Director International Markets CRM 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 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 Director International Markets Customer Relationship Management Strategy is responsible for leading CRM best practices related (emails, messaging apps, email journeys, etc), understanding and synthesizing regional CRM needs and leading world class international CRM strategy and capability in partnership with key brands and markets in the International Markets space. As a member of the International CRM Strategy team, reporting to the International CRM Strategy Lead, this role will partner with key regional teams and markets and work with global brands to translate and support their respective global marketing strategies into the CRM channel strategies, including email, direct mail, and emerging channels such as messaging apps like WhatsApp. In this role, the Director will optimize and personalize CRM strategies which will enable and amplify relationships between Customers, Patients, and HCPs and Pfizer that are grounded in relevant information and engagement and fostered by each customer segment’s unique journey. 

NOTE: In the short term, the Director will also contribute to a special project related to the deployment of a new Marketing CRM system across certain International Markets. More details below.

ROLE RESPONSIBILITIES

• Serves as the CRM lead for a Business Unit (BU = Primary Care, Oncology or Specialty care) and must provide guidance for shaping global and regional CRM strategies for priority brands, with special consideration to the needs of Priority markets for each brand. They will also provide guidance for priority KNOTs to ensure success in driving deeper relationships across all customer engagement for key brands and markets for the BU.  Also ensures that region and market level insights are communicated and considered in global planning and strategies
• Represents the “Voice of the Customer” and the “Voice of CRM” within key cross-functional and regional teams, ensuring that they are working towards integrating CRM COE strategies as part of the overall Integrated Channel Strategy (ICS)
• Define Consumer, Patient and Health Care Provider (HCP) CRM best practices and socialize them within the international organization and beyond.
• Scale best practice CRM approaches and opportunities for the international markets and priority brands
• Collaborate closely with stakeholders within the Chief Marketing Office (CMO) organization and other organizations within Pfizer, including:
  • Global marketing and regional brand teams, and key regional market commercial and GLocal teams.
  • Key regional market CFC and sales teams to ensure alignment of CRM strategies with contact, meeting, and sales strategy.
  • Global and Regional Integrated Channel Strategy enablement and the commercial Go to Market Strategy & Innovation teams to develop new CRM strategies or tools to engage customers
  • Marketing Enablement and priority market P&HE teams
  • Applied Intelligence & Insight to define the modeling and audience strategy to optimize reporting, performance analytics, and precision marketing
  • Digital to ensure alignment of CRM approach with broader data strategy and consumer experience.
• Interacts with and influences a broad range of regional teams and functions involved with the development and execution of CRM related strategies and activities. Partners with regional marketing / commercial teams to:
  • Lead the development and action on the comprehensive global brand CRM plans to manage Pfizer interactions with consumers, patients, and HCPs, as applicable, across touchpoints, including campaigns, customer journey and ICS (Omnichannel) orchestration, journeys, personalization and decisioning.
  • Define the necessary data attributes and audiences for the Consumer, Patient and HCP CRM strategy and partner cross functionally to implement and leverage the data attributes.
  • Lead the global and regional brand ideation for CRM strategies and partner to execute on CRM programs - lead the development of strategies for sustained consumer engagement within context of these programs
  • Lead the priority brand (global and regional) ideation on the broader CRM-related customer