Director, Global Digital Excellence, full-time, Global Hub Barcelona  

Introduction: 

Join us at AstraZeneca’s Biopharmaceuticals Business Unit (BBU) where we turn ideas into life-changing medicines. We’re passionate about the potential of science to address the unmet needs of patients around the world. We commit to those areas where we believe we can really change the course of medicine and bring big new insights into life. Our Vision for Global Business Excellence is to support our BBU Ambition with a relentless focus on securing pre-launch / launch excellence, future proofing the BBU with elevated world class capabilities and enabling practice change at scale.  

Team overview: 

In our ever-changing environment the importance of finding a blend between innovation and new ways of working while keeping focus on the core principles for impactful interactions with our external customers is more important than ever. In short, strong marketing capabilities are at the core of this and will secure the long-term success for the BBU and AZ overall.  

The Global Marketing Excellence team plays a critical role in defining the roadmap for future success. Ensuring that the required marketing and launch capabilities are developed across the BBU. Our Marketing Excellence mission is to “Inspire and build world class marketers, equipped to deliver exceptional customer experiences, which change clinical practice, improve patient outcomes, and drive growth for our brands”. 

Role Overview: 

Reporting to the Senior Director, Global Launch & Marketing Excellence, your main priority will be to drive implementation and adoption of Digital Twin by preparing our people, processes and mindset to embed new ways of working, creating greater customer value. The role sits within the Digital Twin workstream “Change Management, Communications & Capability Building” and provides change management expert support, stakeholder engagement, and communications for the Digital Twin Program—ensuring adoption, behavioral change, and measurable business impact.  

Key objectives in 2026 for the role: 

• Ensure continuation and refresh plans in pace for appropriate wave 1 markets, proactively addressing any adoption challenges with course correction  

• Continue to onboard additional region / markets by creating consistent systematic onboarding process that drives implementation with ease 

• Elevate existing assets and content, while creating new centrally curated content that will amplify the change narrative and drive capability builds with role-based learning pathways 

Key Accountabilities:  

• Change strategy and planning: Define the end-to-end change approach for Digital Twin use cases across EUCAN Customer Engagement (case for change, stakeholder analysis, change impacts, adoption metrics, roadmap). Align with CoE governance, Global Functions, and Market delivery plans. 

• Stakeholder engagement: Map and segment stakeholders across EUCAN markets, BBU Global Brand Teams and Global Functions (GIBEx, cDH, CIT, GBS). Build engagement plans, influence senior sponsors, and maintain feedback loops to surface risks and adoption barriers early. 

• WorkVivo Space ownership: Establish and govern the EUCAN Customer Engagement WorkVivo Space (information architecture, editorial standards, moderation, community management). Curate content that promotes consistent communications, best-practice sharing, showcases, and Q&A for Digital Twin and adjacent initiatives. 

• Communications leadership: Design and execute multi-channel communications (executive messaging, town halls, newsletters, demos, videos, FAQs, Nucleus/WorkVivo content). Maintain consistent storytelling on value, progress, and outcomes; manage an editorial calendar and tone of voice. 

• Readiness and adoption: Maintain and evolve role-based training and enablement with SMEs (playbooks, job aids, learning paths). Coordinate pilots and cutovers with Global and market teams. Measure adoption, sentiment, and proficiency; drive interventions to close gaps. 

• Use-case storytelling: Translate Digital Twin capabilities into customer engagement outcomes (e.g., call planning optimisation, next-best-action, resource allocation, omnichannel effectiveness) and coordinate with markets to publish success stories via WorkVivo. 

• Governance and risk management: Run change governance forums; manage issues, dependencies, and change risks. Ensure alignment with other CoE workstreams and particularly with Regulatory to meet data privacy, compliance, brand, and medical/legal standards across EUCAN. 

• Community of practice: Facilitate a Customer Engagement community across Markets/Global Functions to share methods, templates, and lessons learned; harmonise approaches with BBU/OBU partners. 

• Continuous improvement: Use analytics and feedback (WorkVivo engagement data, sentiment, surveys) to refine messaging, channels, and training. A/B test communications and iterate based on adoption data. 

Your second priority will be collaborating with the global marketing excellence team on broader digital initiatives. This involves building a global marketing community, embedding our vision for Marketing 2030, evolving launch and strategic planning processes, and driving flagship marketing initiatives to support Ambition 2030. 

Expertise Required:   

• Bachelor’s or Master’s degree in Business, Communication, or a related field.  

• Experience: 7+ years in change management and communications for digital/data transformation in commercial or customer engagement contexts; proven delivery in complex, multi-country environments —ideally in the pharmaceutical, healthcare, or related sectors 

• Commercial Digital Twin/AI experience: Experience with Commercial Digital Twins or comparable pharma commercial Artificial Intelligence solutions within a European data privacy context. 

• Transformation communications leadership: Demonstrated communications and change management leadership in large-scale business transformation programs. 

• Stakeholder management: Ability to influence without authority, manage complex stakeholder networks (Global Functions, EUCAN markets, BBU/OBU), and resolve resistance.  

• Strategic storytelling: Translate technical capabilities into customer engagement outcomes and market-ready narratives. 

• User-centricity: Build change and communications around personas and journeys (field teams, brand leads, analytics teams, medical, market leadership). 

• Collaboration: Create trusted partnerships across Global Functions, IBEX, EUCAN markets, BBU/OBU, and CoE teams. 

• Measurement and analytics: Skilled at defining adoption KPIs, establishing feedback mechanisms, and interpreting engagement and usage data to guide interventions. 

• Platform ownership: Experience standing up and governing collaboration platforms (e.g., WorkVivo, SharePoint) with clear information architecture and moderation practices. 

• Project delivery: Strong planning and orchestration across multiple workstreams; familiarity with agile ceremonies and PMO practices. 

• Operational rigour: Establish clear governance, standards, and cadences for WorkVivo and communications. 

• Resilience and adaptability: Navigate ambiguity and adapt to evolving priorities and discovery. 

• Results orientation: Drive adoption, behaviour change, and measurable impact, not just activity. 

Business Area  

• GIBEX – Marketing Excellence  

Organizational position  

• Global