Job Description
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. The Regional Planning Director, Integrated Media Strategy will be a key role within the CMO, helping define the Global media strategy for Pfizer products and serving as the chief point of connection between media and commercial teams.
This position will report to the Senior Director, Global Integrated Media Strategy and will be instrumental in leading integrated media strategy for one of five geographical region(s) ex-US for Pfizer Biopharma. This leader will bring a deep understanding of the healthcare and pharmaceutical space given our focus on HCPs outside the US coupled with broad media strategy experience and deep digital knowledge. This person will partner closely with other members of the CMO as well as other organizations 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 Regional Planning Director, Integrated Media Strategy is responsible for supporting the integrated media strategy for Pfizer products and functioning as a key interface between commercial teams and media shared services. In doing so, this person will partner with commercial teams and the media agency to develop audience-centric, insight-driven media strategy and tactical plans across paid, owned, and earned media channels, aligned with the overall product marketing strategy. The ideal candidate is a results-driven leader with a focus on helping to transform the CMO organization to achieve marketing excellence and deliver measurable financial results across the globe.
As part of a focused team responsible for centralized media outside the US, the Planning Director, Integrated Media Strategy must leverage strong cross-functional leadership abilities to collaborate effectively with a number of key business partners. They will have equal responsibility for both strategy and operations given the nature of the role and the need for consistent process globally. This role will partner with the following teams to develop and roll-out Global media strategy that incorporates cross-stakeholder insights and perspectives:
- Be primary point of contact for Media Agency within allocated region(s) and any external agencies supporting Pfizer, working closely together to incorporate media best practices
- Lead development of fully integrated media plans with local market/global market teams as needed
- Leverage insights from CRM & Audience Intelligence to craft highly impactful audience strategy
- Partner with Commercial Analytics team to action insights from the MROI model into media mix decision-making
- Collaborate with Media counterparts (Performance Media, Earned & Partnership Media) to support strategy and activation across paid, owned and earned media
- Align closely with Media Measurement team to analyze media performance on a regular cadence and implement optimizations on an ongoing basis
ROLE RESPONSIBILITIES:
- Function as the key representative of the media team within allocated region(s), acting as the main point of interface between the Global commercial teams and the media team
- Ensure CoLab ways of working are followed & utilized in allocated region(s)
- Develop deep understanding of Pfizer products and Therapeutic Area landscape, and manage media mix and budget allocation across platforms for different products
- Leverage deep insights on consumer behaviors to drive media mix decisions that support optimal media investment allocations
- Adapt media strategy and optimize media mix based on new data and insight into campaign performance
- Steward ex-US media investment across allocated region(s) and closely monitor budget allocation
- Accountability for media performance and measurement with a focus on improving ROI
- 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
QUALIFICATIONS:
Basic qualifications
- Demonstrate significant marketing or media experience in a professional environment
- BS Degree in Marketing or equivalent experience (MBA Preferred)
- Broad knowledge of the pharmaceutical industry and healthcare environment
- Global media strategy experience in B2B and/or B2C capacity working on large brands similar in size to Pfizer
- Understanding of data-driven media planning and buying approaches globally
- Deep familiarity with media and vendor landscape and application of media trends in powering business results
- Knowledge in customer journey mapping and messaging; paid, earned and owned media planning; media activation
- Experience with leading agencies, technology companies, or consulting partners in advertising and marketing tech
- Experience in generating demand through full-funnel performance marketing campaigns
- 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
- 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, to take accountability and to meet deadlines
- Superior organizational and management 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 teams
Preferred qualification
- Experience with Social Platforms strategy and management - Facebook Business Manager, Google Ads, Twitter Ads, etc.
Work Location Assignment: Walton Oaks, Tadworth, U.K.) with flexibility