The Associate Director for Omnichannel Strategy plays a critical role in enhancing marketing and customer engagement through innovative, insight-driven strategies. This position is pivotal in Business Unit Franchise teams while driving the evolution of omnichannel marketing strategies across various platforms. This role champions digital transformation, building a learning environment that embraces innovation, drives high performance, and enhances customer engagement.

Key Responsibilities:

1. Strategic Leadership:
   1. Evolve and refine omnichannel and digital marketing strategies to align with brand priorities
   2. Define innovative use cases, inclusive of, AI/ML, managing cross functional partners to develop, execute and measure (MABI, Lab, BTS, FPAT, APS etc)
   3. Strategic connector between brand marketing teams, the Marketing Analytics Business Insights (MABI) team, the Digital Lab, and agency partners.
   4. Integrate digital capabilities into brand strategies to drive personalized customer engagement and enhance the overall experience for Health Care Professionals (HCPs) and Consumers (inclusive of NBA/suggestions)
   5. Dotted line to the Digital Lab/Future Fit Digital in our DNA Enterprise roadmap and capabilities
2. Audience Strategy:
   1. Lead the development of audience strategies to engage key stakeholders effectively, ensuring campaigns are tailored
   2. Channel Analysis: Analyze channels to identify the most effective way to reach the target audience (reachability waterfall)
   3. Define and deliver audience strategy inclusive of actionable lists/audiences, defining specific criteria to be activated across channels
3.  Customer Journey Flows/Content/Message Mapping:
   1. Develop and refine customer journey flows and content to optimize touchpoints across the customer experience continuum, including downstream actions (CTA/MVA), enhancing overall engagement and driving the business forward
4. Monitoring and Optimizing Omnichannel Marketing:
   1. Monitor marketing performance across channels and devise strategies for optimization, utilizing data-driven insights to enhance outreach and effectiveness.
   2. Identify and build testing plans.  Develop and manage tactic test plans, ensuring rigorous quality control before, during, and after campaign launches.
5. Collaboration and Alignment
   1. Collaborate effectively in a matrixed environment, ensuring synchronization of priorities with cross-functional partners including Media, Market Research, Analytics, Digital Lab, Business Technology Solutions (BTS), and others
   2. Partner with Digital Lab, as trusted expert, to review and align scopes and work to be done in-house vs external agency