Associate Director, Omnichannel Strategy & Activation - Tryngolza

Ionis Pharmaceuticals, Inc.•,

87d•$150,000 - $170,000•Remote

About The Position

The Associate Director, Omnichannel Strategy & Activation – Tryngolza contributes to the development and evolution of integrated customer engagement strategies for HCP and consumer audiences and leads their translation into coordinated activation plans and execution. Reporting to the Director, Omnichannel Integrated Experience & Engagement, this role is a senior strategic and executional partner who helps shape customer journeys across channels and functions. Within the Director’s strategic direction, the Associate Director independently leads defined activation workstreams, exercises judgment on complex executional issues, and escalates decisions with broader strategic implications. The role leads activation informed by brand strategy across media, web, email, search, video, peer-to-peer, and other relevant channels, connecting those experiences with touchpoints and functions including Field, Access, Patient Services, Medical, Corporate Communications, and Patient Advocacy. It partners with Marketing and Brand Strategy to translate brand priorities, audience needs, and engagement objectives into cohesive channel and experience plans, with attention to UX, calls to action, channel context, and the intended next customer action. In partnership with Omnichannel Operations, Analytics, Commercial Operations, and agency partners, the Associate Director ensures that strategic intent is reflected in activation planning, business requirements, operational enablement, measurement, and execution. The role identifies dependencies and opportunities, recommends solutions, and applies performance learning to strengthen customer engagement and inform organizational priorities. This is a remote position.

Requirements

Bachelor’s degree required; advanced degree preferred, or equivalent relevant experience.
At least 12 years of relevant experience with a bachelor’s degree; or 8 years with a master’s degree; or equivalent experience in pharmaceutical, biotechnology, healthcare marketing, omnichannel/customer engagement, digital marketing, media, or a related discipline.
Strong understanding of HCP and consumer digital engagement and media channels, including programmatic, paid search, social, online video/CTV, point of care, web, and email.
Ability to think strategically and independently translate broader brand, audience, and customer strategies into actionable channel and activation plans.
Experience partnering with Marketing and creative agencies on promotional content development, with a strong understanding of digital UX, customer journeys, calls to action, and channel-specific content requirements.
Experience working with media agencies and cross-functional teams to plan, activate, measure, and optimize integrated customer engagement programs.
Working knowledge of pharmaceutical PRC/MLR processes and regulatory, privacy, and compliance requirements.
Strong analytical orientation and ability to interpret customer and channel performance and translate findings into actionable optimizations and insights.
Ability to navigate complex cross-functional dependencies, lead high-priority cross-functional initiatives, and work effectively across Marketing, Analytics, Commercial Operations, Field, Omnichannel Operations, Digital/IT, agencies, and other matrixed teams.
Excellent communication, collaboration, and organizational skills, including the ability to provide context, establish clear expectations, influence partners, and maintain accountability without direct authority.
Strong judgment about when to independently drive executional optimization and when to elevate issues, insights, or decisions with broader strategic implications; ability to persuade diverse stakeholders in sensitive and complex situations.
Recognized internal subject matter expertise in omnichannel activation and integrated customer engagement execution, with the ability to provide expertise and influence across complex cross-functional initiatives.

Nice To Haves

Advanced degree preferred, or equivalent relevant experience.

Responsibilities

Support the Director in developing and evolving integrated HCP and consumer customer engagement strategies, contributing channel, customer, executional, and performance perspectives.
Translate defined customer engagement, brand, audience, and journey strategies into actionable omnichannel activation plans in partnership with the Director and Marketing and Brand Strategy leads.
Translate customer journeys into activation plans that specify channel roles, audience needs, sequencing, timing, personalization opportunities, triggers, calls to action, and dependencies.
Translate segmentation, behavioral signals, audience characteristics, and decision logic into channel-level activation approaches for dynamic and personalized engagement.
Identify journey gaps, overlaps, dependencies, and opportunities, and develop recommendations with the Director and relevant stakeholders.
Integrate new channels and engagement opportunities into the broader customer ecosystem rather than activating them as standalone tactics.
Plan and activate integrated HCP and consumer media in alignment with media, customer engagement, audience, brand, and investment strategies.
Lead coordinated activation across programmatic media, paid search, SEO, GEO, social, online video, TV/CTV, point of care, email, web, peer-to-peer, and emerging channels as appropriate.
Partner with HCP and Consumer Marketing and Brand AORs during content development to ensure channel assets support the intended customer journey and activation plan.
Provide customer engagement and channel input into content briefs, focusing on customer experience, UX, calls to action, channel context, sequencing, and the desired next customer action.
Ensure channel-specific content and experiences align with approved brand strategy, message platforms, campaigns, and core assets while being adapted appropriately for the customer experience and activation environment.
Work with Marketing, agencies, and media partners to identify content and asset needs in time to support media plans, journey sequencing, and launch timelines.
Lead omnichannel activation planning for HCP peer-to-peer and opinion-leader engagement, congress-related activation, and emerging engagement approaches with Marketing, Medical, Marketing Operations, and agency partners.
Partner with Marketing and agency teams through PRC/MLR processes to ensure customer engagement intent, UX, calls to action, and channel requirements are represented and incorporated into final execution.
Provide enabling teams with strategic context and inputs, and validate that business requirements reflect the intended customer engagement strategy, journey, and activation plan before build.
Own customer engagement and strategic context throughout the business requirements process, ensuring requirements reflect the intended journey, activation plan, channel dependencies, and customer experience.
Lead development and review of customer engagement requirements without owning technical implementation; partner with Omnichannel Operations and other teams responsible for configuration, build, deployment, and platform execution.
Identify cross-channel and cross-functional dependencies early and facilitate alignment and timely execution with appropriate teams.
Partner with Field, Access, Patient Services, Medical, Corporate Communications, Patient Advocacy, and other customer-facing functions to understand initiatives and identify opportunities to connect the customer journey.
Ensure functional experiences connect appropriately to the broader omnichannel ecosystem while respecting each function’s strategy, responsibilities, and ownership.
Maintain day-to-day partnerships with the omnichannel strategy agency, media agency, Brand AORs, analytics partners, and other agencies, providing context, expectations, feedback, and follow-through.
Identify and timely escalate executional risks, gaps, resource needs, and decisions requiring escalation to the Director and relevant functional leaders.
Ensure measurement needs are considered during activation planning so channel performance, customer engagement, journey progression, and high-value actions can be evaluated.
Lead or coordinate routine tactical optimization of targeting, media delivery, channel mix, sequencing, flighting, retargeting, and other executional variables.
Use performance findings from Analytics and agency partners to identify near-term executional opportunities and distinguish them from broader insights that may affect audience strategy, journeys, investment, or future engagement strategy; elevate findings to the Director as appropriate.
Lead Test & Learn initiatives by translating strategic hypotheses into executable tests, partnering with Analytics on measurement, and applying findings to future activation planning.
Provide Analytics and agency partners with context on channel strategy, activation, and execution to support cross-channel measurement and attribution.