Senior Manager, Customer Engagement Measurement & Insights

Role overview

Senior Manager, Customer Engagement Measurement & Insights at Bristol Myers Squibb

We hire for skills and capabilities, not just credentials – if this role excites you, but doesn’t perfectly match your resume, we encourage you to apply anyway.

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Responsibilities

• Analyze customer interaction data from traditional and digital campaigns to identify patterns in engagement, channel synergy, sequencing, pacing, and message performance.
• Analyze HCP and patient journeys, funnels, channel sequencing, and frequency to identify drivers of engagement and opportunities to optimize campaigns.
• Manage a team of leads and analysts working on omnichannel planning, measurement, and in-flight optimization.
• Design and execute test-and-learn strategies including A/B tests, lift studies, and incrementality experiments across customer engagement tactics.
• Design and oversee A/B and multivariate tests on subject lines, content, send times, channel sequences, and audience segments, and maintain a reusable test-and-learn playbook.
• Contribute to development of reusable analytics frameworks and measurement templates that scale across brands.

Employment details

• Our roles are structured across four work models: site-essential, site-by-design, field-based and remote-by-design.
• Location: Hyderabad - TS - IN

Application details

• Apply advanced analytics techniques to measure the incremental impact of customer engagement activities.
• BMS is dedicated to ensuring that people with disabilities can excel through a transparent recruitment process, reasonable workplace accommodations/adjustments and ongoing support in their roles.

About the employer

• At Bristol Myers Squibb, our employees often ask, “Who are you working for?”—a question that fuels collaboration, accountability, and urgency in our work.

Benefits

• We offer uniquely interesting and meaningful work, opportunities for growth, and a supportive environment that values inclusion, wellbeing, flexibility, and comprehensive benefits.

