Digital Content Manager CEP, Open to flexible working

Brentford (City/Town), London (Greater)
04 Jan 2022
17 Jan 2022
Contract Type

‘Be You’ at GSK

 At GSK, we're a company with a purpose to help people do more, feel better and live longer. We realise that our purpose starts with us. When we feel at our best, we perform at our best. Therefore, we want all applicants to be able to perform their best throughout the recruitment process.  

We will be delighted to hear from talented individuals that align to our values. These are at the heart of everything we do and include: Patient focus, Transparency, Respect, Integrity along with Courage, Accountability, Development, and Teamwork.   

When you set out on your adventure at GSK, we make a deal. You commit to living our values and expectations and performing against our Innovation, Performance and Trust priorities. In return, GSK commits to providing the right environment for you to thrive.  Together, we build an environment where we can all thrive and focus on what matters most to each of us.  

As a modern employer, we empower you to be yourself, share ideas and work collaboratively.

Job Title

Digital Content Manager – CEP

Across UK Pharma, there has been an evolution in capabilities required to accelerate digital marketing, data and analytics to deliver best in class marketing of our brands.  Excellent strategic planning, development of engaging and impactful omnichannel campaigns and exquisite execution are vital to achieving our goals of improved patient care and growth in sales

As the Digital Content Manager, you will play a key role in driving this evolution and building personalised content, through use of segmentation, customer journeys, content effectiveness and by making data-driven decisions that enhance customer experience. You will also be responsible for reverse mentoring to build digital capability across the Marketing team. The focus of this role is to plan, execute and measure best-in-class omnichannel marketing across core digital channels for Seretide. This role will be responsible for delivering persona segmented content across segmented customer journeys.

Specific deliverables would include:

  • Delivering a digital omnichannel strategy to support delivery of the overall brand strategy
  • Localise / create content for web, email, banners, hosted websites, social, paid search
  • Responsible for measuring and reporting on digital performance to facilitate continuous improvement of the digital plan (with support from the Customer Experience team)

Commercial objectives:

  • Drive brand market share through campaign optimisation across digital channels
  • Demonstrate a positive ROI from digital channels
  • Drive lead measures including brand perception, conversion rates, search click through rates, click throughs from paid media, message recall

Key responsibilities include:

  • Lead recommendations for a customer centric digital omnichannel strategy
  • Support localisation (from global) of customer personas and journeys, to drive message segmentation.
  • Lead creation, approval, execution, and optimisation of content through core digital channels in line with GSK and ABPI requirements.  The primary focus will be on best-in-class execution via web, email, banners, hosted web content. Secondary channels include social, paid search.
  • Develop marketing assets using the Marketing Operations Centre (MOC) for delivery through GSK owned and 3rd party channels.
  • Use a strong customer focus & data driven approach to optimise content, customer engagement and share of voice
  • Manage media buying agencies & as appropriate 3rd publishers and platforms
  • Make recommendations for optimization of channel and content mix.
  • Set and own KPIs and metrics for content performance; lead the review of channel performance at monthly meetings.
  • Continue to demonstrate digital as an effective lever to drive sales, demonstrate ROI and showcase best practice
  • Bring the outside in by attending relevant external conferences and build digital capability within the CEP Marketing team by reverse mentoring

Why you?

Basic Qualifications:

We are looking for professionals with these required skills to achieve our goals:

  • Experience of working in Pharmaceutical Sales & Marketing with an understanding of the Pharma industry regulations (ABPI code framework)
  • Experience developing omnichannel strategies and campaigns for a brand, including all core digital channels (web, email, webinar, banners etc)
  • Understands and has implemented campaigns based on concepts including: Be Interesting, Be Relevant, Be Human and the importance of Peer to Peer interactions.
  • Has deployed segmented customer journeys across all core channels
  • Has a basic understanding of websites, including conversion rate optimisation, user experience.
  • Experienced with marketing performance management, including RACE models, funnel optimisation, marketing metrics.
  • Digital marketing diploma or equivalent

Preferred Qualifications:

  • Works creatively and independently, with the passion and energy to drive change in marketing
  • Driven by optimisation of goal metrics over a period of time (results orientated) with analytical ability to use data to inform decisions.
  • Comfortable with creative thinking and problem solving
  • Highly customer & patient focused
  • Strong project management skills
  • Excellent communication and stakeholder management skills
  • Comfortable in a fast-moving and highly regulated environment
  • NHS knowledge and experience preferable

Why GSK?

At GSK, we have already delivered unprecedented change over the past four years, improving R&D, becoming a leader in Consumer Health, strengthening our leadership, and transforming our commercial execution. Now, we’re making the biggest changes we’ve made to our business in over 20 years. We’re on track to separate and create two new companies in 2022: New GSK with a leading portfolio of vaccines and specialty medicines as well as R&D based on immune system and genetics science; and a new world-leading consumer healthcare company of loved and trusted brands.​​

With new ambition comes new purpose. For New GSK, this is to unite science, talent and technology to get ahead of disease together – all with the clear ambition of delivering human health impact; stronger and more sustainable shareholder returns; and as a new GSK where outstanding people thrive.​​

Getting ahead means preventing disease as well as treating it. How we do all this is through our people and our culture. A culture that is ambitious for patients – so we deliver what matters better and faster; accountable for impact – with clear ownership of goals and support to succeed; and where we do the right thing. So, if you’re ready to improve the lives of billions, join us at this exciting moment in our journey. Join our challenge to get Ahead Together.​

As a company driven by our values of Patient focus, Transparency, Respect and Integrity, we know inclusion and diversity are essential for us to be able to succeed. We want all our colleagues to thrive at GSK bringing their unique experiences, ensuring they feel good and to keep growing their careers.  As a candidate for a role, we want you to feel the same way.

As an Equal Opportunity Employer, we are open to all talent. In the US, we also adhere to Affirmative Action principles. This ensures that all qualified applicants will receive equal consideration for employment without regard to race/ethnicity, colour, national origin, religion, gender, pregnancy, marital status, sexual orientation, gender identity/expression, age, disability, genetic information, military service, covered/protected veteran status or any other federal, state or local protected class*(*US only).

We believe in an agile working culture for all our roles. If flexibility is important to you, we encourage you to explore with our hiring team what the opportunities are.

As you apply, we will ask you to share some personal information which is entirely voluntary. We want to have an opportunity to consider a diverse pool of qualified candidates and this information will assist us in meeting that objective and in understanding how well we are doing against our inclusion and diversity ambitions. We would really appreciate it if you could take a few moments to complete it.  Rest assured, Hiring Managers do not have access to this information and we will treat your information confidentially.

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