Director CRM Marketing Audience Targeting

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 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 in the US. 

ROLE SUMMARY

The Director US CRM Marketing Targeting will guide efforts to target US email and direct marketing campaigns utilizing Pfizer’s data and our tech partnership with Salesforce. Through effective targeting and audience modeling, the role will help Pfizer send the right message to the right person at the right time. Email communications sent nationally (or regionally) by US HQ will be in scope, including 20+ major brands, plus Pfizer brand and non-brand or above brand communications across consumer/patient and healthcare provider (HCP) content. This role will lead efforts to modernize Pfizer’s US email and direct marketing campaigns to include newer ML-powered audience modeling methods such as propensity modeling and unsubscribe prediction.

ROLE RESPONSIBILITIES

• Influence and support US Consumer and US HCP CRM teams as their lead CRM audience expert, to ensure that their targeting choices are optimized to drive business outcomes while ensuring that there is clarity among all stakeholders on the audience requirements and success metrics

• Be the hands-on-keyboard person building the US CRM team’s email and direct marketing audiences in Salesforce Data Cloud (SFDC) and Salesforce Marketing Cloud (SFMC). This scope will expand to include individually targeted programmatic HCP media audiences in S2 2025

• Offer the US CRM team expertise, support and thought leadership across Salesforce Marketing Cloud’s audience-related solutions such as Audience Builder, Einstein for Marketing Cloud Engagement and Einstein Marketing Insights, becoming the team’s lead expert across those

• Utilize Salesforce Marketing Cloud analytics to extract insights that improve CRM targeting strategy and to measure CRM’s impact to our stakeholders

• Work closely with the internal Salesforce Data Cloud team who lead our customer data platform (CDP), sharing the CRM Marketing team’s business requirements with them and building out connections as helpful between SFDC and SFMC. Use your relational database and SQL experience to become an expert on Snowflake’s and SFDC’s data schema and use SFDC to explore potential CRM audience segments. Export the most salient segments and data types from SFDC to SFMC for activation by the US CRM Marketing team

• Lead the transition of CRM Marketing audiences from business rules to probabilistic models that are created to drive an outcome, based on machine learning models that attempt to predict the business impact and efficiency of actions by Pfizer Marketing

• Engage with Pfizer data scientists and analytics project managers to incorporate their audience models and efforts into the CRM Marketing team’s audience strategies

• Utilize Salesforce Interaction Studio to enhance personalization

• Utilize measurement and ML-driven solutions such as dynamic sending/suppression lists to manage unsubscribe rates

• Continuously refine and optimize CRM audience segments based on campaign performance and customer behavior metrics such as click-through rates and conversion rates

• Ensure that all first-party data sharing, targeting and activation efforts are compliant with US privacy regulations, in close partnership with the Global Privacy Office (GPO)

BASIC QUALIFICATIONS

• Bachelor's degree in related field

• 8+ years of relevant experience in a healthcare environment or in digital marketing, sufficient to have developed a deep understanding of the global payer and market access environment

• Significant experience utilizing Salesforce Marketing Cloud to target emails and to build audiences

• Experience working with relational databases, SQL, or data schema to understand and query potential data sources

• Exceptional interpersonal skills and mastery of working in a matrix environment

• Self-motivated with demonstrated ability to execute with speed and high quality

• Demonstrated business acumen, strong analytical skills and strategic mindset

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

• Executive presence and demonstrated ability to effectively influence senior leaders and colleagues at all levels of the organization

• Demonstrated analytical and conceptual problem-solving skills

• Discretion and trustworthiness in dealing with confidential information

• Candidate demonstrates a breadth of diverse leadership experiences and capabilities including: the ability to influence and collaborate with peers, develop and coach others

PREFERRED QUALIFICATIONS

• Advanced degree

• 5+ years’ experience in the pharmaceutical industry

• Intermediate knowledge of Adobe Analytics

• Intermediate knowledge of SQL

• Salesforce certifications

• Experience building executive level work product and partnerships to ensure CRM strategy success

 
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:

• Work Location Assignment: Hybrid; 2-3 days onsite/week
• Last Day to Apply: March 11, 2025
• Eligible for employee referral bonus

The annual base salary for this position ranges from $156,600.00 to $261,000.00. In addition, this position is eligible for participation in Pfizer’s Global Performance Plan with a bonus target of 20.0% of the base salary and eligibility to participate in our share based long term incentive program. We offer comprehensive and generous benefits and programs to help our colleagues lead healthy lives and to support each of life’s moments. Benefits offered include a 401(k) plan with Pfizer Matching Contributions and an additional Pfizer Retirement Savings Contribution, paid vacation, holiday and personal days, paid caregiver/parental and medical leave, and health benefits to include medical, prescription drug, dental and vision coverage. Learn more at Pfizer Candidate Site – U.S. Benefits | (uscandidates.mypfizerbenefits.com). Pfizer compensation structures and benefit packages are aligned based on the location of hire. The United States salary range provided does not apply to Tampa, FL or any location outside of the United States.

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.

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