Associate Director, Customer Engagement Planning & Measurement
As a key member of the Customer Engagement Planning & Measurement team, this Associate Director role will lead the omnichannel go to market efforts and work with teams of analytic professionals and external media, creative and analytics agency partners. In this role, which is more commonly referred as the Customer Engagement Architect (CEA), this individual will :
- Define and develop the promotional HCP & consumer activation and engagement strategic go to market plans
- Improve our ability to Go-To-Market and engage customers in a timelier, and relevant way
- Define the proper KPIs and measurement plans to deliver data driven decisions and optimizations
- Be responsible for working in an Agile setting along with the brand team, leveraging new and existing capabilities to bring to light customer insights and help the team execute on the engagement strategies based on those insights
- Collaborate with a wide array of stakeholders including Marketing, Promotions, Market Research, Analytics, various agencies / consultants, and the broader U.S. enterprise for shared resources
Key responsibilities include and are not limited to the following :
Utilize business strategy and customer insights to identify customer opportunities in digital channelsDevelop omnichannel go-to-market strategy and design of longitudinal customer engagement plans to ensure positive customer experienceLeverage brand segmentation and customer insights to develop digital go-to-market segmentsResponsible for defining channel, media and third-party digital partnership choices aligned to strategic priorities and behavioral / communication objectives to drive business impactDesign Customer Engagement Journeys to deploy omnichannel campaigns & support differentiated content needsPerform in-depth analysis of customer-level engagement data (non-personal and in-person sales) from a variety of sources to inform the brand team of opportunities and choicesUtilize self-service media analytics tools and perform analyses of customer level engagement data across channelsDevelop test and learn agendas with defined measurement plansMonitor performance vs. objectives to identify optimization opportunities while in-flightPartner with internal and external teams to uncover data-driven insights via ad hoc and / or advanced analyticsDeliver impactful performance updates through effective storytelling, anchored in strategy, to internal and external partners on a regular cadenceSupport installing non-personal engagement best practices across the department to improve customer experienceRequired Experience & Skillset :
Minimum of seven (7) years omnichannel marketing and digital media (HCP and / or Consumer) campaign development experience with an emphasis on using both data and digital media strategy to optimize overall customer experience to drive business resultsStrong knowledge of marketing fundamentals and ability to align marketing strategy and customer behavior change objectives to tactical campaign design across multiple dimensions (customer, channel, content, cadence)Analytical acumen ability to synthesize large sets of data, experience looking for trends in data, segmentation analysis, monitoring campaign progress and identifying intervention points and business solutions - to drive business resultsDemonstrated change management skills and able to establish action plans for self and others to complete work efficiently by setting priorities, establishing timelines and leveraging resourcesDemonstrated ability to be adaptive and maintain effectiveness while experiencing major changes in work or environmentDemonstrated ability to lead complex projects / solutions with hands-on, detail-oriented approachStrong business acumen with ability to translate complex and technical concepts clearly and concisely to broad audiencesExperience with using customer marketing capability toolsInnovative mindset with affinity toward experimentation and appropriate risk takingAs needed, ability to manage additional digital media related responsibilities within the groupPreferred Experience & Skillset :
5 years of experience within Pharmaceutical, Healthcare, over-the-counter medicines, or other regulated industryExperience with advanced marketing capabilities (i.e., marketing automation, campaign management, analytics platforms, sales force tools, digital / AI recommendation engines, etc.)Experience with Agile Team methodologyUnderstanding of compliance-related concepts that govern pharmaceutical marketing and sales activitiesEducation required : BA / BS
Work Location :
Hybrid work arrangement - 3x days per week in Upper Gwynedd, PA office required.
Required Skills :
AdaptabilityBusiness AcumenCampaign ManagementCustomer Experience ManagementData AnalysisDigital BrandingDigital Media AdvertisingEngagement StrategiesGo-to-Market StrategiesMarketingMarketing Campaign DevelopmentMarket ResearchMarket StrategyMedia StrategiesProduct Launch PlanningStrategic ThinkingVendor ManagementWebsite MarketingPreferred Skills :
Information on the salary range for this role is $139,600.00 - $219,700.00. An employee's position within the salary range will be based on several factors including, but not limited to relevant education, qualifications, certifications, experience, skills, geographic location, government requirements, and business or organizational needs. The successful candidate will be eligible for annual bonus and long-term incentive, if applicable. We offer a comprehensive package of benefits. Available benefits include medical, dental, vision healthcare and other insurance benefits (for employee and family), retirement benefits, including 401(k), paid holidays, vacation, and compassionate and sick days. More information about benefits is available at https : / / jobs.merck.com / us / en / compensation-and-benefits .
