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Director, Digital Performance & Media Strategy

Incyte · Chadds Ford, PA · Yesterday
On-siteMarketingFull-time

About the role

Incyte is a global biopharmaceutical company headquartered in Wilmington, Delaware, with operations in North America, Europe, and Asia. The company follows a science-driven mission to solve unmet medical needs through the discovery, development, and commercialization of proprietary therapeutics. Incyte has established a portfolio of first-in-class medicines and a strong pipeline in Hematology, Oncology, and Inflammation and Autoimmunity.

The Director of Digital Performance Analytics & Media Strategy will define and advance digital measurement, performance analytics, and omnichannel media strategy across the Inflammation & Autoimmunity (IAI) and Hematology/Oncology (HemOnc) Business Units. This leader will drive a data-first approach to customer engagement by connecting media investments, customer behaviors, and business outcomes to optimize marketing effectiveness for both Direct-to-Consumer (DTC) and Healthcare Professional (HCP) audiences. The role leads a high-performing team responsible for digital media strategy, campaign performance analytics, measurement frameworks, and optimization, while collaborating cross-functionally with Marketing, Business Intelligence & Strategy (BIS), Commercial Analytics, Medical, IT, and agency partners.

Responsibilities

  • Digital Performance & Analytics Leadership:
    • Develop and execute the enterprise vision for digital performance measurement and omnichannel media strategy across IAI and HemOnc brands.
    • Establish standardized measurement frameworks, KPIs, and success metrics that connect media performance to customer engagement and business outcomes.
    • Lead the evolution of advanced analytics capabilities, including attribution, marketing mix measurement (MMM), incrementality testing, customer journey analytics, and predictive performance modeling.
    • Serve as the organization’s subject matter expert on digital performance optimization, media measurement, and marketing analytics.
  • Media Strategy:
    • Partner with Brand teams to develop integrated omnichannel media strategies informed by audience insights, performance data, and customer behavior.
    • Ensure paid, owned, and earned media strategies are aligned with commercial objectives and optimized across HCP and DTC customer journeys.
    • Identify opportunities to improve targeting, personalization, segmentation, and channel effectiveness through data-driven insights.
    • Drive innovation in digital engagement by evaluating emerging media platforms, AI-enabled optimization tools, and evolving measurement methodologies.
  • Performance Optimization & Insights:
    • Lead continuous optimization of digital campaigns through real-time performance monitoring, testing, and actionable insights.
    • Build executive dashboards and performance scorecards that communicate campaign effectiveness, business impact, and optimization opportunities.
    • Translate complex analytical findings into clear recommendations that influence marketing investment decisions.
    • Champion a culture of experimentation through A/B testing, incrementality testing, audience testing, and performance benchmarking.
  • Team Leadership & Capability Development:
    • Build, mentor, and develop a high-performing team of digital performance analysts, media strategists, and marketing analytics professionals.
    • Foster a culture of analytical excellence, innovation, continuous learning, and accountability.
    • Establish best practices for measurement, reporting, governance, and digital analytics across therapeutic areas.
    • Drive adoption of new technologies, automation, and AI-enabled analytics capabilities.
  • Cross-Functional Collaboration:
    • Partner closely with Brand Marketing, Commercial Operations, Business Intelligence & Strategy (BIS), Digital Product, IT, Medical, Market Access, Legal, and Compliance teams to ensure alignment on digital measurement and engagement strategies.
    • Collaborate with agency partners, media vendors, and technology platforms to ensure data quality, transparency, and performance optimization.
    • Influence strategic investment decisions by providing data-driven recommendations that improve marketing efficiency and effectiveness.
    • Support enterprise initiatives focused on customer engagement transformation, digital maturity, and omnichannel excellence.

Qualifications

  • Bachelor’s degree in Marketing, Business, Analytics, Data Science, Communications, or a related field required; MBA or Master’s degree preferred.
  • 10+ years of experience in digital marketing, performance analytics, omnichannel strategy, or media optimization, preferably within the pharmaceutical or healthcare industry.
  • Deep understanding of HCP and DTC customer engagement strategies across digital channels.
  • Expertise in digital measurement methodologies including attribution modeling, marketing mix modeling (MMM), customer journey analytics, experimentation, and ROI measurement.
  • Experience with digital analytics and visualization platforms such as Adobe Analytics, Google Analytics 4, Power BI, Tableau, Salesforce Marketing Cloud Intelligence (Datorama), Adobe Customer Journey Analytics, or similar technologies.
  • Strong understanding of paid media channels including search, programmatic, social, video, endemic media, CRM, and omnichannel orchestration platforms.
  • Experience leveraging first-party data, CDPs, CRM platforms, AI-driven marketing tools, and audience activation technologies.
  • Proven ability to lead cross-functional teams and influence senior leadership through data-driven insights and strategic recommendations.
  • Exceptional communication, executive presentation, and stakeholder management skills.

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