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Marketing Manager - Digital and Print

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Responsible for the planning, execution, optimization and analysis of paid media initiatives. Serve as the internal expert on patient facing paid media channels, as well as consumer search.
Reports to the Associate Director - Patient Centric Multichannel Marketing.
Works closely with Brand Leads, Patient COE, and other units within Diabetes & Obesity Marketing (DOM). External relationships include relations with professional services agencies, media partners, as well as key patient organizations.


ESSENTIAL FUNCTIONS:
Assist in developing and coordinating DTC plans with brand leads, ensuring alignment with brand positioning and messaging
Develop and present compelling plans for management endorsement, to include proven, as well as innovative opportunities
Assist in developing paid media strategy across portfolio of brands in conjunction with brand objectives
Manage agency partners in paid media planning and buying responsibilities for portfolio of brands
Provide strategic insights and analytics into performance drivers to ensure full impact and efficiency of optimization efforts
Translate brand objectives/media strategy into strategic media plans, with responsibility of presenting plans to internal brand teams, provide guidance/insights, solicit feedback
Work with media agency to ensure appropriate planning, execution, optimization and analysis of all paid media activities while ensuring media buys are targeted efficiently and effectively
Develop and maintain Search Engine Optimization and Search Engine Marketing strategy across portfolio of products in conjunction with HCP team, governance models, optimization, reporting and analytics

COLLABORATION WITH INTERNAL STAKEHOLDERS: 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 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

MATERIAL DEVELOPMENT AND REVIEW PROCESS: Collaborate with Brand Lead on SEM and SEO development and optimization

Ensure brand lead/ COE is aligned on assets needed and timing to execute paid media plan
Work with agency to develop 30 day Medical/Regulatory/Legal review (PRB) planning schedule

TRACKING AND OPTIMIZATION: Accountable to manage the brand/portfolio 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
Partner with Commercial Effectiveness and external vendors to contract, create, measure and report on media conversion tracking
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

KEY SUCCESS FACTORS: EDUCATION, EXPERIENCE, KNOWLEDGE AND SKILLS
4 years’ paid media marketing experience required. Multichannel paid media marketing experience, responsible for comprehensive media plan management/oversight required.
A Bachelor’s degree or equivalent experience,.
Evidence of passion and achievements in traditional, digital and emerging paid media space.
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
Strong analytical background required

**Must have Paid Search and Print experience**
* Pharmaceutical Experience is not required**

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