Lead of Digital Marketing Measurement and Data Science

Biogen•Cambridge, MA

12d•$139,000 - $186,000

About The Position

About This Role The lead of digital marketing measurement and data science is responsible for driving US business performance across digital marketing. The role will measure and analyze digital data (e.g. CRM streams, paid media, and website data) to assess promotional effectiveness, support optimization efforts, and make data-driven recommendations. The individual will partner closely with US Marketing, US BIO, and creative agencies to develop statistical and machine learning models. The scope of this role is patient and healthcare professional analytics in the Neuropsychiatry therapeutic area. What You’ll Do Collaborates with marketing product managers, omnichannel (OCE) team members, field excellence and agency partners to understand key business questions and marketing objectives Conduct patient journey analyses, HCP segmentation, marketing mix optimization from a Digital measurement lens Develop and implement data-driven solutions using advanced analytics and machine learning techniques, predictive algorithms, and AI-powered tools to assist in resource allocation and to streamline processes Lead the development of statistical and machine learning models to quantify the effect and interactions that affect patients’ and their healthcare journeys with a focus on digital media and channels Develop statistical model-based Omni-channel marketing solutions based on rich and complicated healthcare data to optimize the delivery of messages and maximize the impact across different channels Develop attribution model solutions to optimize the delivery and timing of messages and maximize the impact across different channels Develop patient journey experience to understand how key symptoms led to diagnoses Provide recommendations to US brand managers on health care providers reached by the field, email, media, and website by monitoring channel KPIs This work involves personally initiating and conducting analyses, collaborating with the internal team to conduct analyses, and directing partners in performing monthly, quarterly, and ad-hoc deliverables. Partner with third-party vendors/agencies to define measurement strategy. Ensure the necessary data will be available at the right level to enable evaluation and optimization of marketing programs Qualifications

Requirements

Bachelor’s degree required; Advanced technical degree preferred (e.g., math, physics, engineering, finance, or computer science)
Minimum 5 years of experience working in an advanced analytics role
Experience building models for media mix analysis
Ability to translate technical information to non-technical business partners
Experience in model development, validation, and implementation
Experience working with large datasets and ability to write SQL for data extraction and manipulation
Proficiency in programming languages such as Python or R for data analysis and modeling
Depth of experience with CRM analytics, website analytics, digital media analytics, and digital media strategy required.
Must be able to leverage digital data to inform and guide media and digital marketing strategy
Efficient analytical problem-solving skills with the ability to quickly scope and deliver on an analytical ask and to work iteratively to refine a solution as needed
Collaborate effectively with cross-functional partners such as Insights & Analytics, Field Excellence, Omnichannel Excellence, and Alliance Partners
In addition to a strong record of analytic and quantitative work, successful candidates will also have broadly applicable consulting skills: strong oral and written communication skills with both technical and non-technical audiences; ability to synthesize information into a logically structured PowerPoint deliverable; close attention to detail, with a quality-focused mindset; aptitude for, and enjoyment of, working in teams
Robust project management and cross-functional coordination skills
High intellectual curiosity, that can proactively identify and lead analyses that yield actionable optimizations
Driven, highly self-motivated, confident, high-energy, bright, and creative individual with the desire and ability to own a high-profile part of the business

Nice To Haves

Biotech/pharma experience preferred

Responsibilities

Collaborates with marketing product managers, omnichannel (OCE) team members, field excellence and agency partners to understand key business questions and marketing objectives
Conduct patient journey analyses, HCP segmentation, marketing mix optimization from a Digital measurement lens
Develop and implement data-driven solutions using advanced analytics and machine learning techniques, predictive algorithms, and AI-powered tools to assist in resource allocation and to streamline processes
Lead the development of statistical and machine learning models to quantify the effect and interactions that affect patients’ and their healthcare journeys with a focus on digital media and channels
Develop statistical model-based Omni-channel marketing solutions based on rich and complicated healthcare data to optimize the delivery of messages and maximize the impact across different channels
Develop attribution model solutions to optimize the delivery and timing of messages and maximize the impact across different channels
Develop patient journey experience to understand how key symptoms led to diagnoses
Provide recommendations to US brand managers on health care providers reached by the field, email, media, and website by monitoring channel KPIs
Partner with third-party vendors/agencies to define measurement strategy.
Ensure the necessary data will be available at the right level to enable evaluation and optimization of marketing programs
This work involves personally initiating and conducting analyses, collaborating with the internal team to conduct analyses, and directing partners in performing monthly, quarterly, and ad-hoc deliverables.

Benefits

Regular employees are eligible to receive both short term and long-term incentives, including cash bonus and equity incentive opportunities, designed to reward recent achievements and recognize your future potential based on individual, business unit and company performance.
In addition to compensation, Biogen offers a full and highly competitive range of benefits designed to support our employees’ and their families physical, financial, emotional, and social well-being ; including, but not limited to: Medical, Dental, Vision, & Life insurances
Fitness & Wellness programs including a fitness reimbursement
Short- and Long-Term Disability insurance
A minimum of 15 days of paid vacation and an additional end-of-year shutdown time off (Dec 26-Dec 31)
Up to 12 company paid holidays + 3 paid days off for Personal Significance
80 hours of sick time per calendar year
Paid Maternity and Parental Leave benefit
401(k) program participation with company matched contributions
Employee stock purchase plan
Tuition reimbursement of up to $10,000 per calendar year
Employee Resource Groups participation