Insights Lead

UE Patient Experience – Web Team

Role Summary

Leads the evolution from traditional web analytics to, insight-driven approach that connects customer behavior to business action.

Reporting to the Associate Director of the web team, this role translates data from GA4, Adobe CJA, and Medallia into compelling narratives that uncover friction points, inform strategy, and drive continuous optimization of the digital customer experience across Lilly’s brand.com portfolio.

This is not an analyst reporting role and not a product management role, it is the bridge between the two.

This team member ensures the TA’s and DTC Product Managers have the consumer intelligence they need to make better decisions, faster, shifting the team from reactive reporting to proactive web experience design.

Key Responsibilities

Turn Data into Story

• Synthesize behavioral, journey, and performance data into clear, actionable insights that explain what is happening, why it matters, and what to do next.
• Build narratives that connect site activity to consumer challenges and business outcomes, savings card activations, HCP finder usage, content engagement, and downstream conversion.
• Deliver recurring, tailored insight packages to TA’s and Product Managers that replace static data readouts with proactive intelligence.

Own the Customer Journey

• Map and analyze end-to-end digital experiences, identifying friction, drop-off points, and unmet customer needs across touchpoints.
• Build and maintain a portfolio-level experience health dashboard across priority brand.com properties.

Drive Action & Optimization

• Partner with product, marketing, UX, and engineering to prioritize improvements using data-backed evidence in sprint and PI planning.
• Lead test-and-learn strategies: A/B testing, personalization, experimentation, to validate recommendations before full-scale implementation.
• Close the loop with post-launch measurement that ties implemented changes to measurable experience improvements.

Champion the Customer Voice

• Integrate VoC, behavioral analytics, and qualitative insights into a unified customer understanding that grounds decisions in real needs.
• Proactively surface insights to DTC Product Managers rather than waiting for ad-hoc data requests.

Influence Strategy

• Advocate for customer-first thinking across digital initiatives, making complex data accessible and decision-ready for leadership and brand stakeholders.
• Apply industry trends, competitive benchmarks, and emerging practices to continuously elevate insight capabilities.

Success Looks Like

• Reduced friction across key customer journeys, validated through measurable changes in drop-off and task completion.
• Measurable improvements in conversion, engagement, and satisfaction across the brand.com portfolio.
• Stakeholders acting on insights, not just reviewing reports.
• A clear, shared understanding of the customer story across teams.
• A visible shift from reactive data requests to a proactive, insight-driven operating cadence.

Core Skills

• Digital analytics + journey analysis
• Storytelling & executive communication
• Experimentation & optimization frameworks
• Cross-functional leadership
• Customer-centric thinking

Basic Requirements

• Bachelor’s degree in Marketing Analytics, Digital Marketing, Data Science, HCI, or a related field.
• 5+ years in digital analytics, consumer experience insights, or a similar insights-to-action role.
• Hands-on proficiency with GA4 and Adobe CJA, including custom explorations, segments, and attribution analysis.
• Experience with Medallia heatmaps and Surveys or comparable VoC platforms, integrating qualitative feedback with quantitative behavioral data.
• Demonstrated ability to deliver prioritized, actionable recommendations, not just dashboards and reports.
• Proven skill communicating complex findings to non-technical stakeholders in plain language.
• Strong understanding of web UX, journey mapping, and conversion optimization.

Additional Preferences

• Pharmaceutical or healthcare digital experience, including regulated content review workflows.
• Familiarity with Adobe Target, AEP, or similar personalization and testing tools.
• Experience with data visualization tools (Power BI, Tableau, Looker Studio).
• Knowledge of SEO analytics and its intersection with on-site consumer experience.
• Familiarity with Agile/SAFe frameworks and participation in PI planning.
• Understanding of CMS platforms (Adobe AEM, EDS/Universal Editor) and their impact on analytics and journeys.