Sr. Manager US CRM Audience and Channel Reporting

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 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. 

ROLE SUMMARY

The Senior Manager US CRM Audience and Channel Reporting is responsible for producing analytics, reporting and insights to support the US CRM team’s email marketing efforts. In support of launching a world class global CRM strategy and capability, this role will create SQL scripts and query key data sources across CRM. Pfizer content in scope will include a wide range of consumer and HCP touch points (brand websites, SMS, email, direct mail). The Senior Manager will ensure that US Market CRM strategies are grounded in relevant data, adapted to each segment’s customer journey.  Furthermore, the Senior Manager will provide thought leadership on audience strategy, channel strategy, and first party data capture to colleagues across Pfizer.

In addition, the Senior Manager will work in close collaboration and alignment with the International CRM Strategy team to ensure consistency in strategy, reporting and analytics for all markets, optimizing and regionalizing customer analytics as needed to enable and amplify customer relationships. The Senior Manager will also work closely with Commercial Analytics, Enterprise Data and Email Marketing Operations teams to lead usage of relational databases stored on Pfizer’s enterprise data lake, Snowflake.

ROLE RESPONSIBILITIES

• Produces email marketing KPI reporting for individual email campaigns, in-flight and post campaign, as well as brand-wide and business-unit-wide summaries. These reports include a broad variety of standardized email KPIs, often separated or sliced by audience segment, and including information on high-value actions (HVA’s) such as website registration

• Supports the team’s efforts to define and build Tableau dashboards for common CRM email KPIs, interfacing with colleagues across the US, to understand details and needs related to the market, customer and product dynamics that impact the design

• Builds SQL queries to produce ad hoc reporting across US CRM Marketing

• Presents with persuasion and presence to internal stakeholders at the director and senior director levels

• Supports development and maintenance of templatized email marketing reports produced natively on Salesforce Marketing Cloud (SFMC) and Salesforce Data Cloud (SFDC)

• Understands key business behaviors and related data points for audience lists such as HCPs, patients and consumers, related to customer acquisition, retention, cross-sell, lifetime value, channel preferences, customer loyalty, and customer behavior (i.e., engagement, prescribing, conversion, adherence, loyalty, etc.)

• Partners with International CRM Audience Strategy colleagues to align on KPIs and reporting frameworks to be developed and regularly maintained

• Understands key concepts and trends in the healthcare information technology (HIT) marketplace related to CRM, the challenges that provider organizations are facing and how HIT products/services are meeting (or not meeting) those challenges

• Support and monitor effectiveness of 1st party data capture efforts

• Interacts and collaborates with a broad range of regional teams and functions involved with the analytics, reporting and the development and execution of CRM related strategies and activities. Stakeholders within the Chief Marketing Office (CMO) organization and other organizations within Pfizer include:

  • International CRM Audience Strategy team to ensure consistency in strategy, reporting and analytics for all Markets

  • Applied Intelligence & Insight to define the modeling, audience and channel strategy to optimize reporting, performance analytics, and precision marketing

  • Digital to ensure alignment of CRM approach with broader data strategy and consumer experience.

  • Key regional market commercial and Local teams to ensure local market knowledge and insights.

BASIC QUALIFICATIONS

• Bachelor's degree with 6+ years of relevant experience

• Intermediate or advanced experience with SQL

• Familiarity with Salesforce Marketing Cloud

• <