Thyago Ohana

Digital Strategy and Capabilities Lead (EU), Director

• 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.

Digital Transformation Strategist (Global), Director

• 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.

Digital Tranformation Manager (CEE/RU/IL)

• 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.

Digital Content Manager (CEE/RU/IL)

• 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.

Online Marketing Manager (LATAM)

• 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.

Marketing Officer

• 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.

Online Marketing Assistant

• 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.

Digital Strategy Consultant

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.

Executive Certificate in Strategy and Innovation

See Digital Certificate

Business Process Design for Strategic Management

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

See Digital Certificate (Pending)

Algorithmic Business Thinking

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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Health Informatics Certificate Program

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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Immunology Pro - Novel Therapies

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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Immunology Fundamentals

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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Corporate Innovation: Strategies for Leveraging Ecosystems

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

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Platform Strategy

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

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Innovating in Healthcare

Focus: Financial Accounting and Business Planning for Innovation in Healthcare

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Digital Disruption: Digital Transformation Strategies

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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Executive Master of Business Administration (EMBA)

Specializations: Advanced Corporate Strategy, Startup Entrepreneurship and Strategic Thinking

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Media Informatics (Postgraduate Education)

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.

Business Informatics

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

International Marketing and Management

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. For more about the Austrian Framework of Higher Education, please refer to the Austrian Federal Ministry of Education.