Ophthalmology Omnichannel Analytics Partner

Responsibilities :

• Collaborate with key brand stakeholders and cross-functional teams to understand business objectives, campaign measurability, and develop and execute analytic plans to measure performance and inform data-driven strategies that enhance the omnichannel experience.
• Provide actionable insights through on-going reporting and ad hoc analyses of all omnichannel engagements and digital tactics, including personal and non-personal promotions.
• Support development and implementation of machine learning algorithms to drive personalized recommendations and targeted marketing campaigns across channels based on individual preferences and behaviors.
• Conduct in-depth analysis of various data sources (promotional and non-promotional data) and develop predictive models to forecast HCP preferences, behavior, and overall omnichannel engagement.
• Analyze marketing performance using statistical and/or machine learning techniques to measure the impact of different channels and tactics and recommend budget allocation and promotional tactic optimization opportunities to global/regional brand teams and Omnichannel Strategy & Operations stakeholders to drive efficiency and effectiveness of investments.
• Work closely with the Global and Commercial Division Strategic Insights & Analytics leads, Omnichannel Strategy & Operations team, Global Brand Directors, and Affiliate Brand Managers to socialize insights from the channel/promotional analyses, to provide guidance on how to optimally leverage reporting dashboards for performance assessment and opportunities discovery, to support ad-hoc requests, and to assess emerging business needs/reporting requirements.
• Provide consulting to the key stakeholders in the campaign design/requirements gathering phase to ensure objectives are clearly defined and can be measured, content assets are properly tagged, and the campaign data is properly sourced to ensure integrity of the measurement.
• Develop and implement key performance indicators (KPIs) to measure the effectiveness of omnichannel initiatives.
• Evaluate and help evolve training support required to uplift capabilities in the use of analytics.
• Develop Omnichannel Analytics plans to support campaign, brand and portfolio level optimization, continuously looking for ways to improve and innovate methodologies / processes.
• Own the management of all Non-Personal target lists, including conducting analyses to evaluate and determine the inclusion of HCPs based on predefined criteria and strategic objectives. Ensure target lists are optimized and aligned with campaign goals.
• Work with various cross-functional teams (Marketing, Media Agencies, IS and Data Engineering) to integrate and consolidate all promotional data from various sources, ensuring a unified view of customer interactions and transactions.
• Participate in ensuring all Omnichannel data, including personal and non-personal tactics, are integrated into the Astellas’ internal data warehouse, thoroughly quality-checked against media plans and spend, and validated for accuracy in collaboration with agency partners. Monitor data trends and anomalies to support validation efforts and proactively identify potential discrepancies.
• Work closely with Media agency partners on performance reporting construct and media execution governance.
• Stay abreast of industry trends, emerging technologies, and best practices in data science and omnichannel strategies.
• Manage third party providers on as needed basis and ensure deliverables fully meet contractual obligations and are of highest caliber.
• Embed an Ethics and Compliance culture and Integrity in Action by proactively addressing non-compliance.

Requirements

Qualifications Required:

• Bachelor’s degree in Data Science, Statistics, Computer Science, or a related field.
• 6+ years of analytics/data science experience with a focus on omnichannel analytics and demonstrated success in managing projects of increasing size and complexity.
• Experience in non-personal promotional analytics (HCP and Consumer), Strong understanding of digital marketing media and promotional tactics.
• Strong knowledge of omnichannel concepts and data sources, e.g., impressions/click data, web data, etc.
• Strong proficiency with SQL, SAS and/or Python, MS Excel and Power Point.
• Proficiency in machine learning techniques, statistical analysis, and data visualization, including classification models, promotion response modelling, predictive modelling, etc.
• Experience working with MarTech platforms like Google Analytics or Adobe Analytics, CM360, Search Ads, Meta.
• Experience in KPI and diagnostic metrics development and optimization approaches.
• Experience in presenting business insights and providing recommendations.
• Strong interpersonal skills with the ability to effectively interact with all levels of employees including senior management.
• Excellent verbal/written communication skills, attention to details, and the ability to multi-task.
• Excellent organizational, planning and project management skills and ability to effectively manage cross-functional projects of moderate complexity in a multi-cultural context, including vendor management, regulatory & legal compliance, etc.
• Ability to work independently in a dynamic fast-paced environment, with minimal supervision.
• Ability to act with a sense of urgency while being responsive to changing business priorities.
• Ability to travel 10%.

Preferred Qualifications:

• M.S. in Statistics or Economics or other quantitative discipline is preferred, or MBA with Marketing Analytics, Decision Science, or Analytical Finance Concentration.
• Pharmaceutical industry experience.
• General understanding of other Commercial Insights functions (i.e., primary/secondary market research, forecasting, competitive intelligence).
• Working knowledge of one or more data visualization tools such as Excel, QlikView and QlikSense.
• Knowledge of other healthcare data sources such as patient-level data.
• Experience working with global partners.

Working Environment:

• At Astellas we recognize the importance of work/life balance, and we are proud to offer a hybrid working solution allowing time to connect with colleagues at the office with the flexibility to also work from home. We believe this will optimize the most productive work environment for all employees to succeed and deliver. Hybrid work from certain locations may be permitted in accordance with Astellas’ Responsible Flexibility Guidelines.

Flexible grade level based on candidate background and skillset

Benefits:

• Medical, Dental and Vision Insurance
• Generous Paid Time Off options, including Vacation and Sick time, plus national holidays including year-end shut down
• 401(k) match and annual company contribution
• Company paid life insurance
• Annual Corporate Bonus and Quarterly Sales Incentive for eligible positions
• Long Term Incentive Plan for eligible positions
• Referral bonus program