Director Customer Data Platform Audience Implementation

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

Pfizer is looking for a Customer Data Platform (or CDP) expert. Sitting within the US CRM Marketing team, you’ll help the US CRM strategists bring their email targeting approach to life within SalesForce Data Cloud (SFDC) This role will review the pipeline of CDP audience structuring/building requests, build the CDP audiences within SFDC, organize and manage data extensions, share CDP audiences internally for approval, and support a CDP data dictionary or glossary summarizing the data contained in the US CDP.  You’d be the primary SFMC audience and data extension builder for the US CRM Marketing team. 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+ priority brands, plus Pfizer brand and non-brand or above brand communications across consumer/patient and healthcare provider (HCP) content.

ROLE RESPONSIBILITIES

• Influence and support US Consumer and US HCP CRM teams as a SFDC tech expert, to ensure that CRM strategists’ 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 audiences, personalization and data extensions in Salesforce Data Cloud (SFDC)

• Partner closely with engineering and technical leads understanding, at a nuanced level, the data types that will be available within the US CDP

• Support Pfizer Operations with their efforts to validate and approve the SFDC audiences and data extensions. Act as  main point of contact for audiences and data extensions

• 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

• 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

BASIC QUALIFICATIONS

• CDP expert, significant experience utilizing Salesforce Data Cloud to target emails and to build audiences

• Bachelor's degree in related field with 8+ years of relevant experience in a healthcare environment or in digital marketing

• 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

• 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 senior leaders and colleagues at all levels of the organization

• Demonstrated analytical and conceptual problem-solving skills

• Discretion and trustworthiness in dealing with confidential information

PREFERRED QUALIFICATIONS

• Salesforce Data Cloud Consultant and/or Architect certification

• Salesforce Marketing Cloud experience<