earned) and TV (Connected Linear etc.)
• Strong command of media performance metrics and identity resolution tools vendors (IQVIA Crossix).
• Excellent communication skills with the ability to influence at all levels of the organization ability to translate complex information into simple plans.
• Strong ability to drive insights from measurement tracking to drive action that increases brand impact.
• Experienced leader of cross-functional teams and in being a member of a cross-functional team.
• Work with agility - improve media processes ways of working both internally and externally work smarter and more efficiently.

Education

• BA/BS required
• MBA preferred

Additional Information