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

Job description

BeOne continues to grow at a rapid pace with challenging and exciting opportunities for experienced professionals. When considering candidates, we look for scientific and business professionals who are highly motivated, collaborative, and most importantly, share our passionate interest in fighting cancer. BeOne Medicines is seeking an experienced, entrepreneurial Director / Senior Director, Direct-to-Customer (DTC) Innovation & Digital Health to lead the development and launch of innovative customer engagement experiences across the hematology portfolio, with an initial focus on follicular lymphoma (FL), marginal zone lymphoma (MZL), and Waldenström macroglobulinemia (WM). The role translates hematology strategy and customer insights into integrated, end-to-end experiences, including digital campaigns, disease-state microsites, CRM journeys, content ecosystems, digital health solutions, and clinical-trial awareness initiatives. This highly visible, hands-on position requires the ability to move seamlessly between strategy and execution, build regulated digital experiences, coordinate internal and external partners, and turn ideas into market-facing solutions with speed and rigor. 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 an