Freelance Director, Analytics

Description

About the Role

GSW performance analytics group at Syneos Health are looking for a data analytics strategist that understands multichannel analytics and has a strong interest in the intersection between data science, behavior, changing privacy laws, and contemporary marketing methods. Critical to the role is MarTech strategy knowledge and successful implementation of advanced targeting analysis to help inform go-to-market strategy and implementation. Experience in using data to inform the next touch in a modern market stack/platform. Working knowledge of modern marketing technology stacks and marketing automation platforms is expected, such as Google and/or Adobe Analytics, SalesForce Marketing Cloud, Marketo, and Adobe Experience Manager.

You will help manage advanced analytics engagements through collaboration with internal communications agencies, our media team, and data science teams. Your vision and efforts will contribute towards helping our clients understand how to be more effective and efficient in communicating about health choices. Your work will be crucial to anchoring the agencies within changing dynamics of contemporary marketing, while staying compliant and visible within the ever-changing privacy laws across the globe.

The Need Behind the Role

We are growing the Advanced Analytics discipline. This shift allows for analytics resources and subject matter expertise to be better situated to inform CX designs, tactical implementation, and measure performance to drive optimization. The need is further amplified by requirements to align with consumer privacy laws, like HIPAA, GDPR, CCPA (California) and CDPA (Virginia), etc.

We believe our success hinges on:

1. Creating tactical plans founded on contemporary strategic analytics planning that allows the agency to demonstrate marketing success and stay compliant with privacy laws.
2. Developing elegant solutions for performance measurement designed for the complexities of a post-cookie fragmentation

1. World-class customer service skills. Ability to service clients, partners and internal stakeholders by understanding their needs, translating those needs into creative solutions, and delivering on those solutions with diligence and a sense of urgency.

1. Outlining a vision for departmental growth that maximizes value and improves efficiency by balancing personnel talent with automation

We have tremendous investments in data, infrastructure, and talent throughout Syneos Health. Now is the time to better assess the intersections of those Syneos-wide investments with the Advertising-specific resources. Like any recipe that can be made extraordinary, we believe we have many core ingredients and tools. But we know it can be better. We seek the leader who can help us identify those gaps and help build streamlined analytics solutions for our company and our client's success.

About GSW

GSW is a full-service healthcare communications agency that goes

beyond advertising to create personalized brand experiences. One of the world's largest healthcare advertising agencies, GSW is also one of the oldest. GSW develops strategic marketing solutions for pharmaceutical, biotech and health-and-wellness clients around the world. We create experiences that involve, inspire, educate and activate people through ongoing brand journeys. Through the discovery of beneath-the-surface customer insights, we positively impact healthcare advertising with stories, simplicity and authenticity.

We are an agency partner that drives brand success and accelerates the transformation of a brand while helping clients maximize their marketing investments. GSW works to identify the unmet need or issue that magnifies the value of a product, and we find a way to accelerate growth in a personal and humanizing manner.

GSW is led by a team of best-in-class marketers who have experience with a variety of stakeholders such as healthcare professionals, patients, caregivers, payers and consumers.

We are part of Syneos Health Communications, a network of PR, communications, branding, and advertising companies that help bring new medical products to market. We are expanding the group that helps the company's clients -- biopharma companies -- make better marketing decisions using advanced quantitative methods. You will be instrumental in helping us build a better framework that meets the needs of our internal and external clients.

Syneos Health is an end-to-end, fully integrated biopharmaceutical solutions company that works differently. At Syneos Health, all the disciplines involved in bringing new therapies to market, from clinical to commercial, work together to create customer success. Our unique Biopharmaceutical Acceleration Model delivers value across the small to mid-size to large customer continuum.

Types of projects

A small sampling of the problems we are solving:

• Advanced targeting analysis to help inform go-to-market (or market activation) strategy
• Experience in using data to inform the next touch in a modern market stack plus working known knowledge of how to leverage those systems to create an integrated marketing engine, such as creating lead scoring models and nurture track development/implementation for multi-channel CRM
• Optimize multi-channel marketing campaigns by analyzing data and mining for key insights
• Identify factors that influence behavior in the healthcare space, from healthcare providers' desire to prescribe, to patients' adherence to a treatment regimen
• Work with external platforms and data partners to deliver seamless data-driven outputs
• Drive better first-party, second-party, and cohort data strategies that enable better marketing performance end points
• Experience and Knowledge of cloud computing environments, such as Snowflake, AWS, Azure, and/or Data Bricks

