Summary:

This role will lead enterprise‑wide measurement, experimentation, and optimization across personal and non‑personal engagement, with a strong focus on media, campaign optimization and accountable for establishing standardized measurement frameworks, KPI governance, and closed‑loop insight generation that translate engagement and media activity into improved customer experience, orchestration performance, and business outcomes.

The Associate Director serves as a strategic analytics and insight leader - synthesizing campaign performance data, historical learnings, experimentation results, and decision science outputs (MMx/KDA, attribution) to generate actionable intelligence that informs campaign design, channel mix, sequencing, pacing, and in‑flight optimization.

This role plays a critical stewardship function for the Omnichannel Orchestration Engine, ensuring execution quality, orchestration effectiveness, and continuous optimization of both orchestrated and non‑orchestrated campaigns. Partnering closely with Brand Analytics, Media & Digital Marketing, Omnichannel Orchestration/Engine teams, CRM Insights Enablement, Field Analytics, BI&T, and Commercial stakeholders, the Associate Director delivers dynamic campaign optimization insights and decision frameworks that enable faster learning, more efficient media spend, and consistent measurement across brands - while operating within a highly regulated healthcare environment.

Responsibilities:

Measurement Strategy, KPI Standardization & Governance Lead

• Standardized measurement frameworks for customer experience and omnichannel performance across field and digital engagement.
• Develop campaign intelligence frameworks that synthesize historical performance, decision science outputs (MMx/KDA), and advanced analytics to inform digital campaign planning and optimization at BMS.
• Define and govern enterprise KPIs, measurement logic, metric definitions, and reporting standards to ensure consistency and scalability across brands and markets.
• Establish closed-loop measurement approaches that evaluate execution quality, orchestration effectiveness, and cross-channel coordination.

Performance Monitoring & Optimization Insights

• Oversee ongoing monitoring of engagement “health” (e.g., reach, frequency, engagement, opt-outs, execution signals) and identify early indicators of deviation or opportunity.
• Translate performance trends into actionable optimization recommendations for orchestration logic, channel utilization, workload balance, and pacing.
• Develop and maintain executive-ready dashboards and narratives that connect engagement activity to customer experience and business outcomes.

Experimentation & Incrementality (Test & Learn)

• Design and operationalize test-and-learn approaches (e.g., A/B tests, lift studies, incrementality experiments, matched control designs) to assess impact and scalability of innovations.
• Define success metrics, measurement windows, and analytical methods; ensure results are translated into decisions on what to scale, refine, or stop.
• Partner with media, CRM, and activation teams to embed experimentation learnings into ongoing and future campaign execution

Omnichannel Orchestration Engine Measurement

• Lead standardized measurement and optimization frameworks for the Omnichannel Orchestration Engine across both personal and non-personal channels, enabling always on, closed loop measurement of execution quality, orchestration effectiveness, and cross channel coordination.
• Oversee continuous monitoring of omnichannel execution health—including reach, frequency, engagement, optouts, and recommendation execution signals—and assess performance trends and early indicators of deviation.
• Translate insights into actionable optimization recommendations to improve channel mix, sequencing, pacing, workload balance, and content delivery, while providing analytical feedback to Omnichannel Engine, Salesforce, and Field Excellence partners.
• Deliver dynamic insights and decision frameworks that enable faster learning, more efficient media spend, and consistent measurement across brands.

Content, Message & Personalization Measurement

• Lead measurement of content and message performance (e.g., adoption, freshness, affinity, fatigue, segment/channel suitability).
• Enable evaluation of AI-driven personalization/NBA strategies and their impact on customer experience and downstream outcomes.
• Provide recommendations to optimize content mix, creative rotation, channel fit, and sequencing.

Stakeholder Partnership & Enablement

• Serve as a trusted analytics advisor across Marketing, Omnichannel Strategy, Field Excellence, and Commercial stakeholders.
• Facilitate regular insight feedback loops to refine targeting, orchestration pacing, and engagement strategy.
• Drive adoption of measurement standards and best practices through training, documentation, playbooks, and stakeholder enablement.

