Director, Direct-to-Customer (DTC) Innovation – Digital Health

This is a fully remote position, open to applicants in United States.

📋 Description

• Drive the strategy, development, and execution of integrated customer experiences for FL, MZL, and WM.

• Convert insights on diseases, treatment pathways, unmet needs, and portfolio priorities into engagement strategies for patients, caregivers, and healthcare professionals.

• Create launch roadmaps, milestones, dependencies, governance, and success metrics from concept through approval, deployment, and optimization.

• Direct both branded and unbranded digital campaigns across key hematology indications.

• Formulate customer-centric strategies that encompass paid media, search, social, AI-driven channels, point-of-care channels, and emerging platforms.

• Oversee the work of agencies and external partners from strategic briefs through creative development, regulatory review, production, activation, and optimization.

• Design and implement CRM journeys that integrate site experiences, content, media, and opt-in engagement.

• Define audience segmentation, journey logic, triggers, content specifications, and measurement plans.

• Utilize first-party data and behavioral insights to tailor engagement and enhance content relevance.

• Identify and spearhead digital health initiatives that enhance patient and HCP experiences.

• Assess emerging technologies and partners, transforming promising concepts into testable pilots.

• Investigate AI-driven experiences, personalization, decision-support tools, and technologies that enhance access to pertinent information.

• Construct business cases and measurement frameworks for new capabilities.

• Create digital clinical-trial awareness initiatives in collaboration with Clinical Operations, Medical, R&D, and other stakeholders.

• Develop compliant strategies to boost awareness of actively recruiting trials.

• Link disease education, CRM, digital platforms, media, and trial-finding experiences.

• Act as a liaison across Commercial, Medical, Clinical Operations, Corporate Affairs, Legal, Regulatory/PRC, Analytics, Technology, Privacy, and external agencies.

• Navigate regulatory requirements for branded, unbranded, disease-awareness, and clinical-trial communications.

• Offer recommendations to senior leaders and maintain momentum amidst shifting priorities.

• Establish launch KPIs for awareness, engagement, CRM enrollment, journey progression, media performance, customer behavior, and business impact.

• Collaborate with Analytics to link channel engagement with downstream customer behaviors.

• Apply test-and-learn methodologies to enhance audiences, messages, journeys, and channels.

• Relay performance, insights, risks, and recommendations to senior leadership.

• May oversee direct reports and/or manage cross-functional teams, agency teams, contractors, and matrixed partners.

⛳️ Requirements

• Bachelor's degree is mandatory; an advanced degree is preferred.

• Extensive experience in pharmaceutical, biotechnology, or healthcare marketing/customer experience, with direct experience in hematology required.

• Strong understanding of the hematology/oncology treatment landscape; experience with B-cell malignancies is highly preferred.

• Proven experience in launching digital campaigns, websites or microsites, CRM programs, or integrated omnichannel experiences within a regulated healthcare setting.

• Experience in managing complex initiatives from strategy through content development, regulatory/MLR or PRC review, production, launch, and optimization.

• In-depth knowledge of pharmaceutical regulatory, privacy, and compliance factors affecting patient and HCP engagement.

• Demonstrated success in a fast-paced, highly dynamic environment with multiple priorities and tight launch timelines.

• Exceptional skills in cross-functional leadership, stakeholder management, and agency oversight.

• Strong strategic thinking complemented by a proactive approach to execution.

• Excellent written and verbal communication skills, capable of simplifying complex clinical, technical, and strategic information.

• Direct experience in FL, MZL, WM, CLL/SLL, or related B-cell malignancies is preferred.

• Experience in developing patient disease-education platforms, digital patient communities, or HCP education ecosystems is advantageous.

• CRM experience, ideally with Salesforce Marketing Cloud, including patient journey design, segmentation, consent management, and personalization, is preferred.

• Background in HCP digital/point-of-care platforms, paid media, search, and social activation is an asset.

• Familiarity with digital health, AI-driven customer experiences, or emerging healthcare technologies is preferred.

• Experience in clinical-trial recruitment or awareness is a plus.

• Experience leveraging analytics, experimentation, and customer-level data to optimize marketing or digital health initiatives is favored.

• Capability in managing agencies, vendors, budgets, and multiple concurrent workstreams is preferred.

• Willingness to travel approximately 20% based on business needs.

🏝️ Benefits

• Annual bonus plan for Non-Commercial roles

• Incentive compensation plan for Commercial roles

• Discretionary equity awards

• Employee Stock Purchase Plan

• Medical insurance

• Dental insurance

• Vision insurance

• 401(k)

• FSA/HSA

• Life Insurance

• Paid Time Off

• Wellness