Director Regional CRM and Audience Strategy (EU Eastern & Western Cluster)

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.Role SummaryThe Director Regional Consumer Relationship Management Strategy is responsible for understanding and synthesizing regional CRM needs and launching a world class international CRM strategy and capability in partnership with key markets in their region. As a member of the International CRM Strategy team, reporting to the International CRM Strategy Lead, this role will partner with key regional markets and collaborate with global brands to translate and support their respective global marketing strategies into the regional CRM channel strategy, across various HCP, patient and consumer touchpoints, including email, direct mail, and emerging channels such as messaging apps like WhatsApp.The role will regionally 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.Role Responsibilities

• Serves as the regional CRM lead and provides guidance for shaping global and regional CRM strategies and priorities to ensure success in driving deeper relationships across HCP, patient and consumer touchpoints for key brands and markets in their region. 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 teams are working towards delivering in support of CRM COE strategies
• Understands and documents regional CRM data and marketing guidelines based upon the respective country guidance
• Defines consumer, patient and Health Care Provider (HCP) CRM best practices and socializes them within the international organization and beyond.
• Scales best practice CRM approaches and opportunities for the international markets and key brands in their region
• Collaborates closely with stakeholders within the Chief Marketing Office (CMO) organization and other organizations within Pfizer, including:
• Key regional market commercial and GLocal teams.
• Key regional market CFC and sales teams to ensure alignment with contact, meeting, and sales strategy.
• Regional Omnichannel enablement and the commercial Go to Market Strategy & Innovation teams to develop new CRM strategies or tools to engage customers
• 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 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:
• Develop regional strategy and action on the comprehensive regional plan to manage Pfizer interactions with consumers, patients, and HCPs, as applicable, across touchpoints, including campaigns, customer journey and omnichannel orchestration, 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 regional ideation and partner to execute on CRM programs
• Lead the development of strategies for sustained consumer engagement within context of these programs
• Lead the regional ideation on the broader customer value proposition by identifying and articulating engagement opportunities across the omnichannel marketing funnel for different products and markets and suggest CRM strategies, tactics and models to address opportunities
• Oversee the testing, validation, and execution customer engagement initiatives
• Facilitates the monitoring of CRM and customer engagement strategy and tactic effectiveness in the region, in collaboration with the International Customer Analytics Strategy Director and Business Insights & Reporting. Continuously evaluate effectiveness of CRM strategies in order to inform and adapt CRM programs and strategies for the region

• Bachelor's degree in related field with 10+ years of relevant experience
• Candidate demonstrates a breadth of diverse leadership experiences and capabilities including: the ability to influence and collaborate with peers, and create business impact.
• Experience in defining and implementing regional strategies and scaling international strategies and capabilities to local markets
• Experience with navigating large matrixed organizations and governance
• Experience working in international, direct response pharma marketing
• Experience executing consumer, patient and HCP CRM campaigns including customer journeys, batch campaigns, and new product introductions.
• Experience testing and optimizing campaigns over time to maximize response rates and return on investment
• Experience partnering closely with Legal and Compliance to execute campaigns within guidelines
• 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 and marketing acumen, strong analytical skills and strategic mindset
• Track record of strong networking and working collaboratively across functions and geographies
• Be a strong role model for the Pfizer Values (Courage, Excellence, Equity and Joy)
• Exhibit a strong 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
• Strong writing, presentation and influencing skills
• Demonstrate ability to thrive under pressure, to take accountability and to meet deadlines
• Strong project and time management and organizational skills

• Advanced degree in Marketing or Business preferred.
• Experience with Customer relationship management
• Comfortable working and performing within emerging, evolving and ambiguous environments
• Broad knowledge of the pharmaceutical industry and healthcare environment
• Broad knowledge of international pharmaceutical marketing and communications.
• Relevant multilingualism preferred

• Occasional travel (<=20% travel required)
• This is a global role with non-standard work schedule with a reporting line into the North American East Coast time zone; some meetings may be scheduled out of normal local business hours (i.e. early morning and evening/night) to accommodate different team and stakeholder meetings .
• EU time zone preferred