Requisition ID 18754BR
Title MANAGER - PATIENT CENTRIC MULTICHANNEL MARKETING DIGITAL
Job Category Marketing
Job Description PURPOSE:
• Develops patient centric digital media strategy and plans for Diabetes Marketing portfolio to increase brand awareness and trial or acquisition into the NNI database that will aid in patient request or conversion.
• Identifies new, innovative/emerging channels to reach patients. Work closely with Patient Centric Center of Excellence (COE) and Health Care Professional Relationship Marketing (HCP RM) to ensure brand priority alignment, plus media and channel synergies.
• Responsible for the planning, execution, optimization and analysis of digital media initiatives. Serve as the internal expert on patient facing digital media channels, as well as consumer and HCP search.
RELATIONSHIPS:
• Reports to the Senior Manager - Patient Centric Multichannel Marketing.
• Works closely with Brand Leads, Patient COE, and other units within Diabetes Marketing (DM). Internal cross-functional interaction also includes relations with Trade, Corporate Communications, Public Relations, Medical, Managed Markets, Regulatory, Sales and Legal personnel, and international colleagues. External relationships include relations with professional services agencies, media partners, as well as key patient organizations.
ESSENTIAL FUNCTIONS:
Brand Planning:
• Assist in developing and coordinating marketing plans with brand leads and Centers of Excellence leads (COE), ensuring Patient Center of Excellence alignment with brand positioning and messaging.
• Develop and maintain SEO and SEM strategy across portfolio of products and across channels (Patient and HCP), governance models, optimization, reporting and analytics.
• Develop and present compelling plans for management endorsement, to include proven, as well as innovative opportunities.
• Develop digital media strategy across portfolio of brands in conjunction with brand objectives.
• Manage agency partners in media planning and buying responsibilities for portfolio of brands (Display, CPA, and SEM, etc.).
• Provide strategic insights and analytics into performance drivers to ensure full impact and efficiency of optimization efforts.
• Translate brand objectives/media strategy into strategic digital media plans that run in conjunction with total media plan, with responsibility of presenting digital plans to internal brand teams, provide guidance/insights, and solicit feedback.
• Work with media agency to ensure appropriate planning, execution, optimization and analysis of all digital media activities while ensuring media buys are targeted efficiently and effectively.
Collaboration With Internal Stakeholders:
• Other internal relationships include relations with Medical, Managed Markets, Regulatory, Sales and Legal personnel, and international colleagues.
• Work closely with Marketing Effectiveness to establish, own and defend metrics necessary to track impact and success of awareness and acquisition initiatives.
• Work with digital/online Cross Functional Working Team in integrating brand specific initiatives into overall NNI infrastructure.
• Work with “brand account managers” or “brand point leads” to ensure alignment on needs and execution plans are in place.
Emerging Channels:
• Identify innovative and emerging opportunities, present to stakeholders, provide POVs.
• Responsible for creating Social Media strategy and managing its execution, developing effective benchmarks for measuring the impact, analyze, review, and report on effectiveness of campaigns in an effort to maximize results.
Material Development And Review Process:
• Collaborate with Brand Lead on SEM and SEO development and optimization.
• Collaborate with COE for respective expertise in customer segment to provide guidance on creative development based on expertise and learnings. (i.e., website, banners, digital videos, etc.).
• Ensure brand lead/ COE is aligned on assets needed and timing to execute media plan.
• Work with agency to develop 60 day Medical/Regulatory/Legal review (PRB) planning schedule.
Tracking And Optimization:
• Accountable to manage the brand/portfolio digital media budget in conjunction with overall media plan.
• Determine set-up, including testing methodologies, reporting requirements, and modeling requirements, to ensure appropriate implementation and execution of plan.
• Develop robust and intelligent "test-and-learn" approach to campaigns and emergent digital trends
• Follow internal and external procedures in managing contracts.
• Monitor/manage agency expenses while looking for efficiency opportunities to maximize value.
• Optimize spend and ensure that resources are appropriately allocated and qualities of services are maintained while costs remain on track and according to budget.
• Participate/host media plan specific status and optimization weekly, bi-weekly, monthly, quarterly meetings when appropriate.
• Regularly track and reconcile expenses to ensure budget is on track.
PHYSICAL REQUIREMENTS:
Approximately 10-20% overnight travel.
DEVELOPMENT OF PEOPLE:
Not applicable.
KEY SUCCESS FACTORS: EDUCATION, EXPERIENCE, KNOWLEDGE AND SKILLS
• 4+ years digital media marketing experience required. Multichannel marketing experience, responsible for comprehensive media plan management/oversight strongly preferred.
• A Bachelor’s degree or equivalent experience, MBA preferred.
• Planning, Execution and Follow-Up – effectively prioritizes and spends his/her time and the time of others on what is important. Develops accurate short and long term plans. Ensures timely execution and follow-up. Meets deadlines. Anticipates problems and roadblocks to avoid crisis management.
• The ability to work on cross functional teams.
• Evidence of passion and achievements in digital, social and emerging media space.
