Overview
Job Summary (Primary function):
The Director of Digital Performance Analytics & Media Strategy is responsible for defining and advancing the digital measurement, performance analytics, and omnichannel media strategy across the Inflammation & Autoimmunity (IAI) and Hematology/Oncology (HemOnc) Business Units. This leader drives a data-first approach to customer engagement by connecting media investments, customer behaviors, and business outcomes to optimize marketing effectiveness across Direct-to-Consumer (DTC) and Healthcare Professional (HCP) audiences.
This role leads a high-performing team responsible for digital media strategy, campaign performance analytics, measurement frameworks, and optimization. Working cross-functionally with Marketing, Business Intelligence & Strategy (BIS), Commercial Analytics, Medical, IT, and agency partners, this leader transforms data into actionable insights that improve customer engagement, maximize return on investment, and accelerate business performance.
Key Responsibilities
Digital Performance & Analytics Leadership
• Develop and execute the enterprise vision for digital performance measurement and omnichannel media strategy across IAI and HemOnc brands.
• Establish standardized measurement frameworks, KPIs, and success metrics that connect media performance to customer engagement and business outcomes.
• Lead the evolution of advanced analytics capabilities, including attribution, marketing mix measurement (MMM), incrementality testing, customer journey analytics, and predictive performance modeling.
• Serve as the organization's subject matter expert on digital performance optimization, media measurement, and marketing analytics.
Media Strategy
• Partner with Brand teams to develop integrated omnichannel media strategies informed by audience insights, performance data, and customer behavior.
• Ensure paid, owned, and earned media strategies are aligned with commercial objectives and optimized across HCP and DTC customer journeys.
• Identify opportunities to improve targeting, personalization, segmentation, and channel effectiveness through data-driven insights.
• Drive innovation in digital engagement by evaluating emerging media platforms, AI-enabled optimization tools, and evolving measurement methodologies.
Performance Optimization & Insights
• Lead continuous optimization of digital campaigns through real-time performance monitoring, testing, and actionable insights.
• Build executive dashboards and performance scorecards that communicate campaign effectiveness, business impact, and optimization opportunities.
• Translate complex analytical findings into clear recommendations that influence marketing investment decisions.
• Champion a culture of experimentation through A/B testing, incrementality testing, audience testing, and performance benchmarking.
Team Leadership & Capability Development
• Build, mentor, and develop a high-performing team of digital performance analysts, media strategists, and marketing analytics professionals.
• Foster a culture of analytical excellence, innovation, continuous learning, and accountability.
• Establish best practices for measurement, reporting, governance, and digital analytics across therapeutic areas.
• Drive adoption of new technologies, automation, and AI-enabled analytics capabilities.
Cross-Functional Collaboration
• Partner closely with Brand Marketing, Commercial Operations, Business Intelligence & Strategy (BIS), Digital Product, IT, Medical, Market Access, Legal, and Compliance teams to ensure alignment on digital measurement and engagement strategies.
• Collaborate with agency partners, media vendors, and technology platforms to ensure data quality, transparency, and performance optimization.
• Influence strategic investment decisions by providing data-driven recommendations that improve marketing efficiency and effectiveness.
• Support enterprise initiatives focused on customer engagement transformation, digital maturity, and omnichannel excellence.
Qualifications
• Bachelor's degree in Marketing, Business, Analytics, Data Science, Communications, or related field required; MBA or Master's degree preferred.
• 10+ years of experience in digital marketing, performance analytics, omnichannel strategy, or media optimization, preferably within the pharmaceutical or healthcare industry.
• Deep understanding of HCP and DTC customer engagement strategies across digital channels.
• Expertise in digital measurement methodologies including attribution modeling, marketing mix modeling (MMM), customer journey analytics, experimentation, and ROI measurement.
• Experience with digital analytics and visualization platforms such as Adobe Analytics, Google Analytics 4, Power BI, Tableau, Salesforce Marketing Cloud Intelligence (Datorama), Adobe Customer Journey Analytics, or similar technologies.
• Strong understanding of paid media channels including search, programmatic, social, video, endemic media, CRM, and omnichannel orchestration platforms.
• Experience leveraging first-party data, CDPs, CRM platforms, AI-driven marketing tools, and audience activation technologies.
• Proven ability to lead cross-functional teams and influence senior leadership through data-driven insights and strategic recommendations.
• Exceptional communication, executive presentation, and stakeholder management skills.
Disclaimer: The above statements are intended to describe the general nature and level of work performed by employees assigned to this job. They are not intended to be an exhaustive list of all duties, responsibilities, and qualifications. Management reserves the right to change or modify such duties as required.
