Senior Manager, US CRM

Role Summary

The Senior Manager, US CRM role leads direct-response CRM strategies and tactics, translating brand objectives into CRM channel plans (including email, direct mail, and SMS) and blending creativity with data-driven execution through segmentation, automation, and personalization. The role leverages AI tools to deliver omnichannel campaigns across paid, owned, and earned media, and partners with cross-functional teams to scale disruptive innovation in US and international markets. Locations: Any Pfizer US Commercial Site - Collegeville, PA; New York, NY; Lake Forest, IL; Tampa, FL. Work Location: Hybrid.

Responsibilities

• Drive CRM strategies and priorities to deepen relationships with key targets for key brands.
• Collaborate with commercial brand teams and cross-functional partners to develop, execute, analyze, and generate actionable insights for CRM-related strategies and activities. Partner with marketing/commercial, Operations, MAR TECH and analytics teams to:
  • Action on brand strategies to manage Pfizer interactions across touchpoints, including campaigns, customer journey and omnichannel orchestration, personalization, and decisioning
  • Define data attributes and audiences for CRM Personalization and implement cross-functionally
  • Lead development of CRM program orchestrated contact targeting, reach and frequency strategies for sustained HCP engagement and 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
• Partner with product/brand marketing, analytics, paid media, and digital to create data-driven omni-channel experiences based on the target’s individual needs
• Optimize KPIs across journey planning, activation, measurement and optimization
• Apply scaled insights and CRM execution across the adoption path
• Identify friction points across omnichannel journeys and assess where CRM can play a role to increase engagement, conversion and Lifetime Value (LTV)
• 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 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: 7+ years of relevant experience
• Required: Strong knowledge of CRM principles, strategies, and best practices, with emphasis on customer segmentation and personalization
• Required: End-to-end experience designing and executing CRM campaigns including customer journeys, behavioral/clinical/claims-based triggered programs, progressive profiling, lifecycle marketing, dynamic modular personalization, next best message, next best action, batch campaigns, and new product introductions
• Required: Experience testing and optimizing campaigns to maximize response rates and ROI
• Required: Human-centered mindset – customer-obsessed
• Required: Willingness to experiment and cultivate 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 organizations and collaborating across multiple, diverse stakeholders
• Required: Leading cross-functional and cross-business projects, identifying risks and removing roadblocks to enable successful delivery
• Required: Demonstrated breadth of leadership experiences and ability to influence senior leaders and colleagues at all levels
• Required: Business acumen, strong analytical skills, strategic mindset and conceptual problem-solving skills
• Required: Self-motivated with demonstrated ability to thrive in evolving, ambiguous environments
• Required: Strong collaboration and communications skills; outstanding writing and presentation skills; strong project management and ability to influence without authority
• Required: Proficiency with email modular design systems; Excel; Tableau; PowerPoint
• Required: Role model for Pfizer values (Courage, Excellence, Equity, Joy)
• 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, including coaching others and guiding teams to achieve meaningful outcomes

Education

• Bachelor’s degree required