Omnichannel Marketing Strategy Lead

GSK is a global biopharma company with a special purpose – to unite science, technology and talent to get ahead of disease together – so we can positively impact the health of billions of people and deliver stronger, more sustainable shareholder returns – as an organisation where people can thrive. Getting ahead means preventing disease as well as treating it, and we aim to impact the health of 2.5 billion people around the world in the next 10 years. 

Our success absolutely depends on our people. While getting ahead of disease together is about our ambition for patients and shareholders, it’s also about making GSK a place where people can thrive. We want GSK to be a place where people feel inspired, encouraged and challenged to be the best they can be. A place where they can be themselves – feeling welcome, valued, and included. Where they can keep growing and look after their wellbeing. So, if you share our ambition, join us at this exciting moment in our journey to get Ahead Together.

This role will be responsible for designing & planning of HCP journeys. Marketin Strategy Lead will activate & scale new channels, perform cross-channel orchestration, define channel strategy, and measure channel effectiveness to craft an Omnichannel (OC) customer experience.  

Key Responsibilities:

• Designs HCP journeys with the right touchpoints, frequency & sequencing, leveraging HCP 360 and behaviour-based personas; designs holistic, OC customer experience delivery ecosystem with maximized reach & impact
• Provides overall direction for enhancing CX by analysing business objectives and customer needs as well as developing, communicating, and implementing business strategies and practices whilst driving continuous improvement in CX tools, documentation, and processes
• Ensures that digital and physical interactions are consistent, using technology and digital solutions; establishes a closed loop feedback strategy to create a meaningful engagement
• Develops high-level customer experience roadmap; sets prioritization rules and develops guidelines for improving customer experience
• Monitors the performance of various internal & external platforms like GSK owned web portal for HCPs/ 3P/ Other Brand.com pages to improve the user experience
• Leads channel strategy/action plan and ensures improvement in quality of customer interactions though improved cross-channel orchestration & personalization
• Identifies opportunities to establish new channels (voice, chatbots, social etc.) based on customer preferences and formulates strategies to scale them
• Provides recommendations on GSK owned and non-GSK owned channels (e.g., site, email, paid social); works closely with Tech to improve channel experience and raises any risks/concerns/business implications of channel choices
• Leverages CX framework, insights from customer data & information from different channels (e.g., Sales team feedback, social media, market trends, NPS scores etc.) and external market research reports for trends to adjust customer engagement strategy
• Acts as the voice of the customer to inform brand strategy, ensuring the tactical plan successfully addresses CX challenges and opportunities
• Tracks performance of activities, customer journeys & respective channels and acts as an expert, providing suggestions to respective brand teams on how to continually optimize

Basic Qualifications

• 5+ years of experience in marketing or/and digital marketing, brand management, multi/omni-channel engagement, or customer experience
• Experience with Campaign and Channel Strategy Management
• Web Analytics tools knowledge like Google Analytics
• CRM knowledge (i.e. Veeva, Salesforce)
• Marketing automation tools like SFMC, Pardot
• Data tools knowledge like Claravine or simila