Director, International Media Analytics & Optimization
The Director, International Media Analytics and Optimization is responsible for creating the media measurement framework and KPIs and will play a lead role in creating a best-in-class media analytics program across international markets. This leader will partner closely with the media agency, Commercial Analytics teams, and other key constituents in the CMO organization to develop audience-centric, insight-driven media optimization programs to improve outcomes for overall product marketing strategy. The ideal candidate is a results-driven leader with a focus on helping to build new teams & grow an organization to achieve marketing excellence, create leading and lagging indicators, and deliver measurable financial results across the globe.
In this role, the Director, International Media Analytics & Optimization, will be a critical member of creating and building a new program, functionality, and capability within Pfizer. They must leverage strong cross-functional leadership abilities to collaborate effectively with several key business partners both internally and externally. Your focus will be to oversee all aspects of media data and analytics reporting, including driving forward an integrated cross-channel measurement program, audience analytics, content and site behaviour, and optimization recommendations. You'll collaborate with multiple stakeholders across the organization on the roadmap, by market data playbooks, and process improvements.
While the primary focus of the role will be on media reporting and optimization reports, this role will also be responsible for pushing forward the larger media measurement team objectives, and to act as a SME for key workstreams within the organization.
ROLE RESPONSIBILITIES
- Lead media measurement strategy across paid, owned and earned channels, translating data into insights and actions for key stakeholders internally
- Architect our international media measurement framework, introducing new standards to Pfizer, across both patient and provider campaigns
- Oversee a team of agency partners, to ensure media measurement excellence and actionability aligned to improving media investment's impact on customer and HCP impact
- Develop deep understanding of Pfizer products and Therapeutic Area landscape, to orchestrate the optimal portfolio media and audience strategies
- Leverage deep insights to consult cross-functional teams to provide recommendations on optimal media mix decisions that are designed to drive Marketing ROI
- Implement media measurement frameworks, templates, and best practices across all brands integrating into all tools and dashboards
- Accountability for media performance and measurement with a focus on improving ROI
- Drive best practices in translating website performance to the overall performance journey and understanding correlation to script lift
- Serve as effective organization leader by influencing, managing and driving action of the efforts of team members to do outstanding work
- Act as successful mentor and 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
- Leverage insights, reporting, and data, in partnership with agency analytics partners, to provide strategic and tactical recommendations that tie performance to improved business and customer outcomes
- Partner with Commercial Analytics team to drive, inform, and translate insights to build the right ROI for marketing across international markets, based on availability of data, into media mix decision-making
- Collaborate with Media & Commercial counterparts to provide key best practices for patient and provider optimization programs, while developing learning libraries for enterprise-wide performance driven recommendations
- Partner closely with analytics 3rd party providers and agency to design program, delivery, and ensure advanced analytics are holistically incorporated to tell a performance story aligned to the customer journey
- Steward development of key learning and standardization documentation and playbooks to shepherd media measurement best practices and drive integration across all Pfizer groups
BASIC QUALIFICATIONS
- Demonstrate expert knowledge and experience in Marketing or Media in a professional environment, with experience managing and building teams
- BS Degree in Marketing, Business, Analytics, or equivalent experience (MBA Preferred)
- Broad knowledge of the pharmaceutical industry and healthcare environment, 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, with an understanding of what type of data should be tapped across different international markets
- Understanding of data-driven media planning and buying approaches globally
- Expertise in Analytics/Martech/Business Intelligence platforms or BI software
- Competencies in financial & business acumen, strategic thinking and planning, conflict management, interpersonal skills, change management, delegation, talent coaching and mentoring, negotiation, and influence.
- Experience translating data insights into actionable recommendations for executive decision-making
- 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
- Executive presence and demonstrated ability to effectively influence and drive alignment and momentum across senior leaders and colleagues at all levels of the organization
- Ability to lead cross-functional and cross-business projects and initiatives, identifying risks and removing roadblocks to enable the teams to achieve successful delivery
- Strong writing, presentation and influencing skills
- Demonstrate ability to thrive under pressure, & take accountability to meet deadlines
- Superior organizational and leadership skills; ability to influence, manage and drive action of the efforts of team members in on-time and accurate execution of deliverables
- Ability to manage and coach direct reports and agile team.
Purpose
Breakthroughs that change patients' lives... At Pfizer we are a patient centric company, guided by our four values: courage, joy, equity and excellence. Our breakthrough culture lends itself to our dedication to transforming millions of lives.
Digital Transformation Strategy
One bold way we are achieving our purpose is through our company wide digital transformation strategy. We are leading the way in adopting new data, modelling and automated solutions to further digitize and accelerate drug discovery and development with the aim of enhancing health outcomes and the patient experience.
Flexibility
We aim to create a trusting, flexible workplace culture which encourages employees to achieve work life harmony, attracts talent and enables everyone to be their best working self. Let's start the conversation!
Equal Employment Opportunity
We believe that a diverse and inclusive workforce is crucial to building a successful business. As an employer, Pfizer is committed to celebrating this, in all its forms - allowing for us to be as diverse as the patients and communities we serve. Together, we continue to build a culture that encourages, supports and empowers our employees.
DisAbility Confident
We are proud to be a Disability Confident Employer and we encourage you to put your best self forward with the knowledge and trust that we will make any reasonable adjustments necessary to support your application and future career. Our mission is unleashing the power of our people, especially those with unique superpowers. Your journey with Pfizer starts here!
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