Omnichannel Orchestration Therapeutic Area Lead at Novo Nordisk

About the Department 

Our Commercial Strategy and Marketing group creates and delivers human-centered experiences, where innovation meets customer-centricity, driving the ultimate experience for our patients. Our focus extends beyond transactions to craft experiences as one fully integrated, aligned and connected organization that puts empathy at the center, powered by insight and foresight.

We develop an end-to-end approach to strategy, focusing on every touchpoint that impacts our customers. We leverage data and insights to inform our decision-making processes, ensuring that our strategies are rooted in a deep understanding of customer needs and behaviors. Our 'test and learn’ mindset and approach enables us to iterate rapidly and refine our strategies based on real-world results.

We are building an intentional team culture that is made up of diverse skillsets, united by the shared belief that reinvention and learning is what fuels continuous growth. Do you get excited about exploring the unknown? Does the idea of driving value through human-centered design pull you in? Are you ready to experiment with us?

The Position

The purpose of the Omnichannel Orchestration Therapeutic Area Lead is to develop and implement a comprehensive strategy for designing and orchestrating Therapeutic Area (TA) specific customer experience activation and channel strategies across paid, earned, owned digital properties, mass marketing channels, peer to peer, conventions and field CRM channels. This role is responsible for ensuring omnichannel customer experience strategies, related activities, and tactics are aligned with the strategic goals of the commercial organization for a specific TA. Responsibilities include managing a team of Omnichannel Strategists and Specialists across the TA. This role is responsible for fostering an environment of continuous improvement and innovation to enhance TA-specific customer experiences; building strong cross-functional relationships; ensuring compliance to Legal, Regulatory and industry standards; establishing KPIs (key performance indicators) to measure and optimize engagement strategies.

Relationship

The Omnichannel Orchestration Therapeutic Area Lead reports directly into the Omnichannel Orchestration Lead, HCP or Patient respectively, as part of the Customer Experience & Marketing Enablement organization. This role manages a team of direct reports within the specific TA Omnichannel Orchestration team. Additionally, this role will regularly engage with stakeholders across the Omnichannel Orchestration team, as well as other teams across CXME including (list other teams). The Lead will work closely with brand and TA teams participating in TA/Brand squads and collaborates with stakeholders across the organization including Commercial Excellence, CIA, IT, Sales, Medical, Legal, and Regulatory.

Essential Functions

• Customer Engagement Mapping and Test Planning: Conduct comprehensive customer journey activation mapping exercises to identify the optimal digital, mass media and in person touchpoints where customers interact with the brands within the TA, including paid, earned, and owned media channels and integrating field touchpoints (or similar for HCP version of this role). Collaborate with cross-functional teams, including Brand and Experience Intelligence, to gather insights into customer behaviors, preferences, pain points, and expectations across relevant digital, mass and in person touchpoints. Analyze customer behavioral data to identify opportunities for optimization and enhancement across identified digital, mass media and in person tactics. Develop detailed touchpoint optimization plans, outlining specific initiatives to improve the customer experience at key touchpoints. Develop A/B testing and experimentation strategies to validate proposed optimizations and measure their impact on customer engagement metrics. Continuously monitor and evaluate touchpoint performance, iterating on optimization strategies based on real-time data and feedback
• Customer Engagement Design & Optimization: Develop customer experience activation plans across Paid, Earned, and Owned digital properties, mass marketing channels, peer to peer, conventions and field CRM channels, ensuring a seamless and engaging experience for customers, actively analyzing campaign and channel results for optimization. Implement data-driven insights to personalize interactions at each stage of the customer journey. Continuously refine strategies to enhance customer engagement and omnichannel strategy
• Personalization Strategy Development & Optimization: Utilize TA-level customer data and segmentation techniques to develop personalized customer engagement strategies tailored to different segments and personas. Collaborate with Experience Intelligence and Experience Operations to leverage advanced analytics and machine learning algorithms for customer segmentation and predictive modeling. Develop content personalization strategies that deliver relevant and timely messages to customers based on their preferences, behaviors, and lifecycle stage. Monitor the performance of personalized campaigns and initiatives, analyzing key metrics such as engagement rates, conversion rates, and customer lifetime value. Iterate on personalization strategies based on performance insights, optimizing for continuous improvement and maximum impact on customer engagement
• Strategy Execution: Drives the design and development of TA-specific customer engagement strategies (i.e., tactical experience maps inclusive of digital, mass and in person channels) leveraging best practices and technologies. Champions and monitors the outcomes of the Omnichannel and Marketing plans ensuring alignment with expected outcomes and ROI. Partners with senior management to develop an overall TA-specific strategy and roadmap for long-term Customer Engagement initiative. Leads cross-functional projects to enhance customer experiences (CX) and integrates into Omnichannel capabilities across various customer segments within the given TA
• Leadership & Team Management: Lead and develop a team of Experience Orchestration Strategists and Specialists in the creation of Customer Engagement strategies. Set clear goals and expectations, provide regular guidance, feedback and support professional growth and development to drive continuous improvement and innovation within the team. Align team and individual efforts with business objectives and Customer Experience (CX) goals
• Stakeholder Engagement & Collaboration: Develops relationships with internal departments and external suppliers to ensure successful execution of strategy. Partners with the following teams:
• Brand leadership, Marketing (e.g., brand marketers, market research, etc.)
• Experience Intelligence and Commercial Insights & Analytics to develop customer engagement metrics
• Experience Operations and Integrated Customer Engagement teams to incorporate capabilities and technologies required for current and future customer engagement strategies
• Commercial Excellence and Innovation to leverage and pull through macro customer journeys

