Director, Omni-Channel/Digital Analytics

About AbbVie
AbbVie's mission is to discover and deliver innovative medicines that solve serious health issues today and address the medical challenges of tomorrow. We strive to have a remarkable impact on people's lives across several key therapeutic areas: immunology, oncology, neuroscience, eye care, virology, women's health and gastroenterology, in addition to products and services across its Allergan Aesthetics portfolio. For more information about AbbVie, please visit us at www.abbvie.com . Follow @abbvie on Twitter , Facebook , Instagram , YouTube and LinkedIn .

The role of Omni-Channel/Digital Analytics Director within AbbVie is to lead the Digital/Omni-Channel COE for the US Area. The Digital/Omni-Channel COE helps define the methodological approaches to be used by the respective US Areas as it relates to both Digital HCP and Consumer Channels, with the aspiration of getting to a holistic omni-channel measurement and optimization practice. The Director's role is to develop, teach and execute the integrated measurement plan, demonstrating the growing impact of Digital and how transformative experiences result in increased engagement with Consumers and HCPs, driving profitable growth.
This role is part of a critical business transformation at the intersection of our "Winning With Data" and "Digital Transformation" initiatives. It requires a digital analytics leader with the demonstrated business acumen to leverage data, analytics and technology to identify key insights across functional areas - to position AbbVie as best in class in omni channel customer experiences, and to provide an integrated view aligned with other analytic platforms and stakeholder expectations. In addition, this role will be required to build an omni channel analytics vision and roadmap using available technology while developing innovative platforms that address future emerging tactics. This roadmap will enhance the organization's understanding of performance, marketing effectiveness and deliver optimization recommendations to enhance the customer experience.

Major Responsibilities:

• Lead a team of analytics leaders that are responsible for demonstrating the impact of Digital Transformation initiatives at AbbVie - including:
• Drive the analytics agenda for Physician Omni Channel Experience, including analytics for Next Best Action, evolving the analytics and triggers from business rules based to machine learning and AI based algorithms.
• Advance the analytics agenda for the cross-channel Data Management Platform, A/B testing and Personalization capabilities, and drive the roadmap for the data driven operating model for consumer campaigns.
• Lead the Digital/Omni-Channel COE team to deliver multi-channel measurement and attribution capabilities and advanced analytics to demonstrate the impact of omni-channel experiences across physician and consumer campaigns; and support the knowledge transfer to the business analytics leads for conducting this type of measurement and providing direct guidance to the business.
• Build relationships and new learning agendas to demonstrate the experience impact on the Medical/Physician stakeholders.
• Oversee the movement and automation of cross channel KPI reporting and define requirements to continue to standardize measurement of experiences across the enterprise for Consumer and Physician campaigns.
• Influence cross-functional teams in designing appropriate measurement structures for omni channel experiences including Customer Experience, Sales Operations, BTS and define ways of working between the enterprise center role and brand dedicated analytics teams.
• Proactively seek best in class benchmarking to advance the measurement of omni channel experiences - to exceed industry practices, AbbVie requirements, or more restrictive requirements.

Supervisory / Management Responsibilities:

• Lead a team of 7-10; including 3 direct reports. Manage vendor relationships and budgets

Qualifications

Key Competencies:

• Strong written and oral communication, presentation and inter-personal skills.
• Experience working with and managing multiple internal partners and external agencies including advertising, media, digital, database agencies.
• Strong collaboration skills and ability to influence development and adoption of analytic capabilities.
• Strong planning and organization skills.
• Understanding of the basic principles of brand marketing, including brand positioning, personality & overall campaign development.
• Strong focus on teamwork, relationship-building and influencing others; acting courageously and constructively, with agility and a high degree of accountability.

Education:

• Master's Degree preferred (Business Administration, Statistics, Economics, Engineering, or similar), with a concentration in marketing/sales/quantitative analysis.

Background:

• 10-15 years demonstrated experience in analytics for multi-channel marketing (CRM, Digital, Social) Adobe Analytics experience
• 10-15 years of experience identifying and outlining key campaign metrics and building campaign proformas/measurement plans/marketing analytics.
• 10-15 years of managing / working with multiple and diverse data sets for analytics
• 10-15 years in advanced analytics / modeling techniques for marketing optimization and multi-touch attribution
• 5+ Years managing direct reports (must have experience managing FTE)

Preferred

• Insights & research for Digital Experiences; Social Listening, Voice of the Customer Research
• Veeva/CLM data/analytics experience

Accountability / Scope:
Reports to Director, Data Operations, Strategy and Advanced Analytics
Builds relationships and interacts with direct staff/team, internal peers, BTS, Field Force Effectiveness & Customer
Experience Directors/VPs, Brand Marketing Directors, Assoc Directors, GMs/VPs, and vendors.
Budget responsibility: $10-20 MM
Focus (Scope): 60% Strategic/40% Tactical

Significant Work Activities
Continuous sitting for prolonged periods (more than 2 consecutive hours in an 8 hour day)
Travel
Yes, 15 % of the Time
Job Type
Experienced
Schedule
Full-time
Job Level Code
D
Equal Employment Opportunity
At AbbVie, we value bringing together individuals from diverse backgrounds to develop new and innovative solutions for patients. As an equal opportunity employer we do not discriminate on the basis of race, color, religion, national origin, age, sex (including pregnancy), physical or mental disability, medical condition, genetic information gender identity or expression, sexual orientation, marital status, protected veteran status, or any other legally protected characteristic.