Associate Director, Measurement Activation Planning and Strategy

Overview

Lead the Integrated Measurement capability within the Measurement, Activation, Planning & Strategy (MAPS) product line, turning performance evidence into decisions that improve brand planning, customer activation, investment allocation and growth across brands and markets.

What you'll do

• Define and lead the Integrated Measurement roadmap and India Hub delivery model within Customer Knowledge and Measurement, aligned to MAPS product line priorities and US and international brand and market needs.
• Establish a common measurement framework, including KPI hierarchy, definitions, data standards and success criteria, linking brand strategy and planning objectives to activation and business outcomes.
• Lead advanced measurement solutions, including marketing mix modeling, multi-touch attribution, incrementality and holdout testing, and closed-loop campaign and content measurement, with clear guidance on when to use each approach.
• Ensure performance insights directly inform brand planning, channel and content optimization, in-flight campaign adjustments and resource allocation decisions.
• Embed measurement into activation, including audience and segment targeting, next-best-action and trigger performance, omnichannel orchestration across CRM, email, web, media and field channels, and closed-loop optimization of HCP and patient campaigns.
• Partner with Brand, Commercial and Finance leaders to drive evidence-based investment decisions through ROI analysis, scenario planning, budget optimization and identification of future growth opportunities.
• Run a structured test-and-learn agenda across brands and markets, capturing learnings in a reusable knowledge base.
• Accelerate AI-enabled planning and measurement by defining the AI roadmap for MAPS measurement and applying AI/ML, GenAI and agentic capabilities to automated performance monitoring, anomaly detection, forecasting, scenario planning and optimization recommendations.
• Build and deploy AI solutions with Data Science/AI and Technology partners, such as conversational insight assistants, automated campaign performance readouts, AI-driven budget reallocation and agentic planning and measurement workflows, with responsible-use guardrails, human-in-the-loop review and value tracking.
• Scale measurement capabilities across brands and markets through reusable models, standardized dashboards, self-service tools and playbooks.
• Own the product build of measurement and planning products, such as MMM and ROI simulators, budget and channel-mix optimizers, performance intelligence dashboards and measurement data products, from discovery and MVP through release, adoption and continuous improvement.
• Partner with Data Engineering, Commercial Technology and AI platform teams on solution architecture, data pipelines, model operationalization (MLOps) and integration with planning and activation platforms.
• Ensure measurement rigor and trust through data quality, model validation, privacy and compliance controls, transparent assumptions and consistent performance reporting.
• Establish governance and operating rhythms for prioritization, roadmap and backlog management, adoption and value tracking, and report measurable business impact to MAPS and DHH leadership.
• Build and develop a high-performing team combining measurement science, commercial understanding, consulting skills, product thinking and stakeholder influence.

What you'll need

• Master's degree or equivalent experience in Statistics, Econometrics, Economics, Data Science, Decision Science, Marketing Science, Engineering, Computer Science, Business, Life Sciences, or a related discipline.
• 8+ years of experience in pharma/biotech commercial analytics, marketing science, measurement and ROI analytics, omnichannel analytics, data science, or related functions, with a strong track record in marketing and promotional measurement.
• 4+ years of people leadership experience, including coaching measurement/analytics teams and leading cross-functional pods in a global, matrixed environment.
• Deep expertise in measurement methodologies, including MMM, multi-touch attribution, incrementality/holdout testing, experimental design, causal inference and forecasting.
• Proven experience translating measurement insights into planning, budget allocation and optimization decisions, and influencing brand and investment choices with senior stakeholders.
• Demonstrated experience building and scaling analytics or AI products end to end, including product ownership, agile delivery, working with engineering teams, and driving user adoption and measurable value.
• Strong understanding of brand planning, customer engagement strategy, segmentation and targeting, omnichannel activation, and how measurement connects across the insight-to-plan-to-activate cycle.
• Hands-on exposure to activation, including omnichannel campaign execution, next-best-action and triggers, audience targeting, and in-flight optimization of HCP and patient engagement.
• Experience with customer and promotional data sources such as CRM activity, Rx, claims, media and spend data, web analytics, email engagement, content interaction, sales, market research and syndicated data.
• Familiarity with modern data, analytics and MarTech platforms such as Veeva, Salesforce, Adobe Experience Cloud, Power BI/Tableau, Databricks, AWS/GCP, Python/R, or similar platforms.
• Strong AI/ML and GenAI fluency, including practical experience with machine learning, LLMs and agentic AI use cases, and a responsible-use mindset.
• Ability to translate ambiguous business questions into structured solutions and communicate the so what/now what clearly through data storytelling.

Nice to have

• Advanced degree such as MBA, MS, MPH, PharmD or PhD.

Details

• Location: Hyderabad, India, with international and domestic travel as required by business.
• Work arrangement: Hybrid.
• Travel requirements: Flexible.
• Employee status: Regular.