Additional role details

• Our purpose-driven culture inspires us to discover, develop, and deliver innovative medicines to prevail over serious diseases.
• This is work that transforms the lives of patients, and the careers of those who do it.
• Roles & Responsibilities
• Customer Engagement Measurement & Intelligence
• Develop measurement frameworks to assess effectiveness of omnichannel engagement across field, CRM, paid media, owned digital, and third-party channels.
• Translate analytical insights into clear recommendations on channel mix, content sequencing, and engagement frequency.
• Identify engagement best practices and build playbooks that inform future campaign planning across brands.
• Lead omnichannel and digital campaign performance analytics across email, CRM, paid media, social, web, field, and third-party channels, defining the KPI framework and scorecards used by brand and omnichannel leadership.
• Integrate insights from decision science outputs such as Marketing Mix Modeling (MMx), Key Driver Analysis (KDA), and attribution models to guide tactical optimization and improve commercial impact.
• Experimentation & Optimization
• Define success metrics, measurement windows, and statistical approaches to evaluate new engagement strategies.
• Partner with marketing, CRM, and field teams to embed analytical learnings into ongoing campaign execution.
• Continuously refine experimentation frameworks to accelerate learning cycles and improve engagement effectiveness.
• Advanced Analytics & Attribution
• Utilize attribution frameworks such as multi-touch attribution, Markov chain modeling, and causal inference methods.
• Integrate outputs from MMx, KDA, and predictive models to inform engagement optimization strategies.
• Leverage machine learning techniques to identify high-value customer segments, channel saturation signals, and content effectiveness patterns.
• Capability Building & Technical Mentorship
• Mentor junior analysts on advanced measurement methodologies, causal inference, and analytical best practices.
• Conduct code reviews and promote high standards for analytical rigor and reproducibility.
• Manage and develop a team of analysts, setting priorities, reviewing deliverables, and building digital and campaign analytics capabilities.
• Skills & Competencies
• Strong business and technical expertise in customer engagement / campaign performance measurement, digital and omnichannel analytics, and causal inference, combined with the ability to translate analytical signals into clear business recommendations.
• Deep understanding of HCP and patient engagement journeys across digital, field, and media channels.
• Strong analytical background in attribution modeling, causal inference, and incrementality measurement.
• Hands-on programming expertise in Python or R for analytics and data transformation.
• Experience translating analytical outputs into clear business insights and optimization recommendations.
• Strong communication and stakeholder engagement skills in cross-functional commercial environments.
• Ability to mentor technical team members and elevate analytical capabilities across the organization.
• Campaign performance analysis and optimization expertise, with the ability to turn performance data into actionable campaign recommendations for senior stakeholders.
• Strong understanding of digital marketing metrics and channel mechanics (e.g., email, programmatic, paid social, search, web).
• Stakeholder management and influencing skills with marketing, campaign, and omnichannel leadership.
• Experience & Qualifications
• Required
• Bachelor’s degree in data science, Analytics, Statistics, Economics, or a related field.
• 10+ years of hands-on experience in digital, marketing, advanced analytics or data science, with a strong focus on omnichannel engagement measurement across CRM, paid media, field, owned digital, and third-party ecosystems.
• Experience leading campaign performance reporting and optimization across multiple digital and field channels, including managing analysts or analytics workstreams.
• Deep understanding of HCP and patient omnichannel journeys, including the ability to assess promotion sequencing, pacing, channel synergy, interaction effects, and message level performance.
• Strong expertise in attribution and impact measurement, including Markov chain, multi touch attribution, media mix modeling, and causal inference methods (e.g., propensity scoring, matched control, synthetic control).
• Experience with test and learn frameworks for omnichannel tactics and translating findings into actionable insights.
• Proven ability to translate analytical findings into business actions, partnering with media, CRM, and activation teams to drive measurable outcomes.
• Proficiency with Python or R for analytical modeling and data transformation.
• Experience with cloud-based analytics environments (Databricks, Snowflake, or equivalent).
• Preferred
• Experience applying machine learning techniques, including embedding based clustering, identifying high value channel and journey patterns, content effectiveness, message fatigue, and under or over saturated channels.
• Exposure to generative AI tools to support insight summarization and reporting automation is a plus.
• Ability to validate AI generated insights with analytical rigor and business logic, ensuring explainability, trust, and compliance.
• Proficiency in SQL and machine learning modeling in Python (e.g., pandas, NumPy, scikit learn, statsmodels, causal libraries).
• Familiarity with ad platform and programmatic reporting (e.g., DV360, LinkedIn, Meta, DSP data).
• Familiarity with pharma commercial data (e.g., Veeva CRM, Approved Email, rep-triggered email, HCP engagement data, claims/Rx data).
• How We Work
• Where you work matters – because collaboration, innovation and patient impact happen in many settings.
• The model assigned to this role is based on its core responsibilities.
• Learn more at https://careers.bms.com/ways-of-working.
• Supporting People with Disabilities
• Applicants can request a reasonable workplace accommodation/adjustment prior to accepting a job offer.
• If you require reasonable accommodations/adjustments in completing this application, or in any part of the recruitment process, direct your inquiries to adastaffingsupport@bms.com .
• Visit careers.bms.com/eeo-accessibility to access our complete Equal Employment Opportunity statement.
• Candidate Rights
• BMS will consider qualified applicants with arrest and conviction records, pursuant to applicable laws in your area.
• https://careers.bms.com/california-residents/
• Data Protection
• We will never request payments, financial information, or social security numbers during our application or recruitment process.
• Learn more about protecting yourself at https://careers.bms.com/fraud-protection .
• Any data processed in connection with role applications will be treated in accordance with applicable data privacy policies and regulations.
• If this posting is missing required information required by local law or incorrect, contact BMS at TAEnablement@bms.com with the Job Title and Requisition number.
• Do not send application-related inquiries to this email.
• To check your application status, please login to your Candidate Home Account.
• R1599958 : Senior Manager, Customer Engagement Measurement & Insights