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Data Planning and Marketing Analytics Manager

Location: London, United Kingdom

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Citeline, part of the Norstella group of Pharma information solutions, is one of the world's leading providers of data and intelligence on clinical trials, drug treatments, medical devices and what's new in the regulatory and commercial landscape. Relying on us to deliver vital advantage when making critical R&D and commercial decisions, our customers come from over 3000 of the world’s leading pharmaceutical, contract research organizations (CROs), medical technology, biotechnology and healthcare service providers, including the top 10 global pharma and CROs.       

From drug and device discovery and development to regulatory approval, and from product launch to lifecycle management, we provide the intelligence and insight to help our customers seize opportunities, mitigate risk and make business-critical decisions, faster. As the pharma and healthcare sector faces unparalleled upheaval, customers rely on our independent advice, enabling them to cut through the clutter and make sense of changing drug development, regulatory and competitive landscapes.       

To amplify the ability to make critical decisions, Citeline is proud to become part of Norstella; an organisation that unites the market leading companies Citeline, Evaluate, MMIT, Panalgo and The Dedham Group. Our shared goal is to improve patient access to life-changing therapies. We are stronger together and as a Norstella company, Citeline plays a key role in helping to connect the dots from pipeline to patient.      


The Data Planning and Marketing Analytics Manager is a pivotal part of the global marketing team. They will be responsible for ensuring we deliver best in class customer contact strategies and accurately report on their effectiveness to our different audiences.      

This role will report into the Eloqua Product Owner & Systems Administrator to support with operations within Citeline global marketing who are responsible for global and regional Marketing activities across all channels.       

The role itself is split into two:       

- Data planning & customer contact strategy      

- Analytics & Reporting      

The data planning and customer contact strategy aspect of the role will ensure that our database and segmentation is accurate and relevant to the industries that we market to. It will also ensure the central teams are held to account on delivering this. This role will rely on identifying the requirements for our programmes and campaigns, ensuring relevant segments of the database can be identified and selected, and that we have the required data for these. They will also be the custodian of the customer contact strategy focusing on relevancy and frequency of messaging across all marketing channels. This will also include reviewing the health of the database for segments as well as identifying opportunities to enrich or acquire net new data where required.      

The analytics and reporting aspect will be working with the teams to identify the insight and reporting requirements for each programme or campaign. This will entail understanding the objectives and then developing the suitable reporting required and ensuring that campaigns can be tracked and reported on effectively. More broadly, the reporting will also focus on marketing qualified leads, channel, segment and solution performance, engagement and contribution to sales and the sales funnel.      



In this role as a Data Planning and Marketing Analytics Manager you will:      


  • Proactively work with a wide range of teams to ensure the prospect and customer database is accurate and segmented optimally.
  • Ensure segmentation across: roles, industries, functions, solutions, and personas is mapped effectively and accurately reflected in the database.  Documentation should be generated regularly to ensure alignment to the business.
  • Collaboratively work with marketeers and a mix of teams to define data acquisition programs. Develop data enrichment strategies while maximising sector and key account penetration.
  • Ensuring consistency across different datasets and platforms by aligning fields and data requirements. Playing a key role in defining any data field requirements for new marketing system data integrations.
  • Reviewing all marketing data capture points and working with the campaign planning manager and other stakeholders to ensure constant, quality data is captured into our database.
  • Responsible for data uploads into the marketing database, standardisation, data fixes and data investigations.


Campaign and Programme Planning & Reporting      

  • Work with the global and regional teams, including channel partners, to ensure we define and select the relevant audiences by creating segment templates and trouble shoot campaigns targeting based on the key objectives.
  • Feed into the contact strategy across channels ensuring that we optimise communications and limit the frequency by channel to avoid fatigue.
  • Work with rest of the team to feed into the development of a roadmap for database and platform enhancements to ensure contact strategies can be optimised and reporting is effective, accurate and automated as much as possible.
  • 1st line support for reporting and the Eloqua system when required, redirecting support requests to cover sickness and holiday. 


  • Ensuring all marketing reporting is delivered accurately and regularly. Generated by all channels and reported in Eloqua, SFDC or Tableau.
  • Owning the reporting requirements and delivering standardised reporting where possible and bespoke where required in minimal instances. Ensuring we use real time dashboards as much as possible reducing manual reports
  • Supporting the marketing teams in delivering campaign and programme level reporting
  • Owning the database reporting and key segment performance, such as persona engagement, contact frequency, channel effectiveness and funnel metrics
  • Supporting monthly reporting to regions and solution groups on performance against their set KPIs
  • Supporting demand gen managers on how to report on ROI for their campaigns.
  • Future scoping of reporting requirements 



  • Analytical and able to use data to draw insights and make recommendations
  • Data planning experience within a B2B marketing environment across SaaS and Data products
  • Advanced Microsoft Excel skills – Pivot tables, VLookups, Graph production
  • Preferable - Good working knowledge of Eloqua,, Google Analytics & Tableau
  • Communicate effectively with people of differing levels of seniority and analytical understanding
  • Experience in end-to-end data mapping and customer journey reporting
  • An understanding of essential marketing metrics, what they mean and how to define the metrics that matter to track the success of programmes or audience groups
  • Highly motivated and excited about achieving sales results and KPIs
  • Growth mindset with an appetite for change





  • 25 days annual leave, 4 days for volunteering and a personal day
  • 5% pension match
  • Group Life Assurance (100% employer funded)
  • Group Income Protection (100% employer funded)
  • Other voluntary benefits such as: Dental, Cash Plan, PMI Excess Cover, Health Screening & Critical Illness


The guiding principles for success at Norstella: 

01:  Bold, Passionate, Mission-First        

We have a lofty mission to Smooth Access to Life Saving Therapies and we will get there by being bold and passionate about the mission and our clients.  Our clients and the mission in what we are trying to accomplish must be in the forefront of our minds in everything we do.         

02:  Integrity, Truth, Reality       

We make promises that we can keep, and goals that push us to new heights.  Our integrity offers us the opportunity to learn and improve by being honest about what works and what doesn’t.  By being true to the data and producing realistic metrics, we are able to create plans and resources to achieve our goals.         

03:  Kindness, Empathy, Grace       

We will empathize with everyone's situation, provide positive and constructive feedback with kindness, and accept opportunities for improvement with grace and gratitude.  We use this principle across the organization to collaborate and build lines of open communication.         

04:  Resilience, Mettle, Perseverance       

We will persevere – even in difficult and challenging situations.  Our ability to recover from missteps and failures in a positive way will help us to be successful in our mission.       

05:  Humility, Gratitude, Learning       

We will be true learners by showing humility and gratitude in our work.  We recognize that the smartest person in the room is the one who is always listening, learning, and willing to shift their thinking.         


Citeline is an equal opportunities employer and do not discriminate on the grounds of gender, sexual orientation, marital or civil partner status, pregnancy or maternity, gender reassignment, race, colour, nationality, ethnic or national origin, religion or belief, disability or age. Our ethos is to respect and value people’s differences, to help everyone achieve more at work as well as in their personal lives so that they feel proud of the part they play in our success. We believe that all decisions about people at work should be based on the individual’s abilities, skills, performance and behaviour and our business requirements. Evaluate operates a zero tolerance policy to any form of discrimination, abuse or harassment.      

We know that the 'perfect candidate' doesn't exist, and that sometimes the best opportunities are hidden by self-doubt. We disqualify ourselves before we have the opportunity to be considered. Regardless of where you came from, how you identify, or the path that led you here, you are welcome. If you read this job description and feel engaged and excited, we’d love to see you apply.        


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