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Vice President, Head of Marketing Analytics


About Us

We are GSW and speaking people is at the core of everything we do. We are a healthcare advertising agency that thinks just a bit differently, works just a bit closer and dives just a bit deeper. We welcome those who strive to work above and beyond their role, who voice their opinion and who are engaged in all aspects of the agency. Named 2018 Agency Of The Year by the Healthcare Marketing Impact Awards, our employees are inventing ways to go further and faster, thus giving purpose to liberating ideas within healthcare advertising.

GSW is a part of Syneos Health Communications, a network of PR, communications, branding, and advertising companies that help bring new medical products to market.

We are expanding the group that helps the company’s clients -- biopharma companies -- make better marketing decisions using advanced quantitative methods. You will be instrumental in helping us build a better framework that meets the needs of our internal and external clients.


GSW performance analytics group at Syneos Health are looking for a data analytics leader that understands multichannel analytics and has a strong interest in the intersection between data science, behavior, and healthcare marketing. Critical to the role is MarTech strategy knowledge and successful implementation of advanced targeting analysis to help inform go-to-market strategy and implementation. Experience in using data to inform the next touch in a modern market stack, such as creating lead scoring models and nurture track development/implementation for multi-channel CRM is also key. Working knowledge of modern marketing technology stacks and marketing automation platforms is expected, such as SalesForce Marketing Cloud, Marketo, Adobe and Experience Manager.

You will help drive our advanced analytics practice forward through collaboration with internal agencies, our media team, and overall data science team. Your efforts will contribute towards helping our clients understand how to be more effective and efficient in communicating about health choices.

Project Types

A small sampling of the problems we are solving:

  • Advanced targeting analysis to help inform go-to-market (or market activation) strategy
  • Experience in using data to inform the next touch in a modern market stack plus working known knowledge of how to leverage those systems to create an integrated marketing engine, such as creating lead scoring models and nurture track development/implementation for multi-channel CRM
  • Optimize multi-channel marketing campaigns by analyzing data and mining for key insights
  • Identify factors that influence patients’ adherence to a treatment regimen
  • Work with external platforms and data partners to deliver seamless data-driven outputs
  • Utilize campaign interaction data, as well as third-party data (e.g. social listening, search queries, trusted research sources, etc.) and apply findings to campaign outputs

It is meaningful and challenging work in a team of supportive and bright colleagues. While supported with advanced tools and data science colleagues, there is ample opportunity for innovation in how we approach client questions. You will not be bored.


  • Lead teams and client in Advanced targeting analysis to help inform go-to-market strategy
  • The consistent use of data to inform the customer journey in a modern marketing stack
  • Create lead scoring models and nurture track development/implementation for multi-channel CRM in partnership with agency strategy teams
  • Lead teams to develop measurement strategy to identify campaigns/websites KPI goals, data requirements and data visualization/reporting needs
  • Monitor campaign/channel performance, analyze large quantities of data/results, develop insights and present analytical findings to clients and internal team members on a regular (weekly, monthly, quarterly, etc.) basis
  • Lead analytics strategy planning discussions with the client, oversee implementation and present outcomes to the client
  • Support teams through analytics training, trouble-shooting, and client management
  • Build a body of knowledge on category performance to inform future strategic planning/optimization
  • Devise appropriate strategies for data collection to ensure data quality, accuracy and analytics implementation
  • Design custom client dashboards using visualization software (Tableau, Data Studio, Power BI and/or other tools)
  • Keep up-to-date with marketing industry trends and latest developments
  • Support clients and account management on testing strategies and measurement methodologies
  • Provide digital analytics consulting and training on best practices to our clients and internal teams
  • Thought leadership through webcasts, white papers, and speaking engagements

Job Requirements

  • Bachelor’s Degree or relevant experience in a quantitative field/discipline
  • 10+ years’ experience in digital advertising and/or marketing, preferably in strategic analytical
  • Experience with digital marketing analytics platforms, preferably Google Product Suite (including Google Analytics, Google Tag Manager)
  • Experience in data visualization tools, such as Tableau or Cyfe
  • Proficiency in MS Excel, PowerPoint, and Word
  • Strong problem solving, written, verbal, presentation and project management skills
  • Client-facing experience

Preferred Qualifications

  • Business acumen from past professional experience
  • Experience in managing and leading digital strategy or analytics teams
  • Master’s Degree in Statistics, Computer Science a plus
  • Experience working with various BI/Analytics implementations
  • Proficiency in data querying languages a plus (R, SQL, Python, etc.)

What it takes to succeed at GSW:

  • Ship: Executing the day-to-day tasks; delivering projects on time and within parameters
  • Drive: A willingness to advance beyond one’s analytic comfort zone, and pursue cutting edge methodologies. Requires a self-directed attitude, creativity, and familiarity with the business context of healthcare marketing.
  • Grow: Being able to collaborate and adapt in a rapidly evolving environment. Requires a high level of self-knowledge and awareness of gaps in one’s own skill set and abilities, and a motivation to fill them. There will be lots of self-directed learning as well as on-the-job training by an interdisciplinary team. You will have access to whatever online tutorials, textbooks, and reference materials you need.

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Vice President, Head of Marketing Analytics

Columbus, OH
Full Time

Published on 06/10/2020