Robert Izquierdo
Director of Global Omnichannel Marketing Strategy & Data Analytics Architecture
OPDP/APLB‑ready
Robert Izquierdo
Director of Global Omnichannel Marketing Strategy & Data Analytics Architecture
OPDP/APLB‑ready
Experience with:
Logos shown for experience context; no endorsement implied.
Discover why hiring a senior pharma marketing leader is vital
My dedication
My passion is getting accurate therapeutic and scientific information to HCPs and patients—safely and at scale—while advancing company goals with cost‑effective, data‑driven marketing.
I break silos by working directly with data teams, brand managers, Sales/CRM, and executive stakeholders to align KPIs, build the right journeys, and turn signal into action.
Pharma & Life Sciences
Impact Highlights
Lead of Global Omnichannel Strategy & Data Analytics Architecture
Projects
Launched 3 global dashboards integrating GA4, SEO, and heatmap data.
Impact
Enabled multi-million dollar budget optimization and improved HCP engagement across HIV and access support portals.
Multi-million dollar budget
optimization
90%
SEO & Integrated Omnichannel Data Analytics Product Owner (Oncology)
Projects
Managed and Drove 19, Oncology brands on a global, global-to-local omnichannel journey and SEO enhancements.
Impact
Boosted HCP and patient engagement through data-driven content and RWE integration.
Boosted HCP
patient engagement
Omnichannel & Brand Strategy
Projects
Prevnar 13, oncology, and vaccine portfolio Regional USA Web Portal Owner.
Impact
Enhanced brand visibility and CRM performance for strategic decision-making.
CRM performance
Digital Transformation & Oncology Portal Strategy Lead
Projects
eBR integrations (Tulip/Biovia), oncology web consolidations, New Gen Web UX
Impact
Streamlined global portals, increased compliance alignment, and improved digital operations.
Streamlined global portals
Strategic Digital Transformation Consultant
Projects
Digital marketing infrastructure, analytics alignment.
Impact
Accelerated brand awareness and digital maturity across product lines.
Brand Awareness
Increased
SEO Manager for Veterinary Health Technology (VHT)
Projects
Technical SEO, on-page content strategy, analytics reporting.
Impact
Increased organic traffic and improved discoverability of HCP-facing assets.
Increased organic traffic
Oncology Business Development Consultant
Projects
Precision targeting and omnichannel strategy for HCPS.
Impact
Strengthened client value propositions in oncology initiatives.
Client value propositions
Expert Consultant & Omnichannel Advisor
Projects
Market development, digital transformation, AI in pharma, SEO strategy, omnichannel analytics, and stakeholder training.
Strategy, data architecture, and digital marketing transformation.
Paid consultations on oncology, rare disease, and AI in healthcare marketing.
Expert insights on omnichannel infrastructure, vendor comparisons, and platform optimization (e.g., DeepIntent, PulsePoint, Trade Desk).
Live consultations and insight briefs for investor and healthcare audiences.
Strategic consulting for life sciences commercialization and patient engagement.
On-demand thought leadership in digital health platforms and CRM ecosystems.
Pharmaceutical innovation, global launch readiness, and real-world evidence strategy.
Prolific
Abundant creativity, precise execution, and data-driven results across every channel.—This is productivity at its core.
Case Studies (Problem → Solution → Outcome)
BIKTARVY® — Global DTC • Analytics & Funnels
Funnels that trace real paths—then lift budget where it matters
P → S → O:
Week-old slides + blind spots → custom UTM/ID taxonomy + GA4 funnel schema + Looker → Tableau → live path insight with country & claim-cluster drilldowns and in-week reallocations.
Meta:
- Regions: multi-country
- Timeline: 9 months
- Stack: GA4, GTM, Looker Studio (MVP), Tableau
↑+29%
Journey depth
↑+38%
SEO decision traffic
↑+33%
Mobile CTA reach
$3.2M
In-week reallocation
Calquence — HCP + DTC • Analytics & Orchestration
From slide decks to a live, 14-country command center
P → S → O:
Fragmented reporting → KPI layer + GA4 schema + Tableau portfolio dashboard + weekly Decision One-Pager → −60% reporting lag, −35% data errors, ≤5% budget variance, same-week reallocations.
