Job title: Consumer Engagement Strategist – B2B

Duration: 12 Months

Location: Basingstoke

Pay rate: £39.57 per hour

Reports to: Consumer Engagement Lead, Northern European Hub

Hybrid/Remote: Hybrid

We believe in the importance of Health Above all, we unite caring with discovery to make life better for people around the world. Our 39,000 employees work to discover and bring life-changing medicines to those who need them, improve the understanding and management of disease, and give back to our communities through philanthropy and volunteerism. We give our best effort to our work, to deeply understand our consumers and their challenges so that we can craft meaningful experiences that help to solve real problems.

The Consumer strategist is responsible for putting consumers at the heart of our business, by understanding consumer behaviours, attitudes and needs, then identifying what problems need to be solved for, through in depth understanding of the target and our job to be done. This results in developing and executing experiences that are impactful, relevant, intuitive and will improve the lives. Partnering closely with brands and cross-functional partners to infuse the consumer mindset and drive capability across the organization, the successful candidate will build capability amongst the wider organisation as they execute. The remit of this role is across the Northern European Hub, which includes UK & Nordic markets.

Key Responsibilities:

Build understanding of the consumer within the B2B space; segmentation, personas, landscape, ability to operate & regulatory environment.
Develop the strategy for consumer engagement plans for next 5yrs.
Developing a clear test and learn pilot plan for working with B2B Partners.
Own the planning, execution, and optimization of consumer campaigns across chosen & most relevant channels by:
- Working closely with the media agency & B2B partners on the plan
- Working closely the creative agency, overseeing creative development for assigned campaigns by localising global content & building relevant local content that delivers significant amplification & impact.
- Working closely with legal and regulatory to ensure all content is compliant.
- Working closely with BI&A, but ultimately responsible for measurement, monitoring and optimisation of consumer campaigns to ensure continuous improvement.
Work with internal cross-functional teams to drive capability, clarity, communication and alignment on the consumer campaigns e.g. (Marketing, Market research, Digital, Sales, Medical Affairs, Legal) and external partners (Agency, Vendors).
Build consumer capability within the team by demonstrating processes, tools and techniques that put the consumer first.
Monitor external environment and adjust accordingly.

Key skills Required:

Passion for Consumers: deep understanding of broad range of consumer research techniques, insight generation & using consumer research data to drive opportunities & clear action.
Excellent campaign planning and execution skills: experience in developing, localising and amplifying campaigns within the UK & Nordics markets for strong impact, cut through & long term emotional resonance. Clear understanding & experience of the role of Masterbrand vs disease state & building long term brand equity.
Cross-Functional Collaboration: The role requires a leader who can work effectively with various teams across functions to implement and embed new processes and capabilities, driving cross-functional understanding and adoption – driving towards deeper integration of the consumer voice in everything that we do, across all functional areas.
Data-driven Decision Making: Utilize data analytics and insights to measure the performance of initiatives, identify areas for improvement, and make data-driven decisions.
Leading edge Communication Skills: The candidate needs to effectively convey complex ideas, strategies, and expectations to diverse teams and stakeholders, ensuring alignment and understanding across the organization.

Qualifications & Experience:

Proven experience of over 7+ years in consumer marketing.
Excellent leadership and team management skills, with a track record of building and motivating high-performing teams.
In-depth knowledge of consumer data, insights & planning techniques and tools.
Experience working with agencies: media, creative & research.
High proficiency in data analysis and interpretation, with the ability to derive actionable insights from marketing analytics.
Outstanding communication and interpersonal skills, with the ability to effectively collaborate with cross-functional teams and communicate complex ideas clearly and persuasively.
Strong project management skills, with the ability to manage multiple projects simultaneously and meet deadlines in a fast-paced environment.
Resilience & experience in driving consumer transformation within a healthcare setting.