Senior Manager, Media Measurement and Optimization

Sr. Manager, Media Measurement and Optimization

This position will report to the Director, Measurement and Optimization, and will be a key resource in driving integrated media measurement at Pfizer. They will work directly with agency partners, and internal collaborators within the CMO to create a media measurement program and refine, deliver, and enhance media optimization programs. They 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 teams 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.

The Sr. Manager, Media Measurement and Optimization, is responsible for implementing newly created enterprise media measurement framework and KPIs, that take an integrated approach to media reporting across audience, channel, site and creative for the Pfizer media initiatives. This is a unique role, that will curate measurement strategies for enterprise-based media programming across disease states. They 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 marketing ROI. The ideal candidate is a data-driven, strategic consultant that will apply years of experience in data analysis to translate reporting with a focus on delivering measurable financial results across the globe.

The Sr. Manager, Media Measurement and Optimization, will be a critical member of creating and building a new program, functionality, and capability within Pfizer. They must leverage strong cross-functional 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 teams on optimization reports, and process improvements.

While the primary focus of the role will be on media reporting and optimization reports, this role will also be responsible for SME across their assigned media objectives and vertical. To be successful in this role, the candidate will seek cross-stakeholder insights and perspectives from and collaborate with the following teams:

• Work directly with agency partners to review, and translate media optimization reporting to business objectives
• Implement the newly created media measurement framework, introducing new standards to Pfizer, enterprise wide 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 translate MROI insights into data-driven recommendations to improve media performance
• Drive integration and translation to shift media reporting from channel and diagnostic, to insightful and actionable insights that are audience-led, and consider site and creative performance
• Partner closely with analytics 3rd party providers to spec out program goals, delivery, and ensure advanced analytics are holistically incorporated to tell a performance story aligned to the customer journey
• Steward implementation and evolution of key learning and standardization documentation and playbooks to shepherd media measurement best practices and drive integration across all Pfizer groups
• Drive HCP media analytics best practices, across data transfer needs through script lift and MROI performance

Role Responsibilities:

• Drive media measurement strategy across paid, owned and earned channels, translating data into insights and actions for key stakeholders internally
• Develop deep understanding of Pfizer products and Therapeutic Area landscape, in an effort to orchestrate the optimal portfolio media and audience strategies
• Leverage audience data across patient and provider, to analyze campaign performance
• Oversee dashboard and data visualization practices, to ensure clean and clear story-telling
• Drive best practices in translating website performance to the overall performance journey and understanding correlation to script lift
• Translate media data taxonomy and meta-data best practices to media analytics data design and requirements
• Act as successful 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:

• 6+ years Marketing or Media experience in a professional environment, with experience managing and building teams
• BS Degree in Marketing, Business, or equivalent experience
• 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
• Deep understanding of media data KPI calculations & definitions
• 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.
• 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, as well as media data souce and taxonomy expertise
• 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
• Strong writing, presentation and influencing skills

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.