Description:
The lead of digital marketing measurement and data science is responsible for driving US business performance across digital marketing. The role will measure and analyze digital data (e.g. CRM streams, paid media, and website data) to assess promotional effectiveness, support optimization efforts, and make data-driven recommendations. The individual will partner closely with US Marketing, US BIO, and creative agencies to develop statistical and machine learning models. The scope of this role is patient and healthcare professional analytics in the Neuropsychiatry therapeutic area.
What You’ll Do
- Collaborates with marketing product managers, omnichannel (OCE) team members, field excellence and agency partners to understand key business questions and marketing objectives
- Conduct patient journey analyses, HCP segmentation, marketing mix optimization from a Digital measurement lens
- Develop and implement data-driven solutions using advanced analytics and machine learning techniques, predictive algorithms, and AI-powered tools to assist in resource allocation and to streamline processes
- Lead the development of statistical and machine learning models to quantify the effect and interactions that affect patients’ and their healthcare journeys with a focus on digital media and channels
- Develop statistical model-based Omni-channel marketing solutions based on rich and complicated healthcare data to optimize the delivery of messages and maximize the impact across different channels
- Develop attribution model solutions to optimize the delivery and timing of messages and maximize the impact across different channels
- Develop patient journey experience to understand how key symptoms led to diagnoses
- Provide recommendations to US brand managers on health care providers reached by the field, email, media, and website by monitoring channel KPIs
- This work involves personally initiating and conducting analyses, collaborating with the internal team to conduct analyses, and directing partners in performing monthly, quarterly, and ad-hoc deliverables.
- Partner with third-party vendors/agencies to define measurement strategy. Ensure the necessary data will be available at the right level to enable evaluation and optimization of marketing programs
Qualifications
Required Skills
- Bachelor’s degree required; Advanced technical degree preferred (e.g., math, physics, engineering, finance, or computer science)
- Minimum 5 years of experience working in an advanced analytics role
- Experience building models for media mix analysis
- Ability to translate technical information to non-technical business partners
- Experience in model development, validation, and implementation
- Experience working with large datasets and ability to write SQL for data extraction and manipulation
- Proficiency in programming languages such as Python or R for data analysis and modeling
- Depth of experience with CRM analytics, website analytics, digital media analytics, and digital media strategy required. Must be able to leverage digital data to inform and guide media and digital marketing strategy
- Efficient analytical problem-solving skills with the ability to quickly scope and deliver on an analytical ask and to work iteratively to refine a solution as needed
- Collaborate effectively with cross-functional partners such as Insights & Analytics, Field Excellence, Omnichannel Excellence, and Alliance Partners
- In addition to a strong record of analytic and quantitative work, successful candidates will also have broadly applicable consulting skills: strong oral and written communication skills with both technical and non-technical audiences; ability to synthesize information into a logically structured PowerPoint deliverable; close attention to detail, with a quality-focused mindset; aptitude for, and enjoyment of, working in teams
- Robust project management and cross-functional coordination skills
- High intellectual curiosity, that can proactively identify and lead analyses that yield actionable optimizations
- Driven, highly self-motivated, confident, high-energy, bright, and creative individual with the desire and ability to own a high-profile part of the business