Role Summary
The Orchestration Specialist is responsible for executing and optimizing GenAI-enabled omnichannel journeys across approved digital channels. The role focuses on content tagging, channel configuration and journey execution using platforms such as SFMC and Bynder.
Key Responsibilities
- Apply foundational understanding of the pharma industry and regulated marketing communications to ensure compliant journey execution
- Interpret marketing plans, brand objectives, and HCP engagement dynamics to accurately operationalize campaign intent within SFMC journeys
- Define and manage HCP entry and exit criteria, eligibility rules, and journey progression logic based on behavior, consent status and engagement signals
- Implement and enforce frequency caps, contact policies, and channel prioritization rules
- Support next-best-action (NBA) and next-best-message (NBM) execution by embedding analytics-driven recommendations into SFMC journeys
- Partner closely with CRM, data, consent, analytics, and content teams to ensure accurate data flows and compliant journey execution
- Configure and execute omnichannel campaign journeys in Salesforce Marketing Cloud (SFMC) as defined in campaign planning
- Tag all campaign content in SFMC to enable tracking and performance measurement
- Enter required orchestration parameters in SFMC to map content to the correct stages of the journey
- Perform end-to-end journey validation and quality checks in SFMC prior to campaign launch
- Launch campaigns on SFMC and support post-launch execution stability and approved updates
Qualifications and Skills
- Degree in Marketing, Digital marketing, Business, Engineering, or related field Skills
- 10 years of experience in digital marketing operations, campaign execution or orchestration roles in Pharma, OR FMCG, Banking or similar industries (Alternate industries)
- Strong working knowledge of Salesforce Marketing Cloud orchestration workflows and DAM systems (e.g., Bynder)
- Experience with designing workflows/drip-campaigns on CRM platforms like Salesforce and/or other platforms
- Experience executing multichannel campaigns (email, messaging, digital touchpoints)
- Understanding of pharma industry, pharma marketing plans, brand objectives, and HCP engagement dynamics
- Ability to operationalize analytics-driven insights into orchestration strategy
- High attention to detail and ability to operate in regulated, compliance-driven environments
- Strong coordination and stakeholder management skills
- Comfort working in GenAI-enabled marketing and orchestration ecosystems
Good to have:
- Understanding of HCP segmentation and personalization logic
- Exposure to AI- or rules-based content selection and journey optimization
