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 is standing up a best-in-class media analytics program across international markets.
This 12 month secondment position will report to the Director, International Media Analytics & Optimization, and will be a key resource in driving integrated media measurement at Pfizer. They will work directly with agency partners, and internal collaborators within the Chief Marketing Office (CMO), International Commercial Office (ICO), Insight Strategy & Execution (ISE) and Global Commercial Analytics (GCA) departments to create a media measurement program and refine, deliver, and enhance media optimization programs. They will bring a deep understanding of the intricacies of media data and analytics for major brands with experience in both building enterprise media measurement frameworks and executing large scale media performance optimization for healthcare clients.
This person will partner closely with other members of the CMO, ICO, ISE and GCA to support all aspects of media data and analytics reporting, including the integrated cross-channel measurement program, audience analytics, content and site behavior, and optimization recommendations.
ROLE SUMMARY:
The Senior Manager, International Media Measurement and Optimization, is responsible for implementing newly created enterprise media measurement framework and KPIs, that take an integrated approach to media reporting across audience, channel, site and creative for the Pfizer media initiatives. This is a unique role, that will curate measurement strategies for enterprise-based media programming across disease states. They will partner closely with the media agency and other key constituents in the CMO, ICO, ISE and GCA departments to develop audience-centric, insight-driven media optimization programs to improve marketing ROI / business outcomes. 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 Senior Manager, International Media Measurement and Optimization, 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. Your newly founded team responsibilities encompass all aspects of media data and analytics reporting, including driving forward an integrated cross-channel measurement program, audience analytics, content and site behavior, and optimization recommendations. You'll collaborate with strategy, analytics & agency teams on optimization reports, and process improvements.
While the primary focus of the role will be on media reporting and optimization reports, this role will also be responsible for SME across their assigned media objectives and key markets / brands. To be successful in this role, the candidate will seek cross-stakeholder insights and perspectives from and collaborate with the following teams:
· Support the development & documentation of standardized tagging, data mapping, and nomenclature for key media data sets, and metrics, across both leading and lagging media KPIs
· Work directly with agency partners to prepare granular paid media data feeds into media marketing mix models, review, and translate media optimization reporting to business objectives
· Implement the newly created media measurement framework, introducing new standards to Pfizer, enterprise wide across both patient and provider campaigns
· Leverage insights, reporting, and data, in partnership with agency analytics partners, to provide strategic and tactical recommendations that tie performance to improved business and customer outcomes
· Partner with Commercial Analytics team to translate MROI insights into data-driven recommendations to improve media performance
· Develop integration and translation to shift media reporting from channel and diagnostic, to insightful and actionable insights that are audience-led, and consider site and creative performance
· Partner closely with analytics 3rd party providers to map 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 measurement best practices and drive integration across all Pfizer groups
· Drive media measurement excellence and actionability aligned to improving media investment’s impact on customer and HCP impact
ROLE RESPONSIBILITIES:
• Collaborate with agency partners and colleagues to develop media measurement strategy across paid, owned and earned channels, translating data into insights and actions for key stakeholders internally
• Develop deep understanding of Pfizer products and Therapeutic Area landscape, in an effort to orchestrate the optimal portfolio media and audience strategies
• Leverage audience data across patient and provider, to analyze campaign performance
• Oversee dashboard and data visualization practices, to ensure clean and clear story-telling
· Drive best practices in translating website performance to the overall performance journey and understanding correlation to business outcomes
· Translate media data taxonomy and meta-data best practices to media analytics data design and requirements
· 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:
Basic qualifications
· Extensive Marketing or Media experience in a professional environment, with experience managing and building teams
· BS Degree in Marketing, Business, or equivalent experience
· Broad knowledge of the pharmaceutical industry and healthcare environment, 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 media data KPI calculations & definitions
· 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.
· Familiar with AdTech toolsets and platforms, skilled in manipulating data sets and creating visualisations on key platforms, experience in designing and building/evolving dashboards in tools such as Tableau, Datorama and Power BI
· 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 and ability to network across functions and geographies
· 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
Work Location Assignment: Hybrid
Purpose
Breakthroughs that change patients' lives... At Pfizer we are a patient centric company, guided by our four values: courage, joy, equity and excellence. Our breakthrough culture lends itself to our dedication to transforming millions of lives.
Digital Transformation Strategy
One bold way we are achieving our purpose is through our company wide digital transformation strategy. We are leading the way in adopting new data, modelling and automated solutions to further digitize and accelerate drug discovery and development with the aim of enhancing health outcomes and the patient experience.
Flexibility
We aim to create a trusting, flexible workplace culture which encourages employees to achieve work life harmony, attracts talent and enables everyone to be their best working self. Let’s start the conversation!
Equal Employment Opportunity
We believe that a diverse and inclusive workforce is crucial to building a successful business. As an employer, Pfizer is committed to celebrating this, in all its forms – allowing for us to be as diverse as the patients and communities we serve. Together, we continue to build a culture that encourages, supports and empowers our employees.
DisAbility Confident
We are proud to be a Disability Confident Employer and we encourage you to put your best self forward with the knowledge and trust that we will make any reasonable adjustments necessary to support your application and future career. Our mission is unleashing the power of our people, especially those with unique superpowers. Your journey with Pfizer starts here!
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