Manager, Marketing Analytics
Full Time • Philadelphia, PA • Sales Advertising/Marketing/Public Relations • Biotechnology and Pharmaceutical
About the Role
Are you a curious analytics professional interested in driving performance of the Specialty Business Unit (SBU)? The Manager, Business Analytics will work on the SBU Insights & Analytics team to develop and execute commercial analyses that are fundamental in opportunity identification and prioritization for the SBU, including customer targeting, segmentation, and behavioral analysis; marketing mix modeling/investment guidance; business performance drivers analysis; and measurement of pilots and experiments. This role requires a strategic, inquisitive mindset and keen business acumen. Your role is to develop analytics and connect those outputs to business decisions. You will interact with and influence several functions, including sales, marketing, and other members of the BU Commercial Insight (CI) lead team, Commercial Data & Analytics, and Analytics Excellence Center of Excellence.
Responsibilities
- Execute Marketing Analytics within U.S. Pharma Commercial Insights for customer targeting and segmentation, marketing mix modeling, and campaign/program performance analytics.
- Proactively identify key opportunities to drive performance by leveraging various Marketing analytics, communicate customer and business insights and data findings, influence decision-making, and drive action to achieve business results.
- Collaborate and partner effectively with various stakeholders across the enterprise, including CI, Marketing, Sales, Customer Experience, Finance, and Technology teams.
- Create succinct story boards to communicate data learnings influencing business decisions.
- Continuously identify opportunities to:
- Bring outside-in thinking: what other industries and pharma companies are doing as a way of best practice understanding and development.
- Increase efficiencies through process and analytics automation, as well as partnering with Commercial Data Strategy teams ensuring trusted data availability for standard and ad hoc marketing analytics.
- Use analytical tools (SAS, R, Python, or similar) to complete analyses including:
- Targeting for marketing.
- Customer segmentation.
- Segment profiling analytics.
Basic Qualifications
- Bachelor's degree in Business, Computer Sciences, Mathematics, Engineering, Operations Research, Statistics, Finance/Economics.
- Experience with analytical tools (Python, SQL, etc.) and visualization tools (Thoughtspot, PowerBI, Tableau, etc.).
- Experience leading analytical workstreams or projects with cross-functional stakeholders.
Preferred Qualifications
- M.S. in Computer Sciences, Operations Research, Analytics, Statistics, Finance/Economics, or related field.
- A minimum of 4 years of experience in multiple commercial analytics functions like call planning, targeting, and customer segmentation is preferred.
- Professional experience in marketing analytics, full-time employment in mid-large organizations, or in a leading global management consulting firm, with focus on Marketing and Customer Analytics, ideally in U.S. commercial pharma.
- Knowledge of pharmaceutical secondary data sources (e.g., patient/claims data, etc.).
- Preferred demonstrable record of success of both pharmaceutical market/product forecasting and real-world data analytics.
- Experience in commercial analytics focused on biologics and/or oncology.
- Experience in multiple commercial analytics functions like call planning, targeting, customer segmentation, and resource allocation/optimization.
Skills
- Customer Insights
- Data to Insights
- Digital Fluency
- Influencing Without Authority
- Market Knowledge
- Scientific Literacy
Please visit GSK US Benefits Summary to learn more about the comprehensive benefits program GSK offers US employees.
Why GSK
Uniting science, technology and talent to get ahead of disease together. GSK is a global biopharma company with a purpose to unite science, technology and talent to get ahead of disease together. We aim to positively impact the health of 2.5 billion people by the end of the decade, as a successful, growing company where people can thrive. We get ahead of disease by preventing and treating it with innovation in specialty medicines and vaccines. We focus on four therapeutic areas: respiratory, immunology and inflammation; oncology; HIV; and infectious diseases — to impact health at scale. People and patients around the world count on the medicines and vaccines we make, so we're committed to creating an environment where our people can thrive and focus on what matters most. Our culture of being ambitious for patients, accountable for impact and doing the right thing is the foundation for how, together, we deliver for patients, shareholders and our people.