Hybrid ASSOCIATE DIRECTOR - DIGITAL MEASUREMENT AND TAGGING presso Lilly

At Lilly, we unite caring with discovery to make life better for people around the world. We are a global healthcare leader headquartered in Indianapolis, Indiana. Our employees around the world work to discover and bring life-changing medicines to those who need them, improve the understanding and management of disease, and give back to our communities through philanthropy and volunteerism. We give our best effort to our work, and we put people first. We’re looking for people who are determined to make life better for people around the world.

Position Description:

To maintain a leadership position in the digital space and maximize effectiveness across digital marketing channels, Lilly has a critical need to establish, standardize, track, and maintain the ongoing performance and health of its websites and digital campaigns. The Digital Engagement Team is looking for an experienced candidate with highly analytical, outcomes-focused measurement and tagging expertise, who can drive the digital engagement measurement process – from Key Performance Indicator (KPI) definition to technical implementation, as well as ongoing data analysis and insights gathering. The Digital Measurement and Tagging Manager will lead the marketing organization in defining a best-in-class, standardized approach to website measurement, digital channel performance, and optimization by implementing an effective measurement framework, tagging strategy, and reporting, while leveraging industry best practices. The Associate Director - Digital Measurement and Tagging reports directly to the Senior Director - Enterprise Websites.

Key Objectives/Deliverables:

• Oversee and define standardization of web analytics, including tag implementation of websites, online media, marketing landing pages, and conversion funnels – leveraging working knowledge of tag manager methodologies and governance.
• Determine a foundational website measurement approach based on user engagement principles, including tracking high-value actions and conversions, to report on performance and inform optimization recommendations for the business.
• Innovate on ways to automate base and third-party tagging as well as reporting and dashboards.
• Monitor campaign setup and tag distribution to ensure all steps are performed accurately, including oversight of floodlight implementation.
• Establish tagging governance that includes page performance guidelines and standards, appropriate application on relevant pages, and alignment with external agencies on requirements for digital channel tags to avoid duplicative or excessive tagging or a negative impact on data quality.
• Identify and develop integrated data collection strategies to provide reporting on key performance indicators that directly measure website, digital campaigns, and conversion funnel performance.
• Develop, lead, and train the team on established processes to support the marketing organization through website analytics transitions (GA4/Customer Journey Analytics/Adobe Analytics/PiwikPro).
• Establish a strategic tagging framework, implementation approach, and governance, including a process for monitoring tags to ensure they are functioning properly and are only firing based on the appropriate consents according to the latest digital privacy laws within each country.
• Lead internal and external business partners through measurement strategy processes, distinguishing KPIs from business goals, and developing reporting processes and requirements.
• Partner with marketing teams and internal capabilities teams (including SEO, SEM, display, social, etc.) across the enterprise to understand brand strategy in order to best support the Key Performance Indicator approach, tag recommendations, and goal setting.
• Set up Key Events in Google Analytics based on brand strategies and KPIs, and translate Google Analytics events data into thoughtful and actionable goals.
• Develop and refine standardized dashboards using tools like PowerBI, Tableau, and Looker Studio across the enterprise.
• Prepare and update timely data analysis reports to support program- and enterprise-level corporate business objectives.
• Demonstrate a strong understanding of data dimensioning/metrics and proper use of tracking variables, including experience with A/B and multivariate testing.
• Gain a thorough understanding of business issues and alignment to the defined problem(s)/business decision(s) and questions that need to be answered.
• Proactively identify and use data sources to answer business questions, including website performance and engagement.
• Compile, analyze, and interpret information to develop conclusions and recommendations relative to business questions. Integrate new understanding with foundational knowledge.
• Empower business decision-making through knowledge integration and stakeholder management.
• Create a Measurement Plan to track progress of brand and business objectives.
• Utilize data and analytics to track key execution measures to inform the business.
   

Minimum Experience/Personal Skill Requirements:

• Bachelor's Degree
• 5+ years of digital analytics
• Qualified candidates must be legally authorized to be employed in the United States. Lilly does not anticipate providing sponsorship for employment visa status (e.g., H-1B or TN status) for this employment position.

Additional Preferences:

• working experience in Adobe Data Collection, Google Tag Manager, Google Analytics, Adobe Analytics, and Customer Journey Analytics or a comparable website analytics tool, digital marketing, including knowledge of digital advertising platforms (e.g., Meta, TikTok, Reddit, LinkedIn, Google AdWords, Google Search Console, DoubleClick Campaign Manager, DoubleClick Search, etc.), and digital analytics platforms.
• Communicate complex ideas in a clear and concise manner to non-technical cross-functional partners, while also communicating technical needs to developers effectively.
• Able to learn new systems and techniques quickly and effectively.
• Proven ability to navigate ambiguity.
• Self-starter mentality with drive to complete projects with limited direction, if required.
• Able to influence, collaborate, and work effectively on a team.
• Proficient written and oral communication skills.
• Experience working inside a regulated environment.
• Capable of influencing without authority from peer level to VP level.
• Demonstrated Emotional Intelligence.
• Experience working in a tagging governance tool (e.g., Tag Inspector, ObservePoint).
• Proficient in UTMs (urchin tracking modules) and UTM guideline process development.
• Digital marketing experience with general knowledge across tactics with broad understanding of strategies and best practices at a high level.
• Understand and support the use of agile methodologies.
• Exemplify professional experiences working with diverse teams, populations, and cultures.

Education Requirements:

• BA/BS, Masters or MBA

Other Information:

• Some travel required (30%)

Lilly is dedicated to helping individuals with disabilities to actively engage in the workforce, ensuring equal opportunities when vying for positions. If you require accommodation to submit a resume for a position at Lilly, please complete the accommodation request form (https://careers.lilly.com/us/en/workplace-accommodation) for further assistance. Please note this is for individuals to request an accommodation as part of the application process and any other correspondence will not receive a response.

Lilly is proud to be an EEO Employer and does not discriminate on the basis of age, race, color, religion, gender identity, sex, gender expression, sexual orientation, genetic information, ancestry, national origin, protected veteran status, disability, or any other legally protected status.

Our employee resource groups (ERGs) offer strong support networks for their members and are open to all employees. Our current groups include: Africa, Middle East, Central Asia Network, Black Employees at Lilly, Chinese Culture Network, Japanese International Leadership Network (JILN), Lilly India Network, Organization of Latinx at Lilly (OLA), PRIDE (LGBTQ+ Allies), Veterans Leadership Network (VLN), Women’s Initiative for Leading at Lilly (WILL), enAble (for people with disabilities). Learn more about all of our groups.

Actual compensation will depend on a candidate’s education, experience, skills, and geographic location.  The anticipated wage for this position is

$122,250 - $179,300

Full-time equivalent employees also will be eligible for a company bonus (depending, in part, on company and individual performance). In addition, Lilly offers a comprehensive benefit program to eligible employees, including eligibility to participate in a company-sponsored 401(k); pension; vacation benefits; eligibility for medical, dental, vision and prescription drug benefits; flexible benefits (e.g., healthcare and/or dependent day care flexible spending accounts); life insurance and death benefits; certain time off and leave of absence benefits; and well-being benefits (e.g., employee assistance program, fitness benefits, and employee clubs and activities).Lilly reserves the right to amend, modify, or terminate its compensation and benefit programs in its sole discretion and Lilly’s compensation practices and guidelines will apply regarding the details of any promotion or transfer of Lilly employees.

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