Director, Omnichannel Activation
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JOB DESCRIPTION
Director, Omnichannel Activation
Department: Cobalt
Reports to: VP, Omnichannel Media
Location: New York, NY or Philadelphia, PA (Hybrid)
About Calcium+Company
Calcium+Company is a next-generation healthcare marketing agency that builds smarter brands through strategic clarity, creative excellence, and data-driven innovation. Cobalt, our technology and innovation division, brings data, AI, and analytics to every client engagement, and is building a modern omnichannel media practice across HCP and DTC.
Our approach follows five steps: Size, Target, Plan, Activate, Measure. We size the universe down to the addressable audience, build HCP and patient targets, plan omnichannel and media together, activate across DSPs and media partners, and measure what it drove, all the way to Rx lift.
Role Overview
The Director, Omnichannel Activation will plug in from day one to lead activation across our live client programs, then help scale them into fully connected omnichannel engagement. This role turns sized audiences and plans into HCP and patient journeys across email, web, field, and paid media, powered by behavioral data, next-best-action, and modular content, and measured to outcomes.
This is a hands-on role for an omnichannel leader who has built and run real omnichannel programs in pharma, and wants to shape what comes next alongside our media, data, and development teams.
Key Job Responsibilities
(Duties may include, but are not limited to the following)
Activation Leadership (Day One)
Director, Omnichannel Activation
Department: Cobalt
Reports to: VP, Omnichannel Media
Location: New York, NY or Philadelphia, PA (Hybrid)
About Calcium+Company
Calcium+Company is a next-generation healthcare marketing agency that builds smarter brands through strategic clarity, creative excellence, and data-driven innovation. Cobalt, our technology and innovation division, brings data, AI, and analytics to every client engagement, and is building a modern omnichannel media practice across HCP and DTC.
Our approach follows five steps: Size, Target, Plan, Activate, Measure. We size the universe down to the addressable audience, build HCP and patient targets, plan omnichannel and media together, activate across DSPs and media partners, and measure what it drove, all the way to Rx lift.
Role Overview
The Director, Omnichannel Activation will plug in from day one to lead activation across our live client programs, then help scale them into fully connected omnichannel engagement. This role turns sized audiences and plans into HCP and patient journeys across email, web, field, and paid media, powered by behavioral data, next-best-action, and modular content, and measured to outcomes.
This is a hands-on role for an omnichannel leader who has built and run real omnichannel programs in pharma, and wants to shape what comes next alongside our media, data, and development teams.
Key Job Responsibilities
(Duties may include, but are not limited to the following)
Activation Leadership (Day One)
- Lead activation across active client programs, including email-based journeys, personalized landing pages, segmentation, and lifecycle programs.
- Serve as the go-to omnichannel lead for clients and internal teams, translating briefs into connected journeys and clear KPIs.
- Partner with the Strategy team on journey vision, then own how it gets activated and delivered.
Target
EOE/AA/M/D/V/F.
- Build and activate HCP target lists and patient audiences from first-party engagement data and real-world data.
- Use audience sizing and patient journey insights to prioritize segments, moments, and channels.
- Build behavioral segmentation and next-best-action rules that trigger the right message in the right channel.
- Co-build omnichannel and media plans with the VP, Omnichannel Media and the Strategy team, informed by competitive intelligence.
- Design cross-channel journeys that connect email, web, field, and paid media into one experience.
- Work with creative and MLR teams to plan modular content, tagging, and approvals up front.
- Run omnichannel programs end to end, integrating rep-triggered and HCP engagement signals so field and non-personal channels work together.
- Partner with DSP and media partners to activate CRM audiences, triggers, and suppression in paid media.
- Deploy modular content across journeys and media for compliant personalization at scale.
- Set up attribution and tracking with Media Operations before every launch.
- Define activation KPIs and build closed-loop attribution that links engagement to conversion and Rx outcomes, with Analytics.
- Use Rx lift and media mix model insights to optimize journeys and channel mix.
- Turn performance data into clear recommendations for clients and internal teams.
- Shape the activation roadmap for our omnichannel platform with Data & AI and Development.
- Build activation processes, playbooks, and QA standards, and help define future roles as the team grows.
- Support new business pitches and RFPs with omnichannel points of view and case studies.
- 7+ years of experience in omnichannel activation, CRM, or customer engagement, with a focus on healthcare or pharma; agency experience preferred.
- Proven track record running live omnichannel programs across HCP and DTC, including email journeys, web personalization, and rep-triggered engagement.
- Hands-on experience with marketing automation and CRM platforms such as Salesforce Marketing Cloud, Veeva, Adobe, Braze, or Customer.io.
- Experience building target audiences, behavioral segmentation, triggers, and next-best-action programs.
- Experience using audience sizing, patient journey, and competitive insights to shape programs.
- Experience with modular content and MLR workflows in pharma.
- Working knowledge of paid media activation and how CRM audiences connect to DSPs and publishers.
- Fluency in closed-loop attribution, with familiarity with Rx lift studies and media mix modeling.
- Working knowledge of healthcare regulatory and privacy requirements, including MLR, HIPAA, and consent management.
- Experience applying AI to segmentation, personalization, or optimization is a plus.
- Ready to plug in immediately: comfortable owning live programs while helping build what comes next.
EOE/AA/M/D/V/F.
