Thyago Ohana

• Lead the strategy and delivery of HCP web experiences, ensuring scalable platforms, user-centric design, operational efficiency, and business impact.
• Manage a team of internal experts and external partners spanning UX/UI, localization, platform operations, and digital product management. The team oversees a portfolio of 81 websites across 25 markets, having increased capacity and speed to market by 50%, while reducing contractor costs by 35%, and improving internal service customer experience by 14 points (a 200% increase).
• Led the development and embedding of an omnichannel customer engagement framework into the integrated brand planning process, launch framework, and other key business processes, ensuring omnichannel engagement is hardwired into core commercial operations.
• Enable simultaneous brand and indication launches through web experience rollouts, including the EU MedHub, UCB’s immunology medical education platform.
• Streamline operations and reduce local market burden by industrializing platform processes, embedding shared services (e.g., content stewardship, deep link management, CRM-HCP matching), and adopting agile ways of working to accelerate delivery and enhance efficiency.
• Drive alignment across global, regional, and local stakeholders through structured governance and a shared roadmap for web and inbound marketing.
• Champion a performance-driven culture through the design and implementation of omnichannel impact measurement frameworks, integrating omni KPIs into leadership dashboards and evolving operational reporting.
• Contribute to organizational training, communication, and change management through the development of an onboarding program and comprehensive web capability documentation to accelerate capability adoption and digital maturity.
• Serve as SPOC for Immunology and key EU markets (Spain, UK, Mid-Markets), driving the end-to-end orchestration of omnichannel activities beyond web.

• Led digital customer experience transformation for the immunology unit, moving the organization towards a more integrated omnichannel go-to-market model for pre-launch, launch, and late lifecycle assets. This work earned UCB’s European immunology products top stakeholder experience rankings (#1 in DT Consulting’s CX report and high marks in PrecisionAQ’s Navigator reports).
• Built and developed a high-performing team of digital channel and solution owners, enabling operational excellence across dermatology and rheumatology franchises.
• Designed and launched an agile squad model for digital operations, fostering cross-functional collaboration and accelerating delivery of omnichannel initiatives.
• Shaped processes, tools, and ways of working to enhance customer engagement, aligning with the immunology EU organization’s digital and strategic objectives.
• Steered the strategic evolution of UCB’s digital health corporate incubator, leveraging its foundation to drive patient-centered innovations and strengthen local health ecosystem engagement.

• Designed and executed a strategic roadmap for transformational digital health initiatives in immunology and neurology, aligning corporate strategy with innovation objectives.
• Established a digital health innovation hub, including an early-stage corporate incubator, to accelerate adoption of novel solutions across therapeutic areas.
• Built a high-engagement community from scratch, reaching 1,000+ employees, fostering collaboration and knowledge-sharing in digital healthcare transformation.
• Co-led the integration of digital health innovation milestones into corporate launch roadmaps and brand plans, aligning with business objectives and patient needs.
• Co-developed UCB’s digital maturity assessment framework with the patient experience working group, enhancing affiliate readiness for digital transformation.
• Acted as a strategic partner to global business units and brand teams, optimizing digital initiatives to maximize asset value and expand beyond traditional business models.
• Strengthened external engagement, representing UCB in healthcare innovation networks to identify partnership opportunities and drive adoption of emerging technologies.

• Led omnichannel customer journey planning for rare diseases and oncology across 18 markets, aligning brand strategies with tactical execution.
• Regionalized the execution of disease-awareness social media campaigns, reducing the workload for affiliate business units and enhancing targeting, consistency, and engagement across 18 markets.
• Transformed face-to-face workshops into digital medical education programs, increasing reach by 200% while cutting costs by 95%.
• Co-founded the Agile Working Group, promoting rapid experimentation and innovation to drive more agile ways of working.
• Developed an internal podcast to facilitate knowledge exchange and share best practices in digital transformation, strengthening team capabilities across the region.
• Deployed a Digital Asset Management platform integrated with Veeva CRM, streamlining content governance and enhancing scalability across the organization.
• Launched digital upskilling initiatives, including the Digital Growth and Reverse Mentoring programs, empowering teams to adopt advanced tools and practices.
• Semifinalist at the Global Innovation Challenge, with the project funded and recognized by the Board of Directors for exceptional personal commitment.

• Led digital content strategies for rare diseases and oncology, enhancing engagement and alignment with regional and global campaigns.
• Optimized localization processes as the regional lead for global content collaboration, improving content performance and scalability across 18 markets.
• Delivered impactful digital assets for medico-marketing campaigns, ensuring compliance with industry standards and brand objectives.
• Boosted digital maturity through targeted upskilling initiatives, empowering local teams with advanced digital tools and practices.
• Increased engagement at events and congresses by integrating digital touchpoints, amplifying the impact of face-to-face interactions.

