Director, Media Measurement and Campaign Optimization (Secondment - 12 Months)

Pfizer•New York City, NY

2d•Hybrid

About The Position

The Director, Media Measurement and Campaign Optimization is responsible for defining the media measurement framework and KPIs, and will play a lead role in developing integrated media measurement reports that are delivered to brand teams, ultimately driving Marketing Return on Investment (MROI). This leader 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 outcomes for the overall product marketing strategy. The ideal candidate is a results-driven leader focused on helping to transform the CMO organization to achieve marketing excellence, create leading and lagging indicators, and deliver measurable financial results globally. In this newly created role, the Director, Media Measurement and Campaign 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. The team's responsibilities encompass all aspects of media data and analytics reporting, including driving forward an integrated cross-channel measurement program, audience analytics, content and site behavior, and optimization recommendations. This role will collaborate with Strategy, Performance & agency leads on optimization reports and process improvements. Additionally, this role will be the main point of contact for all external media measurement partners, such as IQVIA and Crossix.

Requirements

Bachelor's degree with at least 8+ years of experience.
10 years Marketing or Media experience in a professional environment, with experience managing and building teams.
Broad knowledge of the pharmaceutical industry and healthcare environment, specifically with an understanding of healthcare claims data and its application to marketing optimization.
Prior experience in media analytics, healthcare claims data, and HCP data, especially digital media.
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.
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.
Deep familiarity with media and vendor landscape and application of media trends in powering business results.
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 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 leadership skills; ability to influence, manage and drive action of team members in on-time and accurate execution of deliverables.
Ability to manage and coach direct reports and agile teams.
Must have permanent work authorization in the United States.

Nice To Haves

Master's degree with at least 7+ years of experience; OR a PhD with 5+ years of experience, OR a MD with 4+ years of experience.
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.

Responsibilities

Lead media measurement strategy across paid, owned and earned channels, translating data into insights and actions for key stakeholders internally.
Oversee a team and agency partners to ensure media measurement excellence and actionability aligned to improving media investment’s impact on customer and HCP impact.
Develop a deep understanding of Pfizer products and Therapeutic Area landscape to orchestrate optimal portfolio media and audience strategies.
Leverage deep insights to consult cross-functional teams to provide recommendations on optimal media mix decisions 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 an effective organization leader by influencing, managing, and driving action of team members' efforts to do outstanding work.
Act as a 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.
Lead a team of dedicated Sr. Managers assigned to brand verticals to ensure media reporting and optimization programs are best in class.
Architect the media measurement framework, introducing new standards to Pfizer across both patient and provider campaigns.
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 from the MROI model into media mix decision-making.
Collaborate with Media 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 to design programs, 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.