Campaign Activation Lead
Takeda · Sydney
Job Description
About the role:
The Campaign Activation Lead is accountable for driving high‑quality, scalable in‑market activation of IBU / Therapy Area campaign intent across Local Operating Companies (LOCs).
This role owns activation readiness and execution excellence for assigned markets, partnering closely with Cluster / LOC marketing teams to translate approved modular content and campaign strategies into locally deployable omnichannel campaigns that meet brand, compliance, and performance standards.
Acting as the activation bridge between global campaign design and local execution, the role ensures that campaigns are feasible, orchestrated, and ready for launch across channels, while working with LOC teams to operate efficiently within a common activation framework.
The Campaign Activation Lead is not a primary content creator. Instead, the role focuses on localization governance, operational coordination, capability uplift, and closed‑loop performance optimization, feeding execution insights back to Therapy Area and regional teams to continuously improve future campaign waves.
How you will contribute:
Key responsibilities
1) LOC partnership & campaign implementation planning
- Act as a primary activation partner to LOC teams, owning activation planning while aligning on:
- Campaign objectives, priority target audience segments, channel mix, and deployment timelines.
- Local constraints and opportunities (regulatory needs, channel maturity, language, resources).
- Translate approved IBU / Therapy Area campaign intent into a LOC-ready activation plan with clear milestones, roles, dependencies, and go / no-go criteria across teams.
2) Localization enablement & adaptation governance
- Own localization enablement and governance, guiding LOCs on approved localization pathways (what can be reused, what can be adapted, what requires new creation) in line with Therapy Area content strategy.
- Ensure local adaptations preserve core message integrity, claims accuracy, and brand consistency while meeting local regulatory and operational requirements.
- Provide and continuously refine templates, best practices, and “localization-ready” guardrails (e.g., modular swaps, text expansion allowances, approved imagery sets) to reduce rework and unnecessary custom creation
3) Omnichannel orchestration & operational readiness
- Own omnichannel activation readiness, coordinating with LOC operations teams to ensure campaigns are deployable across the local ecosystem (e.g., CRM/CLM, email, web, paid media—based on market scope).
- Ensure end-to-end operational readiness: audience lists/segmentation approach (as applicable), consent/privacy considerations, channel specifications, tracking requirements, and checklists for readiness and quality assurance.
- Proactively identify and resolve execution blockers (tool limitations, process gaps, resourcing, agency handoffs), escalating systemic issues to the Regional Head of Omnichannel Campaign Activation as required
4) Capability building (commercial excellence mindset)
- Build sustainable LOC activation capability through structured enablement aligned to the MCE omnichannel activation model and collaboration with MCE Capabilities team:
- Training sessions, office hours, playbooks, “how-to” guides, and reusable campaign toolkits.
- Promote consistent activation standards, common KPIs, reporting rhythm and governance forums across markets, tailoring enablement depth based on LOC maturity).
- Systematically capture and share best practices and lessons learned across LOCs to accelerate maturity and reduce reinvention.
5) Performance monitoring & optimization loop
- Own the local activation performance and optimization loop, establishing (or strengthening) a local performance review cadence with LOCs:
- Ensure success metrics are defined, tracking set-up in place, and campaign readouts are delivered in line with regional activation standards.
- Partner with Insight & Analytics to interpret signals and translate them into concrete optimization actions:
- Content/module swaps, sequencing adjustments, channel mix refinement, and future backlog prioritization.
- Feed structured execution insights and recommendations back to Head of Omnichannel Activation to inform the next content wave (closed-loop learning).
Position scope:
- Primary stakeholders: LOC Marketing Leads, LOC digital/channel owners, TA Strategic Marketing / TA Campaign Design Leads, customer engagement operations, analytics, agencies/platform partners. The role acts as the primary activation interface for assigned LOCs, working within standards and priorities set by the Regional Head of Omnichannel Campaign Activation
- Coverage model: Supports a defined portfolio of priority LOCs and/or brands within a cluster or region based on business priority and maturity; May operate in a “pod” based model aligned to priority brands or Therapy Araes with scope and allocation governed at a regional level.
- Outputs: Owns the development, application and continuous improvement of activation artefacts for assigned markets, including campaign implementation playbooks, localization guidance, activation plans, launch readiness checklists, training, enablement toolkits and performance readouts with optimization recommendations.
Success measures/KPIs:
- Activation deployment excellence
On‑time campaign launches for assigned LOCs, with defined activation quality standards met and rework reduced through effective upfront planning and localisation governance. - Speed‑to‑market for local activation
Measurable reduction in time from global campaign approval to local go‑live, within agreed activation readiness and compliance standards. - Adoption and effective use of global modular assets
Increased reuse of approved modular content and activation toolkits, reflected in higher reuse rates and reduced need for local custom builds. - LOC capability uplift and enablement effectiveness
Improved LOC activation maturity, demonstrated through structured feedback, capability assessments, and adoption of standard activation ways of working. - Execution‑level performance optimisation
Consistent implementation of activation‑level optimisation actions (e.g. sequencing, module swaps, channel mix refinements), with insights systematically fed back to Therapy Area teams to inform future content waves.
Skills:
Functional / technical capabilities
- Strong understanding of omnichannel campaign execution in a regulated pharma environment (campaign planning, channel deployment, operational dependencies).
- Solid grasp of localization realities (language adaptation, regulatory variance, operational constraints, differing digital maturity).
- Experience building implementation toolkits/playbooks and running enablement programs.
- Comfort working with marketing operations concepts (tracking, tagging, measurement frameworks, campaign workflows).
Cross-functional / leadership capabilities
- Exceptional stakeholder management across global-local matrix organizations; can align diverse groups on shared outcomes.
- Pragmatic problem solver—able to unblock delivery and make progress without sacrificing compliance or quality.
- Strong facilitation skills: can run working sessions, governance forums, and decision meetings.
Data & performance orientation
- Performance literacy: can interpret campaign metrics and translate them into concrete optimization actions.
- Continuous improvement mindset: seeks repeatable playbooks and scalable solutions.
Typical experience & qualifications (adapt as needed)
- 6–10+ years in pharma/biopharma marketing, digital activation, commercial excellence, marketing operations, or agency activation roles.
- Demonstrated experience partnering with local markets and supporting multi-country deployments.
- Experience in regulated review environments; understands what “good” looks like for compliant localization and deployment.
- Bachelor’s degree required; advanced degree a plus.