Omnichannel Analytics Director

2 weeks ago

Mettawa, Illinois, United States AbbVie Full time
Job Overview

Ambitious professionals are sought to drive business growth through data-driven insights and strategic marketing initiatives. As an Associate Director, Omnichannel Analytics, you will lead the design, analysis, and interpretation of omnichannel insights to inform consumer media investment allocation, develop digital ecosystem data strategies, and provide digital media campaign planning and evaluation.

Key Responsibilities
  • Advance the Neuroscience Omnichannel analytics agenda, including Omnichannel measurement and optimization, audience personalization strategy, CRM management, and digital experimentation.
  • Manage and further develop in-house digital analytics capabilities, including Consumer & HCP 360 data ecosystems, closed-loop measurement, audience insights, and digital experimentation.
  • Partner closely with Business Technology Solutions, Data Strategy, and MarTech vendors to advance superior Consumer and HCP 360 data ecosystems.
  • Design and develop a comprehensive monthly Omnichannel performance tracker that encompasses media and website KPI connected with prescription data, etc. to continuously track Omnichannel marketing impacts and optimize cross-channel investment allocation.
  • Partner effectively with media agencies, brand market analytics & business insights, third-party analytic vendors, and consumer marketers for media planning, local market & audience selection, and measurement for various digital campaigns.
  • Leverage Consumer360 data ecosystem to drive digital audience insights analytics, inform personalized audience strategies, and activate analytics solutions that orchestrate an Omnichannel experience for our audiences.
  • Enhance first-party data assets and value through deep analysis on website traffic drivers, customer website behavior, and CRM engagement/impact to brand adherence.
  • Continuously explore advanced omnichannel analytic solutions, including multi-touch attribution models, to enable tactic/publisher/audience level media optimization.
  • Influence direction and lead collaboration with all stakeholders (Digital Lab, MABI Center) to align and drive progress of Omnichannel analytics priorities.
  • Manage and Coach team of Omnichannel Analytics (Consumer and HCP).
Requirements
  • Bachelor's degree required in one of the following fields: Physics, Engineering, Statistics, Econometrics, Actuarial Science, Decision Sciences, Operations Research, Applied Mathematics/Physics, and/or Quantitative Analysis.
  • Masters/MBA or PhD is preferred.
  • Hands-on experience in coding SQL (BigQuery, Hue, SQL Assistant, etc.).
  • 8+ years of experience identifying and outlining key metrics and building campaign performance/measurement plans/marketing analytics.
  • 5+ years of demonstrated experience in Direct-to-Consumer Omnichannel marketing and analytics space, such as digital media, search, social, websites, endemic, and familiarity with digital targeting, activation, trafficking, and measurement.
  • 2+ years of leadership experience.
Competencies
  • Management consultant background with strong experience in brand marketing and optimization.
  • MarTech and big data knowledge is preferred in the digital space (DMP, digital identity solution, data clean room, CDP, etc.).
  • Knowledge of digital marketing data from various publishers/channels and Adobe clickstream data, etc. 3rd-party pharmaceutical patients claim data is preferred.
  • Strong written and oral communication, data visualization, presentation, and interpersonal skills.
  • Strong collaboration skills and ability to influence the development and adoption of analytic capabilities.
  • Strong planning and project management skills.
  • Ability to distill complex information into concise and impactful stories/presentations.
  • Exceptional analytical, and problem-solving skills and attention to detail.
  • High motivation, strong work ethic, and positive attitude while working under tight deadlines.
  • Strong leadership experience, relationship-building, and influencing others; acting courageously and constructively, with agility and a high degree of accountability.
  • Demonstrated Supervisory/Management Responsibilities.
  • Requirement to work 'hands on' with analytical tools with minimal/as-needed requirement on external consultants.

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