Omnichannel Governance and Multi-Market Delivery in Global Pharma

Hundred plus markets each running omnichannel differently, with no shared standard and constant rework.

A global pharmaceutical organisation was running omnichannel marketing across more than a hundred markets using Adobe Experience Manager, Adobe Campaign, Adobe Target, Adobe Analytics, Salesforce, Veeva, Reltio, Tealium, and DocCheck for HCP communications. Each market executed campaigns differently, followed inconsistent regulatory guidance, and lacked unified metadata, identity, and governance structures. Compliance gaps and audit exposure were rising; delivery teams were rebuilding the same components for different brands.

The work needed someone who could hold the technical product layer across oncology, respiratory, and immunology brands simultaneously, define shared standards across the Adobe and Veeva-Salesforce-Tealium stack, and deliver omnichannel journeys across markets without losing the regulatory nuance each one required.

Technical product ownership defining shared standards and delivering against them.

We acted as technical product owner and programme delivery lead across the three therapeutic business units, owning component roadmaps and multi-market delivery using Adobe Experience Manager, Veeva, Salesforce, Reltio, and Tealium.

• Defined component enhancement roadmaps for multiple brands across North America, Europe, and Asia
• Designed unified user journeys across desktop and mobile in Adobe XD and Figma, integrating WCAG accessibility standards
• Owned specification and delivery coordination with onshore and offshore teams across 25 plus markets
• Led multiple GxP-impacted programmes covering user journeys, sprint and roadmap planning, release governance, and ServiceNow service transition
• Established structured demand intake, estimation, prioritisation, and reporting with PowerApps workflow automation in Jira
• Provided weekly demand and performance reporting to senior leadership

Hybrid agile, GxP-aligned, Adobe and Veeva-Salesforce stack.

Delivery blended agile and waterfall by workstream, with Jira and Confluence as the system of record and PowerApps used for workflow automation. The marketing technology stack included Adobe Experience Manager, Adobe Campaign, Adobe Target, Adobe Analytics, Veeva, Salesforce, Reltio (master data), Tealium, and DocCheck and IQVIA for HCP data. Regulatory and accessibility design were embedded into stories rather than treated as separate workstreams. Every release supported BAU handover with ServiceNow service-management alignment.