Associate Director, Omnichannel Marketing Execution

Xeris Pharmaceuticals•Chicago, IL

3d•Hybrid

About The Position

The Associate Director, Omnichannel Marketing Execution is responsible for translating brand-level strategic imperatives into dynamic, trigger-based customer journeys across HCP and patient/DTC audiences for all three brands. This role owns the journey blueprint end to end: mapping the customer experience, defining the real-time signals and triggers that move HCP and patient audiences through the journey, and directing the technical build through Marketing Technology & Journey Operations. The role operates across brands at different levels of maturity, enhancing and refining an existing live journey on one brand while building net-new journeys from foundation on others, and prioritizes that work in partnership with the Sr. Director of Omnichannel, brand teams, Commercial Operations, Medical Affairs and Market Access.

Requirements

Bachelor’s degree in business, marketing, advertising, or other relevant field of study.
7 to 10 years of marketing experience in pharmaceutical, biotech, or specialty healthcare, with direct experience in omnichannel or CRM/marketing technology strategy.
Demonstrated experience building or managing dynamic, trigger-based customer journeys (not static campaign sequences) in a regulated environment.
Working knowledge of Veeva CRM and a marketing orchestration/ESP platform (HubSpot, Marketo/Adobe, Salesforce or equivalent); familiarity with CDP concepts a plus.
Experience across both HCP and patient/DTC marketing; multi-brand experience strongly preferred.
People management experience, with the ability to direct technical execution without owning the build personally.
Strong cross-functional stakeholder management skills in a matrixed pharma organization, including commercial operations, market access, medical affairs, brand, and agencies.
Comfort operating in ambiguity. This role will build net-new journey infrastructure on some brands while enhancing a mature journey on another, often in parallel.
Strong understanding of FDA regulations and guidance governing HCP and patient promotional communications within the pharmaceutical industry.
Veeva CRM exposure required

Nice To Haves

familiarity with CDP concepts a plus

Responsibilities

Translate each brand’s strategic imperatives into an omnichannel customer journey blueprint, covering both HCP and patient/DTC segments and reflecting each segment’s distinct decision path.
Serve as the strategic connector between brand marketing teams, Commercial Operations and Analytics, and the in-house Paid Media/digital team, translating brand priorities into journey requirements and measurement plans.
Define audience segmentation and channel-reachability strategy for each brand’s HCP and patient populations, determining which channels reach which segments most effectively before journey design begins.
Design dynamic, trigger-based journeys, not static, one-time sequences, that move HCP and patient audiences across channels based on real-time behavioral and engagement signals, incorporating next-best-action logic so the channel and content an HCP or patient sees reflects their most recent engagement rather than a fixed sequence.
Define the field-facing trigger logic: what signals warrant a rep alert, what threshold of engagement constitutes a meaningful signal, and how that alert integrates into the sales workflow.
Define what signals feed back into the journey engine to advance an HCP or patient to the next best action or channel.
Prioritize journey build and enhancement work across all three brands in partnership with the Sr. Director, sequencing brands by commercial priority and current build maturity rather than treating all three as day-one scope.
Collaborate with Paid Media team to define how each channel functions within the omnichannel journey, defining the sequencing, role, and cadence of paid social, EHR/point-of-care, PulsePoint and other programmatic, endemic, Google paid search, conferences and peer-to-peer events, and owned website activity.
Design and manage test-and-learn plans across channel mix, message, and cadence to continuously improve journey performance; partner with Analytics on measurement design, reporting, and connecting journey performance to TRx outcomes.
Direct-manage the Manager, Marketing Technology & Journey Operations, leading journey strategy and design together while the Manager owns backend implementation and technical build (Veeva CRM, marketing orchestration platform); ensure the build executes the strategic blueprint accurately.
Review journey performance against the intended design and course-correct build or logic gaps before they compound across brands.
Partner with Commercial Operations, IT, and the data warehouse team on the real-time data infrastructure that powers journey triggers and signal feedback.
Partner with Market Access, Medical Affairs, Brand, and Competitive Intelligence to ensure journey logic, content, and timing reflect access and affordability considerations, regulatory and scientific boundaries, brand strategy, and competitive signal.
Manage day-to-day agency relationships supporting journey build and execution, escalating scope or performance issues to the Sr. Director of Omnichannel.
Other projects and tasks as assigned.