Director, Audience Analytics

Director, Audience Analytics  

OVERVIEW:

Pfizer is driving a transformation of its marketing organization, that will see the best marketers of science support the most trusted brand in the industry. As part of this transformation, Pfizer has brought on board its first-ever Global CMO, Drew Panayiotou, who is standing up a best-in-class Leadership Team made up of subject matter experts and visionary practitioners.  

This position will report to the Global Lead of Media Measurement, and will be a key resource in driving integrated audience analytics for media application at Pfizer across the enterprise. They will work directly with agency partners, and internal collaborators within the CMO to create an audience analytics playbook. They will bring a deep understanding of the intricacies of clinical real-world health data, as well as lifestyle and consumer behavior data within the marketing science industry. This person will partner closely with other members of the CMO to drive a robust, data-driven, and highly strategic approach that moves Pfizer from a leading ‘pharma’ brand into a leading healthcare and patient-first organization.

ROLE SUMMARY:

The Director, Audience Analytics is responsible for creating the measurement focus for the newly designed audience process and analytics strategies, creating best practices and data led decisioning. This is a unique role, that will curate audience data insights for enterprise-based media programming across disease states. They will partner closely with the media agency and other key constituents in the CMO organization to develop audience-centric, insight-driven media optimization programs to improve marketing ROI. The ideal candidate is a data-driven, strategic consultant that will apply years of experience in data analysis to translate reporting with a focus on delivering measurable financial results across the globe.

In this newly created role, the Director, Audience Analytics, will be a critical member of creating and building a new program, functionality, and capability within Pfizer. They must leverage strong cross-functional abilities to collaborate effectively with several key business partners both internally and externally.  You'll collaborate with Audience teams, Strategy, Performance & agency teams on optimization reports, and process improvements.   

ROLE RESPONSIBILITIES:

• Create new processes and playbooks, directly with agency partners to review, and translate media audiences for brand business alignment
• Implement an end-to-end connected audience data strategy across patient and provider audience data types to drive improved Marketing ROI 
• Define and create capabilities and guidance for both patient, and HCP-level audience types, to tie implementation to MROI 
• Help guide data specifications and taxonomy needs for cross-functional needs 
• Create insights, reporting, and data, in partnership with agency analytics partners, to provide strategic and tactical recommendations that tie optimizations to audience insights  
• Partner with Commercial Analytics team to translate audience business rules to application in media  
• Create actionable insights that are audience-led, across all key channels within media, site and creative performance 
•  Identify, review, and vet analytics 3rd party providers to spec out program goals, delivery, and ensure advanced analytics are holistically incorporated to tell a performance story aligned to the customer journey 
• Steward implementation and evolution of key learning and standardization documentation and playbooks to shepherd media audience analytics best practices and drive integration across all Pfizer groups
• Drive HCP targeting media analytics best practices, across data transfer needs through script lift and MROI performance aligned to HCP 1:1 investment prioritization 
• Steward audience data best practices for media measurement strategy across paid, owned and earned channels, translating data into insights and actions for key stakeholders internally 
• Work cross-functionally with audience and customer engagement teams to ensure data plays a key role, and is crafted in a way that can drive MROI for marketing relevancy 
• Develop deep understanding of Pfizer products and Therapeutic Area landscape, in an effort to orchestrate the optimal audience strategies 
• Leverage audience data across patient and provider, to analyze campaign performance   
• Translate media data taxonomy and meta-data best practices to audience data tracking and dynamic optimization opportunities  
• Act as successful role model for Pfizer Values (Courage, Excellence, Equity and Joy) by providing ongoing coaching and guidance to other employees to help them achieve their potential

QUALIFICATIONS:

• 10+ years Marketing or Media experience in a professional environment, with experience managing and building teams 
• BS Degree in Marketing, Business, or equivalent experience  
• Pharmaceutical industry and healthcare experience required, specifically with an understanding of healthcare claims data and its application to marketing optimization 
• We look for prior experience in media analytics, healthcare claims data, and HCP data, especially digital media
• Deep understanding of consumer data sources and providers  
• Understanding of data-driven media planning and buying approaches globally
• Expertise in Analytics/Martech/Business Intelligence platforms or BI software such as: Datorama, Tableau, Adobe, Snowflake, SQL, Crossix, IQVIA, Symphony Health Solutions, etc.
• Experience translating data insights into actionable recommendations for executive decision-making
• Deep familiarity with media and vendor landscape and application of media trends in powering business results, as well as media data source and taxonomy expertise 
• Experience with leading agencies, technology companies, or consulting partners in advertising and marketing tech
• Proven ability to work collaboratively across multiple teams 
• Exceptional interpersonal skills and mastery of working in a matrixed environment
• Excellent communication skills; can articulate complex concepts to a diverse audience
• Creative, innovative problem solver who leads with insights derived from data
• Strong writing, presentation and influencing skills
• Candidate demonstrates a breadth of diverse leadership experiences and capabilities including: the ability to influence and collaborate with peers, develop and coach others, oversee and guide the work of other colleagues to achieve meaningful outcomes and create business impact.

Additional Job Information:

Last Date to Apply: July 29, 2024

Location: New York, NY or Collegeville, PA

The annual base salary for this position ranges from $149,200.00 to $248,600.00. In addition, this position is eligible for participation in Pfizer’s Global Performance Plan with a bonus target of 20.0% of the base salary and eligibility to participate in our share based long term incentive program. We offer comprehensive and generous benefits and programs to help our colleagues lead healthy lives and to support each of life’s moments. Benefits offered include a 401(k) plan with Pfizer Matching Contributions and an additional Pfizer Retirement Savings Contribution, paid vacation, holiday and personal days, paid caregiver/parental and medical leave, and health benefits to include medical, prescription drug, dental and vision coverage. Learn more at Pfizer Candidate Site – U.S. Benefits | (uscandidates.mypfizerbenefits.com). Pfizer compensation structures and benefit packages are aligned based on the location of hire. The United States salary range provided does not apply to Tampa, FL or any location outside of the United States.

Relocation assistance may be available based on business needs and/or eligibility.

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