Director, Digital & Omnichannel Marketing

Key Responsibilites

Digital Strategy & Planning

• Lead strategic design, development and deployment of digital marketing strategy. Work with marketing team. and agency of record, to create tailored digital plans for segmented customers and support disease education and branded promotion.  Serve as the digital channel (web, social, email) and digital media (paid, owned, earned) expert.  Guide the marketing team to ensure digital channels are optimally utilized.
• Advance HCP communications from semi-customized, singular audience (endocrinology) to fully customized and segmented customer journeys; as HCP customer mix grows, over time (radiology, cardiology, etc.)
• Scale patient CRM and implement similarly customized and segmented patient digital journeys
• Partner with marketing colleagues to establish segmented patient and provider digital journeys

Digital Operations & Optimization  

• Develop roadmap for migration to full omnichannel capability, with clear milestones and metrics
• Establish phased development of digital marketing metrics and dashboards to support business objectives
• Integrate disparate elements of data ecosystem in order to build toward omnichannel capabilities
• Develop detailed digital analytics and applied metrics (predefinitions of success, strong metrics and dashboards created to monitor progress). Ability to create:
  • Benchmarks and measures of audience reach and quality for both patient and provider audiences
  • Return on investment (ROI) as measured by channel and across channels
  • Answers to key questions: Are we reaching the right people? Are we reaching new people or the same people over and over?  How does activity in one channel impact the performance of another?  
• Scale digital infrastructure from general promotional ability to full omnichannel capability
• Develop data-driven marketing automation capabilities for monthly and quarterly optimization analysis
• Develop recommendations for owned media optimization (web, social property design & management)
• Select and manage digital vendors (Marketo, Veeva/Crossix etc.), as relates to digital marketing efforts
• Collaborate with IT, Corporate Comms. and others to gain alignment on cross-functional initiatives

Desired Experiences 

• Established and led cross-functional forums to build digital marketing infrastructure & plans; established governance and use-case roadmaps (phased and clear near/mid/long-term plans)
• Broad digital channel management & integration experience (social, web, email, etc.)
• Experience optimizing owned properties (CortisolMatters.com, Korlym.com/hcp, Korlym.com) to enhance user experience, streamline content and capture data (i.e. mobile number and email, NPI#)
• Developed content that drives to owned properties (e.g. clear calls to action)
• Expert digital media optimization (SEO, web, programmatic), experience designing multi-touch attribution and/or “next best action(s)” and has led digital media strategy (paid, owned & earned)
• Digital content creation experience (developed strong pull tactics to engage patients/providers)
• Has built owned, on-demand learning properties/portals for providers (or patients) that includes content from disease state education, speaker decks and virtual webinar sessions
• Experience building /patient databases of qualified leads and CRM programs leveraging optimized owned properties and experience building data base of leads and CRM programs leveraging owned properties.
• Subject matter expert on emerging trends in digital marketing practices and emerging regulatory trends
• Expert ability to create and monitor digital metrics via strategic dashboards (customer conversion rates) , tactical optimization (unique visitors, bounce rates, customer conversion rates, etc.)
• Experience creating digital infrastructure (CRM, marketing auto., data ecosystems & optimization software)
• Experience with personal/non-personal, branded/unbranded and digital omni-channel promotion
• Demonstrated ability to drive cross-functional consensus with complex concepts and initiatives
• Demonstrated ability to translate strategic direction into effective digital promotion tactics
• Experience partnering with marketers and directing agencies of record, for digital promotion and media

Additional Qualifications 

• Bachelor’s degree required. Advanced degree (M.B.A., PhD.) is advantageous.
• 10+ years of biopharmaceutical experience with 5-10 years in patient/provider marketing, marketing operations and/or digital/omni-channel marketing. New product launch experience is preferred.
• Marketing or Marketing Ops experience in a combination of small and large biopharmaceutical companies
• Advanced understanding of relevant legal, regulatory and business compliance considerations is required.
• Experience working in startup or emerging biopharmaceutical firms is desired
• Excellent interpersonal skills with ability to lead, interact with, focus, resolve conflict and drive consensus among individuals from a variety of cultures, and disciplines. 
• The position will be based in Menlo Park/Bay Area

The pay range that the Company reasonably expects to pay for this position is $218,000 - $257,000; the pay ultimately offered may vary based on legitimate considerations, including job-related knowledge, skills, experience, and education.  An annual cash bonus and equity grants may be provided as part of the overall compensation package, in addition to a full range of medical, financial, and/or other wellness benefits, dependent on the position offered. 

Applicants must be currently authorized to work in the United States on a full-time basis.

If you are based in California, we encourage you to read this important information for California residents linked here.