Associate Director, Audience Modeling & Activation

Arbeitsbeschreibung

Gilead's mission is to discover, develop, and deliver therapies that will improve the lives of patients with life-threatening illnesses worldwide.

Gilead's mission is to discover, develop, and deliver therapies that will improve the lives of patients with life-threatening illnesses worldwide. As the Associate Director, Audience Modeling & Activation, you will play a pivotal role in identifying, defining, and targeting the right audiences to drive engagement and meet brand objectives. This role requires a deep understanding of data modeling techniques and a strategic approach to audience segmentation, ensuring that campaigns reach the right people with the right message at the right time.

*This a hybrid position based in Foster City, California

Key Responsibilities:

Audience Segmentation & Modeling:

• Develop advanced machine learning models and statistical algorithms to create highly-targeted audience segments. Focus on leveraging modeled audience techniques (e.g., 3P LAL, look-alike modeling) based on consumer behaviors, demographics, and other relevant factors to enhance targeting accuracy.

Audience Activation:

• Work with cross-functional teams to activate audience segments across digital channels, ensuring that audience strategies align with marketing goals and KPIs.

Optimization & Campaign Analysis:

• Continuously monitor and optimize audience performance based on campaign results, using data science techniques to improve targeting accuracy and campaign effectiveness.

Clean Room/LiveRamp Expertise:

• Leverage experience in working with LiveRamp, data clean room environments, or similar platforms to manage and enhance consumer data analysis. Ensure seamless data integration and privacy-compliant collaboration across multiple data sources for more effective audience creation.

Data Management & Governance:

• Ensure data quality and accuracy when leveraging audience data for campaign execution, adhering to best practices in data privacy, governance, and security standards. Handle sensitive healthcare data with utmost care and compliance.

Cross-functional Collaboration:

• Work closely with cross-functional teams including marketing, data analytics, media, and creative, to align audience targeting with campaign strategies, messaging, and creative direction.

Required Qualifications:

• Experience: Proven experience in audience segmentation, audience creation, and data-driven marketing, with a focus on leveraging modeled audience techniques such as look-alike modeling (3P LAL), predictive modeling, or other advanced analytics tools to build highly targeted audiences.

• Technical Skills: Advanced proficiency in Python (for data analysis, modeling, and automation). Strong experience with SQL for data querying and manipulation.

• Data Integration: Familiarity with integrating and analyzing consumer data from multiple sources (e.g., 1P, 3P claims, SDoH, SFMC) to inform audience creation and activation.

• Data Governance: Familiarity with privacy regulations, including data protection laws related to consumer and healthcare data.

• Analytical & Problem-Solving Skills: Strong ability to apply data science techniques to uncover insights, solve complex business problems, and improve audience targeting strategies.

Basic Qualifications

Bachelor’s degree and 10 years of relevant experience, or

Master’s degree and 8 years of relevant experience, or

PhD with 5 years of relevant experience

Preferred Qualifications:

Experience with pharma data and familiarity with platforms such as LiveRamp.

Experience working with large-scale consumer data sets and managing audience targeting for media buying and advertising strategies.

Expertise in look-alike modeling (3P LAL) to generate high-quality, actionable audience insights for campaign activation.

People Leader Accountabilities:

•Create Inclusion - knowing the business value of diverse teams, modeling inclusion, and embedding the value of diversity in the

way they manage their teams.

•Develop Talent - understand the skills, experience, aspirations and potential of their employees and coach them on current

performance and future potential. They ensure employees are receiving the feedback and insight needed to grow, develop and

realize their purpose.

•Empower Teams - connect the team to the organization by aligning goals, purpose, and organizational objectives, and holding

them to account. They provide the support needed to remove barriers and connect their team to the broader ecosystem.