Manager, Marketing Analytics (Multi-Touch Attribution)
About this role
Manager, Multi-Touch Attribution (MTA)
Team: Commercial Analytics
Employment type: Full-time
Role Summary
We are seeking a Manager of Multi-Touch Attribution to lead client engagements that measure how HCP and patient touchpoints, including field detailing, digital, paid media, email, congress, and medical education, contribute to prescription outcomes. You will own end-to-end attribution projects for pharma and biotech clients, from data integration and methodology design through stakeholder recommendations and budget reallocation guidance. You will also lead and develop a small team of consultants and analysts, and serve as a trusted advisor to brand, commercial operations, and marketing leaders.
Key Responsibilities
Lead client MTA engagements from scoping through delivery, setting timelines, budgets, and success criteria with client stakeholders.
Design attribution frameworks that combine rules-based, probabilistic, and algorithmic approaches (e.g., Markov chain, Shapley value, logistic or Bayesian models), and document their assumptions and limitations.
Should have understanding of MMx and Omnichannel analytics.
Integrate and reconcile multi-source data, including Rx and claims data, CRM and call activity, digital and email engagement logs, media delivery data, and sample or market access data, while maintaining patient and HCP privacy standards.
Triangulate MTA results with marketing mix modeling (MMM), geo-based or holdout incrementality tests, and other measurement methods to build a defensible, consistent view of channel performance.
Translate complex model outputs into clear, actionable recommendations for executive audiences, including channel ROI, sequencing insights, and reallocation scenarios.
Oversee code quality, model validation, and reproducibility across the team's analytical work.
Manage, coach, and develop consultants and analysts, including workload planning, performance feedback, and career development.
Contribute to firm thought leadership, proposal development, and the continued evolution of the firm's attribution methodology and accelerators.
Ensure all work complies with applicable regulations and internal standards, including the PhRMA Code, OPDP guidance, HIPAA, and regional privacy laws such as GDPR and CCPA.
Required Qualifications
6 or more years of experience in marketing analytics, measurement, or data science, with at least 3 years in pharma, healthcare, or life sciences.
Demonstrated experience designing and delivering multi-touch attribution or equivalent customer-journey analytics.
Strong proficiency in SQL and at least one of Python or R, with experience working in cloud data environments such as Snowflake, Databricks, or BigQuery.
Solid understanding of statistical modeling, causal inference, and experimental design, including the strengths and limitations of attribution compared to MMM and incrementality testing.
Working knowledge of pharma commercial data sources (e.g., IQVIA, Symphony, Veeva CRM) and pharma promotional channel structure.
Proven ability to present to senior client stakeholders and influence decisions without direct authority.
Experience leading or mentoring a team of at least 3 people in a client-service environment.
Bachelor's degree in a quantitative or business discipline (statistics, economics, engineering, math, marketing analytics, or similar). An advanced degree is preferred.
Preferred Qualifications
Experience with commercial measurement platforms or vendor MTA tools.
Familiarity with patient-journey analytics, omnichannel orchestration, or next-best-action frameworks.
Background in consulting, agency, or analytics vendor environments.
Publications, conference presentations, or internal thought-leadership contributions on attribution or measurement.
Core Competencies
Analytical rigor: Challenges assumptions, tests robustness, and communicates uncertainty honestly.
Client judgment: Balances methodological purity with the practical decisions clients need to make.
Leadership: Builds team capability, sets clear expectations, and creates an environment where people do their best work.
Business acumen: Understands how pharma brands, launches, and market access dynamics shape measurement priorities.
Communication: Tells a clear story from complex results and adapts the message for technical and executive audiences.
Originally posted on Himalayas
