Director of Omnichannel Strategy

Director of Omnichannel Strategy Overview

FWD People is a full-service strategic marketing agency delivering meaningful and measurable results in the health and non-profit sectors. We take pride in being our clients’ trusted strategic partner, staying ahead of the curve, and leveraging our expertise and foresight to help them navigate change and seize opportunities. We approach every challenge with a commitment to innovation, excellence, and empathy, and we seek the same qualities in our leaders.

As a fast-growing, senior team, we’re excited to welcome more forward-thinking individuals who will help us drive growth, foster positive change within our clients’ industries, and have fun along the way.

As the Director of Omnichannel Strategy, you will lead the development of integrated go-to-market strategies across both our Healthcare and Animal Health divisions. This role goes far beyond digital strategy — you will define how all channels work together (personal, non-personal, digital, field force, content, CRM, media, congresses/trade shows, and beyond) to create cohesive, high-impact customer experiences. You bring a strong strategic lens, comfort operating in scientific categories, and the ability to translate data, insights, and brand vision into actionable omnichannel roadmaps.

Internally, you’ll serve as a thought partner to account, brand strategy, creative, and medical teams; externally, you’ll earn trust quickly with clients by providing clarity, guidance, and forward-looking perspective.

At FWD, we care deeply about our work and the people we work with — we take our no-jerk policy seriously. You’ll thrive here if you bring ownership without ego, a sense of humor, and a love of building teams and brands that matter.

• Lead the development of omnichannel strategies across both Healthcare and Animal Health brands, ensuring cohesive experiences across digital, field, media, CRM, content, and in-person engagement.
• Translate brand, customer, and market insights into omnichannel plans, channel architectures, and high-impact tactical recommendations.
• Partner with account, brand strategy, creative, digital/media, and medical teams to ensure omnichannel thinking is embedded from planning through execution.
• Leverage client-provided field insights and engagement models to ensure personal and non-personal channels work together in a unified customer journey.
• Develop customer journey maps, segmentation frameworks, message architectures, and activation strategies grounded in behavioral insight.
• Guide teams on how to best utilize Veeva, Salesforce, and web ecosystems within the omnichannel architecture—informing CRM strategy, content modularity, and channel orchestration
• Evaluate performance data to optimize channel mix, refine engagement plans, and shape test-and-learn approaches.
• Serve as the omnichannel expert during client workshops, pitches, and planning meetings.
• Provide clarity and partnership to creative teams to ensure content aligns to channel best practices and behavioral intent.
• Build and refine FWD’s omnichannel frameworks, templates, POVs, and best practices.
• Serve as a capability-builder for the agency, helping teams deepen their understanding of channel planning, audience strategy, and integrated engagement.
• Support new business efforts with omnichannel POVs, pitch narratives, and concepting.
• Keep the agency ahead of channel, content, and engagement trends relevant to healthcare and animal health.

• 10 years of experience in omnichannel, integrated marketing, digital strategy, or engagement strategy within b2b, healthcare, biotech, animal health, or adjacent regulated industries.
• Deep understanding of omnichannel—not just digital—including rep-triggered experiences, CRM, email, paid media, content personalization, web UX, and in-person engagements.
• Strong experience with Veeva, Salesforce, or related CRM/CLM ecosystems preferred.
• Ability to translate data, clinical insight, and market nuance into actionable channel strategies.
• Experience developing customer journeys, segmentation approaches, and tactical plans across multiple audiences.
• Ability to partner closely with content…