Director, Digital and Media Analytics Capabilities

Site Name: USA - Pennsylvania - Philadelphia, USA - North Carolina - Durham
Posted Date: Mar 9 2023

Director, Digital and Media Analytics Capabilities

Job Description

Are you a strategic and innovative analytics professional interested in developing capabilities that drive and deliver business performance through the effective use of digital and media channels? Are you passionate about best-in-class capabilities that enable customers to have personalized, omnichannel experiences that inspire them to act? Does building industry leading analytics solutions that will be scaled to impact many customers and patients give you energy and excitement? If so, then this leadership role could be an ideal opportunity for you to be a change agent and to progress your career while having a significant business impact.

The Director of Digital and Media Analytics will be a part of the Commercial Analytics Excellence team and lead and own the development of analytics solutions for digital, media optimization, and omnichannel customer opportunities that are applied and pulled through within the Business teams for improved customer impact.

In this role, you will use your data science expertise with your business acumen to enable more personalized customer experiences and drive impactful behavior change aligned with brand ambitions, achieving business goals, and having positive patient impact. You will lead the development of next generation data science (AI/ML) models and algorithms that will be scaled for broad use and impact as part of analytics products powered by US Tech. You will be the analytics lead and owner of these analytics products and key point within Tech for enhancements/next gen algorithms. You will establish analytics frameworks and standards that are fit for purpose based on best practices in digital and media analytics, external perspectives and trends, business and customer knowledge across the BUs, and the latest data science developments. You will ensure that standards and best practices can flex as appropriate to adjust to differing needs across our portfolio of medicines within Specialty, Vaccines, Oncology, and General Medicine/Respiratory but still enable portfolio analyses and customer level findings/insights for continuous learning and greater personalization/customer focus. You will develop experimentation capability frameworks to accelerate learning and improve decision making cycle time leading to new or better ways to optimize customer experiences and omnichannel campaigns. You will also lead best practice forums for pull through of capabilities.

You will need a strategic, inquisitive mindset and keen business acumen matched with strong leadership and communication skills on top of your in-depth analytics experience and expertise to be successful in this role. You will be expected to collaborate, communicate, and influence stakeholders in a variety of functions including BU Sales and Marketing, CIO, US Digital and Tech, and Procurement with vendor partnerships and solutions.

Responsibilities include but are not limited to:

• Develop data science models and algorithms for digital effectiveness measurement and identification of opportunities for action.
• Research and evaluate new developments/advancements in data science, stay on top of industry trends and environmental factors with potential impact on solutions or methods
• Seek to understand digital and media best practices external to healthcare for other innovative ideas and stay informed of key partners and vendors to evaluate build, buy, or hybrid model approaches for the best models with recommendations that are trusted and actioned.
• Develop requirements, use cases, and best ways to leverage AI/ML solutions or statistical models to measure digital/media channel effectiveness and enable personalized experiences to create a competitive advantage.
• Develop measurement frameworks including but not limited to websites, targeted marketing, and paid media channels. Develop relevant frameworks for leading and lagging indicators/metrics and predictive methods and approaches for digital/media optimization.
• Develop experimentation capability frameworks to accelerate learning and improve decision making cycle time leading to new or better ways to optimize customer experiences and omnichannel campaigns.
• Work collaboratively with Tech stakeholders and analytics team members across CIO; Lead development of analytics products along with testing for scalability with Tech to ensure solutions are fit for purpose across BUs for faster, better decision making.
• Ensure analytics products reflect the most up to date best practices and standards. Stay on top of the latest vendor offerings and capabilities with digital/media analytics to determine appropriate partnership opportunities for solutions, development, testing, implementation, etc. in collaboration with Tech.
• Responsible for coaching and mentoring other team members and being the subject matter expert/ key consultant on digital/media analytics and optimization for best practices and recommendations (including the best vendor solutions/partnerships).
• Responsible for holding and leading best practice forums to ensure sharing and pull through of standard approaches, frameworks, and tools within the BU teams in collaboration with BU Analytics and the BU Omnichannel Analytics lead. Responsible for gathering input/feedback from the BU teams for continuous improvement and evolution of fit for purpose best practice standards.
• Coach and mentor team members. Lead and oversee contractors/vendor resources and external partners in the scoping, experimental design, development, execution, and interpretation of key analysis initiatives to establish best practices/standards. Manage offshore analytics workbenches that enable delivery of solutions.
• Apply and effectively use visualization techniques and tools to communicate findings and insights to both technical and non-technical audiences.

Basic Qualifications:

• Bachelor’s degree in computer science, Operations Research, Statistics, Finance/ Economics or related
• 8+ years of professional experience in marketing analytics in mid-large organizations, or in leading global management consulting firm, with increasing accountability and focus ideally in U.S. Commercial Pharma
• 3+ years of “hands on” experience in advanced data science (AI/ML, data analysis/engineering, statistical modeling) developing and managing/leading digital analytics including understanding and applying digital channel measurement methods and optimization
• Experience and expertise with customer journey, customer experience, and/or voice of customer analytics
• Experience with marketing fundamentals & frameworks that can be applied to solve analytical problems
• Experience with R or Python and SQL
• Experience with accessing databases for appropriate data plus manipulating/integrating data from disparate sources. Experience effectively evaluating data for analytics method application with digital and media channels.
• Experience with statistical modeling and experimental design with A/B testing measurement
• Experience implementing and using analytics, testing, and personalization platforms (e.g., Adobe Analytics, Google Analytics, Adobe Audience Manager, Adobe Target, Optimizely, etc.)

Preferred Qualifications:

• Master’s degree in Analytics, Data Science, Statistics, or related field
• Experience working within the Microsoft Azure cloud environment
• Mastery of R and Python and working in DataBricks
• Experience in pharma commercial analytics functions such as DTC analytics, media analytics, digital campaign analytics, customer segmentation/targeting, ROI measurement, A/B testing, resource allocation and optimization
• Product Management experience, ideally in Lean/Agile/DevOps environments
• Demonstrated strategic thinking, analysis, technical and decision-making skills
• Proven ability to manage multiple priorities, and keep projects on track to meet deadlines
• Able to work independently, with minimal direction

• Experience with visualization tools such as PowerBI, Tableau, etc.
• Experience leading and driving change in a highly matrixed organization
• Comfort with ambiguity to propose solutions; Agility and flexibility to thrive in times of change
• Experience leading without authority and effectively influencing senior stakeholders
• Methodological hands-on mastery of relevant analytical approaches and models, including segmentations, clustering methods, promotional response, marketing mix, customer propensity, experimentation standards and methods, web and digital analytics, optimization analytics, and customer journey analytics
• Strong communication, presentation, and influence skills as evidenced through impactful presentations

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GSK is a global biopharma company with a special purpose – to unite science, technology and talent to get ahead of disease together – so we can positively impact the health of billions of people and deliver stronger, more sustainable shareholder returns – as an organization where people can thrive. Getting ahead means preventing disease as well as treating it, and we aim to impact the health of 2.5 billion people around the world in the next 10 years.

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GSK is a global biopharma company with a special purpose – to unite science, technology and talent to get ahead of disease together – so we can positively impact the health of billions of people and deliver stronger, more sustainable shareholder returns – as an organisation where people can thrive. Getting ahead means preventing disease as well as treating it, and we aim to impact the health of 2.5 billion people around the world in the next 10 years.

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