Senior Manager, Web Analytics, Content and User Insights

ROLE SUMMARY

The Senior Manager, Web Analytics and Content Intelligence, will play a critical and influential role in the Media Measurement department within Pfizer's Media organization. This position is specifically designed to drive the development and implementation of cutting-edge web analytics and content intelligence analyses, with the ultimate aim of significantly enhancing Pfizer's digital presence and competitive advantage in their line of business.

The Senior Manager will work closely and collaboratively with a diverse range of internal and external cross-functional partners, including marketing teams, data scientists, content creators, and technology experts. By leveraging their expertise and fostering strong relationships, the Senior Manager will effectively align strategies and initiatives to achieve the desired outcomes.

In this role, the Senior Manager will take a holistic and data-driven approach, meticulously examining various aspects such as content effectiveness, creative performance, multi-touch attribution models, generative AI opportunities, and user journey analysis. By analyzing these factors, the Senior Manager will gain valuable insights that will inform decision-making and drive continuous improvement in media campaigns and website performance, all in alignment with Pfizer's business objectives.

This position presents a unique opportunity for the Senior Manager to shape Pfizer's digital strategy and drive its success in a rapidly evolving and competitive landscape. By staying at the forefront of industry trends and leveraging advanced analytics techniques, the Senior Manager will contribute to Pfizer's position as a leading healthcare organization with a strong digital presence.

ROLE RESPONSIBILITIES

• Manage web analytics and creative reporting for their line of business including:
  • Prompt provision of Monthly Business Reviews (MBRs) and Quarterly Business Reviews (QBRs) that offer insights into user behavior and present optimization recommendations to key stakeholders, in collaboration with agency analytics teams.
  • Utilizing best practices in translating website performance to the overall performance journey and understanding correlation to script lift.
  • Working closely with Media Measurement colleagues to ensure that findings are seamlessly incorporated into comprehensive media campaign performance evaluations.
• Collaboration with agency partners, to ensure media, site, and content measurement excellence and actionability align to improving media investment’s impact on customers and healthcare professionals (HCPs).
• Collaboration with the User Experience (UX) team to conduct analyses related to UX.
• Provide guidance on ad hoc analytic inquiries and assist team members in utilizing dashboards effectively.
• Oversight of web and creative reporting delivery processes.
• Ensure that the agency performs necessary updates to reporting dashboards in a timely manner (e.g., annual refreshes or mid-year website changes).
• Collaborate with the digital team to recommend enhancements and fixes for Adobe Analytics when required.
• Perform quality assurance (QA) checks on dashboards and other analytic updates, ensuring accuracy and resolving any issues promptly.
• Share insights and effective learnings and best practices across lines of business.
• Collaborate with the Media Measurement team and other colleagues to develop a web and creative test-and-learn initiative for the business unit, aiming to identify best practices for optimizing patient and HCP websites and content programs.
• Lead engagements with users and stakeholders to comprehensively assess their reporting requirements, ensuring the delivery of insightful analytics that inform strategic decision-making.
• Stay up-to-date with industry trends and best practices in web analytics and content intelligence as well as in marketing and measurement.
• Candidate demonstrates a breadth of diverse leadership experiences and capabilities including: the ability to influence and collaborate with peers, develop and coach others, oversee and guide the work of other colleagues to achieve meaningful outcomes and create business impact.

BASIC QUALIFICATIONS

• Bachelor's degree in a related field (e.g., Marketing, Business, Data Science), or equivalent experience
• 7+ years of experience in web analytics in a professional environment, with a strong understanding of web analytic tools and platforms
• Broad knowledge of the pharmaceutical industry and healthcare environment, specifically with an understanding of claims data and marketing optimization in their assigned line of business
• Understanding of data-driven media planning and buying approaches 
• Proven ability to analyze complex data sets and p