Innovation, AI & Responsible Insight Enablement

• Partner with data science, and other partners to pilot and scale advanced analytics capabilities (e.g., clustering/embeddings, pattern detection, content analysis).
• Enable responsible use of LLMs for insight generation and enablement (e.g., summarization, classification, explanation), ensuring governance, explainability, and compliance.

Qualifications:

• Bachelor’s degree in Computer Science, Data Science, Analytics, Statistics, Economics, or related quantitative field is required
• Minimum 6 years of experience in omnichannel engagement measurement, advanced analytics, or commercial insights within the pharmaceutical industry.
• Strong understanding of HCP and/or patient journeys, including channel interactions, sequencing, pacing, and message effectiveness.
• Demonstrated experience designing measurement frameworks, KPI standardization, reporting requirements, and analytics governance.
• Expertise in impact measurement methods including attribution, experimentation/incrementality, and causal inference approaches.
• Proven ability to translate analytics into clear, actionable recommendations and influence cross-functional stakeholders.
• Proficiency with Python or R for analysis/modeling and working with modern data environments.

Preferred Experience

• applying machine learning techniques, including embedding based clustering, to identify high value channel and journey patterns, content effectiveness, message fatigue, and under or oversaturated channels.
• Practical experience leveraging large language models (LLMs) as an insight and enablement layer on top of core analytics, including prompt design for classification, summarization, explanation of analytical results, and insight generation.
• Ability to validate AI generated insights with analytical rigor and business logic, ensuring explainability, trust, and compliance. Proficiency in SQL and machine learning modeling in Python (e.g., pandas, NumPy, stats models, causal libraries).

#CASA

If you come across a role that intrigues you but doesn’t perfectly line up with your resume, we encourage you to apply anyway. You could be one step away from work that will transform your life and career.

Compensation Overview:

The starting compensation range(s) for this role are listed above for a full-time employee (FTE) basis. Additional incentive cash and stock opportunities (based on eligibility) may be available. The starting pay rate takes into account characteristics of the job, such as required skills, where the job is performed, the employee’s work schedule, job-related knowledge, and experience. Final, individual compensation will be decided based on demonstrated experience. 

Eligibility for specific benefits listed on our careers site may vary based on the job and location. For more on benefits, please visit
 

Benefit offerings are subject to the terms and conditions of the applicable plans in effect at the time and may require enrollment. Our benefits include:

• Health Coverage: Medical, pharmacy, dental, and vision care.

• Wellbeing Support: Programs such as BMS Well-Being Account, BMS Living Life Better, and Employee Assistance Programs (EAP).

• Financial Well-being and Protection: 401(k) plan, short- and long-term disability, life insurance, accident insurance, supplemental health insurance, business travel protection, personal liability protection, identity theft benefit, legal support, and survivor support.

​Work-life benefits include:

Paid Time Off

• US Exempt Employees: flexible time off (unlimited, with manager approval, 11 paid national holidays (not applicable to employees in Phoenix, AZ, Puerto Rico or Rayzebio employees)

• Phoenix, AZ, Puerto Rico and Rayzebio Exempt, Non-Exempt, Hourly Employees: 160 hours annual paid vacation for new hires with manager approval, 11 national holidays, and 3 optional holidays

Based on eligibility*, additional time off for employees may include unlimited paid sick time, up to 2 paid volunteer days per year, summer hours flexibility, leaves of absence for medical, personal, parental, caregiver, bereavement, and military needs and an annual Global Shutdown between Christmas and New Years Day.

All global employees full and part-time who are actively employed at and paid directly by BMS at the end of the calendar year are eligible to take advantage of the Global Shutdown.

*Eligibility Disclosure: The summer hours program is for United States (U.S.) office-based employees due to the unique nature of their work. Summer hours are generally not available for field sales and manufacturing operations and may also be limited for the capability centers. Employees in remote-by-design or lab-based roles may be eligible for summer hours, depending on the nature of their work, and should discuss eligibility with their manager. Employees covered under a collective bargaining agreement should consult that document to determine if they are eligible. Contractors, leased workers and other service providers are not eligible to participate in the program.