Associate Director Digital Marketing Customer Engagement Planning & Measurement

Job Description

As a key member of the Customer Engagement Planning & Measurement team supporting the US Business, the Associate Director, Digital Marketing, Customer & Engagement Planning and Measurement role will lead the Omnichannel go to market efforts and work with teams of analytic professionals and external media, creative and analytics agencies/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 audience 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 non-personal promotion for consumer (HCC) omnichannel media strategies across all channels, inclusive of TV

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

• Be responsible for working in an Agile setting along with the brand team, leveraging new and existing capabilities to bring to light consumer 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:

• Leverage business strategy, brand segmentation, and consumer insights to develop omnichannel go-to-market strategies and longitudinal engagement plans, identifying the right activation opportunities and ensuring a positive consumer experience.

• Responsible to define channel, media, and third‑party digital partnerships aligned to strategic priorities and behavioral/communication objectives, establishing end-to-end channel/media strategy to support brand initiatives, including launches, to drive business impact and improve patient outcomes where appropriate

• Leverage self-service analytics to analyze consumer-level engagement across channels, define learning agendas and test-and-learn pilots with clear measurement plans, and translate insights into continuous, in-flight campaign optimizations to inform brand opportunities and choices.

• Managing the creation of the monthly/quarterly campaign performance reports and deep dive analyses

• Partner with internal and external analytics teams to uncover data-driven insights—through ad hoc and advanced analyses—and collaborate on or lead ROI, media mix modeling, patient-level analyses, and broader business impact studies.

• Where appropriate, contribute to evolving the existing Consumer campaign scorecards, key performance indicators, measurement frameworks and reporting templates to incorporate new data sources and capabilities that allow the team to provide relevant actionable information

Required Experience & Skillset

• Minimum of seven (7) years of strategic marketing and campaign design experience with an emphasis on Consumer digital strategy/execution (inclusive of TV experience) using both data to optimize overall customer experience to drive business results.

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

• Demonstrated strong written and verbal communication and business acumen, translating complex strategic and technical concepts into clear, concise business cases for leadership audience

• Analytical acumen –ability to synthesize large sets of data, experience looking for trends in data, segmentation analysis, monitoring campaign progress and identifying intervention points and business solutions - to drive business results

• Demonstrated change management and project management skills and able to establish action plan for self and others to complete work efficiently by setting priorities, establishing timelines and leveraging resources.

• Demonstrated ability to be adaptive and maintain effectiveness while experiencing major changes in work or environment.

• Demonstrated ability to