Experience Strategy Director

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Job Description:

Role Overview

The Director, Omnichannel Customer Experience Strategy is responsible for translating upstream brand strategy into actionable customer engagement and activation strategies across channels.

Working in partnership with Brand Strategy, Creative, CRM, Media, Analytics, Account, and other agency disciplines, the Director defines how a brand should influence customer behavior throughout the customer journey. This includes identifying the behaviors the brand needs to create or change, understanding the barriers preventing those behaviors, determining the content and messaging strategies most likely to overcome those barriers, and identifying the moments and channels where engagement can have the greatest impact.

The Director serves as the day-to-day strategic owner and architect of the brand’s omnichannel tactical ecosystem, ensuring that individual tactics work together as part of a coordinated customer experience rather than as disconnected executions.

Within the agency’s strategic model, Brand Strategy defines the target audience, positioning, strategic imperatives, promotional goals, and campaign platform. Omnichannel Customer Experience Strategy translates those inputs into the behavioral, content, journey, channel, and tactical strategies required to activate the brand.

Key Responsibilities

Omnichannel Communications Planning

• Partner with Brand Strategy to translate brand objectives and strategic imperatives into specific customer behavioral goals.
• Define current-state and desired customer behaviors and identify the barriers preventing movement between them.
• Develop content and messaging strategies designed to address those barriers and drive behavioral change.
• Organize the broader brand story into focused messaging and content territories that can be activated across channels.
• Ensure communications strategies remain grounded in customer insight, brand priorities, clinical evidence, marketplace dynamics, and regulatory realities.

Customer Journey Strategy

• Develop customer journey maps that reflect audience needs, mindsets, behaviors, influences, and channel behaviors over time.
• Identify priority moments where brand engagement can be most relevant and influential.
• Connect customer needs and journey moments with the communications priorities defined in the omnichannel communications plan.
• Translate journey insights into recommendations for content, sequencing, channels, and tactics.
• Lead or facilitate customer journey workshops with internal and client teams.

Omnichannel Activation Planning

• Develop annual and campaign-specific activation plans that translate strategy into coordinated tactical ecosystems.
• Create 12-month activation calendars showing the timing, sequencing, and balance of messages and tactics across channels.
• Plan both cadenced communications tied to predefined market dates and triggered programs activated by customer behaviors, data signals, or journey events.
• Define the strategic role of CRM/email, websites, media, field, point of care, print, video, congresses, and other relevant channels within the broader ecosystem.
• Identify gaps, duplication, sequencing issues, and opportunities to improve the overall customer experience.

Strategic Briefing and Stewardship

• Own the strategic content of tactical and creative briefs.
• Clearly articulate the customer objective, desired behavioral change, strategic context, role of the tactic, content strategy, and relevant mandatories.
• Ensure briefs explain both what needs to be created and why it matters within the broader omnichannel plan.
• Provide strategic stewardship throughout creative and tactical development to maintain alignment with approved strategy.
• Identify when executional decisions create implications for the broader customer experience or communications strategy.

Day-to-Day Strategic Leadership

• Serve as the primary day-to-day omnichannel strategy partner for assigned brands and workstreams.
• Develop deep fluency in the brand story, customer audience, disease and treatment landscape, competitive environment, and channel ecosystem.
• Participate actively in relevant client meetings, internal working sessions, planning discussions, and creative reviews.
• Provide proactive strategic guidance rather than functioning solely as the producer of defined deliverables.
• Present recommendations clearly and confidently to client and internal stakeholders.
• Build strong working partnerships across Brand Strategy, Creative, Account, Media, CRM, Analytics, and other disciplines.

Tactical and Annual Planning

• Partner with Brand Strategy and other disciplines during annual planning, tactical planning, launch planning, and strategic workshops.
• Bring a customer behavior, journey, content, and channel perspective to tactical ideation.
• Evaluate proposed tactics against customer needs, behavioral objectives, communications priorities, journey opportunities, and the existing omnichannel ecosystem.
• Help ensure tactical plans are driven by strategic need rather than channel availability or executional novelty.

Measurement and Optimization

• Partner with Analytics and channel teams to connect strategic objectives with meaningful measurement approaches.
• Help define KPIs based on the intended role of tactics and programs.
• Interpret performance insights in the context of customer behavior and the original engagement strategy.
• Translate learnings into recommendations for content, messaging, sequencing, channel use, and experience optimization.

AI-Enabled Strategy

• Develop proficiency with approved agency AI platforms and strategic workflows.
• Apply AI to activities such as research synthesis, insight generation, communications planning, journey development, content analysis, and tactical ideation.
• Critically evaluate AI-generated outputs and ensure final recommendations remain grounded in evidence, strategic judgment, and regulatory considerations.
• Identify opportunities to improve the quality, efficiency, and consistency of oCX Strategy workflows through responsible AI use.

Healthcare and Regulatory Fluency

• Apply an understanding of the regulated healthcare communications environment to omnichannel strategy and activation.
• Account for MLR review, approved claims, fair balance, privacy, customer data governance, and related operational constraints.
• Understand the distinctions among promotional, educational, medical, and other healthcare communications.
• Develop strategies that are customer-centered, ambitious, and executable within the realities of pharmaceutical marketing.

Core Strategic Outputs

The Director is expected to lead or materially contribute to:

• Omnichannel communications plans
• Customer behavioral frameworks
• Customer journey maps
• Content and messaging strategies
• Annual omnichannel activation calendars
• Cadenced and triggered engagement strategies
• Channel and tactical ecosystem recommendations
• Strategic and creative briefs
• Tactical planning recommendations
• Client presentations, workshops, and strategic POVs

$145,000-$155,000

Omnicom’s policy requires employees to work in the office for a minimum of three days a week, unless additional in-office days are directed by their agency or manager. Our objective is to increase this requirement over time, and many of our agencies as well as Omnicom’s corporate group already require five days of in-office attendance.

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