【Alexion Japan】Omnichannel Lead Minato-ku, Tokyo

Job description

Job purpose The Omnichannel Lead is a critical member of the Customer Experience & IT (CET) team, serving as a dedicated resource for Alexion Japan to drive fact-based, AI-enabled omnichannel engagement across the rare disease portfolio. This role is responsible for translating patient journey insights, customer and consent data, sales data, real-world data, competitive intelligence, publications, and scientific activity into precise HCP segmentation and orchestrating engagement across owned, paid, MR, and D2D channels. The role will accelerate the integration of Alexion and AstraZeneca digital and customer engagement capabilities into AZKK’s One AZ Platform, enabling a unified omnichannel engagement ecosystem powered by AI-driven personalization, next best action recommendations, and marketing automation. The role will support the business-led design, deployment, and adoption of Salesforce Life Sciences Cloud and associated CRM, customer data, marketing automation, and decisioning capabilities The Omnichannel Lead will work closely with stakeholders across Marketing, Sales, Medical, Patient Centricity, Analytics, IT, APJ market and external partners to lead strategy development, requirement definition, implementation, change management, adoption, and value tracking. This role is expected to balance standardization with local business needs while delivering measurable improvements in patient and HCP engagement, conversion, campaign effectiveness, and commercial productivity. Role and Responsibilities Strategic Partnership & Planning Act as a thought partner to BU Heads, Marketing Leads, Field Leadership, Medical, Patient Centricity and Analytics stakeholders to co-develop a unified omnichannel strategy aligned to the rare disease patient journey. Accelerate the integration of Alexion and AstraZeneca digital and customer engagement capabilities into AZKK’s One AZ Platform, creating a single engagement ecosystem enabled by AI-driven personalization, next best action recommendations, and marketing automation. Define business, data, channel, and operating requirements for omnichannel transformation programs, ensuring the right balance between standardization, user experience, and market-specific local needs across Alexion Japan. Contribute to baseline assessment and strategy development, including patient and HCP persona definition, journey mapping, identification of key content, and KPI framework design. Support prioritization and roadmap development for strategic capabilities such as HCP Portal, Pre-call Planning Assistant, Omnichannel Automation, and Unified Customer Data & Profile Platform, including Salesforce Life Sciences Cloud and associated customer engagement capabilities. Support the translation of patient journey insights—including barriers to diagnosis, referral, treatment initiation, treatment continuity, and patient support needs—into actionable omnichannel use cases, content, and channel strategies. Program Leadership & Execution Lead the HCP Portal Integration into AZKK One AZ Platform project, targeted for 2027 delivery, including workstreams such as site structure and navigation, information architecture, wireframing, UX design, reporting, tagging, and attribution design, while ensuring appropriate scalability and reusability for Alexion Japan needs where applicable. Drive AI-Powered Field Engagement Optimization, specifically the implementation of the Pre-call Planning Assistant, to improve MR call preparation, HCP prioritization, meeting story design, and call script preparation. Oversee the implementation and management of the Marketing Automation Platform (Omnichannel Automation), supporting the planned rollout in 2028 and 2029 through operating model design, use case definition, and adoption planning. Lead the development of a Unified Customer Data & Profile Platform to enable integrated use of cross-channel customer data, profiles, consent information, and behavioral signals. Lead or support business requirements, use-case design, deployment readiness, user adoption, and value realization for Salesforce Life Sciences Cloud, in coordination with CRM, Data, IT, and APJ stakeholders Lead or co-lead cross-functional transformation programs related to omnichannel engagement, including business case development, stakeholder alignment, execution planning, and impact measurement. Assess change requests and emerging business needs, and support prioritization and decision-making through structured scope and impact assessment. Support the rollout of common APJ capabilities and ways of working, while identifying, documenting, and managing local market requirements, dependencies, and exceptions. Capability Enablement & Adoption Guide business units in adopting AI/Gen-AI, impact metrics, performance dashboards, and new omnichannel ways of working. Support change management and capability building through workshops, coaching, training support, and playbook development. Drive adoption beyond implementation by improving user uptake, sustained utilization, and integration into day-to-day business processes. Partner with Marketing, Sales, Medical, and Analytics teams and represent omnichannel in governance forums and decision-making bodies. Enable APJ and local-market teams to apply patient journey thinking, customer-centric design, and next-best-action principles consistently in planning and execution. Develop reusable playbooks, templates, and practical guidance for omnichannel use cases, Salesforce Life Sciences Cloud-enabled workflows, and cross-channel activation. Insight Integration & Value Demonstration Integrate sales data, RWD, competitive intelligence, scientific activity, and publication data to build and continuously improve fact-based patient and HCP segmentation and targeting models. Design and operationalize Next Best Action / Next Best Channel / Next Best Content logic to optimize customer engagement across field and digital channels, incorporating relevant patient journey stage, customer preferences, consent, behavioral signals, and local business rules. Establish feedback loops with Data Science and Analytics teams to continuously optimize models based on engagement outcomes and campaign performance. Define and track KPIs such as HCP engagement rate, conversion, campaign effectiveness, channel contribution, and productivity impact. Quantify and communicate the business value of omnichannel initiatives to senior stakeholders in order to support sustained investment and organizational alignment. Support structured test-and-learn approaches to assess the impact of audience, content, channel, and sequencing decisions across APJ markets. Vendor & Technology Enablement Evaluate MarTech, CRM, and Gen-AI personalization tools for business fit, scalability, and operational feasibility. Design and execute pilots or proof-of-concepts for new solutions and assess readiness for broader rollout. Manage collaboration with development vendors, data integration partners, and SEO/GEO-related partners to ensure delivery quality, speed, cost control, and business outcomes. Ensure appropriate use of technology in line with data governance, privacy, consent management, AZ standards, and local requirements. Partner with CRM, Data, IT, and external implementation partners to ensure Salesforce Life Sciences Cloud and connected platforms are designed and deployed in line with business requirements, APJ standards, privacy, consent, information-security, medical, legal, regulatory, and pharmacovigilance requirements. Education, Qualifications and Experiences Education Bachelor’s degree in Business, Science, Data, Engineering, or a related field is required. MBA or another advanced degree in a relevant discipline is preferred. Experience Minimum 5 years of experience in omnichannel, digital, or commercial analytics roles. Experience in rare disease and/or the pharmaceutical industry is preferred. Experience contributing to major programs such as HCP Portal,