Director, Media Data Strategy, Reporting,

4 weeks ago

Collegeville, United States Pfizer Full time

The Media Data Strategy, Tagging, & Enablement Director is a key member of this exceptional team, responsible for defining, monitoring and delivering data to fuel critical analysis and key performance indicators for Pfizer’s media investments. They will be responsible for defining business requirements and data flows to achieve core KPIs and operational metrics across campaigns and stages of the consumer engagement funnel. By doing this they will be able to champion this measurement data to the wider team, curating and disseminating data availability across Strategy and Planning and Global Platform Expertise groups. This position will be responsible for designing the right media data for MROI effectiveness maximization. They will be a data driven and insight rich expert with expertise in the latest Martech tools and 1P & 3P data sources.

RESPONSIBILITIES
- Partner with 3rd party data, media, and agency partners to design media data strategy for optimization aligned to ROI, and integrate media partner data and granularity into MROI for enhanced media optimization strategies to improve media effectiveness
- Guide the definition & documentation of standardized tagging, data mapping, and nomenclature for key media data sets, and metrics, across both leading and lagging media KPIs
- Liaison with internal teams and agency partners for website tagging, tracking, and attribution assignment and troubleshooting via Adobe products
- Partner with key stakeholders to design & optimize audience data inputs and data operations to core media campaign needs
- Create holistic media tagging and tracking guidelines aligned to key metrics to ensure standardization and an effective data foundation for media audience & campaign optimization across patient and provider campaigns
- Drive the media data use cases for the strategic ROI Product Management Counsel, inclusive of data mapping & strategy designed to improve performance & translate ROI inputs to media strategy utilization
- Steward the media and site data dictionary, defining the needed transformation and taxonomy strategies for media optimization and measurement advancement
- Define best practices for defined KPI calculations, and key actions to correlate media behavior to business outcomes
- Guide and shape the use of cutting-edge media analytics techniques to unlock actionable insights and media strategies, setting new benchmarks for data-driven decision-making
- Build and optimize media data architecture for MROI and other global media data products, working to define media data business requirements, to optimize performance and drive alignment with industry best practices
- Ensure media data quality, integrity, and design to enable improved business outcomes and ROI across all media channels
- Key media liaison for media dashboards, commercial analytics media data products, data feed transfers, media metadata, metric dictionaries and media automation workstreams
- Ensure agency and internal teams adhere to all data governance and tagging infrastructure requirements outlined in partnership with Digital & Commercial Analytics
- Oversee the media persona use cases for centralized reporting enablement efforts, including standardizing media dashboards/templates, and ROI across US/global markets
- Coordinate with key stakeholders (e.g., Commercial Analytics, Digital / Brand / Product teams) to facilitate and implement media reporting best practices
- Collaborate closely with agency data science and audience teams to enable media reporting, optimization and long term omnichannel media analytics goals
- Build media HCP business requirements, wireframes, reporting templates, and impact analysis designed to improving HCP media measurement
- Collaborate with Digital teams to review reporting dashboards, establish data flows, troubleshoot data challenges, and work with data architecture to optimize reporting and other analytics needs
- Translate the business media needs into data requirements to agencies, commercial analytics & digital teams
- Collaborate closely with stakeholders within the CMO organization and other organizations within Pfizer, including: Commercial Analytics on media analytics and data design to enable media reporting

CANDIDATE PROFILE

SPECIALIST EXPERTISE
- Expertise in media attribution and measurement platforms.
- Familiar with AdTech toolsets and platforms, skilled in manipulating data sets and creating visualisations on keyplatforms, experience in designing and building/evolving dashboards in tools such as Tableau, Datorama and Power BI.
- Experience with both Traditional and Social Platforms strategy and management - Facebook Business Manager, Google Ads, Twitter Ads, etc.
- Creative, innovative problem solver who leads with insights derived from data.
- B2B and B2C data-led marketing experience.
- Experience with leading agencies, ISV technology companies or consulting partners in advertising and marketing tech.

FUNCTIONAL EXPERTISE
- Exceptional

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