Director, US Media Strategy
New Yesterday
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 media and media partnerships in support of our US teams. In 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 how to utilize and drive capabilities like LiveRamp and related vendors as it relates to Identity resolution and media activation.
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 You'll Do
Strategic Leadership
- Lead the development and execution of integrated media strategies 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 LiveRamps' (and related capabilities/vendors) identity resolution/clean room and data onboarding capabilities, including integration workflows, data connectivity solutions, and audience activation across digital ecosystems.
- 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
- Partner with advanced analytics team to leverage predictive analytics to optimize plans based advanced measurement models
- 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
- channels and platforms, social media, omnichannel optimization/orchestration with other channels.
- Proven experience leading integrated media campaigns with a heavy focus on digital healthcare channels (paid, owned, earned).
- Strong command of media performance metrics and identity resolution tools, vendors (LiveRamp, 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
Base salary offered is determined through an analytical approach utilizing a combination of factors including, but not limited to, relevant skills & experience, job location, and internal equity.
Regular employees are eligible to receive both short term and long-term incentives, including cash bonus and equity incentive opportunities, designed to reward recent achievements and recognize your future potential based on individual, business unit and company performance.
In addition to compensation, Biogen offers a full and highly competitive range of benefits designed to support our employees' and their families physical, financial, emotional, and social well-being; including, but not limited to:
- Medical, Dental, Vision, & Life insurances
- Fitness & Wellness programs including a fitness reimbursement
- Short- and Long-Term Disability insurance
- A minimum of 15 days of paid vacation and an additional end-of-year shutdown time off (Dec 26-Dec 31)
- Up to 12 company paid holidays + 3 paid days off for Personal Significance
- 80 hours of sick time per calendar year
- Paid Maternity and Parental Leave benefit
- 401(k) program participation with company matched contributions
- Employee stock purchase plan
- Tuition reimbursement of up to $10,000 per calendar year
- Employee Resource Groups participation
Why Biogen?
We are a global team with a commitment to excellence, and a pioneering spirit. As a mid-sized biotechnology company, we provide the stability and resources of a well-established business while fostering an environment where individual contributions make a significant impact. Our team encompasses some of the most talented and passionate achievers who have unparalleled opportunities for learning, growth, and expanding their skills. Above all, we work together to deliver life-changing medicines, with every role playing a vital part in our mission. Caring Deeply. Achieving Excellence. Changing Lives.
At Biogen, we are committed to building on our culture of inclusion and belonging that reflects the communities where we operate and the patients we serve. We know that diverse backgrounds, cultures, and perspectives make us a stronger and more innovative company, and we are focused on building teams where every employee feels empowered and inspired. Read on to learn more about our DE&I efforts.
All qualified applicants will receive consideration for employment without regard to sex, gender identity or expression, sexual orientation, marital status, race, color, national origin, ancestry, ethnicity, religion, age, veteran status, disability, genetic information or any other basis protected by federal, state or local law. Biogen is an E-Verify Employer in the United States.
- Location:
- Cambridge, MA
- Job Type:
- FullTime
- Category:
- Biotechnology
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