• Launched the first native media portfolio for digital sports gaming in LATAM, integrating digital, performance, social media, and app-exclusive channels.
• Drove advertiser conversions by optimizing publisher portfolios and providing UX localization consulting, boosting engagement and campaign ROI.
• Delivered high-impact digital campaigns across PPC, SEO, and programmatic channels, consistently exceeding performance targets.
• Implemented Tableau dashboards, accelerating data-driven decisions and improving cross-functional collaboration.
• Supported European firms’ LATAM market entry with strategic digital media planning and execution, driving successful campaigns.

• Promoted innovation and technology exchange by fostering B2B, B2G, and academic partnerships, including matching Austrian water-cleaning technologies with unmet market needs in India.
• Drove bilateral trade and FDI growth, achieving a 45% increase in trade (to €1.6 billion) and a 76% rise in FDI (€193 million in investments from Austria to India) through targeted promotion activities.
• Developed and executed digital nation branding strategies, launching two web portals, online magazines, a marketing automation system, and social media channels to enhance India’s digital presence.
• Organized high-profile trade events and delegations, including hosting B2B meetings, coordinating delegations of up to 100 participants, and managing the Indian Presidential visit to Austria, which resulted in two MoUs in science, innovation, and technology, as well as the successful rollout of the “Make in India” campaign in Austria.

• Key contributor to the launch of Salesforce CRM, integrating it into the marketing automation/IT ecosystem, a result which secured my promotion from intern to a fixed-term contract.
• Deployed a new email marketing platform, streamlining automation processes and enhancing marketing efficiency.
• Co-developed the company’s first integrated online marketing and brand plans, driving expansion beyond the DACH region.
• Established cross-unit content management and collaboration processes, improving alignment and productivity across teams.
• Supervised online campaign implementation and reporting, ensuring consistent delivery and actionable insights.

PROJECT-BASED / HONORARY

• Strategist with strong focus in innovation-driven entrepreneurship in healthcare and social challenges.
• Ecosystem engagement expert experienced in designing, mentoring for and participating in hackathons, incubators, accelerators, etc. wearing both the startup as well as corporate hats.
• Digital Marketing consultant focused on digital customer acquisition strategies and tactics including but not exclusive to social media, search- and content marketing, PPC, email marketing and automation as well as user experience design.
• Social media specialist, web developer, copywriter and graphic artist.

Focus: Business implications of key technology techniques that underpin GenAI; Practical GenAI integration in existing and emergent products, services, platforms and tasks.

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Focus: Practical skills in Dynamic Work Design for continuous improvement through automation and business process remodeling.

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Focus: (1) The human-centered capabilities essential to digital transformation—and how to leverage machines to augment those capabilities and (2) Applying key principles of computer science to a broad range of complex business problems.

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Focus: (1) Health Informatics on Fast Healthcare Interoperability Resources (FHIR), (2) Building a Precision Medicine Infrastructure, (3) Clinical Database and Ontology and (4) Clinical Natural language processing (NLP) and Data Mining

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I earned a Certificate of Achievement in the HMX Immunology Pro course on Novel Therapies for Chronic Inflammation, Autoimmunity, and Allergy, an online program from Harvard Medical School

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I earned a Certificate of Achievement in the HMX Immunology Fundamentals course, a 10-week online program from Harvard Medical School

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Focus: Ecosystem Strategies for Corporate Innovation (Hackathons, Incubators, Accelerators...)

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Focus: multi-sided platform (MSP) design, participation and operation.

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Focus: Financial Accounting and Business Planning for Innovation in Healthcare

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An executive education program providing research-based insights on disruptive innovations and what it takes to build and manage successful business models in this complex era.

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Specializations: Advanced Corporate Strategy, Startup Entrepreneurship and Strategic Thinking

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Completed the "Digital Media Production" module (18 ECTS) towards a Master's Degree in Media Informatics as Postgraduate Education / Specialization.
Relevant Courses included Digital Media Production, Script Writing and Special Techniques for Digital Film.

Bachelor of Science in Engineering, B.Sc.
Specialization: Mobile Computing
Thesis Research: Social Media Marketing

Magister in Economics and Business Administration, Mag.(FH)
Thesis Research Focus: Customer Behavior
Note: The Magister degree is the Austrian equivalent of the international Master’s degree.