Director, Omnichannel Engagement

Overview

Entrepreneurial Spirit, Rooted in Tradition. Mitsubishi Tanabe Pharma America, Inc. (MTPA) is a U.S. subsidiary of Mitsubishi Tanabe Pharma Corporation (MTPC) in Japan, which touts a storied reputation more than 300 years in the making. Our parent company - one of Japan’s most respected - is a research-driven pharmaceutical company that has tirelessly pursued medical breakthroughs with global reach. MTPC has discovered and produced several first-in-class medicines for serious diseases, including multiple sclerosis (MS), diabetes mellitus (DM), amyotrophic lateral sclerosis (ALS), and is currently developing medicines in  Neurology in Parkinson’s (PD), Spinal Cord Injury (SCI), and in high unmet areas in Immunology and Oncology.

MTPA is rapidly expanding its operations across all functional areas. MTPA’s commitment to patients and their communities continues with a robust late-stage pipeline of investigational treatments for difficult-to-treat diseases and commercializing products with significant unmet medical needs in North American markets.  In the United States, MTPA launched rare disease treatments including RADICAVA® (edaravone) injectables in 2017 and RADICAVA® (edaravone) oral suspension in 2022.  The company handles research, clinical development, sales, marketing, medical affairs, supply chain, and business development functions.  MTPA is dedicated to improving the treatment environment for those with debilitating diseases, researching on real-world evidence, and creating hope for all facing illness.   

The Director, Omnichannel Engagement is responsible for developing and leading a comprehensive omnichannel engagement program for current and future MTPA products and product portfolios. Incumbent will work closely among other brand team members to develop and execute omnichannel engagement strategies that promote brand and company goals. As an expert in omnichannel engagement, the incumbent will build the channel plans supporting product lifecycle: pre-launch, launch, and post-launch plans, in addition to new capability development, process execution, and measurement/optimization. To perform successfully in the role, the incumbent will be a key contributor to the Brand and Customer Journey strategy identifying customer segments, insights and unmet needs, as well as intervention opportunities. As part of this, the incumbent will develop an integrated omnichannel marketing and engagement strategy focused on maximizing reach and elevating the customer experience to deliver the highest brand impact.

Responsibilities

• Omnichannel/Engagement Strategy and Operations
  • Leverage the overarching strategy provided by the Customer Journey & Experience team to develop engagement channel strategies to support customer unmet needs, inclusive of promoting MTPA Services (Copay) &
  • Programs (SYS & JMSP) and campaigns..
  • Lead advancement in new channel engagement and technology solutions
  • Lead the development of integrated data-driven channel-level plans
  • Present engagement channel/omnichannel marketing and engagement plans to senior leadership/other stakeholders to win buy-in and ensure alignment
  • Define channel-level business rules around targeting, segmentation, cadence, messaging, etc
• Cross-Functional Collaboration
  • Lead and guide critical decisions across cross-functional teams including investment decisions, brand planning decisions and messaging decisions
  • Work effectively and closely with other colleagues creating successful, positive partnerships that ensure support of business needs and objectives.
• Measurement and Reporting
  • Define Key Performance Indicators (KPIs) to measure the effectiveness of channel and engagement/omnichannel programs in growing the business and addressing customer unmet needs
  • Provide continuous monitoring/reporting/optimization
  • Ensure measurement plans demonstrate impact of programs on business, including RX/BIF lift.
• Vendor Selection
  • When appropriate, identify new external partners and collaborate on contract negotiations
• Team and Operations
  • Perform effective vendor management; drive campaign execution in a way that achieves best ROI
  • Develop omnichannel marketing materials with the Agency of Record (AOR) and diligently work within established internal processes to secure PMRC approval of all pieces
• Performs other duties as required

Qualifications

• Bachelor's degree required
• MBA or Graduate level degree preferred
• Background in management/marketing consulting. Minimum of 15 years of marketing experience with minimum 10 years proven experience in omnichannel/multichannel/digital marketing and at least 5 years in healthcare, pharmaceuticals, CPG or related industries.
• Deep understanding of HCP and Patient omnichannel/multichannel principles, inclusive of targeted, one-to-one marketing, segmentation, and the customer journey
• Ability to execute initiatives that drive organizational growth and strategic advancement, beyond merely completing individual projects.
• Ability to develop and bring to market integrated omnichannel/multichannel plans in support of business goals and to drive impact on the business, including but not limited to; websites, email, banners, social media, paid and organic search, SMS, video, webinars/webcasts, call centers, direct mail, print publications, etc.
• Background in creating patient and HCP omnichannel/multichannel journeys and defining optimal customer experiences.
• Background in digital and CRM – inclusive of using various channels to drive acquisition, conversion, adherence/loyalty (both in and out of Pharma preferred)
• Experience leveraging data and insights to inform strategies and optimize plans. Must be proficient in synthesizing brand and customer insights to drive the appropriate strategies
• Knowledge of launch strategies
• Marketing knowledge, particularly within healthcare; an understanding of brand marketing strategies and marketing principles
• Experience managing agencies, vendors, and project support teams with the ability to implement changes when needed to achieve project objectives
• Proven experience with various omnichannel platforms, campaign management, database & sales force CRM systems
• Demonstrated process orientation, organization skills, and ability to manage multiple projects and priorities simultaneously and adhere to tight timelines ensuring deadlines are met with high quality output.
• Demonstrates responsiveness, attention to detail, and follow-through coupled with ability to prioritize/multi-task effectively.
• Excellent interpersonal skills coupled with sensitivity for the patient’s journey; ability to engage effectively with patients, caregivers, advocates and others
• Excellent written/verbal communication and formal presentation skills
• Working knowledge and understanding of the Pharma industry, broad therapeutic areas/disease states, drugs/treatments, and related regulatory, commercialization and compliance requirements

Our Value Proposition:

Enjoy the fast-moving, entrepreneurial spirit more typically found in a small biotech, complemented by the benefits of a global pharmaceutical/chemical conglomerate.  At this time, Mitsubishi Tanabe Pharma America offers our employees unparalleled opportunities for career success coupled with a supportive level of employee benefits.

MTP provides a competitive benefits package inclusive of Medical and Dental health benefits, short-term and long-term disability plans, Company Paid and Supplemental Life insurance and additional voluntary benefits such as Critical Illness Insurance, Accident Insurance, Legal Plan, and ID Theft Protection.  In addition, we provide a generous PTO policy based on tenure, commencing with 24 PTO days, pro-rated based on hire date.

The salary range for this position is $180,000 - $230,000. Factors such as scope and responsibilities of the position, candidate's work experience, education/training, job-related skills, internal peer equity, as well as market and business considerations may influence base pay offered. This salary may be subject to a geographic adjustment (according to a specific city and state and depending on the role), if an authorization is granted to work outside of the location listed in this posting.

This position is eligible to participate in our annual Short-Term Incentive (STI) program.  Specific information about the plan including eligibility rules and target, will be furnished upon hire.

This position is eligible to participate in our Long-Term Incentive (LTI) program.  Specific information about the plan including eligibility rules and target, will be furnished upon hire.