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 with 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 senio