Senior Manager

Description:

The Senior Manager, US CRM role is responsible for delivering a world class, direct response strategies and tactics. This role will partner with product/brand marketing teams to translate their respective marketing objectives and strategies into the CRM channel strategy, including email, direct mail, and SMS among other channels. This role blends creativity with data‑driven execution, leveraging segmentation, automation, and personalization to deliver impactful communications. The role will leverage AI tools to improve efficiency and efficacy to deliver omnichannel campaigns across paid, owned, and earned media.

Success in this role will include the successful scaling of proven disruptive innovation.

Drive CRM strategies and priorities to ensure success in developing deeper relationships with key targets for key brands. 
Collaborate with a broad range of commercial brand teams and cross-functional partners involved with the development, execution, analysis and actionable insights of CRM-related strategies and activities. Partner with marketing / commercial, Operations, MAR TECH and analytics teams to:
Action on each of the various brand teams’ comprehensive strategy plan to manage Pfizer interactions with targets across touchpoints, including campaigns, customer journey and omnichannel orchestration, personalization, and decisioning
Define the necessary data attributes and audiences for the CRM Personalization strategy and partner cross-functionally to implement
Lead the development of CRM program orchestrated contact targeting, reach and frequency strategies for sustained HCP engagement and ongoing Rx writing behavior changes
Develop CRM learning agendas, measurement plans and segment level testing plans. Implement tests, analyze results and present key insights and campaign optimization recommendations with key stakeholders
Partner with product/brand marketing, analytics, paid media, and digital to create data-driven omni-channel communication and experiences based upon the target’s individual needs
Optimize KPIs across journey planning, activation, measurement and optimization, including volumes and prescribing mix
Apply scaled insights and CRM execution across the adoption path
Identify experience friction points across omnichannel journeys and assess where CRM can play a role to increase engagement, conversion and Lifetime Value (LTV)
Audit existing lifecycle content types & content quality to identify gaps and opportunities
Develop CRM segment level content strategy, touch point message maps and creative briefs for CRM campaign programs
Lead creative best practices for modular email design, SMS, MMS, Direct Mail, website CRM 1P & 0P data registration pages
Initiate CRM campaign deployment requests, tag reporting meta data, track and manage campaign status via CRM Operations project execution systems
Develop, vet and align on CRM campaign feasibility technical requirements and BRD
Participate in all cross functional CRM project status meetings, leading the CRM channel tactics agenda and next steps
Manage relationships with internal cross-functional colleagues and external agencies to leverage their expertise and ensure successful execution of CRM initiatives
Act as a key enabler in building a strong culture and driving the Chief Marketing Office’s disruptive innovation agenda
Stay informed about industry trends and emerging CRM technologies, proactively identifying opportunities for innovation and growth
Collaborate closely with stakeholders within the Chief Marketing Office organization and other organizations within Pfizer, including:
Paid, Owned, and Earned media teams to create synchronized campaigns
Product Marketing teams to ensure alignment with brand strategies and tactics
Customer Facing Colleagues to ensure alignment with customer engagements and sales strategies
Commercial Analytics to define the modeling and audience strategy to optimize reporting, performance analytics and precision marketing
CRM marketing team to ensure tools deliver needed capability for CRM success to ensure tools deliver needed capability for CRM success

Basic Qualifications

Bachelor’s degree with 7+ years of relevant experience
Strong knowledge of CRM principles, strategies, and best practices, with a focus on customer segmentation and personalization
Experience with end-to-end designing and executing CRM campaigns including customer journeys, behavioral/clinical/claims based triggered programs, progressive profiling, life cycle marketing, dynamic modular personalization, next best message, next best action, batch campaigns, and new product introductions
Experience testing and optimizing campaigns over time to maximize response rates and ROI
Demonstrate a human-centered mindset – being obsessed with the customer
Willingness to experiment, and comfortable creating a ‘fail fast, learn fast’ culture
Courage to provide objective opinions, especially when evaluating go/no-go innovation decisions
Experience partnering closely with Medical, Legal, Regulatory and Compliance to execute campaigns within guidelines 
Prior success navigating large matrixed organization and collaborating across multiple, diverse stakeholders to drive results
Lead cross-functional and cross-business projects and initiatives, identifying risks and removing roadblocks to enable teams to achieve successful delivery
Demonstrate a breadth of diverse leadership experiences and capabilities including: the ability to effectively influence senior leaders and colleagues at all levels of the organization
Demonstrated business acumen, strong analytical skills, strategic mindset and conceptual problem-solving skills
Self-motivated with demonstrated ability to thrive under
Strong collaboration and communications skills; outstanding writing and presentation skills; strong project, ability to influence without authority, time management and organizational skills
Strong email modular design system, Excel, Tableau, Power point skills
Role model for the Pfizer Values (Courage, Excellence, Equity, Joy)
Comfortable working and performing within emerging, evolving and ambiguous environments