Associate Director, Omnichannel Analytics

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Job description

Job Description

This position will be hybrid in our Irvine, CA office location

This position, closely working with Neuroscience consumer and healthcare physician (HCP) marketers, will be responsible for leading the design, analysis, and interpretation of omnichannel insights across a variety of use cases such as informing consumer media investment allocation through performance/ROI measurement, delivering consumer & HCP digital ecosystem data strategy and analytics, developing High Value Action (HVA) measurement on HCP/consumer websites, and providing digital media campaign planning and evaluation.

This role is part of a critical business transformation at the intersection of our "Winning with Data" and "Digital Transformation" initiatives. It requires a digital analytics leader with the demonstrated business acumen to leverage data, analytics and technology to identify key insights across consumer and professional media channels - to position AbbVie as best in class in omni channel customer experiences, and to provide an integrated view aligned with other analytic platforms and stakeholder expectations.

The candidate will lead the synthesis of complex/big data to develop and execute actionable strategic and tactical digital initiatives and to identify marketing opportunities for measurable impact and profitable growth. The Associate Director should proactively identify sophisticated methods and approaches to using analytics in support of critical business decisions and actions.

Key Accountabilities/ 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 both Consumer & HCP 360 data ecosystems, closed-loop measurement, audience insights, etc.

Partner closely with Business Technology Solutions, Data Strategy and MarTech vendors to advance superior Consumer and HCP 360 data ecosystems.

Partner with the Digital Media Optimization team to 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 (e.g pathway to conversion), inform personalized audience strategies and activate analytics solutions which 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

Manages and Coaches team of Omnichannel Analytics (Consumer and HCP)

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