Senior Manager, Omnichannel Analytics

---

Job description

Job Description

This individual contributor role is an integral part of AbbVie's continued success in HCP (Health Care Provider) Omnichannel customer experiences and will be responsible for providing insights into consumer Omnichannel performance, investment allocation and ROI and be a strong collaborative partner in Omnichannel campaign planning and assessment. In this role, you'll be responsible for delivering analysis, insights, and recommendations to Marketing leaders to drive increased performance across the consumer marketing portfolio.

The role of Omnichannel Analytics Manager II within AbbVie is to lead analytics and measurement in support of the growing roadmap of Omnichannel capabilities across brands within the Immunology franchise. The ideal candidate has a keen ability of translating data into insights, and a deep understanding of designing analytics plans around tactic-level and Omnichannel experiences. The ideal candidate will also be forward-thinking and will be able to anticipate the organization's needs as customer needs change with the ever-evolving Omnichannel and analytical landscapes and must be able to meaningfully communicate insights and information to a broad group of stakeholders through exceptional oral and written communication.

Marketing Investment Measurement + Optimization

Builds and implements analytic plans that heighten visibility of Omnichannel promotional opportunities and improves the effectiveness and/or efficiency of omnichannel experiences.

Translates business requirements into analytics design, and spearhead end-to-end analytics solutions development and delivery.

Own benchmarking and goal-setting

Innovates upon Omnichannel analytic approaches for mid- and long-term impact measurement, that can benefit cross-functional teammates including Customer Experience, Brand Analytics and Brand Technology Solution teams; provide guidance on short term analytics

Enhance quality and efficiency of Impact reporting / analysis

Builds advanced analytic models using internal/external data sources to inform marketing teams and optimize marketing tactics.

Conducts financial impact analysis/scenario-estimation

Execute core analysis with limited supervision directly or via vendors.

Customer Level Omnichannel Analytics + Optimization

Partners with Business Technology Solutions, Data Science, Customer Experience, Media and Franchise Insights/Analytics teams to orchestrate new approaches and data sources to power Omnichannel analytics and activation opportunities.

Delivers Omnichannel optimization recommendations using insights and analytics, in partnership with Research, Digital Strategy and/or Brand Analytics.

Gleans insights analysis to inform audience strategy, messaging optimization at the channel level.

Experimentation

Consults Use Case efforts on the appropriate methodologies to test and measure effectiveness of marketing tactics and ensures standardization and alignment where possible.

Guide DBT use case ideation in partnership with Brand MABI

Provide guidance for the experimental design and measurement

Stakeholder Collaboration + Leadership

Lead cross-functional collaboration with peers to enable and execute closed loop measurement + optimization cycle

Manage/lead vendor projects

Influence Brand and Lab peers and own relationship management

<!– job description page –>