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Channel Attribution Lead


Augusta, GA 30901
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Job Details


+ Lead on digital channel optimisation and attribution for the UK

+ Act as the data analytics expert for our channel attribution and marketing mix modeling partnering closely with business segments and Global BAI and Regional CSI and DMCO teams to evolve and inform process, approach and strategy

+ Develop and drive the advancement of data and analytics in order to maximize consumer acquisition, experience and financial returns

+ Use a deep understanding of modern data exploitation and predictive analytic techniques

+ Strong leadership skills to influence the organization to more fully adopt data-driven decision making and infuse new ways to harness consumer and revenue data

+ Advise and lead on digital strategy based on channel effectiveness and ROI for the business

+ Define metrics on acquisition, engagement and retention across PfizerPro, Access Pfizer, third party sites, MAP, email campaigns, e -team, field force, rep triggered email, social media

+ Understand the best practices around channel attribution modelling and work with right partners to build a ROI model

+ Shape PEH's investment strategy for our top business segments ( AI portfolio, Pharmacy, Bio-similars) based on channel performance and advise on optimal channel mix on the objectives for brand and non-brand

+ Lead on digital strategy for Retail, Hospital and Bio business in partnership with marketing leads

+ Work across OnePfizer and Digital Acceleration Initiative to drive common understanding of channel attributions

+ Partner with Regional CSI, DMCO and BAI teams to develop customer engagement and loyalty model and bring that to PEH UK

2. Key Accountabilities of Role

+ Be a change agent evangelizing for and developing a data driven culture across PEH, Region and OnePfizer

+ Be a thought leader providing strategic guidance to marketing program managers based on thoughtful and insightful analysis

+ Develop and maintain positive and productive working relationships with digital marketing teams and agencies

+ Manage analytic support for our marketing channels

+ Develop and maintain positive and productive working relationships with digital marketing teams and agencies

+ Drive substantial improvements in digital marketing program performance and efficiency to meet marketing financial goals

+ Develop and manage digital marketing test and learn programs

+ Have ownership for a few brands across the business in order to advise on the digital mix

+ Plan and establish upfront measurement KPIS and plans before launch of campaigns

+ Develop measurement programs, reports and dashboards

+ Perform analysis and bring actionable insights to the segment leads and Leadership Team

+ Partner with other analytic functions to share best practices and develop innovative analytic practices

+ Apply channel mix to customer journeys Collaborate with market segments to generate insights from data and apply that to continuous improvement and value-added services

+ Lead development and growth of MCC & CX capabilities across the BU. Deliver achievement of improving our customer experience goals via digital channels

+ Development and execution of Operating Plan for MCC, collaborating in cross functional teams in order to achieve development and execution.

+ Close collaboration and engagement with wide range of internal cross functional stakeholder including Marketing, BAI Sales and Digital Sales teams Regulatory, GCO, BT, Regional Teams

+ Accountable evaluating effectiveness of MCC activities including channel performance, acquisition and retention Regular demonstration of tracking of performance to demonstrate learning and adapting to customer and channel feedback, commercial necessities and changes in the customer and business environments.

+ Communicate trends and best practice to the wider BU.

+ Evaluate broad spectrum of digital technologies to deliver a multichannel customer centric journey, delivering full closed loop marketing activities

3. Performance Measures

+ Improving our marketing mix performance in terms of acquisition, engagement and retention

+ Clarity on recommendations to the business segments Retail, Hospital and Bio on best approach to get the maximum return

+ Improving our ROI mix

+ Correlation models

+ Feedback surveys, Colleague and Manager feedback

+ Effectiveness of marketing campaigns

+ Effectively Influencing key stakeholders

+ Sales revenue and income

+ Stakeholder feedback on value provided to business

+ Internal partnership across customer groups and BUs

+ Customer feedback on services provided (CRI and others)

+ Channel KPI analytics and action plans

+ Tactics delivered on time and 100% compliant

+ Partnership and management of vendor(s)

+ Accuracy attained and deadlines met

+ 100% compliance

4. Skills, Knowledge, QUALIFICATIONS, Experience

+ Strong analytical skills. Demonstrated experience of working with metrics and KPIs to evaluate, communicate and optimise the performance activities

+ Strong understanding of channel mix and modelling to advise on BU's investment strategy for the business segments

+ Experience with digital marketing, email, social and web analytic tools

+ Excellent understanding of marketing measurement techniques with a strong technical acumen

+ Ability to take large data sets and summarize down to actionable insights

+ Proficiency in Excel and familiarity with advanced functions

+ Preferred experience with large database and statistical tools (SQL, SAS, SPSS, Etc.)

+ Familiarity with big data concepts and tools

+ Familiarity with statistics and experience with experiment design, sampling and test evaluation

+ Demonstrated success in planning and measuring data led campaigns

+ Knowledge and application of complex data models and financial models that will inform ROI

+ Ability to execute and measure plan effectiveness and recommend appropriate channel mix based on objectives

+ Strong ability to manage budgets

+ Strong customer focus, demonstrates how they will always think of the customer first, identifying needs and channel opportunities.

+ Project Management experience essential.

+ Demonstrated track record of high performance and producing outstanding results within digital marketing

+ Excellent oral and written presentation and communication skills- particularly around clarifying complexity to a broad audience.

+ Innovative and results orientated; proven ability to deliver tangible output even in ambiguous environments; comfortable with calculated risk taking.

+ Strong partner relationship and collaboration skills; ability to generate credibility with and respect from colleagues and external parties at all levels in the organisation. Strong cross-functional working skills and able to deliver stretching results through others in complex matrix working situations.

+ Strong strategic skills including creativity and effectiveness in identifying major strategic challenges (e.g. new technologies / trends, shifting market environment) and the ability to balance short term needs and long term vision

+ Strong interpersonal, influence and communication skills

+ High EQ to work across diverse people and personalities

+ Ability to handle stressful situations and operate within a positive mindset to foster a collaborative and respectful culture

+ Ability to manage multiple projects and timeframes in a complex organisational structure and multitask in a cross-functional role

+ Ability to generate credibility and respect from stakeholders at all levels of the BU and One Pfizer

+ Experience working with agencies.

+ Living an OWNIT culture and "seize accountability" mindset.

Closing Date: 11 February 2018

Pfizer is an equal opportunity employer and complies with all applicable equal employment opportunity legislation in each jurisdiction in which it operates.
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