Senior Manager, Web Analytics, Content and User Insights

Senior Manager, Web Analytics, Content and User Insights

United States - New York - New York City

We’re in relentless pursuit of breakthroughs that change patients’ lives. We innovate every day to make the world a healthier place.

To fully realize Pfizer’s purpose – Breakthroughs that change patients’ lives – we have established a clear set of expectations regarding “what” we need to achieve for patients and “how” we will go about achieving those goals.

Pfizer offers competitive compensation and benefits programs designed to meet the diverse needs of our colleagues.

The Senior Manager, Web Analytics and Content Intelligence, will play a critical and influential role in the Media Measurement department within Pfizer's Media organization. This position is specifically designed to drive the development and implementation of cutting‑edge web analytics and content intelligence analyses, with the ultimate aim of significantly enhancing Pfizer's digital presence and competitive advantage in their line of business.

The Senior Manager will work closely and collaboratively with a diverse range of internal and external cross‑functional partners, including marketing teams, data scientists, content creators, and technology experts. By leveraging their expertise and fostering strong relationships, the Senior Manager will effectively align strategies and initiatives to achieve the desired outcomes.

In this role, the Senior Manager will take a holistic and data‑driven approach, meticulously examining various aspects such as content effectiveness, creative performance, multi‑touch attribution models, generative AI opportunities, and user journey analysis. By analyzing these factors, the Senior Manager will gain valuable insights that will inform decision‑making and drive continuous improvement in media campaigns and website performance, all in alignment with Pfizer's business objectives.

This position presents a unique opportunity for the Senior Manager to shape Pfizer's digital strategy and drive its success in a rapidly evolving and competitive landscape. By staying at the forefront of industry trends and leveraging advanced analytics techniques, the Senior Manager will contribute to Pfizer's position as a leading healthcare organization with a strong digital presence.

• Manage web analytics and creative reporting for their line of business.
• • Prompt provision of Monthly Business Reviews (MBRs) and Quarterly Business Reviews (QBRs) that offer insights into user behavior and present optimization recommendations to key stakeholders, in collaboration with agency analytics teams.
  • Utilizing best practices in translating website performance to the overall performance journey and understanding correlation to script lift.
  • Working closely with Media Measurement colleagues to ensure that findings are seamlessly incorporated into comprehensive media campaign performance evaluations.
• Collaborate with agency partners to ensure media, site, and content measurement excellence and actionability align to improving media investment’s impact on customers and healthcare professionals (HCPs).
• Collaborate with the User Experience (UX) team to conduct analyses related to UX.
• Provide guidance on ad‑hoc analytic inquiries and assist team members in utilizing dashboards effectively.
• Oversight of web and creative reporting delivery processes.
• Ensure that the agency performs necessary updates to reporting dashboards in a timely manner (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 (QA) checks on dashboards and other analytic updates, ensuring accuracy and resolving any issues promptly.
• Share insights and effective learnings and best practices across lines of business.
• Collaborate with the Media Measurement team and other colleagues to develop a web and creative test‑and‑learn initiative for the business unit, aiming to identify best practices for optimizing patient and HCP websites and content programs.
• Lead engagements with users and stakeholders to comprehensively assess their reporting…