Manager. Consumer Experience

Boehringer Ingelheim; Burlington; Hybrid; CAD 110,000 - 150,000; Full time

Job summary

Boehringer Ingelheim seeks a Manager, Consumer Experience to develop and localize consumer strategies and translate Integrated Customer Plans into compliant, insight-led omnichannel campaigns across brands in Canada.

You will work across the full campaign lifecycle—from planning, content development, and agency coordination through approval, deployment, measurement, and optimization—to educate, engage, and activate consumers while delivering brand and commercial objectives.

Qualifications

• Bachelor's degree in Marketing, Business, Communications, Life Sciences, or related discipline.
• 3-5+ years of CPG marketing or Direct to Consumer experience, preferably in consumer healthcare or pharma.
• Digitally-savvy with omnichannel campaigns, digital metrics, and measurement.
• Experience executing large-scale national campaigns with a targeted consumer audience.
• Experience identifying and activating new consumer channels (online pharmacy, telehealth, digital health).
• Experience measuring and optimizing omnichannel, CRM and digital campaigns.
• Strong project management and agency management skills.
• Knowledge of Health Canada regulatory environment (PAAB, IMC) preferred.
• Experience using consumer insights and market research to improve marketing effectiveness.
• Excellent cross-functional collaboration and stakeholder management.
• Demonstrated ability to drive innovation and test-and-learn plans.
• Strong communication, organizational, and executional skills.

Responsibilities

• Support the development and execution of local consumer campaigns aligned with brand objectives and strategic priorities.
• Localization of global consumer segments, journeys, messaging frameworks, and campaign tactics for Canadian market needs.
• Execute omnichannel campaigns across digital, social, CRM, email, in-office media, retail media, TV, radio, OOH, and print with creative and media vendors.
• Manage end-to-end execution including Medical, Legal review and PAAB/ASC reviews.
• Coordinate agency partners and external vendors to deliver compliant marketing assets and campaigns.
• Support content development, media planning, creative adaptation and campaign implementation across channels.
• Ensure all tactics are delivered on time, within budget, and aligned with brand strategy.
• Monitor campaign performance and indicators across disease awareness, consideration, and treatment seeking.
• Leverage consumer insights and market research to improve campaign effectiveness and customer experience.
• Ensure compliance with Health Canada regulations, PAAB and Advertising Standards Council, and IMC requirements.
• Lead test-and-learn initiatives with online pharmacies and healthcare platforms.
• Partner with Senior Manager, Patient Experience to align strategies across the journey.
• Continuously scan the market for emerging channels and models and develop opportunity assessments, business cases, pilot recommendations, and measurement frameworks.
• Challenge status quo and drive innovative consumer marketing approaches through governance and approvals.

Skills

Omnichannel marketing

Digital metrics

Project management

Agency management

Cross-functional collaboration

Education

Bachelor's degree

Job description

Reporting to the Director, Consumer/Patient Experience, the Manager, Consumer Experience supports the development and localization of consumer strategies and tactics and translates Integrated Customer Plans into compliant, insight-led omnichannel campaigns across assigned brands. Working across the full campaign lifecycle—from planning, content development, and agency coordination through approval, deployment, measurement, and optimization, the Manager, Consumer Experience helps educate, engage, and activate consumers while delivering brand and commercial objectives.

The role also uses insights, market research, and performance data to improve the consumer/patient journey and identify innovative, compliant opportunities across emerging consumer channels, including online pharmacies, telehealth, virtual care, and healthcare platforms. This includes developing business cases and test-and-learn initiatives, establishing measurement frameworks, and advancing scalable approaches through the Innovation Governance Board.

Working closely with the Senior Manager, Patient Experience, medical, legal, regulatory, communications, omnichannel, and agency partners, the Manager aligns consumer marketing and PSP strategies and ensures strong cross-functional execution. Success requires direct-to-consumer and omnichannel marketing expertise, innovation leadership, analytical thinking, digital channel experience, strong knowledge of media planning and execution and excellent project, agency, and stakeholder management capabilities, preferably within pharmaceuticals.

This job posting is for an existing vacant position.

The Position

Reporting to the Director, Consumer/Patient Experience, the Manager, Consumer Experience supports the development and localization of consumer strategies and tactics and translates Integrated Customer Plans into compliant, insight-led omnichannel campaigns across assigned brands. Working across the full campaign lifecycle—from planning, content development, and agency coordination through approval, deployment, measurement, and optimization, the Manager, Consumer Experience helps educate, engage, and activate consumers while delivering brand and commercial objectives.

The role also uses insights, market research, and performance data to improve the consumer/patient journey and identify innovative, compliant opportunities across emerging consumer channels, including online pharmacies, telehealth, virtual care, and healthcare platforms. This includes developing business cases and test-and-learn initiatives, establishing measurement frameworks, and advancing scalable approaches through the Innovation Governance Board.