Meta:
- Regions: EU + US
- Budget: €5M–€20M
- Stack: GA4, GTM, Tableau, BigQuery
EPAC mobile share:
66%
(vs 54% EU+US)
+28pp
after fold/CWV fixes (EPAC)
+21%
after deep-linking to evidence (EPAC)
mobile 31
vs desktop 22
YESCARTA® — DTC • Analytics, Heatmaps & UX
Data-first + heatmaps: from noisy traffic to decision-ready growth
P → S → O:
Paid/mobile bounce + JS errors → GA4 + GTM (consent) MVP, Hotjar heatmaps/clickmaps/recordings, error taxonomy, and weekly One-Pager → conversions instrumented, mobile scroll reach ↑, error clusters reduced, ±2% reconciliation.
Meta:
- Regions: US
- Timeline: 12 months
- Stack: GA4, GTM, Hotjar, Looker Studio (MVP)
Paid bounce
↓ 26pp
(from >80% to ~54%)
Mobile CTA reach
↑ 31pp
(after fold/CWV fixes)
Error clusters
↓ 43%
(JS + interaction traps)
Provider-finder starts
↑ 19%
(post ad→landing realign)
Results are compiled and anonymized for illustration; experience context only and not an endorsement.
Hire an Omnichannel & Analytics Leader
I design MLR-ready, data-driven marketing that scales. I’ve led global work for Gilead, AstraZeneca, Pfizer, and Novartis—architecting GA4/BI dashboards, building HCP portals, and shipping SEO + paid programs with OPDP/HIPAA guardrails. Results include a 60% cut in report lag, +60% lift in HCP/patient campaign performance, $6.5M ROAS, and portal growth from 1.2k → 18k HCPs
Top-tier Pharmaceutical Consulting
From time to time I host confidential strategy clinics on global launches, omnichannel analytics, and MLR-ready operations for teams at McKinsey, BCG, Bain, Accenture, Deloitte, and PwC (independent advisor; no affiliation implied). During these hour-long sessions I do not discuss any current projects or confidential information and remain fully OPDP/HIPAA/compliance-safe—while still delivering actionable playbooks your clients can use immediately. If that’s helpful, we can set up a slot and tailor the brief to your case team’s needs.
Pharmaceutical courses
Level up fast with compliance-smart pharma marketing. Learn OPDP/APLB, GA4 consent, KPI design, and dashboard storytelling—then put it to work with downloadable SOPs, templates, and scorecards. Built for new and seasoned execs who want to win their brand plan and keep winning.
Skills & experience
Omnichannel Strategy & rchestration
(HCP + DTC)
Outcome
Right message, right audience, right moment. Journey maps, audience criteria, channel mix, GA4 event design, and MMM/MTA‑ready tagging that align media, portals, email, and point‑of‑care—without breaking compliance.
Marketing Data Architecture, Measurement & Paid Media Optimization
Outcome
Clean data, precise decisions, smarter spend. Design the marketing data model and operating rules—KPI spine, taxonomies, naming/UTM, consent modes, identity—so activations are compliant and measurable on day one. With this backbone, paid media budgets can be optimized and pivoted across regions and markets to expand qualified reach and improve ROI.
Analytics & Visualization Dashboards
Outcome
One truth for HCP & DTC.
Executive and ops views that tie spend → behavior → ROI in real time; drill by therapy, audience, gate (HCP/Public), and region. AI‑assisted insights surface anomalies and next‑best tests.
Global Head of Generative AI,
Commercial & Medical
Outcome
Scales GenAI copilots (content, insights, QA) with OPDP/HIPAA guardrails, integrating Veeva/CRM/analytics to cut rework and speed decisions
Organic Growth (SEO/AEO/GEO)
Outcome
Findability without friction.
Technical SEO hygiene, CWV, schema, and answer‑first content structures preferred by search and generative engines—built for MLR efficiency.
Program & Vendor Leadership
Outcome
More output per dollar.
RFP/SOW standards, SLAs, and scorecards that keep agencies and data partners aligned to outcomes, compliance, and speed.
Data-Driven Growth Execution
(Director‑level, agile)
Discover & Align
Stakeholder interviews (Brand, MLR, Privacy, Data, Field). Define outcomes, claims boundaries, KPIs, and decision cadence.
