Director International CRM Intelligence and Insights Strategy
Job Description
Where EMPATHY MEETS EXCELLENCE: Pfizer created a Customer Relationship Management (CRM) and Audience Center of Excellence to enable and drive a new standard for health care provider (HCP), consumer, and patient engagement in pharma. This team, part of the Chief Marketing Office (CMO), partners with cross-functional leaders to collaborate and redefine our direct response marketing and engagement strategies and provide exceptionally timely, differentiated, and relevant messages that drive deeper relationships and support across inbound and outbound consumer, patient and HCP experiences to positively impact health outcomes both in the US and Internationally.
Data Driven. Purposeful. Connections.
CRM (Customer Relationship Management) marketing strategies leverage direct response marketing channels such as email and social messaging apps to build meaningful connections and interactions with our key customers, and drive business value. By understanding preferences, clinical interests, and patient needs, CRM Marketing enables purposeful customer journeys with the delivery of targeted and timely content and information and can spur connection and engagement through insight-driven customer experiences via email and messaging apps.
ROLE SUMMARY
The Director International CRM Intelligence and Insights Strategy is responsible for developing a strategic framework for CRM business intelligence and insights for priority Global Brands and International Markets, to deliver advanced analytical and data mining solutions, insights generation and reporting to monitor, evaluate, support and drive International CRM Strategy. In support of launching a world class international CRM strategy and capability, this role will identify, align and leverage key data sources that uncover insights to understand and synthesize key International Market CRM insights and key customer and business behaviours and related data points for customers such as HCPs, patients and consumers (where applicable). The Director will ensure that International Market CRM strategies are grounded in relevant information, insights and that CRM engagement and journeys are fostered for each unique customer segment. Knowledge of SQL is an advantage; it would support the Director’s ability to generate relevant insights from relational databases. In addition, the Director will work with related teams and the KPI Council (an internal team of measurement experts) to increase the consistency of internally calculated metrics and reporting related to CRM campaigns and tactics.
As a member of the International CRM Strategy team, reporting to the International CRM Strategy Lead, this role will partner with the CRM Data and Audience Strategy team, as well as certain stakeholders in the CMO, ISE and the ICO (including key International Markets and regions as appropriate) and collaborate with global brands to translate and support their respective global marketing strategies through CRM Customer analytics, intelligence and audience strategy. The role will provide data-driven customer and commercial analysis and intelligence, across HCP, patient, and consumer customer segments, to help define CRM strategy and measure its impact for priority brands in key international markets. The Director will work in close collaboration and alignment with the CRM Audience Strategy team to ensure consistency in strategy, reporting and analytics for International Markets, optimizing and regionalizing customer analytics as needed to enable and amplify customer relationships.
ROLE RESPONSIBILITIES
- Serves as the International CRM customer analytics lead and provides guidance for shaping customer business intelligence, analytics, data, and audience strategy and reporting for international and regional CRM strategies and priorities to ensure monitoring and evaluation of CRM initiatives in driving deeper relationships across customer touchpoints for priority brands and International Markets. Also ensures that International Market level reporting and analytics insights are communicated and considered in global strategies and approaches to reporting.
- Leads the CRM-related customer intelligence, analytics and monitoring of CRM and customer engagement strategy and tactic effectiveness for International Markets and their priority brands, in collaboration with the Regional Directors for International CRM and Audience Strategy Director and Business Insights & Reporting.
- Develops expertise with Adobe Analytics (and other CRM related data sources) to generate insights and make data-driven recommendations. Oversees and executes ad hoc data requests for the International CRM team. Longer term the role could incorporate other Adobe solutions as relevant.
- Continuously evaluate the relevance and effectiveness of customer analytics and reporting in monitoring and evaluating CRM strategies, to inform the evolution of CRM programs and strategies for International Markets. Longer term the role could incorporate more depth in managing major customer channel analytics, as relevant
- Understand key business behaviours and related data points for customers such as HCPs, patients, and consumers, related to customer acquisition, retention, cross-sell, lifetime value, channel preferences, customer loyalty, and customer behaviour (i.e. engagement, prescribing, conversion, adherence, loyalty, etc.)