Working closely with the Senior Manager, Patient Experience, medical, legal, regulatory, communications, omnichannel, and agency partners, the Manager aligns consumer marketing and PSP strategies and ensures strong cross-functional execution. Success requires direct-to-consumer and omnichannel marketing expertise, innovation leadership, analytical thinking, digital channel experience, strong knowledge of media planning and execution and excellent project, agency, and stakeholder management capabilities, preferably within pharmaceuticals.

This job posting is for an existing vacant position.

Responsibilities

Consumer Experience and Execution

• Support the development and execution of local consumer campaigns aligned with brand objectives and strategic priorities
• Assist in the localization of global consumer segments, consumer/patient journeys, messaging frameworks, and campaign tactics to meet Canadian market needs
• Execute integrated omnichannel campaigns across digital, social media, search, CRM, email, in-office media, retail media, TV, radio, out-of-home, and print channels in partnership with creative and media vendors and internal omnichannel team
• Manage end-to-end execution of consumer campaigns from creative briefing through deployment including Medical, Legal review and PAAB/ASC reviews.
• Coordinate agency partners, media agencies, and external vendors to deliver high-quality, compliant marketing assets and campaigns
• Support content development, media planning, creative adaptation, and campaign implementation across multiple channels
• Ensure all tactics are delivered on time, within budget, and aligned with approved brand strategy
• Work with agency partners and internal teams to monitor campaign performance and leading/lagging indicators across disease awareness, consideration, and treatment seeking
• Leverage consumer engagement data, trends and insights to uncover optimization opportunities, perform A/B testing etc
• Leverage market research, consumer insights, and competitive intelligence to improve campaign effectiveness and customer experience
• Ensure all consumer-facing activities, including initiatives delivered through online pharmacies and healthcare platforms, comply with Health Canada regulations, PAAB or Advertising
• Standards requirements, the Innovative Medicines Canada Code of Ethical Practices, and company policies
• Coordinate review and approval processes with medical, legal, regulatory, and compliance stakeholders
• Maintain a strong understanding of the evolving Canadian direct-to-patient and disease awareness environment
• Continuously scan the Canadian market for emerging consumer channels, business models, and behaviours across online pharmacies, telehealth providers, virtual care organizations, and digital healthcare platforms
• Assess how online pharmacies and healthcare platforms can be leveraged within brand strategy to support compliant consumer discovery, education, engagement, activation, and connection to care
• Develop opportunity assessments, business cases, pilot recommendations, and measurement frameworks for innovative consumer marketing models, incorporating consumer insights, channel capabilities, partner fit, data opportunities, feasibility, and risk
• Lead test-and-learn initiatives with selected online pharmacies and healthcare platforms, working across functions to establish compliant operating models, clear accountabilities, performance measures, and plans for optimization or scale
• Partner closely with the Senior Manager, Patient Experience to ensure consumer marketing and PSP strategies are aligned across the journey, with a coordinated approach to partner engagement, communications, data, governance, and execution within innovative consumer channels
• Challenge the status quo and drive new consumer marketing approaches, including online pharmacy and healthcare platform opportunities, through the Innovation Governance Board and established approval processes

This position is based in the Burlington, Ontario office located at 5180 South Service Road and is flexible. Employees in flexible roles are required to be at the office a minimum of 50% of the time each month and must report to the office when requested and required by their Manager/Department.

Requirements

• Bachelor's degree in Marketing, Business, Communications, Life Sciences, or a related discipline
• 3-5+ years of CPG (consumer packaged goods) marketing or Direct to Consumer marketing experience (preferably in consumer healthcare or pharma)
• Digitally-savvy (experience executing omnichannel campaigns across a variety of channels, understanding of digital metrics and measurement, UAT testing etc.)
• Experience executing large scale, national campaigns with a targeted consumer audience
• Experience identifying, assessing, and activating new consumer channels, with knowledge of online pharmacy, telehealth, virtual care, healthcare platform, or digital health marketing models strongly preferred
• Experience executing, measuring and optimizing omnichannel, CRM and digital marketing campaigns
• Strong project management and agency management skills
• Working knowledge of the Canadian pharmaceutical regulatory environment, including Health Canada, PAAB, Advertising Standards Council, and IMC requirements strongly preferred
• Experience using customer insights, performance analytics, and market research to improve marketing effectiveness
• Excellent cross-functional collaboration and stakeholder management capabilities
• Demonstrated ability to drive innovation and challenge the status quo within an organization
• Demonstrated ability to develop innovation business cases, navigate cross-functional governance, and translate emerging channel opportunities into compliant test-and-learn plans and scalable marketing approaches
• Strong communication, organizational, and executional skills with the ability to manage multiple priorities in a fast-paced environment

Total Rewards

We offer competitive total rewards that includes a generous amount