Associate Director, Digital Marketing, Customer Engagement Planning and Measurement

Job Description

As a key member of the Customer Engagement Planning & Measurement team, this Associate Director role will lead the Omnichannel go to market efforts and work with teams of analytic professionals and external media, creative and analytics agency partners.

As we move towards faster insight-gathering, faster decision-making and improvement in the ability to execute more efficiently across multiple channels, we need to be able to deliver relevant information, solutions, and services to our customers how and when they need it. It is imperative that we understand our customers’ engagement preferences more deeply and execute on those insights more efficiently across our promotional mix.

In this role, which is more commonly referred as the Customer Engagement Architect (CEA), this individual will;

• Define and develop the promotional HCP & consumer activation and engagement strategic go to market plans

• Improve our ability to Go-To-Market and engage customers in a timelier, and relevant way.

• Define the proper KPIs and measurement plans to deliver data driven decisions and optimizations

• Be responsible for working in an Agile setting along with the brand team, leveraging new and existing capabilities to bring to light customer insights and help the team execute on the engagement strategies based on those insights.

• Collaborate with a wide array of stakeholders including Marketing, Promotions, Market Research, Analytics, various agencies/consultants, and the broader U.S. enterprise for shared resources.

Key responsibilities include and are not limited to the following: 

• Utilize business strategy and customer insights to identify customer opportunities in digital channels

• Develop omnichannel go-to-market strategy and design of longitudinal customer engagement plans to ensure positive customer experience.

• Leverage brand segmentation and customer insights to develop digital go-to-market segments

• Responsible for defining channel, media and third-party digital partnership choices aligned to strategic priorities and behavioral/communication objectives to drive business impact

• Design Customer Engagement Journeys to deploy omnichannel campaigns & support differentiated content needs

• Perform in-depth analysis of customer-level engagement data (non-personal and in-person sales) from a variety of sources to inform the brand team of opportunities and choices.

• Utilize self-service media analytics tools and perform analyses of customer level engagement data across channels

• Develop test and learn agendas with defined measurement plans

• Monitor performance vs. objectives to identify optimization opportunities while in-flight

• Partner with internal and external teams to uncover data-driven insights via ad hoc and/or advanced analytics.

• Deliver impactful performance updates through effective storytelling, anchored in strategy, to internal and external partners on a regular cadence

• Support installing non-personal engagement best practices across the department to improve customer experience

Required Experience & Skillset

• Minimum of seven (7) years omnichannel marketing and digital media (HCP and/or Consumer) campaign development experience with an emphasis on using both data and digital media strategy to optimize overall customer experience to drive business results.

• Strong knowledge of marketing fundamentals and ability to align marketing strategy and customer behavior change objectives to tactical campaign design across multiple dimensions (customer, channel, content, cadence).

• Analytical acumen –ability to synthesize large sets of data, experience looking for trends in data, segmentation analysis, monitoring campaign progres