Description

Role Summary

The Senior Manager of Digital Media Analytics & Optimization is responsible for driving performance measurement and insights across U.S. digital marketing initiatives. This role leads the evaluation and analysis of digital data sources—including CRM, paid media, and web analytics—to assess campaign effectiveness, enable optimization, and deliver data-driven recommendations.

The individual will partner closely with U.S. Marketing, U.S. BIO, omnichannel teams, and agency partners to design and implement robust measurement frameworks, leveraging advanced analytics, statistical methodologies, and machine learning techniques. The role supports patient and healthcare professional (HCP) campaigns across multiple therapeutic areas.

What You’ll Do

Provide data-driven recommendations to U.S. brand teams by monitoring and interpreting channel KPIs across field engagement, email, paid media, and web platforms.
Partner with marketing product managers, omnichannel (OCE) teams, field excellence, and external agency partners to define business questions, success metrics, and measurement strategies.
Conduct patient journey analysis, HCP segmentation, targeting, and media optimization from a digital measurement perspective.
Analyze digital campaign performance to evaluate ROI and ROAS, delivering actionable optimization recommendations across channels and publishers.
Utilize Adobe Analytics to assess website user behavior, identify friction points, and inform UX and conversion optimization strategies.
Collaborate with third-party vendors and agencies to define and implement measurement strategies, ensuring data availability and integrity to support campaign evaluation and continuous improvement.
Lead and execute analytical deliverables, including monthly, quarterly, and ad hoc reporting—either independently, in collaboration with internal teams, or by directing external partners.

Who You Are

A trusted cross-functional partner with strong communication skills, able to tailor messaging to both technical and non-technical audiences.
Highly organized and adaptable, with the ability to manage multiple priorities and meet deadlines in a fast-paced environment.

Qualifications

Bachelor’s degree required; advanced degree preferred (e.g., Mathematics, Statistics, Engineering, Finance, Computer Science, or related field).
5–7 years of experience in advanced analytics, with a focus on digital marketing or media measurement.
Proven experience in campaign-level media analytics, including ROI/ROAS evaluation.
Strong experience working with large datasets, including proficiency in SQL for data extraction and manipulation.
Hands-on experience with Adobe Analytics and/or Google Analytics (GA4 preferred).
Deep expertise in CRM analytics, website analytics, and digital media measurement, with the ability to translate insights into strategic recommendations.
Strong analytical and problem-solving skills, with the ability to scope, execute, and iterate on analyses efficiently.
Demonstrated ability to communicate complex technical concepts clearly to business stakeholders.

Preferred Skills:

Biotech/pharma experience preferred
Proficiency in programming languages such as Python or R for data analysis and modeling

Note: This is an individual contributor role with no direct reports.

Job Level: Management

Additional Information

The base compensation range for this role is: $149,000.00-$199,000.00

Base salary offered is determined through an analytical approach utilizing a combination of factors including, but not limited to, relevant skills & experience, job location, and internal equity.

Regular employees are eligible to receive both short term and long-term incentives, including cash bonus and equity incentive opportunities, designed to reward recent achievements and recognize your future potential based on individual, business unit and company performance.

In addition to compensation, Biogen offers a full and highly competitive range of benefits designed to support our employees’ and their families physical, financial, emotional, and social well-being; including, but not limited to:

Medical, Dental, Vision, & Life insurances
Fitness & Wellness programs including a fitness reimbursement
Short- and Long-Term Disability insurance
A minimum of 15 days of paid vacation and an additional end-of-year shutdown time off (Dec 26-Dec 31)
Up to 12 company paid holidays + 3 paid days off for Personal Significance
80 hours of sick time per calendar year
Paid Maternity and Parental Leave benefit
401(k) program participation with company matched contributions
Employee stock purchase plan
Tuition reimbursement of up to $10,000 per calendar year
Employee Resource Groups participation

Why Biogen?

We are a global team with a commitment to excellence, and a pioneering spirit. As a mid-sized biotechnology company, we provide the stability and resources of a well-established business while fostering an environment where individual contributions make a significant impact. Our team encompasses some of the most talented and passionate achievers who have unparalleled opportunities for learning, growth, and expanding their skills. Above all, we work together to deliver life-changing medicines, with every role playing a vital part in our mission. Caring Deeply. Achieving Excellence. Changing Lives.

At Biogen, we are committed to building on our culture of inclusion and belonging that reflects the communities where we operate and the patients we serve. We know that diverse backgrounds, cultures, and perspectives make us a stronger and more innovative company, and we are focused on building teams where every employee feels empowered and inspired. Read on to learn more about our DE&I efforts.

All qualified applicants will receive consideration for employment without regard to sex, gender identity or expression, sexual orientation, marital status, race, color, national origin, ancestry, ethnicity, religion, age, veteran status, disability, genetic information or any other basis protected by federal, state or local law. Biogen is an E-Verify Employer in the United States.

Senior Manager, Digital Media Analytics & Optimization

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