As the lead for Multichannel Campaign Operations across brands, therapeutic areas, and customer groups, this role will be a critical business partner to the Multichannel Campaign Strategy & Planning team as well as Biogen's U.S. brand marketers in the planning, development, coordination, and execution of customer engagement tactics across channels. The role will be accountable for managing and optimizing the performance of in-house campaign operations teams, external service providers, and partners in the day-to-day execution of multichannel tactics, with particular emphasis on digital channels (e.g. email, web, media).
The Senior Manager, Multichannel Campaign Operations will also partner closely across U.S. Customer Excellence & Operations, IT, Regulatory, Legal, Compliance, Privacy, and other key functions to ensure successful execution of tactics and identify areas for innovation and improvement. In addition, this position will serve as an ongoing subject matter expert to the U.S. Organization in the areas of multichannel marketing, digital channel operations and platforms, and associated best practices.
Responsibilities: * Manage the team responsible for the day-to-day campaign execution and planning activities * Participate in customer journey planning and tactical planning exercises to guide multichannel campaign operations requirements and dependencies * Review and ensure that specification documents reflect the master plan and technical capabilities to execute; Roll-out an evolution of updated requirements templates based on business needs * Oversee the development of campaign calendars for planned tactics for each brand, franchise (e.g. MS, SMA), and customer group (e.g. HCP, Patient/Caregiver) * Facilitate regular forum for process improvement across internal functions (e.g. Multichannel Platform Operations, IT, Customer Information Management, Creative Center of Excellence) and external partners (e.g. Creative Agencies, Media Agencies, Media Vendors) and develop best practices to share with organization * Educate internal stakeholders on technical considerations with respect to multichannel campaign execution, when appropriate * Own training of all stakeholders on the campaign operations process and input requirements * Develop and refine SOP for campaign operations and quality assurance efforts on all multichannel marketing campaigns and associated tactics to ensure tactics are deployed compliantly according to specified requirements and regulations * Monitor deployment of tactics to validate proper execution and escalate any issues * Facilitate regular discussion with analytics to discuss performance of owned channels and optimize for future campaigns * Support brand leads by providing use case documents, results, and further consideration for technical capabilities and evolution * Collaborate with email platform vendor to ensure segmentation, loading creative, testing and opt-outs and managed appropriately * Design experiments to test creative, cadence, channel or other attributes of a multichannel marketing campaign * Provide campaign optimization direction to day-to-day team based on overall campaign performance against the measurement plan * Review and approve status documents provided by Campaign Operations across all brands, franchises, customer groups, and channels * Shape the evolution of campaign operations as channels are introduced as part of digital transformation initiatives
* Minimum of 5 years of multichannel marketing strategy, campaign planning, and campaign execution experience * Pharma/biotech experience preferred but not required * Proven track record developing and executing multichannel marketing campaigns to achieve superior results, demonstrating data-driven strategic thinking, experimentation, customer orientation, and operational excellence * Experience creating customer engagement strategies and designing multichannel customer journeys * Strong analytical skills with demonstrated ability to assess business results of marketing tactics, define appropriate metrics / KPIs, and maximize value of marketing investment * Experience managing and driving accountability with multiple agencies of record to develop and execute marketing tactics * Strong project leadership skills with a solution-oriented mindset, sense of urgency, and attention to detail * Ability to prioritize and manage workload in a fast paced, rapidly changing environment * Demonstrated relationship building and cross-functional teamwork skills to effectively direct and influence results across a diverse set of internal and external stakeholders * Strong written and verbal communication skills, including ability to deliver compelling presentations to executive audiences * Previous team management in fast-paced, results-oriented environment
* Bachelor's Degree in relevant field of study required * Advanced Degree preferred
The Senior Manager, Multichannel Campaign Operations will join the growing U.S. Multichannel Excellence team and oversee operations and execution of brand and segment-level multichannel campaigns.