Director, Omnichannel Activation

Calcium+Company•Philadelphia, PA

8d•Hybrid

About The Position

The Director, Omnichannel Activation will lead activation across live client programs and help scale them into connected omnichannel engagement. The role turns audience sizing and plans into HCP and patient journeys across email, web, field, and paid media, using behavioral data, next-best-action, and modular content, with measurement tied to outcomes. This hands-on role is for an omnichannel leader with experience building and running pharma programs. The Director will collaborate with media, data, development, strategy, creative, MLR, analytics, and media operations teams to activate and optimize client programs, shape the omnichannel platform roadmap, and help build team processes and capabilities.

Requirements

At least 7 years of experience in omnichannel activation, CRM, or customer engagement, focused on healthcare or pharma.
Proven track record running live omnichannel programs across HCP and DTC, including email journeys, web personalization, and rep-triggered engagement.
Hands-on experience with marketing automation and CRM platforms such as Salesforce Marketing Cloud, Veeva, Adobe, Braze, or Customer.io.
Experience building target audiences, behavioral segmentation, triggers, and next-best-action programs.
Experience using audience sizing, patient journey, and competitive insights to shape programs.
Experience with modular content and MLR workflows in pharma.
Working knowledge of paid media activation and how CRM audiences connect to DSPs and publishers.
Fluency in closed-loop attribution, with familiarity with Rx lift studies and media mix modeling.
Working knowledge of healthcare regulatory and privacy requirements, including MLR, HIPAA, and consent management.
Comfort owning live programs while helping build future capabilities.

Nice To Haves

Agency experience is preferred.
Experience applying AI to segmentation, personalization, or optimization.

Responsibilities

Lead activation across active client programs, including email-based journeys, personalized landing pages, segmentation, and lifecycle programs.
Serve as the omnichannel lead for clients and internal teams, translating briefs into connected journeys and clear KPIs.
Partner with Strategy on journey vision and own activation and delivery.
Build and activate HCP target lists and patient audiences using first-party engagement data and real-world data.
Use audience sizing and patient journey insights to prioritize segments, moments, and channels.
Build behavioral segmentation and next-best-action rules to trigger messages in appropriate channels.
Co-build omnichannel and media plans with the VP, Omnichannel Media and Strategy, informed by competitive intelligence.
Design cross-channel journeys connecting email, web, field, and paid media.
Coordinate with creative and MLR teams on modular content, tagging, and approvals.
Run omnichannel programs end to end, integrating rep-triggered and HCP engagement signals across field and non-personal channels.
Partner with DSP and media partners to activate CRM audiences, triggers, and suppression in paid media.
Deploy modular content across journeys and media for compliant personalization at scale.
Set up attribution and tracking with Media Operations before each launch.
Define activation KPIs and build closed-loop attribution linking engagement to conversion and Rx outcomes with Analytics.
Use Rx lift and media mix model insights to optimize journeys and channel mix.
Turn performance data into clear recommendations for clients and internal teams.
Shape the activation roadmap for the omnichannel platform with Data & AI and Development.
Build activation processes, playbooks, and QA standards, and help define future roles as the team grows.
Support new business pitches and RFPs with omnichannel points of view and case studies.