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![Bracco Diagnostics Inc](https://media.trabajo.org/img/noimg.jpg)
Associate Director/Director of Digital Commercial Strategy
1 month ago
Bracco Diagnostics Inc. is a subsidiary of Bracco Imaging which is part of the overall Bracco Group. The Company specializes in the clinical development, marketing and sales of diagnostic contrast imaging agents. Bracco Diagnostics Inc. primarily markets its products to hospitals throughout the United States. Bracco Diagnostics Inc. is committed to the discovery, development, manufacturing and marketing of imaging agents and solutions aimed at providing a better use and management in terms of diagnostic efficacy, patient safety and cost effectiveness.
Job Purpose
The Associate Director/Director of Digital Commercial Strategy will spearhead the digital transformation initiatives, focusing on the strategic implementation and optimization of our commercial activities. This individual will lead the efforts in Marketing Automation, CRM, Digital solutioning, and more.
This position is a leadership role for the BDI organization which will report to the Senior Director, Digital Operations. This individual must be able to anticipate, develop and direct strategies and processes in support of strategic commercial objectives. This individual will work across the Bracco continuum, including senior management and global constituents, to drive and implement stated strategies and tactics.
Initiatives include Marketing automation (Pardot) management and optimization, CRM (Salesforce) collaboration/management, Digital campaign optimization. Data management and insights.
Main Responsibilities, Activities, Duties and Tasks
- Strategic management and optimization of Pardot to enhance marketing automation performance.
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- Interface with CRM administrators to support Pardot maintenance, integrations, and maximization.
- Provide a defined set of metrics to sales and marketing leadership related to engagement scoring, journey engagement patters, and lead source effectiveness.
- Work directly with local and global Marketing Automation/CRM business units.
- Oversee the email campaign operation and execution.
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- Manage the operational aspects of email campaigns, including scheduling, segmentation, deployment, and optimization.
- Oversee the maintenance of email lists, including subscriptions, opt-outs, and list segmentation, to ensure accuracy and compliance with legal standards.
- Strategically collaborate with brand leaders to manage corporate website maintenance, elevate email campaign strategies, and manage comprehensive media campaigns, driving brand cohesion and digital presence.
- Refine lead generation strategies and improve lead distribution mechanisms to ensure leads are promptly and efficiently allocated to the Sales team for immediate action and engagement, maximizing conversion opportunities.
- Work with the Assoc. Director Digital Solutions & Commercial Excellence to optimize the overall CRM system performance and user experience, focusing on:
- Data standards, cleaning, and validation efforts for CRM data integrity.
- UI/UX, development, and usability testing for user satisfaction.
- CRM analytics strategy, KPI definition, and custom report creation for informed decision-making.
- CRM training, establish a user community, and provide ongoing system support.
- Develop and oversee strategies to deliver key marketing engagement insights to the sales team, enhancing their efforts with actionable data, analytics in support of sales objectives.
- Facilitate detailed analytics of the marketing mix, including channels, tactics, and spend, to pinpoint effective strategies and optimize the allocation of resources for enhanced business outcomes.
- Strategically identify areas for improvement, potential opportunities, and key focal points to further evolve our digital transformation journey, such as implementing Salesforce Chatter and enhancing Salesforce mobile capabilities.
- Act as a thought leader in digital optimization, sharing best practices, insights, and trends with the organization to foster a forward-thinking digital mindset.
- Equip the commercial team with the skills and knowledge required to excel in a digital-first environment.
Supervisory Responsibilities
- N/A
- BA/BS in a related field required, MBA or advanced degree preferred.
- Ten years minimum business experience, with at least 5-7 in diagnostics imaging, medical device and/or pharmaceutical (preferred).
- At least five years' experience managing and/or directing CRM and/or Marketing Automation platforms in a healthcare environment.
- A minimum of five years of senior managerial experience with well demonstrated organizational, project management, leadership skills.
- Strong preference will also be given to individuals with Sales Management experience in health science, who also possess the above requirements.
- Demonstrated broad marketing mix strategy experience with expertise in all digital channels; leverages omni-channel approach in a complementary way.
- Proven track record of successful campaign launches, well-versed in channel, media and brand performance indicators.
- Demonstrated analytical capability and ROI expertise.
- Proven strategic leadership with an ability to synthesize insights, create focus, and influence the organization to move forward.
Professional knowledge (Core Competencies)
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the core competencies required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
- Business Acumen: Combines strong analytical and decision-making skills to leverage their knowledge of market trends and customer needs to achieve and sustain profitable growth for the organization. Is proficient in developing a comprehensive offer with both financial and non-financial qualifiers.
- Strategic Marketing: Demonstrated ability to apply superior and customizable go-to-market strategies to support the value-based propositions and develop rapport with key stakeholders throughout the customer's decision-making network.
- Product Knowledge: Possess proficient technical and clinical knowledge of all promoted Bracco products (i.e. US & MR CM, Injectors/Informatics & Nuclear Medicine) and their related value propositions. Is proficient in linking the key Bracco differentiators of products, services and people to drive unique value-based benefits for targeted customers.
- Organizational/Implementation:Comfortable and effective in a group setting at all levels of the organization. A well-organized business professional who gains alignment across reporting lines and cross-functions to drive and execute a POA.
- Technology Skills: Skilled in using provided computer software for managing CRM (sf.com) and marketing automation platform (Pardot), value creation tools (VALKRE, Bracco One App). Utilizing company provided tools to manage travel and expenses.
Adhere to the Bracco's core values, including:
- Passion: Connecting People and Networking; Be Yourself
- Extraordinary: Leading People and Delegation; Courage
- Continuous Evolution: Insight and Learning Agility; Digital and Technology Orientation
- Sustainability: Long-Term Value Creation; Accountability
- Customers; both internal (non-users) and external (users)
- Brand Managers and associated Marketing stakeholders
- Strategic Account Managers, Corporate Account Executives and Senior Sales Leadership
- Medical/Legal/Finance/IT
- Global Marketing
- N/A
- The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
- The position is a home-office based position with approximately 30% domestic travel.
Work Environment
- The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
- The position is home office based in Monroe Township, New Jersey
- The position is hybrid, three days in the office, two days remote
Other details
- Job Family Bracco
- Pay Type Salary
- Travel Required Yes
- Travel % 30
- Required Education Bachelor's Degree
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