Director, Direct-to-Customer (DTC) Innovation & Digital Health

Essential Functions of the Job

Lead FL, MZL and WM customer experience launches

• Own the strategy, development, and launch of integrated customer experiences for FL, MZL, and WM, including disease-state microsites, campaigns, CRM journeys, and supporting digital experiences.
• Translate disease insights, treatment journeys, unmet needs, and portfolio priorities into engagement strategies for patients, caregivers, and healthcare professionals.
• Determine when experiences should be disease-specific versus modular or shared across hematologic malignancies.
• Establish launch roadmaps, milestones, dependencies, governance, and success measures from concept through approval, deployment, and optimization.

Build integrated campaigns and content ecosystems

• Lead development and activation of branded and unbranded digital campaigns across priority hematology indications.
• Develop customer-first strategies spanning paid media, search, social, AI-enabled channels, point-of-care channels, and emerging platforms.
• Partner with Brand and cross-functional stakeholders so DTC initiatives complement broader commercial strategy with clear ownership and governance.
• Oversee agency and external partner work from strategic brief through creative development, regulatory review, production, activation, and optimization.
• Apply continuous improvement based on customer behavior, channel performance, business priorities, and emerging market opportunities.

Lead CRM strategy and customer journeys

• Design and launch CRM journeys for FL, MZL, and WM, connecting site experiences, content, media, and opt-in engagement into cohesive longitudinal customer journeys.
• Define audience segmentation, journey logic, triggers, content requirements, and measurement plans with CRM, analytics, technology, privacy, and agency partners.
• Use first-party data and behavioral insights to progressively personalize engagement and improve content relevance.
• Help evolve CRM from standalone communications into an integrated capability connecting multiple patient and customer touchpoints.

Advance digital health innovation

• Identify and lead digital health enablements that improve patient and HCP experiences across the hematology journey.
• Evaluate emerging technologies and partners and rapidly translate promising concepts into testable pilots.
• Explore AI-enabled experiences, personalization, decision-support tools, and other technologies that reduce friction and improve access to relevant information.
• Build business cases and measurement frameworks for new capabilities, balancing innovation with feasibility, compliance, privacy, and scalability.

Support clinical-trial awareness and digital recruitment innovation

• Partner with Clinical Operations, Medical, R&D, and other stakeholders to develop digital clinical-trial awareness initiatives for priority hematology studies.
• Develop compliant approaches to increase awareness of actively recruiting trials among appropriate HCP and patient audiences.
• Explore opportunities to connect disease education, CRM, digital platforms, media, and trial-finding experiences.
• Establish practical measurement approaches, including engagement, search behavior, referral indicators, and downstream enrollment signals where feasible.

Drive cross-functional execution

• Serve as a connector across Commercial, Medical, Clinical Operations, Corporate Affairs, Legal, Regulatory/PRC, Analytics, Technology, Privacy, and external agencies.
• Navigate regulatory requirements associated with branded, unbranded, disease-awareness, and clinical-trial communications.
• Build strong partnerships with hematology Brand teams while identifying opportunities to test new approaches and accelerate execution.
• Provide clear recommendations to senior leaders, simplify complex decisions, and maintain momentum as priorities or inputs change.
• Act with a high degree of autonomy and ownership while escalating material business, regulatory, privacy, or operational risks appropriately.

Build a measurement and optimization discipline

• Define launch KPIs across awareness, engagement, CRM enrollment, journey progression, media performance, customer behavior, and business impact.
• Partner with Analytics to connect channel-level engagement to meaningful downstream customer behaviors wherever feasible.
• Use test-and-learn methodologies to identify effective audiences, messages, journeys, and channels and rapidly adjust programs based on results.
• Communicate performance, insights, risks, and recommendations clearly to senior leadership.

Qualifications

Required

• Bachelor's degree required; advanced degree preferred.
• Significant pharmaceutical, biotechnology, or healthcare marketing/customer-experience experience, with direct hematology experience required.
• Strong working knowledge of the hematology/oncology treatment landscape, with experience in B-cell malignancies strongly preferred.
• Demonstrated experience launching digital campaigns, websites or microsites, CRM programs, or integrated omnichannel experiences in a regulated healthcare environment.
• Experience taking complex initiatives from strategy through content development, regulatory/MLR or PRC review, production, launch, and optimization.
• Strong understanding of pharmaceutical regulatory, privacy, and compliance considerations affecting patient and HCP engagement.
• Demonstrated success in a fast-paced, highly dynamic environment with multiple simultaneous priorities and aggressive launch timelines.
• Exceptional cross-functional leadership, stakeholder-management, and agency-management skills.
• Strong strategic thinking coupled with a willingness to be hands-on in execution.
• Excellent written and verbal communication skills, with the ability to simplify complex clinical, technical, and strategic information.

Preferred

• Direct experience in FL, MZL, WM, CLL/SLL, or related B-cell malignancies.
• Experience building patient disease-education platforms, digital patient communities, or HCP education ecosystems.
• CRM experience, ideally including Salesforce Marketing Cloud, patient journey design, segmentation, consent management, and personalization.
• Experience with HCP digital/point-of-care platforms, paid media, search, and social activation.
• Experience with digital health, AI-enabled customer experiences, or emerging healthcare technologies.
• Clinical-trial recruitment or clinical-trial awareness experience.
• Experience using analytics, experimentation, and customer-level data to optimize marketing or digital-health initiatives.
• Experience managing agencies, vendors, budgets, and multiple simultaneous workstreams.

Computer Skills

CRM platforms (ideally Salesforce Marketing Cloud), digital campaign and microsite environments, analytics and measurement platforms, paid media/search/social channels, AI-enabled tools, and related healthcare technology platforms.

Other Qualifications

Leadership profile: A builder; hematology fluent; customer obsessed; digitally sophisticated; fast and pragmatic; commercially minded; highly collaborative; and comfortable switching altitude between executive strategy and detailed execution.

Supervisory responsibilities: May lead direct reports and/or manage cross-functional teams, agency teams, contractors, and matrixed partners. Final structure will depend on level and organizational design.

Travel: Approximately 20%, based on business needs.