Director International CRM Intelligence and Insights Strategy

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 (HCP), consumer, and patient engagement in pharma. This team, part of the Chief Marketing Office (CMO), partners with cross-functional leaders to collaborate and redefine our direct response marketing and 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 both in the US and Internationally. 

Data Driven. Purposeful. Connections.
 

CRM (Customer Relationship Management) marketing strategies leverage direct response marketing channels such as email and social messaging apps to build meaningful connections and interactions with our key customers, and drive business value. ​ By understanding preferences, clinical interests, and patient needs, CRM Marketing enables purposeful customer journeys with the delivery of targeted and timely content and information and can spur connection and engagement through insight-driven customer experiences via email and messaging apps.​
 

ROLE SUMMARY

The Director International CRM Intelligence and Insights Strategy is responsible for developing a strategic framework for CRM business intelligence and insights for priority Global Brands and International Markets, to deliver advanced analytical and data mining solutions, insights generation and reporting to monitor, evaluate, support and drive International CRM Strategy. In support of launching a world class international CRM strategy and capability, this role will identify, align and leverage key data sources that uncover insights to understand and synthesize key International Market CRM insights and key customer and business behaviours and related data points for customers such as HCPs, patients and consumers (where applicable). The Director will ensure that International Market CRM strategies are grounded in relevant information, insights and that CRM engagement and journeys are fostered for each unique customer segment. Knowledge of SQL is an advantage; it would support the Director’s ability to generate relevant insights from relational databases. In addition, the Director will work with related teams and the KPI Council (an internal team of measurement experts) to increase the consistency of internally calculated metrics and reporting related to CRM campaigns and tactics.

As a member of the International CRM Strategy team, reporting to the International CRM Strategy Lead, this role will partner with the CRM Data and Audience Strategy team, as well as certain stakeholders in the CMO, ISE and the ICO (including key International Markets and regions as appropriate) and collaborate with global brands to translate and support their respective global marketing strategies through CRM Customer analytics, intelligence and audience strategy. The role will provide data-driven customer and commercial analysis and intelligence, across HCP, patient, and consumer customer segments, to help define CRM strategy and measure its impact for priority brands in key international markets. The Director will work in close collaboration and alignment with the CRM Audience Strategy team to ensure consistency in strategy, reporting and analytics for International Markets, optimizing and regionalizing customer analytics as needed to enable and amplify customer relationships.  

ROLE RESPONSIBILITIES

• Serves as the International CRM customer analytics lead and provides guidance for shaping customer business intelligence, analytics, data, and audience strategy and reporting for international and regional CRM strategies and priorities to ensure monitoring and evaluation of CRM initiatives in driving deeper relationships across customer touchpoints for priority brands and International Markets.  Also ensures that International Market level reporting and analytics insights are communicated and considered in global strategies and approaches to reporting.
• Leads the CRM-related customer intelligence, analytics and monitoring of CRM and customer engagement strategy and tactic effectiveness for International Markets and their priority brands, in collaboration with the Regional Directors for International CRM and Audience Strategy Director and Business Insights & Reporting.
• Develops expertise with Adobe Analytics (and other CRM related data sources) to generate insights and make data-driven recommendations. Oversees and executes ad hoc data requests for the International CRM team. Longer term the role could incorporate other Adobe solutions as relevant.
• Continuously evaluate the relevance and effectiveness of customer analytics and re