Role Overview:

Lead the development of customer-centric strategies by bringing together customer insights, market intelligence, analytics and business performance. The role will translate customer and market understanding into actionable strategic recommendations and evaluate the execution and impact of marketing initiatives to drive continuous improvement, business growth and customer impact.

The role will act as a strategic partner to Marketing and cross-functional teams, ensuring that marketing decisions are grounded in customer understanding, evidence and measurable outcomes.

Key Responsibilities:

- Develop a deep understanding of HCP, patient, caregiver and other relevant customer segments.

- Identify customer needs, unmet needs, behaviors, attitudes, barriers and drivers.

- Develop customer segmentation, personas and customer journey maps.

- Monitor market trends, competitor activity and changing customer behaviors.

- Generate actionable insights through primary and secondary research, analytics and business data.

- Translate customer and market insights into strategic recommendations and growth opportunities.

- Partner with Brand and Marketing teams on brand strategy, positioning, segmentation, messaging and customer engagement strategy.

- Support annual brand planning, portfolio strategy and new product launches.

- Identify opportunities to improve customer experience and strengthen brand performance.

- Develop clear hypotheses and strategic frameworks to guide marketing decisions.

- Evaluate the effectiveness of marketing initiatives across traditional, digital and omnichannel channels.

- Assess whether campaigns and initiatives are reaching the right customers, with the right message, through the right channel.

- Develop frameworks to assess execution quality, customer engagement and adoption.

- Gather feedback from customers and frontline teams to identify execution gaps and opportunities for improvement.

- Partner with Marketing teams to optimize initiatives based on insights and performance data.

- Establish KPIs and measurement frameworks for key marketing initiatives.

- Measure the impact of campaigns and customer engagement initiatives on awareness, consideration, engagement, adoption and business outcomes.

- Analyze campaign, CRM, digital, sales and market data to identify drivers of performance.

- Conduct post-campaign evaluations and generate clear 'what worked, what didn't and why' recommendations.

- Where feasible, assess incremental impact and ROI of marketing investments.

- Develop dashboards and regular performance/insight reports for senior leadership.

- Map the end-to-end customer journey and identify critical moments that influence customer decisions.

- Identify barriers to engagement, conversion, adoption and retention.

- Recommend interventions to improve the customer experience.

- Track changes in customer needs and behaviors and translate them into strategic actions.

- Work closely with Marketing, Sales, Medical, Digital, Commercial Excellence, Finance and Data/Analytics teams.

- Partner with external market research and analytics agencies.

- Bring an objective, evidence-based perspective to business and marketing decisions.

- Present insights and recommendations clearly to senior leadership.

- Build a culture of insight-led and impact-driven marketing across the organization.

Key Deliverables:

- Customer segmentation and personas

- Customer journey maps

- Customer and market insight agenda

- Brand and campaign research

- Strategic growth opportunity identification

- Marketing effectiveness frameworks

- Campaign and initiative performance evaluations

- Customer engagement and channel effectiveness analysis

- Marketing KPI and measurement frameworks

- Post-campaign effectiveness reports

- Recommendations for optimization and resource allocation

- Executive-level customer and marketing insight dashboards

Candidate Profile:

- 8 - 12 years of experience in Customer Insights, Consumer Insights, Marketing Strategy, Commercial Excellence, Market Research, Consulting or a related field.

- Experience in pharma, healthcare, diagnostics or another complex customer-driven industry preferred.

- Strong understanding of qualitative and quantitative research methodologies.

- Strong analytical and strategic problem-solving capabilities.

- Experience evaluating marketing effectiveness and translating data into business recommendations.

- Strong understanding of customer segmentation, customer journeys and omnichannel marketing.

- Ability to connect customer insights - strategy - execution - measurable impact.

- Excellent communication, storytelling and senior stakeholder management skills.

- Comfortable working with data, dashboards, CRM and digital analytics.

- Strong ability to manage external research and analytics partners.

Success Measures:

Success in the role will be measured by the ability to:

- Improve the quality and depth of customer understanding across the organization.

- Influence brand and business strategy through actionable insights.

- Improve effectiveness of marketing execution.

- Establish robust measurement of marketing impact.

- Identify opportunities for growth and optimization.

- Enable more effective allocation of marketing resources.

- Build a culture of customer-centric, evidence-based decision making.