Associate Director, Digital Commercial Strategy (Finance)
Job Purpose
The Associate Director of Digital Commercial Strategy will lead the strategic direction and optimization of digital transformation initiatives to support the commercial success of the organization. This role is pivotal in leading the execution of omnichannel strategies, enhancing CRM (Salesforce) and marketing automation (Pardot) performance, and optimizing digital campaigns. This role will also ensure that digital solutions not only meet current business objectives but also position the organization for scalable growth and continued digital evolution. The position reports to the Senior Director, Digital Operations.
Main Responsibilities, Activities, Duties and Tasks
- Drive cohesive and integrated customer experiences across all digital channels, including website, email, social, and paid media, ensuring alignment with marketing and sales objectives.
- Partner with brand leaders, local stakeholders, and global teams to tailor omnichannel strategies for market-specific needs, ensuring cohesive messaging across all platforms and enhancing the brand's digital presence.
- Coordinate media campaign performance across paid, earned, and owned channels to maximize visibility, engagement, and overall brand impact.
- Lead the ongoing optimization of Pardot to ensure alignment with broader marketing and sales strategies.
- Manage advanced integrations with other marketing tools and platforms, ensuring seamless data flow and operational efficiency.
- Refine and optimize lead scoring models, engagement journeys, and dynamic content strategies to enhance customer lifecycle management.
- Collaborate with both local and global stakeholders in Marketing Automation and CRM teams to ensure seamless execution and alignment of digital efforts.
- Oversee the planning, segmentation, deployment, and performance optimization of email campaigns to ensure high engagement and ROI.
- Ensure compliance with GDPR, CAN-SPAM, and other relevant regulations, overseeing opt-ins, subscriptions, and list hygiene management.
- Innovate email strategies to leverage personalization, A/B testing, and automation to maximize audience engagement.
- Refine and optimize lead generation strategies, ensuring that high-quality leads are promptly delivered to the Sales team.
- Enhance lead distribution processes to improve lead response times and conversion rates, leveraging automation where possible.
- Collaborate closely with the CRM Administrator to optimize Salesforce performance, focusing on automation, user interface and user experience, ensuring the platform is fully optimized to support the sales team in conducting their work more efficiently.
- Oversee data quality initiatives, ensuring CRM data is regularly cleaned, validated, and aligned with business needs.
- Deliver actionable marketing insights and data to the Sales team, aligning marketing analytics with sales goals to optimize lead follow-up and conversion.
- Develop a robust reporting framework that highlights key performance metrics, enabling Sales and Marketing teams to act on real-time insights.
- Conduct in-depth analysis of the marketing mix to identify high-performing channels, strategies, and tactics.
- Optimize resource allocation by pinpointing the most effective channels and campaigns for driving business outcomes.
- Identify and implement digital tools, platforms, and process improvements that further the organization's digital evolution.
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- Stay updated on industry trends and best practices, acting as a thought leader within the organization to champion innovation and digital-first strategies.
Supervisory Responsibilities
- N/A
Education
- BA/BS in a related field required, MBA or advanced degree preferred.
Professional Experience, Knowledge & Technical Skills
- 10+ years of business experience , with 5-7 years in diagnostic imaging, medical devices, and/or pharmaceuticals (preferred).
- Senior managerial experience (5+ years) , with a demonstrated ability to lead project teams, manage complex projects, and drive organizational success.
- 5+ years of leadership in managing CRM and/or Marketing Automation platforms in a healthcare setting, with a deep understanding of digital tools that drive business results.
- The ideal candidate will have proven experience managing digital systems, collaborating across global and local teams, and leveraging data insights to shape strategic decisions.
- Extensive marketing strategy experience across a broad range of digital channels, with expertise in leveraging an omnichannel approach to complement and enhance overall marketing efforts.
- Proven success in launching impactful campaigns , with a strong understanding of channel, media, and brand performance metrics.
- Strong analytical and ROI-focused mindset , with the ability to interpret data and optimize marketing performance.
- Sales management experience within the health sciences is strongly preferred, particularly for candidates who also meet the above criteria.
- Experience managing external vendors and third-party partners , ensuring seamless integration and alignment with organizational goals.
- Strategic leadership skills , with a proven track record of synthesizing insights, setting priorities, and influencing organizational direction to drive growth and innovation.
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the core competencies required.
- Business Acumen: Combines strong analytical and decision-making skills to leverage knowledge of market trends and customer needs to achieve and sustain profitable growth for the organization. Proficient in exploring and evaluating solutions that strategically balance financial considerations with added-value benefits to meet diverse customer expectations.
- Strategic Marketing: Demonstrated ability to apply superior and customizable go-to-market strategies to support value-based propositions and develop rapport with key stakeholders throughout the customer's decision-making network.
- Product Knowledge: Possess proficient technical and clinical knowledge of all promoted Bracco products (i.e. US & MR CM, Injectors/Informatics & Nuclear Medicine) and their related value propositions. Proficient in linking the key Bracco differentiators of products, services and people to drive unique value-based benefits for targeted customers.
- Organizational/Implementation: Comfortable and effective in a group setting at all levels of the organization. A well-organized business professional who gains alignment across reporting lines and cross-functions to drive and execute a POA.
- Technology Skills: Skilled in using provided computer software for managing CRM (sf.com) and marketing automation platform (Pardot), value creation tools (VALKRE, Bracco One App). Utilize company provided tools to manage travel and expenses.
Soft Skills - Company Values & Behaviours
Adhere to the Bracco's core values, including:
- Passion: Connecting People and Networking; Be Yourself
- Extraordinary: Leading People and Delegation; Courage
- Continuous Evolution: Insight and Learning Agility; Digital and Technology Orientation
- Sustainability: Long-Term Value Creation; Accountability
Core Relationships
- Customers; both internal (non-users) and external (users)
- Brand Managers and associated Marketing stakeholders
- Strategic Account Managers, Corporate Account Executives and Senior Sales Leadership
- Medical/Legal/Finance/IT
- Global Marketing
Certificates, Licenses, Registrations
- N/A
Physical Demands
- The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
- The position is a home-office based position with approximately 30% domestic travel.
Work Environment
- The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
- The position is home office based in Princeton, New Jersey
- The position is hybrid, three days in the office, two days remote