• Compliance and Best Practices: Maintains strong understanding of omnichannel best practices, Marketing and Regulatory/Legal aspects to ensure compliance with legal, quality and industry standards for customer engagement and data use. Works closely with the Privacy Team to align programs with privacy laws. Established and enforces governance procedures to ensure customer engagement and channel excellence and accountability. Provides oversight and QA across all executional work
• Measurement, Optimization & Innovation: Analyzes market dynamics and provides interaction projections for products guiding market research plans. Works with the Experience Operations Team to optimize database platforms and patient acquisition. Regularly reviews and adjusts omnichannel programs to optimize spend and meet ROI goals. Encourages innovative approaches and strategies to maximize brand objective. Encourages innovative omnichannel approaches and strategies to maximize brand/TA objectives

Physical Requirements

Hybrid Policy: 3 days in office, 2 days remote.
Approximately 20-30% overnight travel required.

Development of People

Supervisory

Ensure that reporting personnel have individual development plans (IDP), with annual goals and measurements that are consistent with the priorities of the business, and that interim reviews are held so that their work is focused on those priorities, and they understand their level of accountability for results and the measurement process.

Ensure that the IDP forms include completed learning and aspiration plans and are in place for all reporting personnel to enable the achievement of goals and capability to assume increased levels of responsibility.

Manage the application and communication of all Novo Nordisk policies, procedures, and the Novo Nordisk Way.

Qualifications

• A Bachelor’s degree or equivalent experience in Marketing, Business or related field
• 10+ years of experience including progressively responsible experience within sales, brand management/marketing experience within the pharmaceutical or other related industry required
• Exceptional experience in campaign development through customer experience orchestration, promotional asset execution, and driving impactful customer experiences is required
• Extensive experience working across Digital Marketing and technology spaces with fluency across Paid, Earned and Owned channels
• Demonstrated ability to successfully develop, implement and deliver customer experience (CX) solutions in a complex, dynamic environment
• Excellent strategic planning skills including the ability to translate strategy into tactics and operationalize for execution
• Experience in customer tactical experience planning and driving impactful customer experiences is required
• Experience in implementation of personalized marketing strategies
• Proven knowledge of the pharmaceutical industry, or Life Sciences, including Medical, Regulatory, and Clinical processes and market dynamics
• Ability to manage complexity including the leadership of work across competing priorities and multiple teams
• Strong strategic thinking and analytical skills including a data-driven mindset with the ability to translate insights into actionable marketing strategies to guide customer experience
• Strong understanding of Regulatory, Compliance and ethical considerations when engaging customer segments
• Proven track record of innovative CX tactics/high impact results (based upon metrics/ROI)
• Outstanding planning and organizational skills with exceptionally high attention to quality of detail and proven track record of results and follow-up
• Excellent communications and stakeholder management skills with the ability to influence senior management and collaborate with cross-functional teams across the organization
• Experience with collaborating with and managing external partners including agencies
• Embodies leadership behaviors including authenticity, servant leadership, will, empathy, decisiveness, driving focus and simplicity
• Excellent leadership and team management skills with the ability to inspire and motivate others
• People management experience required including a proven track record of development and coaching

We commit to an inclusive recruitment process and equality of opportunity for all our job applicants.

At Novo Nordisk we recognize that it is no longer good enough to aspire to be the best company in the world. We need to aspire to be the best company for the world and we know that this is only possible with talented employees with diverse perspectives, backgrounds and cultures. We are therefore committed to creating an inclusive culture that celebrates the diversity of our employees, the patients we serve and communities we operate in. Together, we’re life changing.

Novo Nordisk is an equal opportunity employer. Qualified applicants will receive consideration for employment without regard to race, ethnicity, color, religion, sex, gender identity, sexual orientation, national origin, disability, protected veteran status or any other characteristic protected by local, state or federal laws, rules or regulations.

If you are interested in applying to Novo Nordisk and need special assistance or an accommodation to apply, please call us at 1-855-411-5290. This contact is for accommodation requests only and cannot be used to inquire about the status of applications.