Associate Director, Paid Media Data Strategy & Governance

Company Description

About Abb Vie

Abb Vie's mission is to discover and deliver innovative medicines and solutions that solve serious health issues today and address the medical challenges of tomorrow. We strive to have a remarkable impact on people's lives across several key therapeutic areas including immunology, oncology and neuroscience - and products and services in our Allergan Aesthetics portfolio. For more information about Abb Vie, please visit us  Follow @abbvie onLinked

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Job Description

POSITION SUMMARY

The Associate Director, Paid Media DTC & HCP Data Domain Owner will serve as the Enterprise single point-of-contact on the Media team for paid media data across all DTC and HCP channels. This role is responsible for driving alignment between paid media data strategies and Abb Vie’s critical data priorities, while governing requirements with agencies on cross-functional data-required work streams across Media, APEX, BTS, and other TA&O functions.

Media data strategy expertise (hands-on from a leading media agency) and knowledge of marketing technology operations will be critical components of this role; since these components also touch other functions at Abb Vie, this person must establish and adhere to clear ways of working and responsibilities.

As paid media data becomes increasingly granular and sophisticated, this role will provide dedicated subject matter expertise for the Enterprise and support media data activation, validation, governance, and analysis. The Associate Director, Paid Media DTC & HCP Data Domain Owner will act as a key expert and connector between internal teams and external agency and publisher partners to ensure paid media data solutions are strategically sound, operationally feasible, and aligned to Abb Vie current and future business needs.

JOB RESPONSIBILITIES

Enterprise Data Strategy – 70+ Individual Brand Plans per year across HCP and DTC

• Serve as the data subject matter expert on Media team for all paid media data across DTC and HCP media channels -- shaping POV on market trends, Mar Tech and AdTech evolution and data governance practices
• Ensure paid media data solutions support DTC/HCP activation and are aligned to enterprise data strategy
• Identify and prioritize opportunities to improve data utilization across activation, measurement, and optimization
• Partner with APEX to define success metrics and ensure paid media data is integrated into enterprise measurement frameworks e.g. MMx, Brand Pulse) to evaluate business outcomes

Operational

• Establish and embed clear ways of working across Media, APEX, BTS and other cross-functional stakeholders with respect to paid media data initiatives
• Enforce enterprise data governance frameworks (established by APEX) with external agencies for data passaback, acting at the business lead for media data feasibility
• Hold external agencies accountable for meeting Abb Vie standards and guidelines for all channel data
• Drive consistency in how paid media data is planned, activated, and validated across a high volume of brand and campaign cycles

Technical

• Drive agency compliance with data standards including, partnering with APEX to ensure taxonomy frameworks, naming conventions and data pass back structures support media activation and measurement
• Lead creation of more consistent, scalable processes for paid media data ownership and execution
• Partner with internal technical and engineering teams (e.g. BTS) and APEX to ensure media data is seamlessly ingested, modeled and made available for measurement, without directly owning engineering delivery
• Support audience activation and data integration use cases across first, second and third-party data environments, including use of Abb Vie’s CDP and CRM
• Ensure…