Associate Director, Audience Modeling & Activation

Associate Director, Audience Modeling & Activation

At Gilead, we’re creating a healthier world for all people. For more than 35 years, we’ve tackled diseases such as HIV, viral hepatitis, COVID-19 and cancer – working relentlessly to develop therapies that help improve lives and to ensure access to these therapies across the globe. We continue to fight against the world’s biggest health challenges, and our mission requires collaboration, determination and a relentless drive to make a difference.

Every member of Gilead’s team plays a critical role in the discovery and development of life‑changing scientific innovations. Our employees are our greatest asset as we work to achieve our bold ambitions, and we’re looking for the next wave of passionate and ambitious people ready to make a direct impact.

As the Associate Director, Audience Modeling & Activation, you will play a pivotal role in identifying, defining, and targeting the right audiences to drive engagement and meet brand objectives. This role requires a deep understanding of data modeling techniques and a strategic approach to audience segmentation, ensuring that campaigns reach the right people with the right message at the right time.

Hybrid position based in Foster City, California.

• Audience Segmentation & Modeling:
  Develop advanced machine learning models and statistical algorithms to create highly targeted audience segments. Leverage modeled audience techniques (e.g., 3P LAL, look‑alike modeling) based on consumer behaviors, demographics and other relevant factors to enhance targeting accuracy.
• Audience Activation:
  Work with cross‑functional teams to activate audience segments across digital channels, ensuring that audience strategies align with marketing goals and KPIs.
• Optimization & Campaign Analysis:
  Continuously monitor and optimize audience performance based on campaign results, using data science techniques to improve targeting accuracy and campaign effectiveness.
• Clean Room/Live Ramp Expertise:
  Leverage experience working with Live Ramp, data clean‑room environments or similar platforms to manage and enhance consumer data analysis. Ensure seamless data integration and privacy‑compliant collaboration across multiple data sources for more effective audience creation.
• Data Management & Governance:
  Ensure data quality and accuracy when leveraging audience data for campaign execution, adhering to best practices in data privacy, governance and security standards. Handle sensitive healthcare data with utmost care and compliance.
• Cross‑functional
  
  Collaboration:
  
  Work closely with marketing, data analytics, media and creative teams to align audience targeting with campaign strategies, messaging and creative direction.

• Proven experience in audience segmentation, audience creation and data‑driven marketing, with a focus on leveraging modeled audience techniques such as look‑alike modeling (3P LAL), predictive modeling or other advanced analytics tools to build highly targeted audiences.
• Advanced proficiency in Python for data analysis, modeling and automation; strong experience with SQL for data querying and manipulation.
• Familiarity with integrating and analyzing consumer data from multiple sources (e.g., 1P, 3P claims, SDoH, SFMC) to inform audience creation and activation.
• Knowledge of privacy regulations, including data protection laws related to consumer and healthcare data.
• Strong analytical and problem‑solving skills; ability to apply data science techniques to uncover insights, solve complex business problems and improve audience targeting strategies.

• Bachelor’s degree and 10 years of relevant experience, OR
• Master’s degree and 8 years of relevant experience, OR
• PhD with 5 years of relevant experience.

• Experience with pharma data and familiarity with platforms such as Live Ramp.
• Experience working with large‑scale consumer data sets and managing audience targeting for media buying and advertising strategies.
• Expertise in look‑alike modeling (3P LAL) to generate high‑quality, actionable audience insights for campaign activation.