Senior Manager, Web & Digital Experience Lead

At Bristol Myers Squibb, our employees often ask, “Who are you working for?”—a question that fuels collaboration, accountability, and urgency in our work. Our purpose-driven culture inspires us to discover, develop, and deliver innovative medicines to prevail over serious diseases. We offer uniquely interesting and meaningful work, opportunities for growth, and a supportive environment that values inclusion, wellbeing, flexibility, and comprehensive benefits. This is work that transforms the lives of patients, and the careers of those who do it.

## Summary

BMS is in the process of rewiring our marketing approach to achieve best-in-class AI-enabled targeted personalization in all of our customer engagements. We are seeking Content and Omnichannel Capability Owners to work in the BMS Tokyo site. This person will apply their knowledge of the pharmaceutical business and technology to translate local business priorities into technology use cases that enable cutting-edge omnichannel orchestrated journeys.

This position will work with the Brand Teams, Commercial IT, and global CASA capability owners to marry business needs with technical solutions. Ultimately, they will be accountable for the delivery of local adaptations of global capabilities needed for innovative approaches in content models, content operations, content creation, and/or personalization.

This position owns the content-facing channels — web and video — and the tools used to create content for them, ensuring BMS content reaches customers through well-run, discoverable digital channels, including search and generative AI answers.

This position is on the team of the Director of Content Transformation, reporting to the Associate Director, Content & Channel Transformation Lead, and has no direct reports. The role is Japan-based; scope may extend to other APAC markets as capabilities scale.

## Responsibilities

• Work with Global CASA capability owners to define and govern local marketing capabilities, including the alignment with global standards with local adaptations/exceptions where allowed.

• Partner with IT to activate/enable new technologies in the market and provide ongoing management

• Content Production capabilities include: content creation tools (Firefly, AI-assisted authoring, AI for content generation) and their adoption within brand and design system standards

• Omnichannel Enablement capabilities include: channel enablement for web and video (site operations, CMS and publishing workflows, GA4, video format innovation) and generative engine optimization (GEO) — site structure, schema and content markup that make BMS content discoverable by search and AI answer engines

• Campaign Measurement: understanding campaign, channel and format impact and building data for personalization

• Partner with IT to develop and efficiently execute country-level technology roadmaps that reflect the Art of the Possible. Empower decision-making, including communicating and documenting rationale

• Build, prototype, and validate solutions hands-on with AI and automation tools rather than relying solely on vendors

• Act as an SME and stay informed about emerging technology solutions that enhance content delivery and/or personalization

## Qualifications

• Deep expertise and a proven track record of developing & executing personalization strategies and tactics across all channels (personal and non-personal), preferably in the pharmaceutical industry (or in industries with heavy digital channel usage)

• Working in a fast-paced cross-functional environment, influencing decisions and coaching teams

• Working with technology and AI tools for pharma commercial applications

• Advanced knowledge of interpreting analytical models and using reporting dashboards, including machine learning and predictive analytics

• Fluency in Japanese is required; fluency in English (spoken and written) is strongly preferred — the role works directly with global capability owners and vendors. Additional Asian languages a plus

• 4+ years of experience in digital marketing operations (execution) within a large, complex organisation.

• Deep expertise in 2-3 of the following:

• Web operations, SEO/GEO, and web analytics (GA4)

• Content authoring tools and AI-assisted content creation

• Channel activation and maintenance: web, video, etc

• Content management systems, marketing asset specifications, templates, and workflows.

• Veeva CRM, Workfront, JIRA, SFMC, and consent platforms

• Experience with taxonomy and content tagging is essential

• Experience with next-best action or omnichannel orchestration engines is a plus

• Experience with data systems and reporting is a plus (CSCAN, databricks, DOMO)

• Hands-on experience with AI-enhanced tools and/or platforms is strongly preferred, with a demonstrated passion for building and validating solutions directly

## The following soft skills are required

• Driving efficient decision-making

• Translation of technical terms into business language and vice versa

• Project management and documentation

We hire for skills and capabilities, not just credentials – if this role excites you, but doesn’t perfectly match your resume, we encourage you to apply anyway.

How We Work

Where you work matters – because collaboration, innovation and patient impact happen in many settings. Our roles are structured across four work models: site-essential, site-by-design, field-based and remote-by-design. The model assigned to this role is based on its core responsibilities. Learn more at https://careers.bms.com/ways-of-working.

Supporting People with Disabilities

BMS is dedicated to ensuring that people with disabilities can excel through a transparent recruitment process, reasonable workplace accommodations/adjustments and ongoing support in their roles. Applicants can request a reasonable workplace accommodation/adjustment prior to accepting a job offer. If you require reasonable accommodations/adjustments in completing this application, or in any part of the recruitment process, direct your inquiries to [email protected]. Visit careers.bms.com/eeo-accessibility to access our complete Equal Employment Opportunity statement.

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BMS will consider qualified applicants with arrest and conviction records, pursuant to applicable laws in your area.

For roles based in Los Angeles County only: If you live in or expect to work from Los Angeles County if hired for this position, please visit this page for important additional information: https://careers.bms.com/california-residents/

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If this posting is missing required information required by local law or incorrect, contact BMS at [email protected] with the Job Title and Requisition number. Do not send application-related inquiries to this email. To check your application status, please login to your Candidate Home Account.

R1606380 : Senior Manager, Web & Digital Experience Lead