Responsibilities

• Own enterprise-wide programmatic media strategy across HCP and DTC, ensuring alignment with brand objectives, NBE/NBA priorities, and enterprise governance standards.
• Define and enforce clear performance, data quality, transparency, and optimization expectations with media agencies, holding partners accountable for delivery and outcomes.
• Establish and govern enterprise programmatic operating rhythms including QBRs, deep-dive performance reviews, joint business plans, innovation roadmaps, and executive readouts.
• Serve as enterprise lead for the activation of consented first-party data (CRM, web, engagement signals) within programmatic media, ensuring compliant use for targeting, optimization, and measurement.
• Act as primary liaison for LiveRamp, advising on identity resolution strategy, match rates, data connectivity, and cross-brand scalability.
• Partner with Data, Analytics, and Platform teams to connect programmatic activation with Salesforce Data Cloud, NBE orchestration, and outcome measurement.
• Guide use of audience signals for PLD reporting, NBA optimization, incrementality testing, and ROI validation.
• Define success metrics, KPIs, and benchmarks across reach quality, attention, data fidelity, efficiency, and business outcomes—ensuring consistency across brands and partners.
• Lead programmatic testing and optimization strategy, including: Audience and data signal experimentation; Supply path optimization (SPO); Outcome-based buying and bidding strategies; AI-enabled optimization, automation, and emerging buying models.
• Evaluate how advances in AI, algorithmic decisioning, and predictive analytics should reshape Gilead’s programmatic operating model.