Senior Manager, Customer Engagement Measurement & Insights
- Company: Bristol-Myers Squibb
- Location: Hyderabad - TS - IN
- Work mode: On-site
- Job type: Full-Time
- Posted: 2026-10-16
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
* Develop measurement frameworks to assess effectiveness of omnichannel engagement across field, CRM, paid media, owned digital, and third-party channels.
* Analyze customer interaction data from traditional and digital campaigns to identify patterns in engagement, channel synergy, sequencing, pacing, and message performance.
* Translate analytical insights into clear recommendations on channel mix, content sequencing, and engagement frequency.
* Identify engagement best practices and build playbooks that inform future campaign planning across brands.
* 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.
* Analyze HCP and patient journeys, funnels, channel sequencing, and frequency to identify drivers of engagement and opportunities to optimize campaigns.
* 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.
* Manage a team of leads and analysts working on omnichannel planning, measurement, and in-flight optimization.
Experimentation & Optimization
* Design and execute test-and-learn strategies including A/B tests, lift studies, and incrementality experiments across customer engagement tactics.
* Define success metrics, measurement windows, and statistical approaches to evaluate new engagement strategies.
* Partner with marketing, CRM, and field teams to embed analytical learnings into ongoing campaign execution.
* Continuously refine experimentation frameworks to accelerate learning cycles and improve engagement effectiveness.
* 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.
Advanced Analytics & Attribution
* Apply advanced analytics techniques to measure the incremental impact of customer engagement activities.
* Utilize attribution frameworks such as multi-touch attribution, Markov chain modeling, and causal inference methods.
* Integrate outputs from MMx, KDA, and predictive models to inform engagement optimization strategies.
* Leverage machine learning techniques to identify high-value customer segments, channel saturation signals, and content effectiveness patterns.
Capability Building & Technical Mentorship
* Mentor junior analysts on advanced measurement methodologies, causal inference, and analytical best practices.
* Conduct code reviews and promote high standards for analytical rigor and reproducibility.
* Contribute to development of reusable analytics frameworks and measurement templates that scale across brands.
* Manage and develop a team of analysts, setting priorities, reviewing deliverables, and building digital and campaign analytics capabilities.
Skills & Competencies
* 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.
* Deep understanding of HCP and patient engagement journeys across digital, field, and media channels.
* Strong analytical background in attribution modeling, causal inference, and incrementality measurement.
* Hands-on programming expertise in Python or R for analytics and data transformation.
* Experience translating analytical outputs into clear business insights and optimization recommendations.
* Strong communication and stakeholder engagement skills in cross-functional commercial environments.
* Ability to mentor technical team members and elevate analytical capabilities across the organization.
* Campaign performance analysis and optimization expertise, with the ability to turn performance data into actionable campaign recommendations for senior stakeholders.
* Strong understanding of digital marketing metrics and channel mechanics (e.g., email, programmatic, paid social, search, web).
* Stakeholder management and influencing skills with marketing, campaign, and omnichannel leadership.
Experience & Qualifications
Required
* Bachelor’s degree in data science, Analytics, Statistics, Economics, or a related field.
* 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.
* Experience leading campaign performance reporting and optimization across multiple digital and field channels, including managing analysts or analytics workstreams.
* Deep understanding of HCP and patient omnichannel journeys, including the ability to assess promotion sequencing, pacing, channel synergy, interaction effects, and message level performance.
* 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).
* Experience with test and learn frameworks for omnichannel tactics and translating findings into actionable insights.
* Proven ability to translate analytical findings into business actions, partnering with media, CRM, and activation teams to drive measurable outcomes.
* Proficiency with Python or R for analytical modeling and data transformation.
* Experience with cloud-based analytics environments (Databricks, Snowflake, or equivalent).
Preferred
* 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.
* Exposure to generative AI tools to support insight summarization and reporting automation is a plus.
* Ability to validate AI generated insights with analytical rigor and business logic, ensuring explainability, trust, and compliance.
* Proficiency in SQL and machine learning modeling in Python (e.g., pandas, NumPy, scikit learn, statsmodels, causal libraries).
* Familiarity with ad platform and programmatic reporting (e.g., DV360, LinkedIn, Meta, DSP data).
* Familiarity with pharma commercial data (e.g., Veeva CRM, Approved Email, rep-triggered email, HCP engagement data, claims/Rx data).
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 Work
Where 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 https://careers.bms.com/ways-of-working.
Supporting People with Disabilities
BMS 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