Sanofi Group Head Data, Anlytcs, & Precis Mktng Strat in Bridgewater, New Jersey
The Head of Data, Analytics, and Precision Marketing will be responsible for providing best in-class support to country brand marketing teams and eCommerce account teams in designing and executing programmatic and social digital media and marketing campaigns. The Head will work hand-in-hand with local brand and eCommerce teams and external agency partners to define, audit, and drive best in class data, analytics, and Precision Marketing campaign execution aligned with brand business goals and objectives communicated by brand leaders and eCommerce leaders. This includes supporting campaign strategic planning, design, execution and measurement.
A key role of the Head of Data, Analytics, and Precision Marketing is to coordinate the inputs of other digital capabilities (e.g. 1st, 2nd, and 3rd party data sources, digital analytics, digital content, digital media, media and creative agencies, eCommerce marketing and sales teams) to ensure success of all supported digital campaigns. The Head will develop best-in-class digital consumer/shopper insights using 1st, 2nd, and 3rd party data to inform cross-brand digital marketing strategy, design, and execution
The Head of Data, Analytics, and Precision Marketing will also work closely with brands and eCommerce account managers to orchestrate the learning agenda for each digital campaign managed, and work alongside brands to ensure strong campaign ROI.
Additional responsibilities include:
Strategically support brand teams and eCommerce account managers in end-to-end orchestration of digital marketing and media campaigns, across assigned categories and brands – and across key campaign states (strategic planning, design, execution, measurement)
Work hand in hand with internal stakeholders, including Brand Managers, eCommerce Account Managers, Digital Marketing Manager, CMI, Media and ITS to ensure development of supporting analytics infrastructure, define key insight needs, and deliver to enable achievement of business goals and objectives
Work directly with brand leaders and eCommerce account managers to identify business goals and marketing objectives for brands assigned as key input into digital campaign strategy
Co-develop with brand teams and account managers potential digital / Precision Marketing use cases across assigned brands to accomplish business goals and marketing objectives (including retail demand generation using shopper marketing data), and coordinate with brand to integrate digital use cases into brand marketing brief
Strategically recommend and develop data-informed campaign design – partnering with internal and external stakeholders (brand and agencies) to define campaign targeting, touchpoints and channel strategy, creative and content strategy, budget mix and pacing, and shopper insight goals
Work with internal and external partners to ensure proper campaign set-up, and audit campaign setup to ensure accuracy
Work with internal and external partners to support ongoing optimization against key success KPI and learning agenda, enforce reporting, and escalate issues as they arise
Catalog ongoing learnings as they arise to help establish internal benchmarks, campaign playbooks to be leveraged across brands and categories
Document learnings and educate broader organization as a “player coach” on precision marketing tactics to reinforce data-drive culture
Coordinate and recommend test & learn agenda, measurement design & analytics, key KPIs and performance targets to define campaign success and drive learning with brand teams, eCommerce account managers, and agency partners.
Contribute to development of best-in-class digital ecosystem including programmatic playbook, DSP assessment, data principles and media analytics (including vetting of verification and measurement partners).
Establish data partnerships with high-value vendors to grow data pool aligned with high value targets
Partner with agency stakeholders and eCommerce partners to gain access to key reporting systems, define analytical approaches, and share insights as inputs to drive best in class media planning and campaign development
Provide measurement and analytical support to brand marketing teams and eCommerce account managers for digital marketing campaigns, across assigned categories and brands
Assess performance of audience targeting approaches to inform development of an analytically driven data strategy to maximize campaign performance
Analyze data performance across campaigns and support their optimization to drive performance
Analyze sales and media data to connect performance of media campaigns to sales output
Utilize digital analytic platforms (including DSPs, eCommerce platforms) to generate actionable marketing insights and sales
Generate data-based insights to inform asset and content creation/ management
An undergraduate degree is required. A Graduate Degree (Master’s or MBA) is a plus.
5-7 recent years in digital marketing and advertising; at least 3 years of focused experience planning and/or executing programmatic campaigns (e.g., 2 years working as trading desk specialist)
Expert from performance digital marketing agency (e.g., Labelium, Accuen, iCrossing, FullSix Data, 55), independent trading desks (Tradelab, Infectious Media, Media IQ) or account manager at Ad Tech companies (e.g., Facebook, DoubleClick, Google, TubeMogul, Turn, Media Math, AppNexus, Rocket Fuel, Criteo)
Deep understanding of digital lead generation, shopper marketing analysis, and brand building techniques using Social and Programmatic channels (e.g. Targeting, content and creatives for programmatic and Social)
Working knowledge of digital search (e.g. SEO / SEM) strategy, execution and optimization, and its interplay with broader precision marketing tactics
Experience leveraging eCommerce partner data and platforms (e.g. Amazon, Walmart) to inform campaign strategy and optimization
Certification in or extensive hands-on experience with direct experience with key Ad Tech platforms such as Google Analytics, Demand Side Platforms (DSP), and DMPs
Proficiency with data analytics tools such as Alteryx, SQL
Deep expertise optimizing programmatic campaigns (strong command of mix, site, pacing, bid, viewability optimization methodologies)
Deep expertise in ad targeting methodologies across digital platforms
Deep expertise in leveraging shopper marketing to inform strategies for demand generation and in applying eCommerce account platforms and portals (e.g. Amazon.com) for both marketing and sales purposes
Ability to form and test hypotheses and continuously iterate to drive efficiencies, effectiveness
Modeling expertise measuring the business impact of digital (e.g., MMM, closed loop studies, geographic and pacing variability modeling)
Deep experience translating strategic business objectives into consumer-centric engagement tactics, leveraging shopper insight, and proving those out
Significant experience communicating technical material to a range of audiences, including brands, corporate leadership, technology partners, and agencies
Strong project management skills (e.g., building & rigorously tracking work plan)
Ability to drive initiative through cultural norms to achieve goals
Deep understanding and appreciation for achievement of Business goals and marketing objectives such as Revenue & Product Contribution, ROI and Trial, Retention and Loyalty
Sanofi Inc. and its U.S. affiliates are Equal Opportunity and Affirmative Action employers committed to a culturally diverse workforce. All qualified applicants will receive consideration for employment without regard to race; color; creed; religion; national origin; age; ancestry; nationality; marital, domestic partnership or civil union status; sex, gender, gender identity or expression; affectional or sexual orientation; disability; veteran or military status or liability for military status; domestic violence victim status; atypical cellular or blood trait; genetic information (including the refusal to submit to genetic testing) or any other characteristic protected by law.
At Sanofi diversity and inclusion is foundational to how we operate and embedded in our Core Values. We recognize to truly tap into the richness diversity brings we must lead with inclusion and have a workplace where those differences can thrive and be leveraged to empower the lives of our colleagues, patients and customers. We respect and celebrate the diversity of our people, their backgrounds and experiences and provide equal opportunity for all.
Sanofi is dedicated to supporting people through their health challenges. We are a global biopharmaceutical company focused on human health. We prevent illness with vaccines, provide innovative treatments to fight pain and ease suffering. We stand by the few who suffer from rare diseases and the millions with long-term chronic conditions.
With more than 100,000 people in 100 countries, Sanofi is transforming scientific innovation into healthcare solutions around the globe.
Sanofi, Empowering Life