Working with Us
Challenging. Meaningful. Life-changing. Those aren’t words that are usually associated with a job. But working at Bristol Myers Squibb is anything but usual. Here, uniquely interesting work happens every day, in every department. From optimizing a production line to the latest breakthroughs in cell therapy, this is work that transforms the lives of patients, and the careers of those who do it. You’ll get the chance to grow and thrive through opportunities uncommon in scale and scope, alongside high-achieving teams. Take your career farther than you thought possible.
Position Summary
The Omnichannel Strategist acts as member of the Worldwide Commercialization Excellence (WCx) for brand teams, pulling in cross-functional resources to ensure successful delivery of omnichannel strategy and campaigns.
This role is deployed to brand teams with a focus on HCP, to lead digital and media channel planning in collaboration with our business partners, and leads cross-functional teams (business, matrix, agency partners) to execute and optimize campaigns, tactics, and programs to meet and exceed business strategy and objectives.
Position Purpose
1. Plan and execute omnichannel brand campaigns, programs, media planning & campaigns and tactics - driving operational effectiveness, business impact and achievement of objectives.
2. Partner with business and other WCx functions and BIT functions on development of omnichannel strategy to meet business and customer needs.
3. Partner with AIA to develop metrics and measurement plans and deliver omnichannel insights and recommendations for ongoing optimization of omnichannel strategy
4. Leverage Digital Capabilities and Customer Engagement Excellence principles, standards, and best practices to drive results for the business. Examples include omnichannel and advanced analytics, content modularization, CRM, websites, Interactive visual aids (IVAs), email, Remote Engagement and Search Engine Marketing.
5. Identify and run experiments with IT / CEP to pilot and scale future digital marketing capabilities.
6. Act as a coach to brand teams to ensure adoption of new ways of working with specific focus on omnichannel strategy.
Key Responsibilities
7. Leads brand omnichannel planning and content strategies in partnership with marketing across cross-functional stakeholders for multiple customers as prioritized by the brand lead.
8. Leads cross-functional matrix teams to enable seamless execution of business strategy and lead execution of digital campaigns/tactics.
9. Contributes to continuous improvement of engagement, channel, content and analytic planning frameworks and tactical templates to use across cross functional brand teams.
10. Leads and coordinates regular insights and metrics discussions with business partners in partnership with the AIA team to ensure frequent optimization of the engagement, content and channel plans.
11. Collaborates with AIA to ensure KPI identification, measurement plans and optimization of omnichannel campaigns and customer journeys
12. Coordinates with Brand Teams, AIA, Customer Engagement Platforms, BIT, Digital Production, Content Delivery, and WCx teams on the following activities:Prioritization of campaigns and tacticsDefinition of campaign/tactic success (e.g., development of metrics plan)Evaluation and optimization of tacticsDriving tactical plan to accomplish KPI and business objectives
13. Provides omnichannel subject matter expertise into the ongoing evolution of customer engagement model by working with business leads on critical business priorities
14. Maintains view of the competitive landscape and has a broad perspective across BMS and pharma industry to identify and drive best practice around omnichannel expertise
15. Drives innovation culture and coordinates with business and capability leads to develop innovative digital tactics and apply metrics, analytics, and insights
16. Identifies long-term process needs of the business partners focused on omnichannel capabilities, developing, and executing a plan to address business requirements
17. Identify opportunities for synergies and collaboration within and across markets within a therapeutic area
18. Identify, share and lead implementation of best practices in OC planning, content creation, platform development, etc. across TAs / brands
19. Lead on the relationship with digital agencies/vendors to define project scope, costs, timelines, and deliverables
20. Partner with content stewards, Production & Content Delivery to provide early insight into crossmarket material creation to drive content/asset re-use.
21. Deliver campaign briefs to support the development of campaigns.
22. Monitor, manage and provide regular updates on campaign/project financials
23. Partner closely with Production and Content Delivery to provide direction and support to project teams.
24. Monitor project status and budget and provide regular reporting on progress, challenges, and solutions
25. Collaborate with Omnichannel Strategy teams to enable consistency and best practice sharing across the enterprise
26. Identify business process and capability improvement opportunities aligned to the needs of the business/customers
27. Flex coverage across Omnichannel Strategy teams on as-needed basis
28. Manage, communicate with and present to senior stakeholders (e.g. up to GM level locally, global leadership level globally)
Required Qualifications & Experience
29. Bachelor’s degree required; MBA preferred
30. 8+ years' experience in Digital /Omnichannel Marketing leadership, including:
31. marketing/customer engagement strategy, brand/business planning
32. analytics
33. multi-channel (digital and non-digital)
34. marketing operations and campaign/tactic execution/management
Key Competencies
35. High-level strategic thinking and articulation
36. Strong record of accomplishment of developing and executing omnichannel strategies and tactics (across personal, non-personal promotional channels)
37. Considerable experience in omnichannel marketing in industries with high digital usage
38. Experience working with and directing external creative and media agencies
39. Insight and analytical fluency
40. Financial and business acumen
41. Knowledge of industry trends and benchmarks for content and channel performance across different customer types
42. Data-driven customer experience
43. Understands media planning, buying and pull-through
44. Leverages creative and analytical approaches to identify and activate paid, earned and owned channels
45. Adopts a customer-focused mindset in building strategy and tactics; understands unique customer preferences for omnichannel deployment
46. Maintains a robust set of metrics / KPIs in partnership with AIA to track omnichannel campaign performance by customer segment with feedback loop to inform on-going omnichannel strategies
47. Drives trade-off decisions anchored in data
48. Partners with BI&A to understand omnichannel preferences for different customer segments
49. Demonstrates ability to deliver on customer needs and optimize customer experience
50. Experience operating in agile teams; ability to coach teams on agile ways of working for content creation
51. Facilitates content delivery process for brand teams, enabling agile ways of working
52. Knowledge and experience with MLR processes for content production
53. Knowledge of requirements for omnichannel pull through; adopts new capabilities / ways of working to enable content deployment faster (e.g., modular content)
54. Experience using modular content creation (e.g., tagging, taxonomy)
55. Strong demonstrated ability to lead and influence a cross-functional team, including senior management
56. Has a record of accomplishment of fostering a collaborative environment and creating a strong rapport
57. Leads change, mentors and upskills teams