About This Role
You will join the North American Business Operations & Insights (BIO) team in Omnichannel Excellence, as a critical partner to Biogen’s US marketing teams. In this role, you will support and help drive the planning, execution, and optimization of all media and media partnerships in support of our US teams across both HCP and Patient audiences. You will be a digital media disrupter who pushes boundaries to optimize media planning, measurement, and optimization as well as optimizing the overall go-to-market media process.
As an Associate Director, you will play a hands-on role in advancing media planning, and optimization efforts, contributing to the evolution of Biogen’s omnichannel go‑to‑market approach. You will work closely with Brand Teams, Media Agency of Record, Decision Science/Customer Analytics to ensure media strategies are well-integrated, performance-driven, and aligned to brand and business objectives. This role includes accountability for media optimization based on Decision Science analytics and deep understanding of both TV and Digital Media. This candidate will be assigned specific Therapeutic areas, distinct from and in coordination with the other AD of Media, to ensure clear ownership and focus across the portfolio.
You will act as a thought partner with both the US brand teams & media agency of records in developing, evolving and pulling through the media strategies integrated with the broader omnichannel plans. The role will require an in-depth understanding of both the HCP and Patient media landscape - both traditional and emerging.
This position will report to the Head, US Omnichannel.
What You’ll Do
Strategic Leadership
- Support the development and execution of integrated media strategies (TV & Digital), including strong organic search, across DTC/Patient and HCP audiences, ensuring alignment with brand objectives and omnichannel plans.
- Act as a strong media subject matter expert and advisor to brand teams and cross‑functional partners, sharing perspectives on evolving platforms, media optimization based on Decision Science analytics, and emerging opportunities.
- Partner with Media Agency of Record to help translate business and brand goals into effective, performance‑driven media plans, with a focus on optimizing campaign impact.
- Ensure media, organic search plans are thoughtfully integrated within the broader omnichannel go‑to‑market strategy, collaborating closely with omnichannel, Decision Science, and brand stakeholders.
- Stay informed on media trends, technologies, and best practices, proactively bringing forward insights and recommendations to improve media effectiveness and innovation.
- Serve as the day‑to‑day media point of contact with Privacy and Legal partners, supporting compliance of media strategies, data usage, with relevant regulations.
- Champion media innovation by supporting pilots and experiments across platforms, formats.
Media Planning & Buying Oversight
- Partner closely with Brand Teams to understand brand strategies and objectives, supporting the execution of media plans aligned to approved briefs and timelines.
- Collaborate with and provide day‑to‑day oversight of Media Agency in the development, execution, and optimization of media plans across digital channels (e.g., organic search, programmatic, social, paid, etc.) ensuring alignment across paid, owned, and earned tactics.
- Support compliance of all media activities by working closely with Regulatory, Legal, and Privacy partners to ensure adherence to pharmaceutical marketing guidelines.
- Serve as a subject matter expert for SEO/GEO, partnering with web, content, and analytics teams to help optimize organic search performance and improve discoverability.
- Oversee day‑to‑day execution of brand social media accounts, partnering with agencies on content deployment, optimization, and compliance review.
Media Optimization
- Be accountable for driving strong media optimization in partnership with Decision Science based on provided customer analytics.
- Maintain a strong working understanding of media data flows and activation workflows (e.g., data integration, connectivity solutions), enabling effective collaboration with Decision Science to support ongoing media optimization.
- Support the design and execution of A/B and test‑and‑learn initiatives, in partnership with agency and Decision Science, to advance media innovation.
- Provide day‑to‑day leadership and direction to Media Agency ensuring high-quality media activation, and optimization rigor.
- Support the development and optimization of external media partnerships, working with senior leaders and agencies to improve media value and performance for brand teams.
Who You Are
Your intellectual curiosity and passion for winning help you thrive in a dynamic environment. You are an innovator who has a both a strategic and analytical approach, and you work with a solutions-oriented mindset, a sense of urgency, and attention to detail. You have a proven ability to influence and build credibility and strong partnerships with a diverse set of internal and external stakeholders. You leverage your strategic thinking and problem-solving skills to deliver results and achieve business goals in a customer-centric, innovative, and value-driven way.
Qualifications
Required Skills
- Minimum of 7+ years’ media healthcare experience (agency or client) with a focus on strategy, planning, execution and measurement in Pharmaceutical, Biotech, or healthcare industries.
- Demonstrated strength in SEO, GEO, and AEO strategies to drive discoverability across search and AI-driven platforms. Manage organic search agency.
- Hands-on management to oversee day-to-day management of social media channels.
- Deep understanding of both HCP and DTC/patient media landscape, digital media, TV (Linear, Connected) channels and platforms, social media, SEO/GEO, paid, endemic, etc.
- Proven experience leading integrated media campaigns with a heavy focus on digital healthcare channels (paid, owned, earned) and TV (Connected, Linear, etc.)
- Strong command media optimization based on Decision Science analytics. strong experience working with major DSPs.
- Excellent communication skills, with the ability to influence at all levels of the organization, ability to translate complex information into simple plans.
- Experienced leader of cross-functional teams, and in being a member of a cross-functional team.
Education
- BA/BS required
- MBA preferred
Additional Information
Base salary offered is determined through an analytical approach utilizing a combination of factors including, but not limited to, relevant skills & experience, job location, and internal equity.
Regular employees are eligible to receive both short term and long-term incentives, including cash bonus and equity incentive opportunities, designed to reward recent achievements and recognize your future potential based on individual, business unit and company performance.
In addition to compensation, Biogen offers a full and highly competitive range of benefits designed to support our employees’ and their families physical, financial, emotional, and social well-being; including, but not limited to:
- Medical, Dental, Vision, & Life insurances
- Fitness & Wellness programs including a fitness reimbursement
- Short- and Long-Term Disability insurance
- A minimum of 15 days of paid vacation and an additional end-of-year shutdown time off (Dec 26-Dec 31)
- Up to 12 company paid holidays + 3 paid days off for Personal Significance
- 80 hours of sick time per calendar year
- Paid Maternity and Parental Leave benefit
- 401(k) program participation with company matched contributions
- Employee stock purchase plan
- Tuition reimbursement of up to $10,000 per calendar year
- Employee Resource Groups participation
Why Biogen?
We are a global team with a commitment to excellence, and a pioneering spirit. As a mid-sized biotechnology company, we provide the stability and resources of a well-established business while fostering an environment where individual contributions make a significant impact. Our team encompasses some of the most talented and passionate achievers who have unparalleled opportunities for learning, growth, and expanding their skills. Above all, we work together to deliver life-changing medicines, with every role playing a vital part in our mission. Caring Deeply. Achieving Excellence. Changing Lives.
At Biogen, we are committed to building on our culture of inclusion and belonging that reflects the communities where we operate and the patients we serve. We know that diverse backgrounds, cultures, and perspectives make us a stronger and more innovative company, and we are focused on building teams where every employee feels empowered and inspired. Read on to learn more about our DE&I efforts.
All qualified applicants will receive consideration for employment without regard to sex, gender identity or expression, sexual orientation, marital status, race, color, national origin, ancestry, ethnicity, religion, age, veteran status, disability, genetic information or any other basis protected by federal, state or local law. Biogen is an E-Verify Employer in the United States.
Biogen Cambridge, Massachusetts, USA Office
225 Binney Street, Cambridge, MA, United States, 02142
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