Job ID 108350BR
Posting Title Associate Director, New Commercial Channels Analytics
Business Unit General Medicines - North America
Work Location East Hanover, NJ
Company/Legal Entity USA Novartis Pharmaceuticals Corporation, East Hanover, NJ
Functional Area Commercial & General Management
Employment Type Regular
Job Description Building capabilities in New Commercial Channels (NCC) is a major priority for Novartis Gen Meds (Novartis). NCC includes both digital (e.g., social media, 3rd party, email, mobile), and offline (e.g. direct mail, tele-detail etc) non-personal promotion channels.
NCC Analytics, i.e., how we measure, track, monitor, draw insights from, and integrate tactics and campaigns across these channels to maximize ROI and impact will be critical to the success of our NCC efforts.
This job will work closely with the Director, New Commercial Channel Analytics to develop new techniques and standardize across the analytics organization. Eventually, NCC Analytics will be tightly integrated with personal promotion elements (e.g., reps, samples). Hence, this job will also play an important role in setting up an 'Integrated Promotional Mix Model' (IPMM) capability together with the broader Promo Mix team
. Assist in creation of NCC campaigns: Work with the NCC, Brand Analysts, and external vendors in setting up specific NCC campaigns (for HCPs, patients, caregivers), including data needs, reports etc.
. Lead the problem solving on metrics, KPIs: Especially as these relate to new chan-nels/tactics, lead the problem solving with vendors, internal stakeholders on identifying the right set of KPIs, metrics to track for new tactics. Develop appropriate communications (e.g., presentation documents) to share with broader organization. Also identify data needs, and set up back-end models to understand impact of channels/tactics
. Solve NCC analytics related questions and seek to develop a Novartis perspective: Sample questions include: Does sequencing of channels matter, and how (e.g., rep detail followed by You-Tube launch or vice versa)? What sourcing strategies yield the best result for different channels/tactics (e.g., how do we generate traffic on You-Tube)? How do we reduce 'cycle time' to complete analytics and generate insights?
. Creation of targeting lists, segmentation, and response models: Regularly work with pre-scriber-level Rx data to ensure marketing effectiveness and answer critical business questions through advanced statistical techniques. Perform design of experiments and advanced statistical analyses to learn the success of marketing efforts. Guide teams on list generation, list match techniques, and inform targeting discussions with brand analysts
. Inform the creation of an Integrated Promo Mix Model (IPMM): Work with the broader Promo Mix team and other Novartis colleagues to answer the question: How does Novartis take its traditional promo mix model (of reps, samples etc) and create an integrated mix model that allows for trade off decisions within channels, and across channels, and potentially between customer groups (e.g, HCPs vs patients vs caregivers)?
. Challenge the status quo, and bring outside pharma insights: Challenge external vendors and internal Novartis teams to think differently, and leap frog others in the pharma industry - e.g., around when and how to use different channels, how to measure success, how to make trade off decisions. Constant learning of new marketing techniques and knowledge of 3rd party providers to inform discussions with brand marketers and channel partners.
. Train & Mentor teams on NCC analytics: Provide hands on guidance to fellow analysts on how to measure, what good looks like, what not to measure, how to set up experiments etc. Create standardized processes, templates etc for further rollout to the organization. Actively participate in training sessions for organizational initiatives on NCC
Minimum requirements . Graduate degree in a quantitative field (e.g. statistics, economics, mathematics, Operations Research, Finance)
. MBA a plus
. Total 5 - 8 years of experience with a min 3 - 5 years of NCC analytics experience outside the pharma industry (e.g., in Financial Services, Consumer Packaged Goods, Insurance). Specifically should understand tactically how analytics for marketing channels (e.g. web, email, social media, mobile etc) are set up and conducted, what to measure, and how to scale analytics needs. Should also understand strategically what role analytics can play in driving business results
. Solid Wworking knowledge of analytics, prescriber-level Rx databases (e.g., IMS, Wolters Kluwer) in the pharma industry
. At least 2 - 5 years of pharma analytics experience is re-quired
. Strong written and oral communication skills, including the ability to translate a complex analysis into simple 'business speak' and present analytical results to internal clients up to the executive level
. Strong analytical skills; statistical analyses & modeling knowledge
. Business Acumen - ability to connect the dots and generate insights
. Learning agility: ability to pick up new trends and learn quickly
. Partnering Skills, Stakeholder management
. Business and technical problem solving
. Strong interpersonal skills
. Managerial experience preferred (especially of external vendors)
. Agency experience valued
. Consulting experience valued