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Sr. Manager, US Consumer and Patient CRM

4 months ago

St Louis, United States Pfizer Full time

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, 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 communications that drive deeper relationships and support across inbound and outbound consumer and HCP experiences to positively impact health outcomes both in the US and Internationally.

ROLE SUMMARY

The Sr. Manager , US Consumer and Patient CRM Strategy role is responsible for delivering a world class, direct-to-consumer communication strategies. As a member of the US Consumer CRM Strategy team, this role will partner with product marketing teams to support and translate their respective marketing objectives and strategies into the CRM channel strategy, which includes email, direct mail, and SMS among other channels. This role will use data and technology to personalize and optimize communications that are unique to the customer segment and provides consumers with relevant information to drive engagement and grow relationships between consumers and Pfizer.

This is a new role within the Chief Marketing Office, reporting to the Director, US Consumer and Patient CRM Strategy Lead. Success in this role will include the successful scaling of proven disruptive innovation.

ROLE RESPONSIBILITIES

  • Partner in defining consumer CRM strategies and priorities based on business unit, brand, and consumer insights to ensure success in creating deeper relationships and sustained engagement with consumers for key brands.

  • Develop and execute CRM-related strategies in collaboration with a broad range of cross-functional partners within and outside of the Chief Marketing Office, including:

  • Product Marketing to ensure CRM strategy is in alignment with brand strategies; manage and drive Pfizer interactions with consumers across touchpoints, including campaigns, consumer journey and omnichannel orchestration, personalization, and decisioning

  • Marketing Channel Delivery to ensure flawless campaign execution based on defined campaign logic, business rules, and requirements

  • Audience strategy, 1P Data Strategy, and Dashboard & Analytics teams to enhance personalization, optimize reporting, performance analytics, and precision marketing

  • Digital to ensure alignment of CRM approach with broader data strategy and consumer experience

  • In alignment with Product Marketing, design and oversee the testing, validation, and execution of consumer CRM engagement strategies

  • Define consumer CRM best practices and socialize them within the marketing organization and beyond

  • Scale data best practice CRM approaches and opportunities to create data-driven consumer omni-channel communication and experiences based upon the target segment's individual needs

  • Optimize communications strategies to grow consumer KPIs across journey planning, activation, measurement, and optimization, including volumes and prescribing mix

  • Create regular rhythms for sharing brand CRM performance results, insights, and optimization plans.

  • Apply scaled insights and CRM execution across the consumer adoption path

  • Continuously monitor and evaluate effectiveness of CRM strategies to identify friction points, gaps, and engagement opportunities within CRM programs and inform strategies for the business unit

  • Manage relationships with internal cross-functional colleagues and agency partners to leverage their expertise and ensure successful execution of CRM initiatives

  • Act as an enabler in building a strong cultureand driving the Chief Marketing Office's disruptive innovation agenda

  • Actively analyze competitive set and stay informed of industry trends and emerging CRM technologies, proactively identifying opportunities for innovation and growth

  • 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.

BASIC QUALIFICATIONS

  • Bachelor's degree with 7+ years of relevant experience

  • Strong experience in leveraging data insights to optimize and personalize CRM (email, text, direct mail) campaigns and lifecycles to drive results and business outcomes.

  • Strong knowledge of CRM principles, strategies, and best practices, with a focus on customer segmentation, personalization customer journeys and first and zero party data capture.

  • Extensive experience designing and executing CRM campaigns including customer journeys, batch campaigns, and new product introductions

  • Proficiency in CRM platforms, marketing automation tools, and analytics software to effectively manage customer dataand campaign execution

  • Experience testing and optimizing campaigns over time to maximize response rates and ROI

  • Strong business leadership, including experience in strategy development and interaction with customers

  • 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

  • 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

  • Proven ability to influence, build coalitions and develop strong partnerships across functions

  • Demonstrate a breadth of diverse leadership experiences and capabilities including the ability to effectively influence leaders and colleagues at all levels of the organization

  • Demonstrated executive presence, business acumen, strong analytical skills, strategic mindset and conceptual problem-solving skills

  • General knowledge of the pharmaceutical industry and/or healthcare environment

  • Experience partnering closely with Legal, Regulatory and Compliance to execute campaigns within guidelines

  • Oversee and guide the work of other colleagues to achieve meaningful outcomes and create business impact

  • Self-motivated with demonstrated ability to thrive under pressure, act with speed, take accountability and meet deadlines

  • Discretion and trustworthiness in dealing with confidential information

  • Track record demonstrating strong collaboration and communications skills; outstanding writing and presentation skills

  • Comfortable working and performing within emerging, evolving and ambiguous environments

  • Strong project, time management and organizational skills

  • Role model for the Pfizer Values (Courage, Excellence, Equity, Joy)

PREFERRED QUALIFICATIONS

  • MBA or relevant advance degree preferred

  • Pharmaceutical business experience, including experience in strategy development, interaction with customers and/or pharmaceutical marketing experience is an advantage

  • Deep understanding of the pharmaceutical industry and/or healthcare ecosystem

  • Experience launching disruptive innovation in a customer-centric industry

NON-STANDARD WORK SCHEDULE, TRAVEL OR ENVIRONMENT REQUIREMENTS

  • Occasional travel (