Director, Brand & Tracking

Position: Director, Brand Performance & Tracking
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Summary:

The Director, Brand Performance & Tracking is the platform owner and capability leader for longitudinal brand measurement within BMS's Global Market Research Center of Excellence (CoE). This role is responsible for building, governing, and continuously improving the shared tracking platforms and capability frameworks that Therapeutic Areas (TA) and Business Units (BU) Market Research (MR) teams use to measure brand health, campaign effectiveness, and market dynamics across BMS's portfolio.

This leader ensures that the platforms, tools, and capability infrastructure available to the TA/BU MR teams are robust, consistent, and evolving in step with the AI-enabled future of longitudinal research. The most consequential near-term responsibility of this role is governing the transition from traditional survey-based tracker programs to AI-enabled, platform-based measurement. This transition requires deep familiarity with tracking approaches, strong platform governance instincts, and the organizational credibility to guide TA teams through a fundamental shift in how longitudinal research is conducted.

The Director, Brand Performance & Tracking reports directly to the Executive Director, Global Market Research, and operates as an advisor to TA and BU MR leads providing platform expertise and capability support that amplifies the methodology expertise those teams already hold.

Responsibilities:

Own the Enterprise Brand Tracking Capability Platform

* Build and govern the shared platform infrastructure that TA and BU MR teams use to design, field, and analyze longitudinal tracking research, including ATU, brand health, wave, pulse, and continuous measurement programs

* Define and maintain the platform's structural elements, output formats, and analytical frameworks that are built into tracking tools to ensure cross-TA comparability without constraining TA-level design flexibility

* Own the platform governance model (the rules, documentation standards, and escalation processes that govern how TA teams configure, adapt, and report from CoE tracking platforms)

* Partner with the Director, CoE Strategy & AI Innovation on tracking platform vendor requirements and preferred supplier selection, ensuring tracking vendors are governed in a manner consistent with the CoE's broader capability architecture and AI roadmap

Lead the Tracker-to-AI Platform Transition

* Own the platform migration roadmap/process to move traditional survey tracker programs onto AI-enabled or platform-based measurement tools, on a timeline and against quality criteria agreed with TA teams

* Define the platform validation framework for AI-enabled tracking, establishing how AI-generated tracking outputs are tested for reliability and comparability before teams transition live programs onto new platforms

* Work in close partnership with the Director, CoE Strategy & AI Innovation to ensure the AI tracking platform roadmap is grounded in the practical realities of how teams currently design and use tracking programs

* Support TA/BU MR teams through the platform transition, providing capability onboarding, user support, and change management as teams move from legacy tracker designs to AI-enabled measurement platforms

* Monitor AI tracking platform output quality on an ongoing basis, flagging platform-level anomalies or reliability concerns to the CoE and relevant TA stakeholders

TA Advisory and Capability Adoption

* Serve as the CoE's primary advisory resource for TA and BU teams on all tracking platform questions, providing expert guidance on platform configuration, output interpretation, and capability use as requested on a pull basis

* Partner with TA/BU MR leads to gather tracking platform requirements, test new capabilities, and identify cross-TA/BU opportunities for shared instrument development or coordinated fielding

* Track platform adoption across TA/BU teams, identify barriers to adoption, and work with TA/BU leads to address them, ensuring CoE tracking platforms are used because they add genuine value, not because they are mandated

* Represent BMS's tracking platform requirements in vendor…