The Director, Audience Analytics is responsible for creating the measurement focus for the newly designed audience process and analytics strategies, creating best practices and data led decisioning. This is a unique role, that will curate audience data insights for enterprise-based media programming across disease states. They will partner closely with the media agency and other key constituents in the CMO organization to develop audience-centric, insight-driven media optimization programs to im... more details
OVERVIEW:
Pfizer is driving a transformation of its marketing organization, that will see the best marketers of science support the most trusted brand in the industry. As part of this transformation, Pfizer has brought on board its first-ever Global CMO, Drew Panayiotou, who is standing up a best-in-class Leadership Team made up of subject matter experts and visionary practitioners.
This position will report to the Global Lead of Media Measurement, and will be a key resource in driving integrated audience analytics for media application at Pfizer across the enterprise. They will work directly with agency partners, and internal collaborators within the CMO to create an audience analytics playbook. They will bring a deep understanding of the intricacies of clinical real-world health data, as well as lifestyle and consumer behavior data within the marketing science industry. This person will partner closely with other members of the CMO to drive a robust, data-driven, and highly strategic approach that moves Pfizer from a leading ‘pharma’ brand into a leading healthcare and patient-first organization.
ROLE SUMMARY:
The Director, Audience Analytics is responsible for creating the measurement focus for the newly designed audience process and analytics strategies, creating best practices and data led decisioning. This is a unique role, that will curate audience data insights for enterprise-based media programming across disease states. They will partner closely with the media agency and other key constituents in the CMO organization to develop audience-centric, insight-driven media optimization programs to improve marketing ROI. The ideal candidate is a data-driven, strategic consultant that will apply years of experience in data analysis to translate reporting with a focus on delivering measurable financial results across the globe.
In this newly created role, the Director, Audience Analytics, will be a critical member of creating and building a new program, functionality, and capability within Pfizer. They must leverage strong cross-functional abilities to collaborate effectively with several key business partners both internally and externally. You'll collaborate with Audience teams, Strategy, Performance & agency teams on optimization reports, and process improvements.
ROLE RESPONSIBILITIES:
Create new processes and playbooks, directly with agency partners to review, and translate media audiences for brand business alignment
Implement an end-to-end connected audience data strategy across patient and provider audience data types to drive improved Marketing ROI
Define and create capabilities and guidance for both patient, and HCP-level audience types, to tie implementation to MROI
Help guide data specifications and taxonomy needs for cross-functional needs
Create insights, reporting, and data, in partnership with agency analytics partners, to provide strategic and tactical recommendations that tie optimizations to audience insights
Partner with Commercial Analytics team to translate audience business rules to application in media
Create actionable insights that are audience-led, across all key channels within media, site and creative performance
Identify, review, and vet analytics 3rd party providers to spec out program goals, delivery, and ensure advanced analytics are holistically incorporated to tell a performance story aligned to the customer journey
Steward implementation and evolution of key learning and standardization documentation and playbooks to shepherd media audience analytics best practices and drive integration across all Pfizer groups
Drive HCP targeting media analytics best practices, across data transfer needs through script lift and MROI performance aligned to HCP 1:1 investment prioritization
Steward audience data best practices for media measurement strategy across paid, owned and earned channels, translating data into insights and actions for key stakeholders internally
Work cross-functionally with audience and customer engagement teams to ensure data plays a key role, and is crafted in a way that can drive MROI for marketing relevancy
Develop deep understanding of Pfizer products and Therapeutic Area landscape, in an effort to orchestrate the optimal audience strategies
Leverage audience data across patient and provider, to analyze campaign performance
Translate media data taxonomy and meta-data best practices to audience data tracking and dynamic optimization opportunities
Act as successful role model for Pfizer Values (Courage, Excellence, Equity and Joy) by providing ongoing coaching and guidance to other employees to help them achieve their potential
QUALIFICATIONS:
10+ years Marketing or Media experience in a professional environment, with experience managing and building teams
BS Degree in Marketing, Business, or equivalent experience
Pharmaceutical industry and healthcare experience required, specifically with an understanding of healthcare claims data and its application to marketing optimization
We look for prior experience in media analytics, healthcare claims data, and HCP data, especially digital media
Deep understanding of consumer data sources and providers
Understanding of data-driven media planning and buying approaches globally
Expertise in Analytics/Martech/Business Intelligence platforms or BI software such as: Datorama, Tableau, Adobe, Snowflake, SQL, Crossix, IQVIA, Symphony Health Solutions, etc.
Experience translating data insights into actionable recommendations for executive decision-making
Deep familiarity with media and vendor landscape and application of media trends in powering business results, as well as media data source and taxonomy expertise
Experience with leading agencies, technology companies, or consulting partners in advertising and marketing tech
Proven ability to work collaboratively across multiple teams
Exceptional interpersonal skills and mastery of working in a matrixed environment
Excellent communication skills; can articulate complex concepts to a diverse audience
Creative, innovative problem solver who leads with insights derived from data
Strong writing, presentation and influencing skills
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.
Additional Job Information:
Last Date to Apply: June 27, 2024
NYC or Collegeville, PA locations
The annual base salary for this position ranges from $149,200.00 to $248,600.00. 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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