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Marketing Effectiveness Lead
The Marketing Effectiveness Lead plays a key part in the success of IM Franchise brands by clearly setting and executing an agenda that delivers on sales force and marketing operational effectiveness. In addition this role ensures delivery of clearly defined KPIs and measurement plans for key sales and marketing initiatives.
Leading the definition of KPIs and establishing/maintaining reporting enabling franchise leadership to drive brand performance.
Establishment and execution of measurement plans for resourcing decisions and sales & marketing initiatives/tactics.
Defining & executing analytics in support of market sizing, customer centric marketing (multi-channel), impact analyses, and resource allocation.
Championing the use of analytics in driving excellence in resource allocation and continual improvement of our marketing initiatives.
Clearly articulate business problems translating to an analytical framework and delivering concise presentations communicating the business implications and associated actions.
Leading and delivering analytical projects including appropriate recommended actions.
Provide proactive and forward thinking performance driven insight solutions for industry leading franchise performance
Ensures effective management (as needed and available) of internal and consulting FTEs and budget in the delivery of the aforementioned key responsibilities
This role is reserved for individuals who have solid analytical experience as well as a strong understanding of marketing and sales tactics and a proven track record of informing and improving operational decision-making through the delivery of analytics.
This role is reserved for an analytic leader with sound understanding of marketing effectiveness processes and methods. The ideal candidate will have demonstrated analytic track record that includes creative, critical and conceptualization expertise that ensures translation of advanced analytics outcomes into performance driven insight.
50%: Leading projects to deliver high quality business/advanced analytics with actionable insights to commercial leadership. Act as a partner with Forecasting/Analytics and Insights leads. Effectively lead internal/external resources and partner with other commercial functions to design and deliver projects to support and grow the Franchise portfolio.
20%: Responsible for proper development of KPIs and the associated development/delivery of reports to enable management to understand the health of its brands and the execution of franchise/brand strategy.
20%: Partner with IT and relevant functional areas to establish and maintain the analytical environment that supports the needs for the US IM Franchise.
10%: Participate in cross-functional meetings and initiatives.
EDUCATION & EXPERIENCE REQUIREMENTS:
7+ years (for AD) relevant marketing, analytics and reporting experience, demonstrating a steady career progression with increasing roles of responsibility.
Prior pharmaceutical industry experience required.
Ability to effectively work with senior leadership
Ability to plan, organize, and deploy resources according to urgency/importance
Bachelor s Degree is required. Master s degree preferred
Excellent presentation/communications skills
Strong analytical and quantitative analysis skills required such as:
Demonstrated experience designing & executing analyses related to one or more of the following:
o Channel Effectiveness Analytics
o Marketing Mix Response Modeling
o Marketing Mix Optimization Modeling
o Promotion Targeting Analytics (Personal & Non-Personal)
Understanding and experience with statistical methods: ANOVA-ANCOVA, Mixed Models (linear and generalized linear; utilizing fixed and random effects), Advanced Regression Analysis, Bayesian Analysis, Categorical Data Analysis, Multivariate Analysis, Cluster Analysis, Nonparametric Analysis.
Data Mining techniques & Machine Learning algorithms
Strong collaborative and customer service skills required
Strong innovation and adaptability: ability to identify better ways of doing things and lead others to adopt change.
Working knowledge of data visualization Tableau, Qlikview, etc.
OTHER JOB REQUIREMENTS:
Shire is the leading global biotechnology company focused on serving people with rare diseases and other highly specialized conditions. We have best-in-class products available in more than 100 countries across core therapeutic areas including Hematology, Immunology, Neuroscience, Lysosomal Storage Disorders, Gastrointestinal / Internal Medicine / Endocrine and Hereditary Angioedema; a growing franchise in Oncology; and an emerging, innovative pipeline in Ophthalmics.
Our employees come to work every day with a shared mission: to develop and deliver breakthrough therapies for the hundreds of millions of people in the world affected by rare diseases and other high-need conditions, and who lack effective therapies to live their lives to the fullest.