Candidates for this position can be located in either Florham Park, NJ or Mettawa, IL. Talent will be hired at a level commensurate with experience.
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:
- Strategic Leadership:
- Evolve and refine omnichannel and digital marketing strategies to align with brand priorities
- Define innovative use cases, inclusive of, AI/ML, managing cross functional partners to develop, execute and measure (MABI, Lab, BTS, FPAT, APS etc)
- Strategic connector between brand marketing teams, the Marketing Analytics Business Insights (MABI) team, the Digital Lab, and agency partners.
- 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)
- Dotted line to the Digital Lab/Future Fit Digital in our DNA Enterprise roadmap and capabilities
- Audience Strategy:
- Lead the development of audience strategies to engage key stakeholders effectively, ensuring campaigns are tailored
- Channel Analysis: Analyze channels to identify the most effective way to reach the target audience (reachability waterfall)
- Define and deliver audience strategy inclusive of actionable lists/audiences, defining specific criteria to be activated across channels
- Customer Journey Flows/Content/Message Mapping:
- 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
- Monitoring and Optimizing Omnichannel Marketing:
- Monitor marketing performance across channels and devise strategies for optimization, utilizing data-driven insights to enhance outreach and effectiveness.
- Identify and build testing plans. Develop and manage tactic test plans, ensuring rigorous quality control before, during, and after campaign launches.
- Collaboration and Alignment:
- 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
- Partner with Digital Lab, as trusted expert, to review and align scopes and work to be done in-house vs external agency
