Senior Group Director, Business Analytics

Agency: Initiative

Job Function: Data and Analytics

Job Subfunction: Data Science and Analytics

Job Description:

Strategic Analytics Partnership

Serve as the senior analytics advisor supporting HCP and DTC business teams across marketing, media, commercial, and analytics functions.

Consult with clients to identify business problems, commercial opportunities, and measurement priorities across the entire customer journey.

Develop client-specific measurement strategies aligned with brand objectives, omnichannel engagement, and commercial KPIs.

Translate complex analytical findings into clear business recommendations and executive-level narratives.

Lead development of integrated measurement plans spanning:

• HCP media
• DTC media
• Omnichannel engagement
• Audience activation

Define KPI frameworks that connect media performance to business outcomes including:

• Qualified HCP reach
• Audience quality
• Patient engagement
• New-to-Brand prescriptions (NBRx)
• Total prescriptions (TRx)
• Brand adoption
• Commercial performance

Drive adoption of modern measurement approaches including:

• Incrementality testing
• Cross-channel attribution
• Marketing Mix Modeling (MMM)
• Multi-touch attribution (where appropriate)
• Audience quality measurement

Partner with Audience Intelligence teams to develop data-driven audience strategies across HCP and DTC campaigns.

Guide application of:

• Physician-Level Data (PLD)
• Claims data
• First-party customer data
• Identity resolution
• Audience segmentation
• Journey analytics

Ensure audience strategies are measurable and aligned to business objectives.

Define and execute client data strategies that maximize value from:

• First-party data
• Claims data
• Physician-level data
• Identity graphs
• Data clean rooms
• Aggregated and person-level datasets

Identify opportunities to integrate new healthcare data assets into measurement and optimization frameworks.

Advise clients on emerging healthcare analytics capabilities including:

• AI-enabled analytics
• Predictive analytics
• Audience intelligence
• Decision support systems
• Privacy-safe measurement

Evaluate research partners, measurement vendors, and healthcare data providers.

Develop POVs on emerging technologies affecting healthcare marketing measurement.

Lead, mentor, and develop Business Analytics team members.

Build career development plans and analytical capabilities across the organization.

Foster a culture of curiosity, collaboration, innovation, and continuous learning.

Serve as the connective layer across:

• Business Analytics
• Audience Intelligence
• Data Science
• Data Management
• Comms Design
• Investment

Ensure analytics outputs are integrated into campaign planning, optimization, and commercial decision‑making.

Develop playbooks, best practices, and governance for:

• Measurement planning
• Campaign analytics
• Omnichannel reporting
• Audience analytics
• Insight generation
• Business storytelling

Standardize methodologies while allowing flexibility for client-specific needs.

Support new business opportunities through analytics thought leadership and solution development.

Identify opportunities to expand analytics capabilities across brands and portfolios.

Contribute to POVs, innovation initiatives, and healthcare analytics offerings across the agency.

Support revenue growth through expanded analytics consulting and measurement capabilities.

Stay informed on developments in:

• Healthcare marketing
• Pharmaceutical commercialization
• Omnichannel engagement
• Audience intelligence
• AI
• Marketing science

Represent the agency at industry conferences and client forums.

Healthcare Marketing Analytics

Deep understanding of HCP and DTC marketing ecosystems.

Experience with pharmaceutical commercialization and omnichannel engagement.

Knowledge of physician engagement, patient journeys, and healthcare customer behavior.

Experience with:

• Marketing Mix Modeling (MMM)
• Incrementality testing
• Cross‑channel measurement
• Attribution methodologies
• Audience quality frameworks
• ROI measurement
• Media…