Biggest Challenges Faced By A Senior Manager Marketing Operations At SmithRx
Michael's biggest challenge as a Sr. Manager, Marketing Operations at SmithRx is data discrepancies across multiple systems; the core of their job, and a persistent issue, is "being able to understand where that data lives and where the source of truth is," requiring constant navigation of a "convoluted system" to ensure data accuracy for marketing campaigns.
Data Analysis, Problem-Solving, Data Management, Project Management, System Integration
Advizer Information
Name
Job Title
Company
Undergrad
Grad Programs
Majors
Industries
Job Functions
Traits
Michael Schnell
Sr. Manager, Marketing Operations
SmithRx
UCSB
n/a
Communications
Healthcare, Medical & Wellness, Insurance
Communication and Marketing
Took Out Loans, Worked 20+ Hours in School, Student Athlete
Video Highlights
1. Data discrepancies between systems are a core challenge in marketing operations.
2. A marketing operations professional's role is to create efficiencies and trust in data used for campaigns and experience building.
3. Understanding data sources and resolving mismatches across multiple systems is crucial and challenging in this field.
Transcript
What is your biggest challenge in your current role?
The biggest challenge, now and forever, will be data. The reason I have a job is because of data discrepancies between systems.
It's about understanding why a specific piece of data for a person you have a business relationship with shows up as one thing in one system, and a completely different thing in another system, when it should be identical.
At their core, marketing operations people are responsible for creating efficiencies between systems. This allows you to trust and understand the data, so you can use it for everyday campaign creation or experience building with confidence.
As a PBM, we use a ton of data that goes through all of our systems. My core job is to understand where that data lives, where the source of truth is, and why it might not be matching across the 20 different systems we use.
This is also the biggest challenge, because it's such a convoluted system. Data passes into a couple of different places where it's editable. Being able to understand that map is always going to be the biggest challenge.