Sr. Director, Marketing Operations

Key marketing leadership role, focused on developing strategies for marketing attribution, processes to track MQL to pipeline contribution, marketing effectiveness measurement, omnichannel strategy, and execution across IQVIA's regional & global organization.

Provides leadership and plays a pivotal role in shaping our marketing operations strategy and execution for US Regional Business Unit. The incumbent will work closely with senior leadership and key partners with a primary focus on marketing attribution/demand generation programs, tracking MQL to pipeline contribution and setting up an effective omnichannel excellence strategy. This person will also manage the US marketing operations team.

Responsibilities

Demand Generation and Marketing attribution:

• Spearhead demand generation strategies to drive lead acquisition and conversion. 

• Collaborate with marketing leaders in US and GBU to align efforts. 

• Ability to communicate effectively and highlight the why behind the numbers

• Implement robust marketing attribution models to track and analyze campaign effectiveness. 

• Effectively setup processes and methodology to track and measure marketing contribution to pipeline and revenues.

• Define KPIs and track performance across all marketing channels/initiatives leveraging industry and internal benchmarks

• Dive into data analytics to extract actionable insights, measure ROI and demonstrateimpact

• Create data accuracy and a culture of trust through data validation by proactively identifying, understanding, and resolving discrepancies and anomalies.

• Create executive dashboards for leadership reviews

• Assess need and RFP/ROI for agencies/vendors to implement processes/frameworks.

• Experience in Eloqua, Salesforce, High Spot, Power BI, Google Analytics, etc

Omni-channel Marketing Campaigns:

• Ensure marketing campaigns are effective across all business lines/industry segments

• Share and implement best practices and guidelines for seamless execution and effectiveness

• Proactively monitors and communicates necessary adjustments and recommendations to marketers to optimize campaigns.

• Establish omnichannel marketing strategy to drive operational excellence and brand reputation in US

• Define KPIs and track performance, make incremental improvements and establish best practices drawing upon past experience

• Provide strategic and operational guidance for website (SEO/SEM), events (industry and company hosted), social (organic, paid), paid media, campaigns and content writing

• Assess AI/Gen AI tools from global business unit formarketing operations/tacticsto increase effectiveness, where applicable

Team Management:

• Manage a team of social, web, events, campaigns and content writers by providing strategic guidance, and ensuring a unified approach to enhance brand experience for our target audience

• Engage in career growth and development discussions

Education and Experience Requirements

Experience:

• Typicallyrequires a minimumof 15 yearsofpriormarketingexperiencewithatleast 5 yearsofdemandgenerationexperiencein a B2B setting.

• 10+ years of experiencewithdemonstratedsuccessinmarketingoperationsandmanagingteams.

• Experience overseeingallaspectsofthedemandgenerationfunctionfromthepersonneltothetechnologyandinfrastructurethatsupportsthem.

• Demonstratedsuccesswithsettingupdemandgenerationprogramsfor B2B companies.

• Atleast 5 yearsofteam management experience

• Healthcare and/or Life Sciences industry experience is preferred, but not required.

• Experience in Eloqua, Salesforce, High Spot, Power BI, Google Analytics, etc

Knowledge:

Requires broad management and leadership knowledge to lead multiple job areas, the ability to influence others to accept practices and approaches.

• Proven track record in setting up demand generation programs and demonstrating contribution to pipeline and revenues

• Strong communication, strategy, operations and team management expertise

• Good understanding of healthcare industry

• Digital marketing expertise with a focus on attribution.

• Ability to foster cross-functional collaboration and drive results.
  

Education: 

• Minimum education requirement of a Bachelor’s degree in marketing, or related field.