Senior Manager, US Primary Care HCP CRM

ROLE SUMMARY 

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. 

The Senior Manager, US Primary Care HCP CRM role is responsible for delivering a world class, direct to HCP communication Center of Excellence across the products in this business unit. This role will partner with product/brand marketing teams and collaborate with Customer Facing Colleagues (CFCs) to translate and support their respective marketing and sales objectives and strategies into the CRM channel strategy, including email, direct mail, and SMS among other channels. The role will optimize and personalize CRM strategies to enable and amplify relationships between HCPs and Pfizer that are grounded in relevant information and engagement and fostered by each customer segment’s unique journey.  

ROLE RESPONSIBILITIES  

This is a new role within the Chief Marketing Office, reporting to the Director, US Primary Care HCP CRM Strategy Lead. Success in this role will include the successful scaling of proven disruptive innovation. 

• Drive Primary Care HCP CRM strategies and priorities to ensure success in developing deeper relationships with HCPs for key brands.  

• Collaborate with a broad range of commercial brand teams and cross-functional partners involved with the development, execution, analysis and actionable insights of CRM-related strategies and activities. Partner with Primary Care marketing / commercial, Operations, MAR TECH and analytics teams to:  

• Action on each of the various Primary Care brand teams comprehensive strategy plan to manage Pfizer interactions with HCPs across touchpoints, including campaigns, customer journey and omnichannel orchestration, personalization and decisioning 

• Define the necessary data attributes and audiences for the HCP CRM Personalization strategy and partner cross-functionally to implement  

• Lead the development of CRM program orchestrated contact targeting, reach and frequency strategies for sustained HCP engagement and ongoing Rx writing behavior changes  

• Responsible for building HCP CRM campaign programs in the CRM marketing automation platform, testing, validation and delivery execution 

• Develop CRM learning agendas, measurement plans and segment level testing plans. Implement tests, analyze results and present key insights and campaign optimization recommendations with key stakeholders 

• Partner with Primary Care product/brand marketing, analytics, paid media, and digital to create data-driven HCP omni-channel communication and experiences based upon the target’s individual needs 

• Optimize HCP KPIs across journey planning, activation, measurement and optimization, including volumes and prescribing mix 

• Apply scaled insights and CRM execution across the HCP adoption path 

• Identify experience friction points across omnichannel journeys for HCPs and assess where CRM can play a role to increase engagement, conversion and Lifetime Value (LTV) 

• Audit existing lifecycle content types & content quality to identify gaps and opportunities  

• Develop CRM segment level content strategy, touch point message maps and creative briefs for CRM campaign programs 

• Lead creative best practices for modular email design, SMS, MMS, Direct Mail, website CRM 1P & 0P data registration pages 

• Initiate CRM campaign deployment requests, tag reporting meta data, track and manage campaign status via CRM Operations project execution systems 

• Develop, vet and align on CRM campaign feasibility technical requirements and BRD 

• Participate in all cross functional CRM project status meetings, leading the CRM channel tactics agenda and next steps 

• Manage relationships with internal cross-functional colleagues and external agencies to leverage their expertise and ensure successful execution of CRM initiatives 

• Act as a key enabler in building a strong culture and driving the Chief Marketing Office’s disruptive innovation agenda  

• Stay informed about industry trends and emerging CRM technologies, proactively identifying opportunit