Job Title: Digital Marketing Analytics & Insights Manager
Advertising/Marketing/Public Relations, Arts, Entertainment, and Media, Biotechnology and Pharmaceutical, Engineering, Finance/Economics, Healthcare, Other, Healthcare, Practitioner and Technician, Information Technology, Internet/E-Commerce, Sales, Executive Management, Quality Control, Research & Development, Medical, Web Technology
Digital Marketing Analytics & Insights Manager
Nestlé Health Science (NHSc) is a company on a mission and on the move, motivated by the opportunity to forge a major therapeutic role for nutrition in the management of health and establish a new industry between food and pharmaceuticals. The two elements of the equation are simple; societies are ageing and age and lifestyle related diseases are spiraling. Needs are growing for safe, effective and cost-effective solutions. At the same time, scientific understanding of health, disease and the potential of nutrition – as an integral part of managing health and disease – is growing.
Nestlé Health Science, a wholly-owned subsidiary of the Nestlé Group, was created in 2011 to be a leader in these developments and make things happen. We have over 3,000 employees around the world with a wide mix of capabilities – from bio-medical engineers to regulatory specialists, medical delegates (sales force) and health economic experts that reflect our dynamism and intent to create.
The Digital Analytics & Insights Manager is the performance marketing lead and has ownership of building the Nestle Health Science US analytics, data management, testing and audience insights frameworks, across all our brands and DTC business models. This role will be responsible for maintaining the dashboards and lead the sessions with various brand and commercial stakeholders, to analyze performance and generate audience-driven insights that will ultimately optimize our marketing efforts across paid, owned and earned channels, as well as ecommerce portals, to achieve aggressive growth targets. In addition, this role will drive the technology projects related to the implementation of new technologies and/or connection between existing technologies, ultimately to empower our brands to capture and activate data (personalization at scale). Finally, this role will also manage all testing activities to drive further Conversion Rate Optimization across all our properties.
Build and maintain tools and processes for Digital Performance Analysis 30%
•Build and maintain full-funnel dashboards across all our Digital channels, fully scalable across brands, connected via API •Build and maintain connections between all data and reporting platforms •Collaborate with the digital team and external agencies to build and document a data schema and taxonomy that structures and harmonizes digital media data across all brands •Develop and maintain internal and external benchmarks throughout purchase funnel and across digital/E-Comm channels •Lead monthly performance reviews with Digital, Marketing and Commercial internal teams, as well as external agencies. •Partner with Digital team members to bring learnings and actions to live in future campaigns
Drive technology stack implementation for personalized marketing: 40%
•Support Digital and Brand teams in the definition of data capture and activation strategies across paid, owned and earned media channels •Act as Project Manager for technology implementation projects, as well as projects related to connecting various platforms for enabling a 360 view of database leads •Lead digital technology innovation projects to enable new ways of driving personalization in consumer and healthcare professional engagement (e.g. Veeva CRM enablement with online platforms)
Lead CRO and testing across all platforms: 20% •Build learning agenda with Digital and Brand teams, and respective testing calendar for the year •Collaborate with testing agency to implement tests when due in the calendar, supervise execution and capture learnings •Monitor closely Conversion Rates by brand and evolution as tests are implemented and successes are scaled up
Generate Consumer Insights through Digital: 10% •Build and maintain full-funnel dashboards to extract audience insights from Media investments to further enhance consumer understanding across Digital, Brand and Commercial stakeholders •Identify and implement RAR shopper review analysis
Qualifications & Requirements
EXPERIENCE AND EDUCATION REQUIREMENTS:
•4 years of related experience in a highly analytical role, in Digital, Sales, Marketing or Finance departments •Preference for graduate degree in business/MBA and/or equivalent business experience •Knowledge of Veeva and other Salesforce B2B and B2C platforms is very strong plus •Experience in the healthcare industry and Healthcare Professional marketing is a very strong plus •Strong knowledge of Excel, with emphasis on building performance analytics and dashboards. SQL knowledge is a plus.
•Previous experience in Digital and/or E-commerce, and good knowledge of paid, owned and earned media performance metrics.
•Strong analytical mind •Curious •Results focused and action oriented •Excellent analytical skills •Quantitative rigor •Collaborative •Excellent communicator with internal and external stakeholders
ADDITIONAL NOTES A successful candidate in this role will be prepared to take on the challenges associated with transforming our organization to become more data-driven and based on automated processes. This position will give the right candidate the opportunity to stand out and succeed in a large, global organization by thinking big, exercising elements of a “startup” mentality, and transforming old process into new modernized practices that will increase efficiency and generate more data-driven opportunities for growth.