Data and Insights Manager
Data and Insights (D&I) Manager
Department: Commercial and Marketing Operations
Location: London, UK
Role Objective
The Data and Insights Manager works in partnership with the D&I team and with a Business Unit (BU) to inform and improve brand strategy and tactical implementation initiatives. This individual will understand and anticipate the needs of the business, translating this into effective business analysis by using an appropriate mix of secondary data, primary market research and competitor analysis. These analyses support a range of activities including monitoring and improvement of commercial campaigns, input into strategic market planning, and revenue forecasting. The D&I Manager translates and communicates their analyses into actionable recommendations to appropriate stakeholders. The D&I Manager will contribute actively to the D&I and wider DD&T team, including in the coaching of D&I Associates and in the dissemination of best practice.
Key accountabilities of the role
1. To conduct and interpret market and brand analysis (using national and regional level data where appropriate) for the development of strategic and operational brand plans.
2. To provide Competitive Intelligence to allow the team to anticipate changes in market landscape and begin to shape the environment to their competitive advantage.
3. Monitor the performance of individual brands through management and analysis of key performance indicators (KPIs) and communicate results and recommendations to the brand teams.
4. Develop a pro-active market research/analytics project plans for each brand which aligns with business needs. Design, commission and manage market research or other third-party analysis projects necessary for the development of the brand covering aspects of strategy and promotional campaign implementation.
5. To provide analytical and research outputs as required supporting business decisions on promoted products within the organisation’s portfolio. The client
maintains a UK & Ireland data warehouse that drives reporting and dashboarding for all commercial stakeholders. The D&I Manager will maintain and improve relevant aspects of this system in close collaboration with their colleagues in D&I.
6. Work in partnership with cross functional business stakeholders and finance team to produce robust assumptions to feed into market, patient number and revenue forecasts. Craft and present a cohesive narrative of the forecast to local and regional senior leaders.
7. Partner with business stakeholders and across D,D&T team on data-driven customer engagement initiatives such as account/customer segmentation, next-best-action triggers, campaigns to ensure brand teams are delivering impactful promotion which meets customer and patient needs as well as delivers strong business results.
8. Elevate capabilities through embedding a curious mindset which strives to use data to make strategic and tactical decisions to deliver against brand objectives.
9. Keep up to date with developments in the availability of business insights data sources, reports, advanced analytics, Artificial Intelligence, and changes and developments within the pharmaceutical industry environment.
Key knowledge and/ or experience needed
• Experience in an Insights and/ or Analytics role and strong analytical skills are essential
• Good presentation skills, with an ability to communicate technical material in a non-technical manner
• Strong stakeholder management skills; able to pace and lead others when delivering change
• Power BI experience desired, or alternatively a closely related reporting tool (e.g. Tableau or Qlik, advanced MS Excel).
• Forecasting capability is essential
• Experience with market research is desirable
• Excellent understanding of pharmaceutical data (e.g. IQVIA, Specialist Share Data, NHS data, in-market and ex-factory sales data).
• Strong business acumen and understanding of effective marketing and sales strategy in the UK and Ireland pharmaceutical industry
• Clearly demonstrates an ability to challenge thinking at all levels of the business, embracing diverse views that improve decision making
• Mentoring and possible line management responsibilities (depending on BU/ D&I staffing context)
Leadership behaviours needed
Strategic enterprise thinking: Advanced
Inspiring and enabling people: Developing
Focusing on priorities: Advanced
Elevates capabilities: Developing
Other key skills and/ or competencies needed
• Excellent communication and collaboration skills
• Comfortable working in ambiguity
• D&I subject matter leadership, coaching of less experienced members of the D&I team
• Leads continuous improvement, promotes change
• Ability to build strong internal networks (within UKIE as well as across regions)
• Ability to lead without authority and to influence others
• Strong prioritisation skills, clarifies what matters most
• Solution-orientated with creative and innovative thinking
• Listens to understand
• Continually develops self, cultivates a growth mindset
• Delivers on commitments, ensures accountability of others
• Effective horizon scanning, learning new skills and technologies Advocates for data & insights throughout the business
• Excellent computer literacy (Excel – advanced; Word; PowerPoint)