VP, Omnichannel Media

JOB DESCRIPTION

VP, Omnichannel Media

Department: Cobalt
Reports to: Managing Director, Cobalt
Location: New York, NY or Philadelphia, PA (Hybrid)
About Calcium+Company
Calcium+Company is a next-generation healthcare marketing agency that builds smarter brands through strategic clarity, creative excellence, and data-driven innovation. Cobalt, our technology and innovation division, brings data, AI, and analytics to every client engagement. As we expand our omnichannel capabilities, we are seeking a hands-on VP, Omnichannel Media to lead media across HCP and DTC.
Role Overview
The VP, Omnichannel Media will own media strategy and the media business at Calcium+Company, connected to the data and AI that power our omnichannel offering. This role plans audience-first, leads alongside partner agencies, brings the right buys in-house, and proves impact with modern measurement. As the go-to media lead for clients and internal teams, this role sets the standard for how media works at Calcium+Company and owns its growth.
This is a builder role for a media leader who wants to help grow our platform from CRM execution into intelligent omnichannel orchestration, with media as a core activation layer.
Key Job Responsibilities
(Duties may include, but are not limited to the following)
Omnichannel Media Strategy

• Lead audience-first media strategy across HCP, DTC, and unbranded campaigns, spanning endemic, point of care, search, social, programmatic, CTV, and emerging channels.
• Define channel roles, KPIs, and investment mix within the full customer journey, across paid, owned, and field channels.
• Advise clients on media strategy, available buys, budgets, and channel mix.

Media Business Ownership

• Own the media revenue plan, growth targets, and financial performance.
• Define pricing and compensation models, including fee, commission, and managed service.
• Partner with finance and legal to stand up insertion orders, billing, media payables, makegoods, reconciliation, and media liability terms.

Data-Driven Targeting & Activation

• Launch direct endemic and point of care buys with publishers and platforms.
• Build Rx- and lab-triggered HCP email programs through endemic publishers.
• Build audiences from Rx, claims, and lab data, NPI-level target lists, and first-party engagement data.
• Plan and buy endemic, point of care, search, and social media directly; partner on programmatic, CTV, and traditional while owning the plan and the data.
• Stand up trafficking, QA, pacing, and optimization processes, then hand day-to-day execution to the activation team as it grows.

Measurement & Optimization

• Lead modern measurement, including MMM, multi-DSP attribution, incrementality testing, and Rx lift.
• Deliver real-time, cross-channel reporting that turns performance data into clear recommendations.
• Apply audience suppression and identity resolution across HCP/DTC crossover campaigns.

Omnichannel Orchestration

• Help grow our platform from CRM execution into cross-channel orchestration, with media as a core activation layer.
• Connect paid media to behavioral segmentation and next-best-action, so audiences and triggers flow across paid, owned, and field channels.
• Integrate modular content into media for dynamic creative optimization and compliant personalization at scale.
• Build closed-loop attribution that links media exposure to engagement, conversion, and Rx outcomes.
• Shape the media roadmap with Data & AI, Analytics, and Development, positioning our platform as a pharma-first alternative to heavyweight enterprise suites.

AI & Innovation

• Bring Cobalt data and AI insight to every brief.
• Use AI-powered planning, audience modeling, and optimization tools to improve speed and precision.
• Track emerging platforms, formats, and AI-driven search and discovery, bringing forward smart experimentation.

Client & Partner Leadership

• Serve as the primary media lead for clients, presenting plans, performance, and opportunities to senior stakeholders.
• Lead alongside client and partner agencies of record, owning the plan and transitioning buys in-house where it makes sense.
• Manage media agency, publisher, and platform partners (e.g., DeepIntent, PulsePoint, OptimizeRx, Doceree), including negotiations and buying decisions.
• Manage healthcare data partners (e.g., PurpleLab, IQVIA, Komodo Health, HealthVerity, Symphony Health) for audience building, targeting, and measurement.
• Evaluate, negotiate, and justify data licensing costs with Data & AI, tying every data investment to performance.
• Ensure media meets healthcare regulatory, MLR, and privacy requirements.

Growth & Team Building

• Lead the media workstream in new business pitches and RFPs, including POVs, case studies, and selling materials.
• Position Calcium+Company against omnichannel data and technology players.
• Build scalable processes for planning, budgeting, pacing, QA, and reporting.
• Define and hire future roles in media planning, buying, and activation.

Qualifications

• 10+ years of experience in media strategy, planning, and buying, with a focus on healthcare or pharma; agency experience preferred.
• Proven omnichannel experience across HCP and DTC, including endemic, point of care, search, social, programmatic, and CTV.
• Hands-on fluency with DSPs, ad servers, publisher-direct buying, and self-serve platforms.
• Track record with endemic publishers, point of care, and HCP email programs.
• Experience leading media alongside an agency of record and transitioning buys in-house.
• Experience owning media revenue, pricing, and IO, billing, and reconciliation workflows.
• Deep understanding of healthcare data, including Rx, claims, and lab data, NPI-level targeting, and identity resolution, with hands-on experience using providers such as PurpleLab, IQVIA, Komodo Health, HealthVerity, or Symphony Health.
• Strong command of measurement, including MMM, attribution, incrementality, NRx/TRx, and brand lift.
• Experience applying AI tools to media planning, targeting, or optimization.
• Experience with omnichannel orchestration, next-best-action, or modular content platforms, ideally on the product or build side.
• Working knowledge of healthcare regulatory and privacy requirements, including MLR review, FDA OPDP, HIPAA, and state privacy laws.
• Builder mindset with a track record of standing up media processes and teams.
• Confident communicator who leads client conversations and earns the trust of senior stakeholders.

For U.S. Job Seekers, it is the policy of Calcium+Company to provide equal employment opportunities to all employees and applicants for employment without regard to race, religion, color, ethnic origin, gender, gender identity, age, marital status, veteran status, sexual orientation, disability, or any other basis prohibited by applicable federal, state, or local law.
EOE/AA/M/D/V/F.