Senior Manager, US Primary Care HCP CRM
Job Description
ROLE SUMMARY
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 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.
The Senior Manager, US Primary Care HCP CRM role is responsible for delivering a world class, direct to HCP communication Center of Excellence across the products in this business unit. This role will partner with product/brand marketing teams and collaborate with Customer Facing Colleagues (CFCs) to translate and support their respective marketing and sales objectives and strategies into the CRM channel strategy, including email, direct mail, and SMS among other channels. The role will optimize and personalize CRM strategies to enable and amplify relationships between HCPs and Pfizer that are grounded in relevant information and engagement and fostered by each customer segment’s unique journey.
ROLE RESPONSIBILITIES
This is a new role within the Chief Marketing Office, reporting to the Director, US Primary Care HCP CRM Strategy Lead. Success in this role will include the successful scaling of proven disruptive innovation.
Drive Primary Care HCP CRM strategies and priorities to ensure success in developing deeper relationships with HCPs for key brands.
Collaborate with a broad range of commercial brand teams and cross-functional partners involved with the development, execution, analysis and actionable insights of CRM-related strategies and activities. Partner with Primary Care marketing / commercial, Operations, MAR TECH and analytics teams to:
Action on each of the various Primary Care brand teams comprehensive strategy plan to manage Pfizer interactions with HCPs across touchpoints, including campaigns, customer journey and omnichannel orchestration, personalization and decisioning
Define the necessary data attributes and audiences for the HCP CRM Personalization strategy and partner cross-functionally to implement
Lead the development of CRM program orchestrated contact targeting, reach and frequency strategies for sustained HCP engagement and ongoing Rx writing behavior changes
Responsible for building HCP CRM campaign programs in the CRM marketing automation platform, testing, validation and delivery execution
Develop CRM learning agendas, measurement plans and segment level testing plans. Implement tests, analyze results and present key insights and campaign optimization recommendations with key stakeholders
Partner with Primary Care product/brand marketing, analytics, paid media, and digital to create data-driven HCP omni-channel communication and experiences based upon the target’s individual needs
Optimize HCP KPIs across journey planning, activation, measurement and optimization, including volumes and prescribing mix
Apply scaled insights and CRM execution across the HCP adoption path
Identify experience friction points across omnichannel journeys for HCPs and assess where CRM can play a role to increase engagement, conversion and Lifetime Value (LTV)
Audit existing lifecycle content types & content quality to identify gaps and opportunities
Develop CRM segment level content strategy, touch point message maps and creative briefs for CRM campaign programs
Lead creative best practices for modular email design, SMS, MMS, Direct Mail, website CRM 1P & 0P data registration pages
Initiate CRM campaign deployment requests, tag reporting meta data, track and manage campaign status via CRM Operations project execution systems
Develop, vet and align on CRM campaign feasibility technical requirements and BRD
Participate in all cross functional CRM project status meetings, leading the CRM channel tactics agenda and next steps
Manage relationships with internal cross-functional colleagues and external agencies to leverage their expertise and ensure successful execution of CRM initiatives
Act as a key enabler in building a strong culture and driving the Chief Marketing Office’s disruptive innovation agenda
Stay informed about industry trends and emerging CRM technologies, proactively identifying opportunities for innovation and growth
Collaborate closely with stakeholders within the Chief Marketing Office organization and other organizations within Pfizer, including:
Product Marketing teams to ensure alignment with brand strategies and tactics
Customer Facing Colleagues to ensure alignment with customer engagements and sales strategies
Commercial Analytics to define the modeling and audience strategy to optimize reporting, performance analytics and precision marketing
CRM MAR TECH team
BASIC QUALIFICATIONS
Bachelor’s degree with 7+ years of relevant experience
Strong knowledge of CRM principles, strategies, and best practices, with a focus on customer segmentation and personalization
Hands on SFMC and/or Adobe Marketo CRM marketing automation platform proficiency, analytics software and campaign execution
Experience with end-to-end designing and executing CRM campaigns including customer journeys, behavioral/clinical/claims based triggered programs, progressive profiling, life cycle marketing, dynamic modular personalization, next best message, next best action, batch campaigns, and new product introductions
Experience testing and optimizing campaigns over time to maximize response rates and ROI
Demonstrate a human-centered mindset – being obsessed with the customer
Willingness to experiment, and comfortable creating a ‘fail fast, learn fast’ culture
Courage to provide objective opinions, especially when evaluating go/no-go innovation decisions
Experience partnering closely with Medical, Legal, Regulatory and Compliance to execute campaigns within guidelines
Prior success navigating large matrixed organization and collaborating across multiple, diverse stakeholders to drive results
Lead cross-functional and cross-business projects and initiatives, identifying risks and removing roadblocks to enable teams to achieve successful delivery
Demonstrate a breadth of diverse leadership experiences and capabilities including: the ability to effectively influence senior leaders and colleagues at all levels of the organization
Demonstrated business acumen, strong analytical skills, strategic mindset and conceptual problem-solving skills
Self-motivated with demonstrated ability to thrive under pressure, take accountability and meet deadlines
Strong collaboration and communications skills; outstanding writing and presentation skills; strong project, time management and organizational skills
Strong email modular design system, Excel, Tableau, Power point skills
Role model for the Pfizer Values (Courage, Excellence, Equity, Joy)
PREFERRED QUALIFICATIONS
General knowledge of the pharmaceutical industry and healthcare environment
Experience launching disruptive innovation in a customer-centric industry
Comfortable working and performing within emerging, evolving and ambiguous environments
Salesforce Marketing Cloud and/or Adobe Marketo platform Certified
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.
Other Job Details:
Eligible for employee referral bonus
Work location: Flexible; 2-3 days onsite/week
Last Day to Apply: September 6, 2024
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.
