Talent will be hired at a level commensurate with experience.
The Marketing Manager, Omnichannel Strategy – Consumer is a newly created role on the Omnichannel Strategy team, reporting directly to the Associate Director, Omnichannel Strategy. This role is responsible for developing and executing consumer/DTC omnichannel strategy across the Rheumatology portfolio — spanning RINVOQ and SKYRIZI indications with a focus on reaching and engaging potential patients through coordinated, data-driven digital and media programs.
You will also work closely with various brand team members to support our strategic imperatives and pull through to patients. Key responsibilities include:
Consumer Omnichannel Strategy & Media Execution
- Reinforce and support the overall brand strategic imperatives, translating them into consumer omnichannel plans that pull through to patients across all digital and media channels.
- Lead the development of consumer/DTC omnichannel strategy across RINVOQ and SKYRIZI indications — translating portfolio-level strategic direction into channel-specific, patient-focused plans
- Strategize the customer experience with media channels in scope — including programmatic display, paid social, search, CRM/email, streaming audio and video, and connected TV — in partnership with APEX and media agency partners
- Collaborate with brand team on consumer media briefs; own strategy and channel-level optimization strategic recommendations in partnership with creative and media agency partners
- Translate brand strategy into consumer-facing omnichannel touchpoints that move patients along the awareness-to-action journey
- Evaluate, consult, monitor and optimize consumer campaign performance against defined KPIs; surface insights and recommendations to the AD, Omnichannel Strategy on a regular cadence
Consumer Data & Audience Strategy
- Partner with APEX, media agency, and data partners to activate CDP (Customer Data Platform) capabilities, leveraging first-party data, audience segmentation, and patient behavioral signals to identify, reach, and engage potential patients more effectively
- Support the development of consumer audience segmentation- translating portfolio-level segmentation strategy into indication-specific consumer targeting
- Partner with Media Agency on consumer digital profiling and patient behavioral insights; translate findings into actionable targeting strategies and media recommendations
- Evaluate consumer audience data quality from media and data partners; surface gaps and opportunities to the AD, Omnichannel Strategy
- Stay current on evolving consumer targeting capabilities (e.g., contextual targeting, identity resolution, first-party data activation) and bring recommendations forward
Consumer Measurement & Performance Reporting
- Lead consumer-facing performance reporting — optimize reporting and tracking KPIs across all DTC/consumer media channels
- Lead developing and stewarding the holistic measurement plan — providing the consumer lens across NPP, CRM, digital media, and audience performance metrics
- Contribute to the Cross-Agency QBR process with consumer performance data and recommendations
- Partner with media agency and APEX to ensure consistent measurement methodology and data integrity across consumer campaigns
Vendor & Partner Management
- Support periodic vendor evaluation process — providing a consumer/DTC lens on partner capabilities, audience reach, and data pass-back quality
- Manage relationships with consumer media and data vendors; ensure deliverables, timelines, and performance expectations are met
- Evaluate new consumer media partners and platforms for alignment to patient audience strategy and overall portfolio objectives
- Collaborate with media agency to ensure consumer vendor selections are integrated into the broader omnichannel plan
Cross-Functional Collaboration
- Partner closely with RINVOQ and SKYRIZI brand teams to ensure consumer omnichannel strategy is aligned to brand priorities and integrated with HCP-facing efforts
- Collaborate with the AD, Omnichannel Strategy to ensure consumer and HCP programs are complementary and coordinated across the portfolio
- Engage with APEX, media agency, and data partners in a collaborative, outcomes-oriented manner — driving integration and accountability across the consumer ecosystem
- Participate in broader Omnichannel Strategy team planning, sharing consumer insights and best practices to elevate the overall program