Senior Manager, US CRM

Role Summary

Pfizer’s CRM and Audience Center of Excellence enable 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 redefine our omni-channel engagement strategies and deliver timely, differentiated, and relevant messages that deepen relationships and support health outcomes across inbound and outbound consumer, patient and HCP experiences in the US and internationally. The Senior Manager, US CRM role is responsible for delivering world-class direct response strategies and translating marketing objectives into CRM channel plans (email, direct mail, and SMS among other channels), blending creativity with data-driven execution and leveraging segmentation, automation, and personalization. The role will use AI tools to deliver omnichannel campaigns across paid, owned, and earned media. Locations include Collegeville, PA; New York, NY; Lake Forest, IL; Tampa, FL.

Responsibilities

• Drive CRM strategies and priorities to deepen relationships with key targets 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 marketing/commercial, Operations, MAR TECH and analytics teams to:
  • Action on each of the various brand teams’ comprehensive strategy plans to manage Pfizer interactions with targets across touchpoints, including campaigns, customer journey and omnichannel orchestration, personalization, and decisioning.
  • Define the necessary data attributes and audiences for the 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.
  • 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 product/brand marketing, analytics, paid media, and digital to create data-driven omni-channel communication and experiences based upon the target’s individual needs.
• Optimize KPIs across journey planning, activation, measurement and optimization, including volumes and prescribing mix.
• Apply scaled insights and CRM execution across the adoption path.
• Identify experience friction points across omnichannel journeys and assess where CRM can play a role to increase engagement, conversion and Lifetime Value (LTV).
• Audit existing lifecycle content types and 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:
  • Paid, Owned, and Earned media teams to create synchronized campaigns.
  • 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 marketing team to ensure tools deliver needed capability for CRM success.

Qualifications

• Required: Bachelor’s degree with 7+ years of relevant experience
• Required: Strong knowledge of CRM principles, strategies, and best practices, with a focus on customer segmentation and personalization
• Required: 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
• Required: Experience testing and optimizing campaigns over time to maximize response rates and ROI
• Required: Demonstrate a human-centered mindset – being obsessed with the customer
• Required: Willingness to experiment, and comfortable creating a ‘fail fast, learn fast’ culture
• Required: Courage to provide objective opinions, especially when evaluating go/no-go innovation decisions
• Required: Experience partnering closely with Medical, Legal, Regulatory and Compliance to execute campaigns within guidelines
• Required: Prior success navigating large matrixed organization and collaborating across multiple, diverse stakeholders to drive results
• Required: Lead cross-functional and cross-business projects and initiatives, identifying risks and removing roadblocks to enable teams to achieve successful delivery
• Required: 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
• Required: Demonstrated business acumen, strong analytical skills, strategic mindset and conceptual problem-solving skills
• Required: Self-motivated with demonstrated ability to thrive under pressure
• Required: Strong collaboration and communications skills; outstanding writing and presentation skills; strong project, ability to influence without authority, time management and organizational skills
• Required: Strong email modular design system, Excel, Tableau, PowerPoint skills
• Required: Role model for the Pfizer Values (Courage, Excellence, Equity, Joy)
• Required: Comfortable working and performing within emerging, evolving and ambiguous environments
• Preferred: General knowledge of the pharmaceutical industry and healthcare environment
• Preferred: Experience launching disruptive innovation in a customer-centric industry
• Preferred: Salesforce Marketing Cloud Platform Certified
• Preferred: Demonstrated breadth of 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

Education

• Bachelor’s degree required