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SR AD, Pet Owner Acquisition

Description

As an employee of Boehringer Ingelheim, you will actively contribute to the discovery, development and delivery of our products to our patients and customers. Our global presence provides opportunity for all employees to collaborate internationally, offering visibility and opportunity to directly contribute to the companies' success. We realize that our strength and competitive advantage lie with our people. We support our employees in a number of ways to foster a healthy working environment, meaningful work, mobility, networking and work-life balance. Our competitive compensation and benefit programs reflect Boehringer Ingelheim's high regard for our employees.

The Senior Associate Director of Pet Owner Acquisition will drive acquisition of pet owners and veterinary professionals by developing and executing integrated strategies across digital and offline channels. This role optimizes paid media plans, affiliate referral programs, and social advertising (organic and paid) to attract new audiences, while designing and implementing campaigns to nurture leads and capture first-party data. Continuously refine workflows using feedback and analytics to deliver exceptional customer experiences, and leverage CE insights to evaluate campaign effectiveness and customer behavior. Assign and report on KPIs such as cost of acquisition, engagement, conversion, and content performance, using data-driven insights to optimize campaigns and maximize ROI. Will be expected to set and execute marketing programs and strategies working closely with other teams within Marketing as well as other Pet areas, Customer Experience and Field Sales teams to identify new opportunities and leverage our presence, to increase sales revenue levels and account profitability. Must build strong team dynamics, deal with ambiguity, influence a range of levels throughout the organization, and drive for results.

 

Duties & Responsibilities

  • Develop and execute integrated acquisition, sales, and marketing strategies that drive long-term growth and market share. 
  • Formulate and implement acquisition plans across digital and offline channels to attract pet owners and veterinary professionals.
  • Optimize paid media, affiliate referral programs, and organic/paid social advertising for lead generation.
  • Design and execute campaigns to nurture leads and capture first-party data, while continuously improving workflows to enhance customer experience.
  • Collaborate with brand teams, sales, and agencies to position brands with clear, quantifiable differences versus competitors 
  • Anticipate industry trends and identify new opportunities for business growth.
  • Communicate with internal stakeholders and external partners to produce effective and actionable programs to meet market needs
  • Contribute to the development and implementation of long range operating and business plans
  • Develop strong relationships with key internal stakeholders (Marketing, Sales, Customer Care, etc.) but also with external stakeholders
  • Develop account strategies and plans that grow/defend BIAH business position.
  • Attend and participate in key corporate partner meetings or customer related meetings.
  • Gather knowledge of competitor activity and effectively bring pet owner engagement innovation to counter this.
  • Responsible for development of Lead Nurturing and first party Data Capture programs
  • Design and implement campaigns and tactics to nurture leads and capture first-party (1P) data.
  • Optimize workflows based on feedback and data to deliver an exceptional customer experience.
  • Develop insights using Customer Engagement (CE) analytics to evaluate campaign effectiveness and understand customer behavior.
  • Create, prepare and drive data-driven insights
  • Create and assign KPIs related to cost of acquisition, engagement, conversion, and content effectiveness.
  • Report on acquisition KPIs, including Customer Acquisition Cost (CAC) and conversion ROI.
  • Develop insights using Customer Engagement (CE) analytics to optimize campaigns and improve ROI.
  • Provide feedback to key stakeholders and further customize based on data insights.
  • Identify suitable partnership marketing opportunities which would enable us to obtain greater amounts of first party data which leads to pet owner information through affiliate programs.
  • Manage, negotiate contracts with commensurate ROI analysis.

Requirements

  • Bachelor's degree from and accredited institution required
  • MBA preferred
  • Proven communication, negotiation and presentation skills (verbal and written).
  • Executive presence and the ability to interact effectively with senior leaders inside and outside the organization.
  • Ability to travel as needed and required.

 

Eligibility Requirements:

  • Must be legally authorized to work in the United States without restriction.
  • Must be willing to take a drug test and post-offer physical (if required).
  • Must be 18 years of age or older.

 

AHMKTG26

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