Senior Manager, Customer Engagement Measurement & Insights

Bristol Myers Squibb · Hyderabad

Collected role description

At Bristol Myers Squibb, our employees often ask, “Who are you working for?”—a question that fuels collaboration, accountability, and urgency in our work. Our purpose-driven culture inspires us to discover, develop, and deliver innovative medicines to prevail over serious diseases. We offer uniquely interesting and meaningful work, opportunities for growth, and a supportive environment that values inclusion, wellbeing, flexibility, and comprehensive benefits. This is work that transforms the lives of patients, and the careers of those who do it. Roles & Responsibilities Customer Engagement Measurement & Intelligence <ul><li>Develop measurement frameworks to assess effectiveness of omnichannel engagement across field, CRM, paid media, owned digital, and third-party channels. </li></ul><ul><li>Analyze customer interaction data from traditional and digital campaigns to identify patterns in engagement, channel synergy, sequencing, pacing, and message performance. </li></ul><ul><li>Translate analytical insights into clear recommendations on channel mix, content sequencing, and engagement frequency. </li></ul><ul><li>Identify engagement best practices and build playbooks that inform future campaign planning across brands. </li></ul><ul><li>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. </li></ul><ul><li>Analyze HCP and patient journeys, funnels, channel sequencing, and frequency to identify drivers of engagement and opportunities to optimize campaigns. </li></ul><ul><li>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. </li></ul><ul><li>Manage a team of leads and analysts working on omnichannel planning, measurement, and in-flight optimization. </li></ul>Experimentation & Optimization <ul><li>Design and execute test-and-learn strategies including A/B tests, lift studies, and incrementality experiments across customer engagement tactics. </li></ul><ul><li>Define success metrics, measurement windows, and statistical approaches to evaluate new engagement strategies. </li></ul><ul><li>Partner with marketing, CRM, and field teams to embed analytical learnings into ongoing campaign execution. </li></ul><ul><li>Continuously refine experimentation frameworks to accelerate learning cycles and improve engagement effectiveness. </li></ul><ul><li>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. </li></ul>Advanced Analytics & Attribution <ul><li>Apply advanced analytics techniques to measure the incremental impact of customer engagement activities. </li></ul><ul><li>Utilize attribution frameworks such as multi-touch attribution, Markov chain modeling, and causal inference methods. </li></ul><ul><li>Integrate outputs from MMx, KDA, and predictive models to inform engagement optimization strategies. </li></ul><ul><li>Leverage machine learning techniques to identify high-value customer segments, channel saturation signals, and content effectiveness patterns. </li></ul> Capability Building & Technical Mentorship <ul><li>Mentor junior analysts on advanced measurement methodologies, causal inference, and analytical best practices. </li></ul><ul><li>Conduct code reviews and promote high standards for analytical rigor and reproducibility. </li></ul><ul><li>Contribute to development of reusable analytics frameworks and measurement templates that scale across brands. </li></ul><ul><li>Manage and develop a team of analysts, setting priorities, reviewing deliverables, and building digital and campaign analytics capabilities. </li></ul> Skills & Competencies <ul><li>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. </li></ul><ul><li>Deep understanding of HCP and patient engagement journeys across digital, field, and media channels. </li></ul><ul><li>Strong analytical background in attribution modeling, causal inference, and incrementality measurement. </li></ul><ul><li>Hands-on programming expertise in Python or R for analytics and data transformation. </li></ul><ul><li>Experience translating analytical outputs into clear business insights and optimization recommendations. </li></ul><ul><li>Strong communication and stakeholder engagement skills in cross-functional commercial environments. </li></ul><ul><li>Ability to mentor technical team members and elevate analytical capabilities across the organization. </li></ul><ul><li>Campaign performance analysis and optimization expertise, with the ability to turn performance data into actionable campaign recommendations for senior stakeholders. </li></ul><ul><li>Strong understanding of digital marketing metrics and channel mechanics (e.g., email, programmatic, paid social, search, web). </li></ul><ul><li>Stakeholder management and influencing skills with marketing, campaign, and omnichannel leadership. </li></ul> Experience & Qualifications Required <ul><li>Bachelor’s degree in data science, Analytics, Statistics, Economics, or a related field. </li></ul><ul><li>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. </li></ul><ul><li>Experience leading campaign performance reporting and optimization across multiple digital and field channels, including managing analysts or analytics workstreams. </li></ul><ul><li>Deep understanding of HCP and patient omnichannel journeys, including the ability to assess promotion sequencing, pacing, channel synergy, interaction effects, and message level performance. </li></ul><ul><li>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). </li></ul><ul><li>Experience with test and learn frameworks for omnichannel tactics and translating findings into actionable insights. </li></ul><ul><li>Proven ability to translate analytical findings into business actions, partnering with media, CRM, and activation teams to drive measurable outcomes. </li></ul><ul><li>Proficiency with Python or R for analytical modeling and data transformation. </li></ul><ul><li>Experience with cloud-based analytics environments (Databricks, Snowflake, or equivalent). </li></ul>Preferred <ul><li>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. </li></ul><ul><li>Exposure to generative AI tools to support insight summarization and reporting automation is a plus. </li></ul><ul><li>Ability to validate AI generated insights with analytical rigor and business logic, ensuring explainability, trust, and compliance. </li></ul><ul><li>Proficiency in SQL and machine learning modeling in Python (e.g., pandas, NumPy, scikit learn, statsmodels, causal libraries). </li></ul><ul><li>Familiarity with ad platform and programmatic reporting (e.g., DV360, LinkedIn, Meta, DSP data). </li></ul><ul><li>Familiarity with pharma commercial data (e.g., Veeva CRM, Approved Email, rep-triggered email, HCP engagement data, claims/Rx data). </li></ul> 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. How We WorkWhere you work matters – because collaboration, innovation and patient impact happen in many settings. Our roles are structured across four work models: site-essential, site-by-design, field-based and remote-by-design. The model assigned to this role is based on its core responsibilities. Learn more at <a target="_blank" href="https://careers.bms.com/life-at-bms/ways-of-working/">https://careers.bms.com/ways-of-working.</a> Supporting People with DisabilitiesBMS 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. 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 <a target="_blank" href="mailto:adastaffingsupport@bms.com">adastaffingsupport@bms.com</a>. Visit <a target="_blank" href="https://careers.bms.com/eeo-accessibility">careers.bms.com/eeo-accessibility</a> to access our complete Equal Employment Opportunity statement. Candidate RightsBMS will consider qualified applicants with arrest and conviction records, pursuant to applicable laws in your area. For roles based in Los Angeles County only: If you live in or expect to work from Los Angeles County if hired for this position, please visit this page for important additional information: <a target="_blank" href="https://careers.bms.com/california-residents/">https://careers.bms.com/california-residents/</a> Data ProtectionWe will never request payments, financial information, or social security numbers during our application or recruitment process. Learn more about protecting yourself at <a target="_blank" href="http://careers.bms.com/fraud-protection">https://careers.bms.com/fraud-protection</a>. 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 <a target="_blank" href="mailto:TAEnablement@bms.com">TAEnablement@bms.com</a> 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

Collected experience requirement

10+ years