- Provide data-driven customer and commercial analysis, insights and intelligence to measure CRM strategy progress and impact in key international markets, including but not limited to market share impacts, customer profiling/segmentation, lifetime customer value, product utilization, cross-sell and new market opportunities.
- Identify new CRM opportunities for international markets, and conduct opportunity valuation and sizing, potential market share impacts, customer profiling/segmentation, lifetime customer value, etc.
- Partner with US CRM Audience Strategy colleagues to align on KPIs and reporting frameworks to be developed and regularly maintained.
- Partner to define and/or develop CRM-specific reports and dashboards for common CRM KPIs for Priority brands and International Markets. This may require interfacing with business and brand leaders in key International Markets, to understand details and needs related to priority markets and brands, and related customer and product dynamics and translate to the design of analytics and reporting.
- Understand key concepts and trends in the healthcare information technology (HIT) marketplace related to CRM, the challenges that provider organizations are facing and how HIT products/services are meeting (or not meeting) those challenges
- Serve as lead for ad hoc international / regional market research projects related to CRM strategies and tactics, developing market research project proposals, and coordinating activities of other colleagues and agencies who are providing input or support in these projects
- In partnership with the regional Directors of International CRM Strategy and with key international markets, inform recommendations and decisions related to new CRM strategies and approaches, by delivering analytical insights and implications through the customer lens
- Defines consumer (where applicable), patient and Health Care Provider (HCP) CRM data collection and management best practices (including consent, ePermissions, and database and list management) and socializes them within the international organization and beyond. Understand and document regional CRM data management, privacy and consent guidelines based upon key International Markets guidance
- Scales best practice CRM customer data, audience, analytics and reporting approaches and opportunities for International Markets and key brands globally
- Candidate demonstrates a breadth of diverse leadership experiences and capabilities including: the ability to influence and collaborate with peers, develop and coach others, oversee and guide the work of other colleagues to achieve meaningful outcomes and create business impact
- Interacts and collaborates with a broad range of regional teams and functions involved with the analytics, reporting and the development and execution of CRM related strategies and activities. Stakeholders within the Chief Marketing Office (CMO) organization and other organizations within Pfizer include:
- US CRM Audience Strategy team to ensure consistency in strategy, reporting and analytics for International Markets
- Applied Intelligence & Insight to define the modeling and audience strategy to optimize reporting, performance analytics, and precision marketing
- Digital to ensure alignment of CRM approach with broader data strategy and consumer experience.
- Key regional market commercial and GLocal teams to ensure local market knowledge and insights.
BASIC QUALIFICATIONS
- Bachelor's degree
- 10+ years of relevant experience
- Intermediate working knowledge and capabilities with Adobe Analytics or Google Analytics
- Elementary knowledge of SQL
- Candidate demonstrates a breadth of diverse leadership experiences and capabilities including: the ability to influence and collaborate with peers, and create business impact.
- Experience in making commercial / marketing recommendations based on data and insights, to drive performance and business results.
- Experience in defining and implementing regional analytics and reporting strategies and scaling international strategies and capabilities to local markets
- Experience with navigating large matrixed organizations and governance
- Experience working with data and analytics in CRM and international direct response marketing
- Experience in analytics and reporting related to consumer, patient and HCP CRM campaigns including customer journeys, batch campaigns, and new product introductions.