Department DM - PATIENT CENTRIC MARKETING (2)
Position Location US - Princeton, NJ
City Princeton, NJ
State/Provinces US - NJ
Degree Required Bachelor's Degree or equivalent experience
Percent Travel 10 - 20%
Title MANAGER - PATIENT CENTRIC MULTICHANNEL MARKETING DIGITAL
Job Category Marketing
Job Description PURPOSE:
• Develops patient centric digital media strategy and plans for Diabetes Marketing portfolio to increase brand awareness and trial or acquisition into the NNI database that will aid in patient request or conversion.
• Identifies new, innovative/emerging channels to reach patients. Work closely with Patient Centric Center of Excellence (COE) and Health Care Professional Relationship Marketing (HCP RM) to ensure brand priority alignment, plus media and channel synergies.
• Responsible for the planning, execution, optimization and analysis of digital media initiatives. Serve as the internal expert on patient facing digital media channels, as well as consumer and HCP search.
RELATIONSHIPS:
• Reports to the Senior Manager - Patient Centric Multichannel Marketing.
• Works closely with Brand Leads, Patient COE, and other units within Diabetes Marketing (DM). Internal cross-functional interaction also includes relations with Trade, Corporate Communications, Public Relations, Medical, Managed Markets, Regulatory, Sales and Legal personnel, and international colleagues. External relationships include relations with professional services agencies, media partners, as well as key patient organizations.
ESSENTIAL FUNCTIONS:
Brand Planning:
• Assist in developing and coordinating marketing plans with brand leads and Centers of Excellence leads (COE), ensuring Patient Center of Excellence alignment with brand positioning and messaging.
• Develop and maintain SEO and SEM strategy across portfolio of products and across channels (Patient and HCP), governance models, optimization, reporting and analytics.
• Develop and present compelling plans for management endorsement, to include proven, as well as innovative opportunities.
• Develop digital media strategy across portfolio of brands in conjunction with brand objectives.
• Manage agency partners in media planning and buying responsibilities for portfolio of brands (Display, CPA, and SEM, etc.).
• Provide strategic insights and analytics into performance drivers to ensure full impact and efficiency of optimization efforts.
• Translate brand objectives/media strategy into strategic digital media plans that run in conjunction with total media plan, with responsibility of presenting digital plans to internal brand teams, provide guidance/insights, and solicit feedback.
• Work with media agency to ensure appropriate planning, execution, optimization and analysis of all digital media activities while ensuring media buys are targeted efficiently and effectively.
Collaboration With Internal Stakeholders:
• Other internal relationships include relations with Medical, Managed Markets, Regulatory, Sales and Legal personnel, and international colleagues.
• Work closely with Marketing Effectiveness to establish, own and defend metrics necessary to track impact and success of awareness and acquisition initiatives.
• Work with digital/online Cross Functional Working Team in integrating brand specific initiatives into overall NNI infrastructure.
• Work with “brand account managers” or “brand point leads” to ensure alignment on needs and execution plans are in place.
Emerging Channels:
• Identify innovative and emerging opportunities, present to stakeholders, provide POVs.
• Responsible for creating Social Media strategy and managing its execution, developing effective benchmarks for measuring the impact, analyze, review, and report on effectiveness of campaigns in an effort to maximize results.
Material Development And Review Process:
• Collaborate with Brand Lead on SEM and SEO development and optimization.
• Collaborate with COE for respective expertise in customer segment to provide guidance on creative development based on expertise and learnings. (i.e., website, banners, digital videos, etc.).
• Ensure brand lead/ COE is aligned on assets needed and timing to execute media plan.
• Work with agency to develop 60 day Medical/Regulatory/Legal review (PRB) planning schedule.
Tracking And Optimization:
• Accountable to manage the brand/portfolio digital media budget in conjunction with overall media plan.
• Determine set-up, including testing methodologies, reporting requirements, and modeling requirements, to ensure appropriate implementation and execution of plan.
• Develop robust and intelligent "test-and-learn" approach to campaigns and emergent digital trends
• Follow internal and external procedures in managing contracts.
• Monitor/manage agency expenses while looking for efficiency opportunities to maximize value.
• Optimize spend and ensure that resources are appropriately allocated and qualities of services are maintained while costs remain on track and according to budget.
• Participate/host media plan specific status and optimization weekly, bi-weekly, monthly, quarterly meetings when appropriate.
• Regularly track and reconcile expenses to ensure budget is on track.
PHYSICAL REQUIREMENTS:
Approximately 10-20% overnight travel.
DEVELOPMENT OF PEOPLE:
Not applicable.
KEY SUCCESS FACTORS: EDUCATION, EXPERIENCE, KNOWLEDGE AND SKILLS
• 4+ years digital media marketing experience required. Multichannel marketing experience, responsible for comprehensive media plan management/oversight strongly preferred.
• A Bachelor’s degree or equivalent experience, MBA preferred.
• Planning, Execution and Follow-Up – effectively prioritizes and spends his/her time and the time of others on what is important. Develops accurate short and long term plans. Ensures timely execution and follow-up. Meets deadlines. Anticipates problems and roadblocks to avoid crisis management.
• The ability to work on cross functional teams.
• Evidence of passion and achievements in digital, social and emerging media space.
Department DM - PATIENT CENTRIC MARKETING (2)
Position Location US - Princeton, NJ
City Princeton, NJ
State/Provinces US - NJ
Degree Required Bachelor's Degree or equivalent experience
Percent Travel 10 - 20%