Twenty years turning disconnected digital initiatives into one system.
Omnichannel strategy, CRM and AI as operating capability, capability building across markets. Built the model from zero twice. The second one is the one BMS benchmarks against.
Germany: BMS’s global omnichannel benchmark, ahead of the US
3–5% → >5%: Sales uplift, Next Best Action (NBA); above 5% once it scaled across three brands
Weeks → days: Content production; the operating model was adopted regionally and globally
2×: Built from zero twice: Australia, then Germany
Twenty years in digital, CX and omnichannel, agency side and in pharma: FMCG, financial services, seven years on Ford Asia Pacific, then Bristol Myers Squibb.
The problem looks much the same wherever I start. Good initiatives, each on its own clock, none of them adding up.
My job is connecting what already exists into one system, with named owners, stage gates and shared measures.
I have built that model from zero twice at BMS, first in Australia, then in Germany. Germany is the market BMS global leadership benchmarks against, including the US. I am based in Munich.
Short answers
Who is Morgwn Shaw?
A Munich-based omnichannel strategy and digital transformation leader with twenty years in digital, CX and omnichannel, agency side and in pharma. He is Associate Director, Omnichannel Strategy Lead at Bristol Myers Squibb Germany.
What does he actually do?
He connects digital initiatives that already exist into one governed system, with named owners, stage gates and shared measures. At BMS Germany that meant joining AI-search visibility, generative AI content, personalisation, microsegmentation, the scene matrix and a global Adobe platform pilot into one operating model.
What results can he point to?
He built the BMS Germany omnichannel function from inception in 2021; senior leadership now treats Germany as the global omnichannel benchmark, ahead of the US. His ML-driven Next Best Action engine delivered a 3–5% sales uplift, later above 5%. His content operating model cut production from weeks to days and was adopted regionally and globally. Before that he built BMS Australia’s digital capability from zero: digital investment up 300% in three years, tactical output up 500%.
What did he do before pharma?
Seven years at APD in Melbourne leading Ford Asia Pacific’s digital technology and platform strategy, including a multi-market CMS migration timed to a vehicle launch, plus digital portfolios for Goodyear Dunlop and Australian Unity. Before that, founding digital and communications strategy at Clinuvel Pharmaceuticals.
Where does he speak?
Keynotes at the NEXT CX & AI Summit in Vienna in 2024 and 2025, with a third in 2026; the UBIQ Omnichannel Summit in Barcelona (2025); the NEXT Pharma Summit in Dubrovnik (2024); and DigIT Pharma AI Commercial Excellence in Berlin (2023).
What is Capsulecast?
A generative production system for original audio that he built outside the day job, covering research, scripting, voice, compliance and disclosure. It produces The Cassandra Files, The Oracle Gap and Rose Tinted Ruin.
How do I contact him?
Email morgwn.shaw@icloud.com or find him on LinkedIn at linkedin.com/in/morgwnshaw. He is based in Munich, Germany.
Built and lead the German Omnichannel Strategy function from inception across the full brand portfolio (oncology, cardiovascular, immunology). Core member of the Strategy & Operations Leadership Team; interface to global CASA, CRM, content and AI teams.
Connected six previously separate workstreams — GEO/AI visibility, generative AI content, personalisation, microsegmentation, scene matrix, global Adobe pilot — into one governed system with owners, stage gates and shared measures.
Established Germany as BMS's global omnichannel benchmark — recognised by senior leadership as the most effective, collaborative cross-functional market, ahead of the US.
Designed and scaled an ML-driven Next Best Action engine integrating Sales and Marketing across customer journeys: 3–5% sales uplift; evolved to a full AI-driven model across three brands with >5% uplift and broad field adoption.
Key instigator of the Omnichannel Accelerator Programme — aligned the country organisation behind cohesive goals; subsequent impact above-market globally.
Led pilots in generative AI content, content modularisation, AI avatars for patient engagement and GEO/AI-search visibility — a test-and-learn culture judged on commercial outcomes, not innovation theatre.
Redesigned the content operating model, cutting tactic production and deployment from weeks to days; model adopted regionally and globally. Integrated customer and interaction data across CE3, SFMC and CSCAN for journey orchestration, web personalisation and automated campaign delivery.
Associate Director, Digital Marketing Specialist, Bristol Myers Squibb, Australia
Led BMS Australia's shift from traditional to digital and omnichannel engagement across the brand portfolio — a from-zero capability build.
Increased brand investment in digital and omnichannel 300% over three years; 500% increase in tactical output and incremental non-personal promotion.
IVA/eDetail adoption from 10% to consistently >60%; field-triggered email from <2% to 100% field adoption, engagement consistently above company benchmarks.
Designed and championed digital-only product launches across multiple oncology indications; built a highly trafficked digital content hub.
Built digital and data literacy across marketing and commercial teams; led AOR and third-party partnerships for programmatic media, analytics and insight.
Digital Transformation Director / Senior Account Director, APD, Melbourne
Seven years leading Ford Asia Pacific's digital technology and platform strategy across markets and time zones — global matrix, regional execution.
Seven years leading Ford Asia Pacific's digital technology and platform strategy across markets — including a simultaneous multi-market CMS migration across the Southern Hemisphere timed to a major vehicle launch. Global matrix, regional execution.
Directed digital portfolios across FMCG, financial services, health insurance, government and education (Goodyear Dunlop, Australian Unity); performance programmes with materially reduced cost-per-acquisition.
Consulted APAC businesses on CX strategy, digital transformation and business-model optimisation.
Senior Manager, New Media & Communications, Clinuvel Pharmaceuticals, Melbourne/Zurich
Established the founding digital, social and communications strategy for an ASX-listed biopharma — patients, HCPs and shareholders.
Speaking
Vienna 2024: Next CX & AI Summit — keynote: Be polite or AI will ruin everything!
Vienna 2025: Next CX & AI Summit — keynote: Agent Smith or Agent 86?
Vienna 2026: Next CX & AI Summit — upcoming keynote: the human role after optimisation.
Barcelona 2025: UBIQ Omnichannel Summit — Germany's multichannel-to-omnichannel transformation.
Berlin 2023: DigIT Pharma AI Commercial Excellence — data-driven campaign operations.
Recordings
Agent Smith or Agent 86?: What agentic and generative AI actually mean for CX leaders. (NEXT CX & AI · Vienna 2025)
Carbon Connects: Legacy drag, martech glut, trust, and GenAI that has to ship. (Carbon Global · with Henry Regan)
Projects
Capsulecast: The engine under the shows. A generative production system for original audio — research, scripting, voice, compliance and disclosure. Built outside the day job to find out what the stack can actually do, then used to make the work below.
The Cassandra Files: Forensic audio drama. Katie audits the books, Marcus kills the spin, Killian opens the file. Real companies, real failure modes, told as near-future case files across business, technology, health and culture. The first show on the rails.
The Oracle Gap: Where the pitch deck pebbledashes the backlog. Short forensic briefings on pharma CX, digital and commercial operations. AI hosts, selected by topic. Every number attached to a published source — the show examines the stats nobody checks; it does not get to invent its own.
Rose Tinted Ruin: Pop-culture nostalgia capsules. The memory, then the receipt underneath. Same ruin, different gossip — a mixtape of things that used to be everywhere, hosted by the Capsulecast cast.
Tools
Salesforce Marketing Cloud · Veeva CRM / PromoMats · Adobe Experience Manager · CE3/Sophia · Marketo · Power BI · Google Analytics · Claude / GPT / Gemini · Cursor · custom pipelines · GEO / AI-search visibility (Ahrefs, Adobe)