Digital Marketing Specialist

Description:

• Worldwide Customer Capabilities (WCC); Worldwide Engagement Planning and Content Capabilities (WEPCC); Worldwide Engagement and Channel Planning – The Worldwide Engagement and Channel Planning team drives zero-based, channel-agnostic engagement, content and measurement strategy and plans across WCC, leads digital and media channel planning in collaboration with our business partners, and leads cross-functional teams (business, matrix, agency partners) across WEPCC to execute and optimize those Client's digital campaigns, tactics, and programs to meet and exceed business strategy and objectives (including brand, medical, R&D).
• Drive seamless interaction between the business (e.g., brand, medical, R&D), the rest of the WEPCC team, Business Info and Analytics (BI&A), matrix teams and agencies.
• Partners with business and other WCC functions (e.g., sales, meetings/congresses) on development of channel-agnostic engagement and content strategy followed by more specific digital channel strategy to meet business and customer needs.
• Delivers channel insights and recommendations for ongoing optimization of business plans.
• Leads cross-functional matrix structure to pull through digital brand campaigns, tactics, and programs - driving operational effectiveness, business impact and meet objectives.
• Leverage Digital Capabilities and Touchpoint Optimization principles, standards, and best practices to drive customer engagement for the business.
• Examples include and are not limited to CRM, web sites, IVAs, eMail, social media, Remote Engagement and Search Engine Marketing.
• Other examples to be identified based on business/customer needs and prioritized according to the Capabilities Roadmaps.
• Identify and run experiments with capabilities team to pilot/scale future digital marketing capabilities.
• Serves as a dedicated digital engagement point-of-contact for a market, therapeutic area, or brand, their digital agencies and leads cross-functional matrix teams teams to enable seamless execution of business strategy and lead execution of digital campaigns/tactics.
• Collaborates with business leads and WCC counterparts (e.g., field, meetings/congress, patient engagement partners) on channel-agnostic campaign/tactic strategy and provides input on the development of functional plans.
• Collaborates with BI&A to ensure KPI identification, measurement plans and optimization of digital programs.
• Coordinates with Capabilities, Digital Production, and rest of WEPCC teams on the following activities:
  • Prioritization of campaigns and tactics.
  • Definition of campaign/tactic success (e.g., development of metrics plan).
  • Evaluation and optimization of tactics.
  • Driving tactical plan to accomplish KPI and business objectives.
  • Provides digital expertise into the ongoing evolution of customer engagement model by working with business leads on critical business priorities.
  • Maintains view of the competitive landscape and has a broad perspective across the Client and pharma industry to identify and drive best practice around digital expertise.
  • Drives innovation culture and coordinates with business and capability leads to develop innovative digital tactics and apply metrics/analytics.
  • Identifies long-term process needs of the business partners focused on digital capabilities and develops/executes a plan to address these.
  • Identify opportunities for synergies and collaboration within and across markets within a therapeutic area.
  • Lead on the relationship with digital agencies/vendors to define project scope, costs, timelines, and deliverables.
  • Partner with content strategy team and production to provide early insight into cross-market material creation to drive content/asset re-use.
  • Deliver creative briefs and other necessary requirements documentation to support the development of digital programs and the production team.
  • Provide budget recommendations and estimates for digital plan tactics.
  • Monitor, manage and provide regular updates on campaign/project financials.
  • Partner closely with Production to provide direction and support to project teams and implement changes when needed in order to achieve project objectives.
  • Monitor project status and budget and provide regular reporting on progress, challenges, and solutions.
  • Collaborate with other Engagement/Planning teams to enable consistency and best practice sharing across the enterprise.
  • Identify business process and capability improvement opportunities aligned to the needs of the business/customers.
  • Conducts multi-channel briefings for senior management and external representatives.
  • Flex coverage across engagement teams on as-needed basis.