Lilly Consultant-Digital Intelligence Lab Ops in Indianapolis, Indiana
Lilly has created a new Consumer Experience Hub by assembling a group of teams who are passionate about understanding and helping consumers to work together and meet their evolving needs within a complex healthcare ecosystem. The goal is to deliver remarkable, data-driven, end-to-end experiences across a myriad of touchpoints to drive positive outcomes for people living with health conditions ranging from diabetes to migraine to stage IV cancer and beyond.
Consumers possess an increasingly digital mindset, and the majority expect real-time answers in their life. The need to engage in digital and social media channels to connect and communicate with consumers continues to grow and become more complex by the day. The Social Media Arena, in particular, is continuously evolving – demonstrated by new entrants in the marketplace, policy updates and user experience(UX) changes to existing platforms, shifts in user loyalty, new ways to use data, design and content creation … all to deliver remarkable and relevant experiences. Amid such a dynamic environment, Lilly recognizes the need to keep a continuous pulse on the Social Media landscape to ensure Lilly remains current and relevant as it strives to meet the needs of today’s consumers when and where they want to engage with us.
Building on recent Social Media Campaign launch successes, Lilly is reimagining and reinvigorating a new Social Media Center of Excellence. This team is charged with formalizing the build of valuable channel-specific marketing expertise, processes, innovation and knowledge-sharing. This will best enable the enterprise to interact with consumers in Social Media as they make important healthcare decisions that impact their lives.
As a result, Lilly is staffing a Digital Intelligence Lab Operations Consultant to advance innovative thinking around the consumer digital journey within a critical part of its new Consumer Experience Hub. While this role does not have direct reports, the opportunity exists to lead a team at the right time if the business needs or market demands dictate this change. This position reports to the Director of Social Media.
Objective 1: Digital Intelligence Lab Operations
Communicate and prepare the business for how to effectively partner with the lab and its team of experts, including organizational change management and alignment. Ensure frequent, continuous and effective communications with team members and key partners (e.g. Corporate Affairs, IT, E&C, Media, Market Research, Content, MLR and beyond) to set ongoing expectations and appropriately negotiate priorities and solutions.
Lead effort to define and govern the lab's operating model to deliver executional excellence. Consider the future of the team and the standardization of service offerings, customers in scope, analytics build, collaboration with corporate communications and market research, use of Lilly Capabilities Center India (LCCI) and contractor support to deliver on business objectives. Partner with IT to ensure the lab is running, accounts are provisioned correctly, and decisions are made in collaboration with IT as a TEAM Lilly Approach. Collaborate key partners to ensure development of and alignment to Social Media Strategy and Tactical Plan, prioritizing a “service model” and continuous process improvement approach.
Enable Social Media contribution toward goal of delivering remarkable data-driven end-to-end experiences across a myriad of touchpoints to drive positive patient outcomes. Use Social Media data & analytics that align to Brands’ Social Media strategies to uncover clearer understanding of consumer needs and support the broader Consumer Digital Journey – including deploying an effective and consistent tagging strategy within relevant Social Media tactics – to allow teams to realize the value of the channel, and inform the optimization of the digital experience for their users.
Serve as internal liaison and share best practices and updates as needed (i.e. Digital Health, Enterprise Web Initiative, Search, Content).
Risk Management: Ensure strict compliance with all marketing guidelines, good promotional practices, privacy policies, and all other relevant FDA-, CIQ- and/or quality- or process-related policies and procedures. Partner with Brand Teams, Legal, Enablement, Compliance and Privacy to ensure appropriate execution of marketing strategy. Understand and practice appropriate Marketing and Medical interactions. Ensure content meets Lilly Brand and Brand standards and that consumer experience aligns with brand promise. Demonstrate knowledge and commitment to all applicable laws, regulations and policies that govern the conduct of digital and social media-related activities.
If deviations occur that impact the lab, lead the corrective and preventative action planning with cross functional partners such as CIQ, legal and regulatory.
Manage tours for the team area and ensure there is a welcoming, open and best practice sharing environment for all guests.
Objective 2: Innovation & Organizational Change Management for the Digital Intelligence Lab
Operate with a Continuous Improvement Mindset. Consider new platforms Lilly should engage in, new strategies to empower consumers (e.g. Influencer Marketing) and the potential role of the Digital Intelligence Lab. Lead the creation of templates for community managers so they receive consistent documentation and information from brand to brand. Take what we have and make it better for the consumer experience, e.g. make recommendations for pre-approved Social Care responses and see if there is there an opportunity to streamline and make process faster.
Upskill organization on social media and/or specific platform trends that impact social listening & social care.
As new platforms are approved/enabled across Social Media, IT and other key partners, the Digital Intelligence Lab Operations Consultant will lead the OCM, training, coordination across partners (e.g. TLAC) and be the lead for the change.
Ensure open and clear communication to lead through process changes and improvement. Examples could include: laying out the process for a new Branded page in Spanish for Facebook; creating guidelines and process updates and then leading communications across brands and functions to inform; defining responses to social care comments around misinformation and ensure the verdict is shared broadly
Broad expertise and understanding of digital landscape, digital channels and social media.
Understanding and experience with Social Media Platforms
Collaborative in nature and ability to work with a number of functions.
Deep understanding of compliance and regulatory environment
Deep-rooted passion for customer service and empathy for the consumer.
Ability to respect and work effectively with diverse teams. Team Lilly approach in all interactions
People Leadership/Management experience and ability to lead with or without authority
Proven track record in a client-service environment including exposure to clients and ability to lead project teams. Demonstrates proven organizational and project management skills and must be detail oriented.
Understanding of brand marketing and planning process.
Strong verbal and written communications skills.
Good understanding of emerging digital marketing, social media and technology trends.
Experience working with Social Listening and Engagement platforms such as Netbase and Spredfast.
Lilly is an EEO/Affirmative Action Employer and does not discriminate on the basis of age, race, color, religion, gender, sexual orientation, gender identity, gender expression, national origin, protected veteran status, disability or any other legally protected status
Digital Intelligence Lab Operations Consultant
Bachelor of Arts/Bachelor of Science degree with a major in marketing, communications, business, IT or other closely-related areas
Minimum 4 years of experience in Digital Marketing Industry and/or Marketing Operations
Are you seeking a career that makes a difference in the world? Do you have digital marketing expertise? Are you passionate about creating new and improved business solutions? If so, we have the role for you!
At Lilly, we’re inspired to make a difference in people’s lives every single day, by discovering life-changing medicines, better understanding disease-management, and supporting people who are living with illness and their families and friends. Our work today—from our research programs to our volunteer initiatives—is a reflection of our heritage. We unite caring with discovery to make medicines that make life better for people around the world.
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