Associate Director, Digital Media Insights & Analytics
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Overview
Job Description
About This Role:
The lead of digital media marketing measurement 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 measurement framework, with help of statistical and machine learning models. The scope of this role is campaigns focusing on patient and healthcare professional across therapeutic areas.
What You’ll Do:
- Provide recommendations to US brand managers on health care providers reached by the field, email, media, and website by monitoring channel KPIs
- 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 and targeting, media optimization from a Digital measurement lens
- Develop and implement data-driven analytics solutions using machine learning techniques, 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 campaigns 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
- 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 7 years of experience working in an advanced analytics role
- Experience building campaign level media 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
- Experience working with Adobe Analytics and/or Google Analytics (GA3 or GA4)
- Depth of experience with CRM analytics, website analytics, and digital media analytics, 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 on interpreting the digital media measurement outputs
- 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
Preferred Skills:
- Biotech/pharma experience preferred
- Proficiency in programming languages such as Python or R for data analysis and modeling
Additional Information
The base compensation range for this role is: $158,000.00-$217,000.00Base salary offered is determined through an analytical approach utilizing a combination of factors including, but not limited to, relevant skills & experience, job location, and internal equity.
Regular employees are eligible to receive both short term and long-term incentives, including cash bonus and equity incentive opportunities, designed to reward recent achievements and recognize your future potential based on individual, business unit and company performance.
In addition to compensation, Biogen offers a full and highly competitive range of benefits designed to support our employees’ and their families physical, financial, emotional, and social well-being; including, but not limited to:
- Medical, Dental, Vision, & Life insurances
- Fitness & Wellness programs including a fitness reimbursement
- Short- and Long-Term Disability insurance
- A minimum of 15 days of paid vacation and an additional end-of-year shutdown time off (Dec 26-Dec 31)
- Up to 12 company paid holidays + 3 paid days off for Personal Significance
- 80 hours of sick time per calendar year
- Paid Maternity and Parental Leave benefit
- 401(k) program participation with company matched contributions
- Employee stock purchase plan
- Tuition reimbursement of up to $10,000 per calendar year
- Employee Resource Groups participation
Why Biogen?
We are a global team with a commitment to excellence, and a pioneering spirit. As a mid-sized biotechnology company, we provide the stability and resources of a well-established business while fostering an environment where individual contributions make a significant impact. Our team encompasses some of the most talented and passionate achievers who have unparalleled opportunities for learning, growth, and expanding their skills. Above all, we work together to deliver life-changing medicines, with every role playing a vital part in our mission. Caring Deeply. Achieving Excellence. Changing Lives.
At Biogen, we are committed to building on our culture of inclusion and belonging that reflects the communities where we operate and the patients we serve. We know that diverse backgrounds, cultures, and perspectives make us a stronger and more innovative company, and we are focused on building teams where every employee feels empowered and inspired.Read onto learn more about our DE&I efforts.
All qualified applicants will receive consideration for employment without regard to sex, gender identity or expression, sexual orientation, marital status, race, color, national origin, ancestry, ethnicity, religion, age, veteran status, disability, genetic information or any other basis protected by federal, state or local law. Biogen is an E-Verify Employer in the United States.
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