Director Brand Analytics -Specialty

Company: GlaxoSmithKline
Location: Durham
Posted on: November 1, 2024

Job Description:

Site Name: Durham Blackwell Street, USA - Pennsylvania - PhiladelphiaPosted Date: Oct 11 2024Are you a leader in Commercial Analytics and want to be part of a World-class capability center that drives and supports brand management efforts in Specialty? If yes, this Director of Brand Analytics role could be an ideal opportunity to explore.This role requires strong data analytics foundations and experience, as well as familiarity with connecting analytics to business decisions. Success in this role requires strong partnership with several GSK functions including Marketing, Sales, BU leads, Commercial Data & Analytics, and Payer Marketing.Within US Insights and Analytics (IA), this role will drive advanced analytics to increase revenue and profits for the Specialty Business Unit (BU). Specifically, you will lead the execution of various Commercial Effectiveness and Marketing Analytics for Customer Targeting & Segmentation, Patient Data Analytics, BU Performance Analytics, Promotional Impact & ROI Assessment including measurement of pilots/experiments and Marketing Mix Optimization & Investment Guidance.This role requires strong leadership experience in enabling advanced data analytics and solutions with the ability to comfortably connect analytics to business decisions, as the incumbent will be interacting with several functions, including Forecasting, Finance, Market Intelligence, Managed Markets, Commercial Data & Reporting and Digital.Key Responsibilities:

• Develop a deep understanding of internal customers' data and analytical needs focusing on the customer-facing model leadership.
• Champion the use of local customer insight in strategic and resourcing decisions across the business.
• Work with key stakeholders to develop an analytical roadmap, which will be used to guide the future analytical needs of the Brand.
• Identify and implement appropriate customer segmentation and targeting strategies for all marketing and sales channels.
• Proactively identify opportunities by leveraging various commercial analytics such as:
  • Physician, Account, and Patient Segmentations
  • Patient Adherence and Persistence
  • Brand Performance Analytics
  • Advanced Analytics (e.g., Marketing Mix)
  • Execute customer targeting and scenario planning for resourcing shifts to enable brand performance objectives.
  • Increase efficiencies through process automation, as well as partnering with stakeholders to design and implement analytic-ready datasets.
  • Identify key performance indicators (KPIs) to assess performance of product(s) and ensure data collection is in place to assess these KPIs.
  • Conduct analyses using internal and external real-world data to generate disease insights to improve patient care and support business needs.
  • Transform real-world data into actionable insights through hands-on manipulation and statistical analysis of complex real-world datasets.
  • Liaise with forecast colleagues to provide data-driven assumptions based on qualitative and quantitative insights.
  • Actively participate in the strategic roadmap for shaping and transforming the Business Analytics function and advancing the vision for enabling the next generation of analytics at GSK.
  • Access appropriate information via a variety of tools and sources.
  • Responsible for recruiting, training, managing, coaching and developing Business Analytics Managers and Analysts.
  • Monitor the external environment to stay up to date on leading analytic capabilities, both within and outside of pharma, which can be applied within the organization.Why You?Basic Qualifications:
    • A minimum of 6 years of experience in advanced marketing analytics, previous experience in a biotech/pharmaceutical organization, or in leading global management consulting firm.
    • Minimum of 3 years' experience with database (SQL), analytical (R, Python etc.) & visualization tools (Tableau, PowerBI etc.).
    • Minimum of 3 years' experience working with and manipulating different real-world sources of life sciences data.
    • Quantitative Bachelor's degree from an accredited college or university is required in one of the following or related fields: Engineering, Operations Research, Management Science, Economics, Statistics, Applied Math, Computer Science or Data Science.Preferred Qualifications:
      • M.S in Computer Sciences, Operations Research, Analytics, Statistics, Finance/ Economics or related.
      • Experience in commercial analytics focused on specialty or rare disease biologics.
      • Experience with statistical and ML-based modeling.
      • Experience in multiple commercial analytics functions like call planning, targeting, customer segmentation, resource allocation/optimization.
      • Methodological hands-on mastery of relevant analytical approaches and models, including segmentations, clustering methods, promotional response, digital analytics.
      • Understanding of marketing fundamentals & frameworks that can be applied to solve analytical problems.
      • Communication and presentation skills as evidenced through impactful presentations.
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Keywords: GlaxoSmithKline, Burlington , Director Brand Analytics -Specialty, Executive , Durham, North Carolina