Outcome
- North‑star KPIs
- Measurement plan
- Backlog
- RACI
Architect & Plan
Design the marketing data model (events, taxonomies, UTMs, consent/identity), choose the dashboard views, and outline the channel/journey orchestration.
Outcome
- Event & tagging spec
- UTM matrix
- Channel/journey maps
- Dashboard wireframes
- Sprint plan
Activate & Orchestrate
Stakeholder interviews (Brand, MLR, Privacy, Data, Field). Define outcomes, claims boundaries, KPIs, and decision cadence.
Outcome
- Live campaigns
- QA logs
- Weekly signal readouts
- Backlog grooming
- Agency Vendor Selection & Management
Analyze, Learn & Scale
Stakeholder interviews (Brand, MLR, Privacy, Data, Field). Define outcomes, claims boundaries, KPIs, and decision cadence.
Outcome
- Quarterly business review
- Managed Paid Media
- Roadmap updates
Pharma MarTech Strategy & Measurement Playbook
Get the exact SOPs, naming standards, GA4 event models, UTM templates, and pre‑flight checklists I use with HCP/DTC brands—plus a plug‑and‑play ROI model.
Public Verified LinkedIn Recommendations
Nida Vitke
Content Management and AI integrations | Content Operations & Audit | Content Coaching and Strategy
Robert has been instrumental in supporting the analytics setup for our UK affiliate. His expertise, proactive approach, and professionalism have been key to our success. I highly recommend him for any role that requires strong analytical skills and collaboration.
Lisa Jenso
Associate Director, Patient Support Strategy at Gilead Sciences
I worked with Rob when he did a review of one of our program websites. Rob provided his expertise on website optimization, SEO and gave concrete suggestions for improvement.
Rob was patient in explaining the pros/cons of the different options, which was super helpful. Rob was also great about following up and being a collaborative partner.
Gibby Katigbak
Director Commercial IT - Healthcare/Pharma
Rob was instrumental in working cross functionally with internal stakeholders and external agencies to optimize and build out data driven analytics metrics. Rob also developed SEO playbooks and recommendations to improve website performance by providing detailed UX/UI analysis. Using his versatile skillsets, Rob also developed analytics dashboards to provide business insights to our stakeholders. Overall, great person to have on your team!
Joel P.
Hematology Oncology Marketing | PharmD, MBA
I worked with Rob during his time at AstraZeneca. Rob was a good working partner with strong SEO recommendations, competitor analysis, and an understanding of how to increase traffic. My brand team is currently optimizing our website with recommendations from our partners in UX, Omnichannel Delivery, and Rob’s recommendations from SEO. I recommend working with Rob- his skills and collaborative spirit are valuable assets to any team.
Marisa Groves
Globa Excellence Lead, SEO and Social Media at AstraZenecaGlobal Channel Excellence Lead, SEO and Social Media at AstraZeneca
As part of our pharmaceutical organization’s internal SEO services, Rob had a very successful half year contract leading organic search strategy and oversight on successful tactical execution for 10 different web assets, including launching organic strategies for 5 large site updates and 2 major new brand website launches. He created close stakeholder relationships across 7+…
Annika Boas
Passionate about driving Medical Affairs into the Digital Future
Rob is a highly experienced SEO expert with an in-depth knowledge of the tools and techniques needed to analyze and optimize content and websites. He was keen to learn more on medical affairs at Novartis and fun to work with during my global secondment. Thanks, Rob, for sharing your knowledge, expertise and perspective on SEO and beyond.
Jack Kelleher
Menarini Stemline, US Med Affairs, Digital Comms
Stefan Miljkovic, PharmD, MBA
Global Life Science Strategist | AI & Digital Transformation Leader | Merging Science, Tech & Experience
Rob is a pleasure to work with! He is a subject-area expert, but is also great at partnering with other teams and translating his knowledge into actionable steps. Rob is willing to be flexible to accommodate others and is quick to go above and beyond. He is also a curious and considerate teammate and goes out of his way to ask questions about workflows within other departments so he continue to learn and be the best he can be at his job.
Pedro Arce de la Fuente
Digital Transformation & Innovation LeadDigital
Robert is an excellent professional combining strategic vision and hands on delivery. His vast experience & knowledge in digital marketing with special focus on Content Creation and Management as well as SEO provides a set of crucial skills for any digital team or project in the digital arena….
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