Responsibilities:

• Develop working relationships with business stakeholders to become a trusted partner for their data and analytical needs
• Lead clients in Advanced targeting analysis to help inform go-to-market strategy
• Elevate the insights derived and storytelling craft of the team to deliver actionable analytics reports that lead with "what, so what, now what"
• Support teams through analytics troubleshooting, and client engagement
• Work with cross dimensional teams to develop custom client dashboards using visualization software (Tableau, Data Studio, Power BI and/or other tools)
• Implement data analytics strategies, ensuring innovative analytics use-cases are prioritized, planned, implemented and optimized in alignment with enterprise goals.
• Implement persona/segmentation strategy (developing data flags and business rules as they relate to psychographic/demographic characteristics)
• Devise appropriate strategies for data collection to ensure data quality, accuracy and analytics implementation
• Implement and manages associated channel tagging, including the creation of inbound tagging requirements
• Provide internal development services that guide CX design, MarTech enablement, and tactical execution by consistently leveraging data to inform how to reach, activate, and measure a customer's interactions in a modern MarTech stack
• Develop and maintains data analytics systems related to marketing and sales performance data

Qualifications:

• Experience working with a range of data sets (transactional, paid media), with some database and query language work. Able to connect data sets for a comprehensive picture. Experience working with healthcare, life sciences, or pharmaceutical data sets are preferred, but not required.
• Bachelor's Degree or relevant experience in a quantitative field/discipline
• 6+ years' experience in digital advertising and/or marketing, preferably in a strategic analytical role
• Experience with digital marketing analytics platforms (e.g., Google Analytics, Google Tag Manager, Adobe Target, Adobe Analytics)
• Experience in data visualization tools, such as Power BI, Tableau, Looker Studio
• Experience with data management and/or open-source development languages (Python, R, SQL)
• Proficiency in MS Excel, PowerPoint, and Word
• Strong problem solving, written, verbal, presentation and project management skills
• Client-facing experience

Preferred Qualifications:

• Business acumen from past professional experience
• Experience in digital strategy or analytics teams
• Degree in Statistics, Computer Science a plus
• Experience working with various BI/Analytics implementations
• Proficiency in data querying languages a plus (R, SQL, Python, etc.)

What it will take to succeed here

• Deliver: Executing the day-to-day tasks; delivering projects on time and within parameters
• Drive: A willingness to advance beyond one's analytic comfort zone, and pursue cutting edge methodologies. Requires a self-directed attitude, creativity, and familiarity with the business context of healthcare marketing.
• Grow: Being able to collaborate and adapt in a rapidly evolving environment. Requires a high level of self-knowledge and awareness of gaps in one's own skill set and abilities, and a motivation to fill them. There will be lots of self-directed learning as well as on-the-job training by an interdisciplinary team. You will have access to whatever online tutorials, textbooks, and reference materials you need.

The anticipated hourly rate for this position is $80-$90 but may vary based on various factors such as the candidate's qualifications, skills, competencies and proficiency for the role.

At GSW, we are dedicated to building a diverse, inclusive and authentic workplace. If your past experience doesn't align perfectly, we encourage you to apply anyway. At times, we will consider transferable skills from previous roles. We also encourage you to join our Talent Network to stay connected to additional career opportunities.

GSW is a full-service healthcare communications agency that goes beyond advertising to create personalized brand experiences that involve, inspire, educate and activate people through ongoing brand journeys. As one of the world's ten most-awarded healthcare advertising agencies, GSW is hell-bent not to replace the same old with the same old. This is achieved through a provocative premise - if other brands communicated the way healthcare brands do, how many customers would they have? GSW turns against this premise through discovery of beneath-the-surface customer insights that we impact with stories, simplicity and authenticity. We call it "speaking people."

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Syneos Health companies are affirmative action/equal opportunity employers (Minorities/Females/Veterans/Disabled)

Syneos Health has a voluntary COVID-19 vaccination policy. We strongly encourage all employees to be fully vaccinated. Additionally, certain local governments or Syneos Health customers may have vaccine requirements that apply to some of our employees. These employees are required to submit proof of vaccination to Syneos Health and maintain compliance with these requirements.
As a Syneos Health freelance, temporary, or contract employee, you may be eligible to participate in the Company 401k match and benefits such as paid time off or benefits through provisions in the Affordable Care Act or State-specific requirements depending on the terms of your employment. Syneos Health complies with all applicable federal, state, and municipal paid sick time requirements for temporary/freelance/contract employees.