Associate Director, Measurement Activation Planning and Strategy

Merck; Hyderabad; On-site; INR 5,500,000 - 7,500,000; Full time

Job summary

Merck in Hyderabad, India seeks an Associate Director to lead Integrated Measurement within MAPS, driving performance insight, activation effectiveness, and investment optimization across brands and markets. The role oversees KPI frameworks, measurement product builds, and AI-enabled planning initiatives to accelerate value delivery.

The position requires leadership of analytics, data science, and activation teams, with collaboration across Brand Strategy, Finance, and Technology to close

Responsibilities

• Define and lead the Integrated Measurement roadmap and India Hub delivery model within Customer Knowledge and measurement, aligned to MAPS product line priorities and to US and international brand and market needs.
• Establish a common measurement framework, including KPI hierarchy, definitions, data standards, and success criteria, that links brand strategy and planning objectives to activation and business outcomes.
• Lead advanced measurement solutions, planning and strategy, customer mapping, including marketing mix modeling, multi-touch attribution, incrementality and holdout testing, and closed-loop campaign and content measurement, with clear guidance on when to use each approach.
• Connect strategy and execution by ensuring performance insights directly inform brand planning, channel and content optimization, in-flight campaign adjustments, and resource allocation decisions.
• Activate capability to embed measurement into activation, including audience and segment targeting, next-best-action and trigger performance, omnichannel orchestration across CRM, email, web, media, and field channels, and closed-loop optimization of HCP and patient campaigns.
• Partner with Brand, Commercial, and Finance leaders to drive evidence-based investment decisions through ROI analysis, scenario planning, budget optimization, and identification of future growth opportunities.
• Run a structured test-and-learn agenda across brands and markets, capturing learnings in a reusable knowledge base that accelerates planning and activation for future campaigns.
• Accelerate AI-enabled planning and measurement by defining the AI roadmap for MAPS measurement, prioritizing use cases by business value, and applying AI/ML, GenAI, and agentic capabilities to automated performance monitoring, anomaly detection, forecasting, scenario planning, and optimization.

Skills

Leadership

Analytics

AI/ML

Stakeholder management

Job description

Associate Director - Integrated Measurement (MAPS)

Measurement, Activation, Planning & Strategy (MAPS) Product Line | DHH India Hub Delivery

Reports to

Director - Customer Knowledge and Measurement, DHH India Hub Delivery

Location

Hyderabad, India;

international and domestic travel as required by business

Capability scope

Integrated measurement, measurement and planning, product build, activation enablement, and AI-enabled planning and measurement across brands and markets: KPI and measurement frameworks, marketing mix modeling, multi-touch attribution, incrementality and test-and-learn, campaign and content performance, investment and ROI optimization, insight-to-planning feedback loops, and AI-enabled measurement across the One marketing framework journey

Leadership scope

Lead measurement science, analytics, insights, and product build teams (product owners, data scientists, AI and data engineers); partner with MAPS Customer Insight, Planning, and Activation capabilities; orchestrate pods across Brand, Commercial, Finance, Data Science/AI, Technology, Content, and Market partners

Role Overview

Lead the Integrated Measurement capability within the Measurement, Activation, Planning & Strategy (MAPS), turning performance evidence into decisions that improve brand planning, customer activation and effectiveness, investment allocation, performance measurement and future growth across brands and markets.

Job Description

This role sits within the Customer Knowledge and Measurement capabilities vertical of Digital Human Health (DHH), India Hub Delivery. MAPS connects customer insight, planning, activation, and measurement to improve decision-making and business performance across brands and markets. The Associate Director, Integrated Measurement-MAPS will own the measurement backbone of MAPS, ensuring every plan has clear success metrics, every activation is measured consistently, and every insight feeds back into optimization and investment decisions.

The role brings together KPI and measurement frameworks across customer identification, marketing mix and attribution modeling, incrementality testing, campaign and content performance analytics, and investment and ROI optimization into a single, integrated view of performance. Beyond analytics, the role owns the build of scalable measurement and planning products, such as ROI simulators, budget optimizers, and performance intelligence tools, and embeds measurement into activation so that insights drive strategy and planning, targeting, omnichannel orchestration and optimization.

A key mandate is to accelerate AI-enabled planning and measurement, including GenAI and agentic solutions for automated insight generation, scenario planning, and optimization, and to scale proven solutions across brands and markets.

The Associate Director will work closely with the MAPS Lead and the Customer Insight, Planning, and Activation capability leads, and partner with Brand Strategy, Customer Engagement, Finance, Data Science/AI, Commercial Technology, and market teams to close the loop between strategy and execution.

Key Responsibilities

• Define and lead the Integrated Measurement roadmap and India Hub delivery model within Customer Knowledge and measurement, aligned to MAPS product line priorities and to US and international brand and market needs.
• Establish a common measurement framework, including KPI hierarchy, definitions, data standards, and success criteria, that links brand strategy and planning objectives to activation and business outcomes.
• Lead advanced measurement solutions, planning and strategy, customer mapping, including marketing mix modeling, multi-touch attribution, incrementality and holdout testing, and closed-loop campaign and content measurement, with clear guidance on when to use each approach.
• Connect strategy and execution by ensuring performance insights directly inform brand planning, channel and content optimization, in-flight campaign adjustments, and resource allocation decisions.
• Activate capability to embed measurement into activation, including audience and segment targeting, next-best-action and trigger performance, omnichannel orchestration across CRM, email, web, media, and field channels, and closed-loop optimization of HCP and patient campaigns.
• Partner with Brand, Commercial, and Finance leaders to drive evidence-based investment decisions through ROI analysis, scenario planning, budget optimization, and identification of future growth opportunities.
• Run a structured test-and-learn agenda across brands and markets, capturing learnings in a reusable knowledge base that accelerates planning and activation for future campaigns.
• Accelerate AI-enabled planning and measurement by defining the AI roadmap for MAPS measurement, prioritizing use cases by business value, and applying AI/ML, GenAI, and agentic capabilities to automated performance monitoring, anomaly detection, forecasting, scenario planning, and optimization.