Director, Media Measurement & Optimization

Pfizer•New York City, NY

3d•Hybrid

About The Position

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, we are seeking a Director of Media Measurement & Optimization to join our best-in-class Leadership Team made up of subject matter experts and visionary practitioners. This position will report to the Global Lead of Media Measurement, Optimization, and Site Analytics and will be instrumental in leading integrated media measurement at Pfizer across all brands. They will manage a team of Sr. Managers, each assigned to a product vertical and work with agency partners to refine, deliver, and enhance media optimization programs at the brand level. This leader will bring a deep understanding of the intricacies of media data and analytics for major brands with experience in both building enterprise media measurement frameworks and executing large scale media performance optimization for healthcare clients. This person will partner closely with other members of the CMO as well as other Brand leadership 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 Director, Media Measurement and Campaign Optimization, is responsible for defining the media measurement framework and KPIs and will play a lead role in developing our integrated media measurement reports that are delivered to brand and ultimately driving 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 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, create leading and lagging indicators, and deliver measurable financial results across the globe. 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. Your newly founded team 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. You'll collaborate with Strategy, Performance & agency leads on optimization reports, process improvements. In addition, this role will be the main point of contact for all external media measurement partners, such IQVIA, and Crossix, etc. 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. To be successful in this role, the candidate will seek cross-stakeholder insights and perspectives from and collaborate with the following teams: Lead a team of dedicated Sr. Managers assigned to brand verticals to ensure media reporting and optimization programs are best in class Architect our 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 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

Requirements

10+ years Marketing or Media experience 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.
Candidate demonstrates a 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.
This position requires permanent work authorization in the United States.

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 deep understanding of Pfizer products and Therapeutic Area landscape, in an effort 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

Benefits

participation in Pfizer’s Global Performance Plan with a bonus target of 20.0% of the base salary and eligibility to participate in our share based long term incentive program
a 401(k) plan with Pfizer Matching Contributions and an additional Pfizer Retirement Savings Contribution
paid vacation, holiday and personal days
paid caregiver/parental and medical leave
health benefits to include medical, prescription drug, dental and vision coverage

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