Omnichannel Strategy Lead

Reference No. R2786795

Position Title: Omnichannel Strategy Lead

Location: Toronto, Ontario

About the Job

We are an innovative global healthcare company with one purpose: to chase the miracles of science to improve people’s lives. We’re also a company where you can flourish and grow your career, with countless opportunities to explore, make connections with people, and stretch the limits of what you thought was possible. Ready to get started?

The new Go-to-Market Capabilities (GTMC) organization is designed to drive best-in-class capabilities across the board, to bring value and excellence in Sanofi’s commercial operations across its global organization and in local markets. This will be achieved through process and tool standardization, the removal of barriers between business units, and reduction in capability duplication.

The North America Go-To-Market Capabilities Omnichannel team (NA GTMC OC) will support Sanofi’s North American brand marketing teams to execute meaningful, customer centric, agile marketing across all of Sanofi’s channels.

This role will work cross-functionally with commercial and medical teams, IT, and the wider GTMC team to ensure the strategic deployment of digital assets and marketing automation.

Sanofi Canada is seeking an Omnichannel Strategy Lead to drive the strategic planning, design, execution, and continuous optimization of customer engagement across multiple channels. This role will be instrumental in helping brand teams develop, implement, and refine omnichannel customer journeys using Salesforce Marketing Cloud (SFMC) and Veeva CRM, ensuring that campaigns are aligned with customer needs and business objectives.

In addition to its strategic function, this role will serve as a technical backup to the Omnichannel Orchestration Lead, ensuring continuity in campaign execution, troubleshooting, and omnichannel automation when needed. The ideal candidate will have expertise in customer journey design, segmentation, omnichannel best practices, and hands-on experience with Salesforce Marketing Cloud and CRM systems.

Main Responsibilities

Omnichannel Strategy & Customer Journey Design

• Develop omnichannel engagement strategies for HCPs and patients, ensuring alignment with brand objectives.

• Partner with brand teams to map customer journeys, identifying key touchpoints across email, web, social, field force, remote detailing, and other digital & offline channels.

• Ensure best-in-class segmentation, personalization, and targeting to optimize engagement.

• Collaborate with the Omnichannel Orchestration Lead to align strategy with execution and drive omnichannel excellence.

Technical & Execution Expertise (Backup to Orchestration Lead)

• Serve as a backup to the Omnichannel Orchestration Lead, ensuring continuity in campaign execution, troubleshooting, and digital asset deployment.

• Possess strong technical expertise in Salesforce Marketing Cloud (SFMC), including:

  • Journey Builder: Designing and optimizing automated customer journeys.

  • Email Studio & Audience Builder: Creating targeted email campaigns with advanced segmentation.

  • SQL & Data Extensions: Managing large datasets, writing queries, and optimizing personalization in omnichannel campaigns.

• Demonstrate proficiency in Salesforce CRM & Veeva CRM, particularly:

  • Closed-Loop Marketing (CLM): Managing and optimizing digital content for HCP engagement.

  • Rep Triggered Emails (RTEs) & Fragments: Ensuring seamless integration with sales rep tools and marketing assets.

• Assist in troubleshooting campaign execution issues, ensuring seamless integration between marketing, sales, and CRM systems.

• Work closely with the Omnichannel Orchestration Lead to optimize omnichannel automation and data-driven engagement strategies.

Data-Driven Decision Making & Optimization

• Guide brand teams in interpreting omnichannel performance data to refine segmentation, messaging, and channel mix.

• Utilize AI-driven tools to optimize engagement and predict customer behavior.

• Champion a test-and-learn approach, leveraging A/B testing to continuously enhance customer journeys.

Cross-Functional Collaboration & Stakeholder Management

• Act as a strategic partner to marketing, sales, medical, digital, and data teams, ensuring omnichannel strategies align with business goals.

• Partner with analytics teams to define measurement frameworks and translate insights into actionable recommendations.

• Work closely with external vendors and technology partners to enhance omnichannel capabilities and innovation.

Customer Persona Development & Segmentation

• Lead the creation of customer personas and segmentation models based on real-world data and insights.

• Identify HCP and patient behaviors, preferences, and engagement patterns to tailor messaging and channel mix.

• Ensure that segmentation strategies drive personalization and improved engagement outcomes.

Omnichannel Innovation & Continuous Improvement

• Stay informed on emerging trends, digital innovations, and best practices in omnichannel engagement.

• Collaborate with the Omnichannel Orchestration Lead to pilot new engagement strategies and test emerging technologies.

• Foster a culture of continuous optimization, ensuring commercial teams leverage data and insights to enhance performance.

About You

Required Skills & Experience

Omnichannel & Pharmaceutical Marketing Expertise

• 5+ years of experience in omnichannel marketing, digital marketing, or CRM within the pharmaceutical, healthcare, or life sciences industry.

• Deep understanding of pharma commercial models, HCP engagement, patient engagement, and regulatory considerations.

• Experience developing customer personas, segmentation models, and tailored engagement strategies.

Technical Expertise (SFMC & CRM)

• Strong hands-on experience with Salesforce Marketing Cloud (SFMC), including:

  • Journey Builder (automated workflows)

  • Email Studio (personalized email campaigns)

  • Audience Studio (advanced segmentation)

  • Einstein Analytics (AI-driven engagement insights)

  • SQL & Data Extensions (custom queries, audience filtering, and personalization)

• Proficiency in Salesforce CRM & Veeva CRM, specifically:

  • Closed-Loop Marketing (CLM)

  • Rep Triggered Emails (RTEs) & Fragments

• Ability to troubleshoot campaign execution issues and optimize omnichannel automation.

Leadership & Coaching

• Strong ability to guide and coach brand teams, enabling them to effectively use data and digital tools for omnichannel execution.

• Excellent stakeholder management and ability to collaborate cross-functionally.

• Experience working with sales, medical, IT, and data teams to ensure omnichannel success.

Education & Certifications

• Bachelor’s or Master’s degree in Business, Marketing, Digital Strategy, Data Analytics, or a related field.

• Salesforce Marketing Cloud certifications (e.g., SFMC Email Specialist, SFMC Consultant) are highly preferred.

• Experience in a regulated industry (pharma, healthcare, financial services) is a strong asset.

Why Choose Us?

• Bring the miracles of science to life alongside a supportive, future-focused team.

• Discover endless opportunities to grow your talent and drive your career, whether it’s through a promotion or lateral move, at home or internationally.

• Enjoy a thoughtful, well-crafted rewards package that recognizes your contribution and amplifies your impact.

• Take good care of yourself and your family, with a wide range of health and wellbeing benefits including high-quality healthcare, prevention and wellness programs.

Sanofi is an equal opportunity employer committed to diversity and inclusion. Our goal is to attract, develop and retain highly talented employees from diverse backgrounds, allowing us to benefit from a wide variety of experiences and perspectives. We welcome and encourage applications from all qualified applicants. Accommodations for persons with disabilities required during the recruitment process are available upon request.