Job Summary:
The Director of Marketing Analytics serves as the internal lead for all measurement planning (online and offline) and analytics for the agency and is responsible for driving analytic insights and strategic thinking across all client engagements. The Director of Marketing Analytics supports current client business through market research analysis, ROI and business case modeling, brainstorming, and reporting and interpretation of data analysis. In this role, the Director of Analytics Services will also contribute to organic growth and new business development by differentiating the agency based on our point of difference from a health education perspective but marrying client needs. Furthermore, the Director of Marketing Analytics is responsible for promoting and selling these services to current and future clients as well as the education and training of internal staff on SOPs and analytics service offerings.
Key Responsibilities:
Serve as primary resource internally on analytic and evaluation strategies
- Drives the design and development of online and offline measurement solutions
- Utilizing business and educational learning objectives to derive key measures for success
- Guides clients and internal teams in defining measurement strategy, vision, and infrastructure needs to support business objectives and improve client decision making
- Expertise in analytics and measurement resources/service providers (eg, Webtrends)
- Evaluate tactics during planning/development to ensure alignment with strategic objectives
- Work with client or partner agency analytics teams to identify gaps in data capture strategy and collaboratively recommend and/or implement enhancements
Assess and advise company about best practices
- Staying abreast of recent trends in analytics and measurement in the consumer marketing landscape both inside and outside pharma
- Document existing processes and practices and development of action plans to optimize same
- Assist the account and health education teams in synthesizing market research data and results
Oversee reporting of key findings to clients and internal teams
- Gather and synthesize data for both online and offline initiatives
- Design, generate and manage reporting frameworks/dashboards to summarize key performance measures with actionable insights
- Ensure that recommendations aligns with objectives and strategies and support forecasting efforts
- Present findings to internal teams and clients
Identify and pursue opportunities to deliver measurement capabilities and services for clients
- Define measurement services and selling approach
- Inform case studies/new business pitches with insights that are appropriate to the opportunity
- Partner with account leads to pitch program evaluation and measurement/analytics service offerings
Additional Responsibilities:
- Performs other duties or special projects as assigned by the Group Strategy Director
- Works with Account Services to proactively develop and propose value-added ideas/insights to drive the development and execution of key accounts on a regular basis
- Identifies vendors and partners (e.g. media agencies, search engine marketing agencies, etc.) to deliver value added and full-service solutions to clients
- Serve as internal resource on measurement methodologies
Skills/Experience:
- Minimum 5 years relevant experience in analytics and measurement planning for consumer marketing initiatives (eg, CRM)
- Market research experience a plus
- Must be experienced in developing business case scenarios and ROI models for CRM programming (both online and offline programming)
- Demonstrated integrated marketing experience, from concept through in-market analysis
- Hands-on experience with Web analytics tools (e.g. WebTrends, Omniture) and Internet research tools
- Proven ability to assess marketing problems and outline primary requirements
- Strong secondary research capabilities (e.g. DataMonitor) and knowledge of Internet research and compiling and analyzing data, statistics and trends from web sites
- Management of primary research when required (vendor selection and management, stimuli development, discussion guide and questionnaire design)
- Strong interpersonal skills; ability to motivate and work with cross-functional teams internally and with partner agencies
- Excellent presentation and writing skills
- Good organizational and multi-tasking skills. Knows how to manage own time and tasks effectively.
Education:
- Bachelors degree or equivalent knowledge gained through experience. MBA or equivalent a plus.
Please forward resumes to:
Debbie Wilmer at Debbie.wilmer@discoverysolutions.net
or call 443-402-1585
Location: Kenilworth , NJ
Salary 120-130k
