Senior Manager, Web Analytics, Content and User Insights

Role Summary

The Senior Manager, Web Analytics and Content Intelligence leads web analytics and content intelligence within Pfizer's Media Measurement department. The role develops and implements analytics to enhance Pfizer's digital presence and competitive positioning. It collaborates with marketing teams, data scientists, content creators, and technology partners to align strategies and initiatives. The role uses a data-driven, holistic approach to evaluate content effectiveness, creative performance, attribution models, generative AI opportunities, and user journeys to inform decision-making and optimize media campaigns and website performance. It shapes Pfizer's digital strategy in a fast-changing landscape.

Responsibilities

• Manage web analytics and creative reporting for their line of business, including:
  • Prompt provision of Monthly Business Reviews (MBRs) and Quarterly Business Reviews (QBRs) with insights into user behavior and optimization recommendations, in collaboration with agency analytics teams.
  • Translate website performance into the overall performance journey and understand correlation to script lift.
  • Collaborate with Media Measurement colleagues to incorporate findings into comprehensive media campaign performance evaluations.
• Collaborate with agency partners to ensure media, site, and content measurement excellence and actionability to improve media investment impact on customers and healthcare professionals (HCPs).
• Collaborate with the UX team to conduct UX analyses.
• Provide guidance on ad hoc analytic inquiries and assist team members in using dashboards effectively.
• Oversee web and creative reporting delivery processes.
• Ensure timely updates to reporting dashboards by agencies (e.g., annual refreshes or mid-year website changes).
• Collaborate with the digital team to recommend enhancements and fixes for Adobe Analytics when required.
• Perform quality assurance checks on dashboards and other analytic updates, ensuring accuracy and resolving issues promptly.
• Share insights and best practices across lines of business.
• Collaborate with the Media Measurement team to develop a web and creative test-and-learn initiative to optimize patient and HCP websites and content programs.
• Lead engagements with users and stakeholders to assess reporting requirements and deliver insightful analytics for strategic decision-making.
• Stay up-to-date with industry trends and best practices in web analytics, content intelligence, marketing, and measurement.
• Demonstrate leadership by influencing peers, coaching others, and guiding colleagues to achieve meaningful outcomes and business impact.

Qualifications

• Bachelor's degree in Marketing, Business, Data Science, or a related field, or equivalent experience.
• 6+ years of experience in web analytics with a strong understanding of web analytic tools and platforms.
• Broad knowledge of the pharmaceutical industry and healthcare environment, including understanding of claims data and marketing optimization in the assigned line of business.
• Understanding of data-driven media planning and buying approaches.
• Proven ability to analyze complex data sets and provide actionable insights for executive decision making.
• Strong collaboration skills and ability to work effectively with cross-functional teams.
• Experience with web analytics tools such as Adobe Analytics (preferred), Google Analytics, or similar platforms; experience with Adobe Tag Manager, A/B testing platforms, MTA tools, Dynamic Creative Optimization, and AI products.
• Ability to lead cross-functional and cross-business projects, identifying risks and removing roadblocks to enable successful delivery.
• Strong writing, presentation, and influencing skills; ability to thrive under pressure, take accountability, and meet deadlines.
• Superior organizational and project management skills; ability to influence, manage, and drive action across team members for on-time and accurate deliverables.
• Exceptional interpersonal skills and ability to work in a matrixed environment.
• Excellent communication skills; able to articulate complex concepts to a diverse audience.
• Creative, data-driven problem solver who leads with insights derived from data.
• Proficiency with Microsoft Word, PowerPoint, Excel, Teams, and similar tools.
• Team player who is flexible, adaptable, and hands-on in helping to build this new function within Media Measurement.

Additional Requirements

• Work Location: Hybrid, requires 2-3 days per week on-site.