Vaga de Planning Director, Integrated Media Strategy
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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 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 supporting integrated media strategy for geographical
region(s) ex-US for Pfizer Biopharma. This colleague 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 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 results-driven 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 partnership 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 extensive experience in Marketing or Media in a professional
environment
Degree in Marketing or equivalent experience
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
Strong written & spoken English is a must
Preferred qualification
Experience with Social Platforms strategy and management Facebook Business
Manager, Google Ads, Twitter Ads, etc.
European/APAC/LaTAM locations considered
Bilingual in widely spoken languages advantageous
Last date to apply for job:
July 15th, 2024
EEO (Equal Employment Opportunity) & Employment Eligibility
Pfizer is committed to equal opportunity in the terms and conditions of employment
for all employees and job applicants without regard to race, color, religion, sex,
sexual orientation, age, gender identity or gender expression, national origin, or
disability.
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