- Experience leveraging data to test and optimize strategies and campaigns over time to maximize success rates and return on investment
- Experience in 1st party database acquisition and management strategies
- Experience with audience strategy related to direct response marketing
- Experience partnering closely with Legal and Compliance to understand the specifics of data and analytics guidelines in various markets
- Exceptional interpersonal skills and mastery of working in a matrix environment
- Self-motivated with demonstrated ability to execute with speed and high quality
- Demonstrated business and marketing acumen, strong analytical skills and strategic mindset
- Track record of strong networking and working collaboratively across functions and geographies
- Be a strong role model for the Pfizer Values (Courage, Excellence, Equity and Joy)
- Exhibit a strong executive presence and demonstrated ability to effectively influence senior leaders and colleagues at all levels of the organization
- Demonstrated analytical and conceptual problem-solving skills
- Strong writing, presentation and influencing skills
- Demonstrate ability to thrive under pressure, to take accountability and to meet deadlines
- Strong project and time management and organizational skills
- Ability to communicate effectively orally and in writing in English
PREFERRED QUALIFICATIONS
- Advanced degree in Marketing or Business preferred.
- Experience with customer relationship management, segmentation and audience related technologies (i.e. Marketo, Adobe, etc.)
- Significant experience utilizing SQL to query across multiple, complex internal databases with the support of data schemas and related documentation
- Broad knowledge of the pharmaceutical industry and healthcare environment
- Broad knowledge of international pharmaceutical marketing and communications, and more specifically direct response marketing.
- Comfortable working and performing within emerging, evolving and ambiguous environments
- Multilingualism considered an asset
NON-STANDARD WORK SCHEDULE, TRAVEL OR ENVIRONMENT REQUIREMENTS
- Occasional travel (<=20% travel required)
- This is a global role with non-standard work schedule with a reporting line into and key collaborators in the North American East Coast time zone; some meetings may also be scheduled out of NA business hours (i.e. early morning and evening/night) to accommodate different global team and stakeholder meetings.
- North American time zone preferred, possibility for EU time zone
OTHER JOB DETAILS
- Last Date to Apply: September 4, 2024
- Work Location Assignment: On Premise 2-3 days per week, North America - Any Pfizer Site or Europe - Any Pfizer Site
- Eligible for employee referral bonus: Yes
#LI-PF #CRM #CustomerRelationshipManagement #CRMStrategy #CRMMarketing #CustomerJourney #CRMProgram #HCPCRM #InternationalCRM #IntelligenceInsightsStrategy
Relocation assistance may be available based on business needs and/or eligibility.
Sunshine Act
Pfizer reports payments and other transfers of value to health care providers as required by federal and state transparency laws and implementing regulations. These laws and regulations require Pfizer to provide government agencies with information such as a health care provider’s name, address and the type of payments or other value received, generally for public disclosure. Subject to further legal review and statutory or regulatory clarification, which Pfizer intends to pursue, reimbursement of recruiting expenses for licensed physicians may constitute a reportable transfer of value under the federal transparency law commonly known as the Sunshine Act. Therefore, if you are a licensed physician who incurs recruiting expenses as a result of interviewing with Pfizer that we pay or reimburse, your name, address and the amount of payments made currently will be reported to the government. If you have questions regarding this matter, please do not hesitate to contact your Talent Acquisition representative.
EEO & Employment Eligibility
Pfizer is committed to equal opportunity in the terms and conditions of employment for all employees and job applicants without regard to race, color, religion, sex, sexual orientation, age, gender identity or gender expression, national origin, disability or veteran status. Pfizer also complies with all applicable national, state and local laws governing nondiscrimination in employment as well as work authorization and employment eligibility verification requirements of the Immigration and Nationality Act and IRCA. Pfizer is an E-Verify employer. This position requires permanent work authorization in the United States.
Pfizer is committed to equal opportunity in the terms and conditions of employment for all employees and job applicants without regard to race, color, religion, sex, sexual orientation, age, gender identity or gender expression, national origin, disability or veteran status. Pfizer also complies with all applicable national, state and local laws governing nondiscrimination in employment as well as work authorization and employment eligibility verification requirements of the Immigration and Nationality Act and IRCA. Pfizer is an E-Verify employer.
