Thomas Listerman
Director, Global Digital Capabilities @Biogen
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WORK HISTORY
Director, Global Digital Capabilities @Biogen
Munich, DE
Lead the global digital capabilities development for international affiliates at Biogen, including- Salesforce Marketing Cloud (SFMC) email/messaging marketing and automation capabilities- OneTrust consent and preference management, integrated with Veeva CRM and BiogenLinc Opt and Preference Center- Customer Experience (CX) automated capability with SFMC, Qualtrics and Veeva CRM integrations- Custom developed Customer Engagement Planning application, integrated with Veeva CRM and Data Warehouse for seamless planning, execution, and analysis of omnichannel campaigns- Custom developed Event Backoffice application, integrated with Veeva CRM, BiogenLinc, and SFMC for seamless customer journey of invitation, registration, confirmation, and reminder emails before the event and CX survey request afterwards- Implementation and user training of virtual meeting best practices across platforms like Zoom, Teams, Veeva Engage- Implemented Virtual Reality event capability for collaborative meetings, with ArthurVR- Collaborated on enabling use cases for Next Best Action Insights and Suggestions in Veeva CRM triggered by digital engagements- Governance of digital factory requests from affiliates to utilise the capabilities- Best practice guidance and user trainings across capabilities- Managed a team of internal and external colleagues to increase, optimise and support use of internal global digital capabilities for affiliate cost and time efficiencies
EDUCATION
Uppsala University
Master, Media and Communications Science
Technische Universität Dresden
PhD, Media and Communications Science
Örebro University
Bachelor, Media and Communications Science
The University of Göttingen
German
SKILLS
ABOUT THOMAS LISTERMAN
I am currently Director, Digital Strategy in the Global Digital Center of Excellence at Biogen. Leading the global digital capabilities, I head up the teams enabling all international markets with self-service and on-demand functionality for customer engagement planning, consent and preference management, email marketing and automation, web analytics, customer experience management, and event promotion management, including engaging ways to use virtual reality and virtual meeting platforms as an integrated part of a customer journey. The scope includes scoping trends and best practices, understanding customer and stakeholder requirements, align on strategy and roadmap for further development of optimisation of the capabilities, to help the Biogen teams reach their engagement goals and the HCPs to have engaging experiences in their exchange with the company through omnichannel.As the Lead Digital Implementation & Multichannel DACH at Daiichi Sankyo Deutschland, I led the DACH-wide digital and multichannel marketing strategy for a successful product launch and managed web presence, personalized relationship marketing, as well as eDetailing. In my former role as Senior Director of E-Communications at the University of San Francisco, I was in charge of strategy development and implemented effective social media, email marketing and content (video, graphics) tactics. I have 15+ years of all-round communications and PR experience including digital media (social, CRM email, video) and web development, online marketing, media relations, video and print production, in pharma/healthcare/biotech, higher education, non-profit and governmental organizations in the United States and Europe. I speak English, German, and Swedish fluently.I hold a Ph.D. in Media and Communication Studies from Dresden University of Technology, Germany, and a Master’s Degree from Uppsala University, Sweden. Specialties: Communications strategy, digital marketing, CRM-driven campaigns, eDetailing, interactive Detail Aid (iDA), SEO/SEM management, analysis and consultation, content marketing, curation, social media, email marketing, mobile/online marketing, communications policy, governance, system implementation and training, compliance and privacy.
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