Senior Manager - Customer Insights & Analytics International Center of Excellenc

Role Description

A new role within the International Customer Engagement Team, the Manager Customer Insights & Analytics will lead the development and implementation of a comprehensive insights strategy that empowers the organization to make informed, human-centric and data-based decisions.

This role is pivotal in extracting actionable insights about customer (Vet Health Teams and Pet Owners) behaviour from complex data sets, ultimately contributing to the achievement of strategic objectives. The position is responsible for setting up the reporting and analytics capabilities in collaboration with the Digital Platforms team and across the wider Insights & Analytics team, enabling key use cases. The position plays a pivotal role shaping the holistic view of the customer that enables personalized customer experience.

The role will require strong leadership qualities and the ability to excel in change management, communication, and cross-functional collaboration. The job holder will be the architect of innovative concepts, delivering strategic guidance and final solutions to the business teams.

The job holder is comfortable working in a fast-paced environment and can work both independently and collaboratively to execute against tight deadlines.

POSITION RESPONSIBILITIES

Omnichannel Insights - Strategy and Direction -40%

• Develop and execute a comprehensive omnichannel analytics strategy aligned with Zoetis’s sales and marketing objectives
  • Analyze diverse customer data sets from multiple sources (CRM, sales data, website analytics, social media, surveys) to identify trends, behaviours, and opportunities.
  • Develop and implement advanced behavioural customer segmentation models to support development of personalized marketing strategies and to improve customer targeting.
• Provide actionable insights to enhance customer acquisition, retention, and lifetime value for both veterinary customers and animal owners. Enable development and enhancement of customer journey maps for increased customer satisfaction
  • Support Omnichannel Marketing Manager to conduct comprehensive customer journey mapping to identify pain points, gaps and opportunities for improving the customer experience
  • Collaborate with Omnichannel Marketing Manager, Digital Platforms Team and wider Customer Engagement Team to support design of solutions that enhance customer journey and increase customer satisfaction
• With the wider Customer Engagement teams collaborate with Category Mangers to develop targeted strategies based on customer segments and support generation of strategy for integrated omnichannel promotion for execution:
  • based on segmentation insights, inform personalized marketing content and channel decisions
  • Provide insights on optimizing marketing spend allocation across channels to maximize ROI
  • Analyze customer behavior and preferences to identify meaningful audience segments and recommend channel and content to Omnichannel Marketing Manager
  • Identify scalable capabilities and resources for advanced analytics, insights, and automated recommendations

Performance Measurement, Reporting and Insights -40%

• In close collaboration with wider Insights & Analytics team and Digital Platforms team develop and maintain comprehensive omnichannel reporting dashboards and KPIs.
  • Collect business stakeholder analytics and dashboard requirements to ensure omnichannel customer reporting dashboards and KPIs are meeting stated needs
  • Define key performance indicators (KPIs) to assess the effectiveness of omnichannel marketing campaigns on customer engagement
• Support market teams to identify signals and insights from data trends and reports.
• Monitor and report on omnichannel engagement metrics to assess campaign performance and customer interactions
• Assess the effectiveness of campaigns using key performance indicators (KPIs) and attribution models
• Identify opportunities for campaign optimization and share insights with Category Managers, Omnichannel Marketing Manager and in-market Marketing teams Provide regular updates with actionable recommendations to cross-functional and executive teams to optimize omnichannel campaign performance above and in market
• Utilize advanced analytical techniques and predictive modeling to forecast customer behaviour and business outcomes to develop channel choice recommendations for Omnichannel Marketing Manager and in-market Marketing teams.
• Identify key drivers of customer satisfaction and loyalty and recommend strategies to leverage these drivers to Category Management, Omnichannel Marketing Manager and in-market Marketing teams.

Data Management -20%

• In collaboration with the wider Insights & Analytics team and the data quality manager to identify internal and external commercial data sources. Identify and evaluate third party data sources to identify the most appropriate data required to support and inform commercial business decisions.
• Provide input in establishment of quality standards for data collected internally and externally

ORGANIZATIONAL RELATIONSHIPS

• Centre of Excellence (CoE) Customer Engagement Teams, Category Managers and other CoE teams
• Cluster Vice Presidents and Commercial Operations colleagues in International
• Local Market Digital & Marketing colleagues
• Global Corporate Communications and Branding teams
• Global CX team
• Analytics & Research Teams
• ZTD and Data Scientists
• Legal & Regulatory
• Counterpart in US organisation

External:

• Media Agencies
• Creative Agencies
• Specialist digital partners
• Media Owners e.g. Google, Facebook etc.

RESOURCES MANAGED

Supervision

• Sr. Leader: Managing self

• Member of CoE

• Possible travel in country and abroad

EDUCATION AND EXPERIENCE

• Minimum of 7 years’ International commercial or digital experience, ideally in a regulated industry
• Proficient in customer analytics and digital media with a working knowledge of paid media campaign activation and campaign management
• Experience measuring, mining, and generating insights from customer engagement data within all digital & traditional channels, including sell-in and sell-out, CRM Data, website, paid media, social media, Salesforce Marketing Cloud, Sales representative channel data, e-learning and other data sets.
• Experience and knowledge of advanced Statistical models and methods, and Statistical Design of Experiments
• Deep expertise in at least one statistical analysis platform such as R
• Strong Google Analytics experience
• Econometrics/marketing mix modelling project management experience and ideally delivery/implementation experience
• Previous experience in SQL, GA, GTM, Power BI
• Proficiency in data analytics tools and software, as well as a strong command of data visualization tools to present findings effectively

TECHNICAL SKILLS REQUIREMENTS

• Leadership skills ability to influences, motivate, identify opportunities for growth
• Outstanding communicator internally and externally
• Capable of translating complex concepts into simple and actionable narratives
• Customer centricity with a strong service orientation, champions a customer focused environment
• Proven to produce outstanding results as a leader of teams/projects
• Ability to organise and prioritise multiple projects in a fast-paced, dynamic environment
• Ability to oversee complex, cross-regional projects that require input from internal and external stakeholders
• Strong knowledge and expertise in digital marketing disciplines; media management, digital customer experience brand and marketing planning
• Strong networking skills, builds successful and effective relationships
• Strong project and process management skills with exceptional attention to detail
• Excellent English language communication skills - both written and verbal (other languages a plus)

PHYSICAL POSITION REQUIREMENTS

TZoetis supports a hybrid work environment.