Lead, Omnichannel Data

Do you want to be part of an inclusive team that works to develop innovative therapies for patients? Every day, we are driven to develop and deliver innovative and effective new medicines to patients and physicians. If you want to be part of this exciting work, you belong at Astellas

This position is based in Canada and will not require on-site work. However, there may be occasional travel to Northbrook office required.

**Purpose & Scope**:
The Omnichannel Analytics (OCA) Partner plays a critical role in providing valuable strategic and tactical business insight and recommendations to Marketing, Agencies and Omnichannel Strategy & Operations (OSO) teams to support achievement of brand promotional and campaign objectives. This role will be responsible for leveraging data to drive insights, optimize customer experiences, and contribute to the overall success of our omnichannel initiatives. This position will play a key role in various Omnichannel analytics projects which will analyze and measure the promotional effectiveness of omnichannel activities using advanced machine learning models.

This position will work collaboratively with partners such as global/regional commercial brand teams/marketing, global/regional Strategic Insights & Analytics teams, Omnichannel Strategy & Operations, Data Governance, and DigitalX teams and will contribute to data/metrics harmonization and insights sharing.

**Responsibilities and Accountabilities**:
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 obligation