Omnichannel Patient Marketing Director

ROLE SUMMARY

The Omnichannel Patient Marketing Director will serve a critical lead role for the US Sickle Cell Franchise to ensure short and long-term success of Oxbryta and the SCD portfolio.

Pfizer's Bold Moves and Values has led to a prioritization of enabling Digital-First patient engagements. There is a renewed focus on strategically developing new, compelling interactive content that is interactive and fit-for-purpose. With an increasing number of channels and touch points comes a growing number of ways to introduce Oxbryta to patients. As our organization and brand continues to evolve, there is an immediate need for a digital subject matter expert to strategically build a patient-driven digital brand ecosystem - considering how each channel is integrated and meeting patients where they are in a seamless way.

This position will manage a fully Omni-patient integrated branded patient campaign for Oxbryta. The priority for omnichannel patient marketing strategies, tactics and programs will be to drive patient awareness, activation and engagement with the brand. The position requires strong leadership, communication, and collaboration with cross-functional partners. The Omnichannel Patient Marketing Director will be responsible for developing, implementing and evaluating promotional materials, programs and activities targeted at patients and caregivers living with Sickle Cell Disease.

The candidate will lead the development and execution of an omnichannel patient plan for engaging customers as the role of virtual engagements continues to evolve. This role promotes and grows marketing's digital footprint to drive desired behavior change.

This leader will be responsible to advance brand imperatives, drive performance of Oxbryta and lead readiness efforts for future indications and label updates. This position requires strong marketing expertise, proactiveness, strong strategic, analytical, execution and decision-making skills. The successful candidate should be a self-starter with proven track record of exceptional execution, leadership, and cross-functional collaboration, demonstrating ability to prioritize, high agility and an innovative mindset to increase Oxbryta awareness and usage among sickle cell Patients and caregivers.

Provide digital-first thought leadership, and guidance to US team colleagues and cross-functional teams in all areas of patient digital marketing

Evaluating and identifying new partners and technology that will drive brand growth and best-in-class patient experience

Stay up to date on latest digital technologies and platforms-assessing fit with brand objectives and audience.

Foster a culture of continuous improvement by defining patient digital brand objectives, tracking KPIs and reporting results to team on an ongoing basis to inform marketing tactics and operating plan

Establish long-term digital patient marketing strategy to evolve owned digital channels and activate new ones

Drive test-and-learns across digital patient marketing channels

Test and improve digital patient creative and copy

Capture and record ongoing learnings from pilots to help establish internal benchmarks and to improve digital patient campaign across brands and channel.

This role is an individual contributor role with potential opportunities to manage a part time contractor. This position reports to the Omnichannel & Patient Marketing Lead.

ROLE RESPONSIBILITIES

• Lead Oxbryta DTC Campaign Creation and Omnichannel pull through
• Lead Oxbryta TV Commercial strategy and execution (music licensing; research, message/concept development, production)
• Lead development and execution of the Oxbryta Patient Ambassador Program and omnichannel pull through
• Lead creation and execution of Oxbryta Patient Materials (Oxbryta Patient Starter Kits, Oxbryta.com/Oxbryta Patient Testimonial & Dosing Videos etc.) and omnichannel patient pull through
• Lead creation and execution of Disease State Awareness Campaign and materials (Sicklecellspeaks.com/Sickle Cell Speaks Patient Videos, DSA Chalk Videos, celebrity co-promote)
• Lead patient omnichannel sales training
• Contribute to insight generation from Patient Ad Boards
• Lead for gathering insights for Patient/Caregiver market research
• Lead for executing Patient Congresses/Conference Lead (SCDAA/SCCC)
• Lead and execute the media plan for patients and caregivers. Identify innovative channels and novel opportunities to help grow the brand that fit the speed, agility, and complexity of omnichannel engagement in the hematology market.
• Draw on your demonstrated expertise across a range of practical digital disciplines such as paid media, SEO, digital analytics, UX design, email marketing, etc. to help amplify digital focus for the organization
• Partner with marketing functional leads to support brand strategy, tactics, and promotional efforts in pulling-through key messaging and campaign elements across digital and print channels.
• Analyze data by mapping current digital tactics to identify gaps, opportunities, and insights to optimize spend, performance & ROI.
• Lead branded digital and patient AOR to develop digital executions, process innovations, and methods to maximize reach & frequency of core targets (HCPs and patients)
• Manage budgets and closely monitor performance, ensuring cost effective delivery of all programs
• Develop key metrics to measure success, analyze data, and recommend changes based on results
• Develop and execute patient and caregiver marketing tactics to meet brand objectives and stimulate brand awareness, patient starts, and product adherence
• Foster strong cross-functional collaboration with HCP/Patient/OLP Marketing, PRC, Compliance, IT, Corp Communications, Community Engagement & Partnership.
• Collaborate with Medical, Legal and Regulatory colleagues to ensure an effective and productive promotional review process
• Operate quickly and collaboratively in a fast-paced, dynamic, highly matrixed environment
• Champion patient-centricity and share best practices across the organization

BASIC QUALIFICATIONS

• Undergraduate degree required, MBA or other advanced degree highly desirable
• 10 years of pharmaceutical commercial experience including marketing; product positioning and branded experience is required
• Must have previous US Pharmaceutical marketing experience
• Must have deep experience developing omnichannel patient campaigns, digital patient engagement experience, and programs through all stages from concept to implementation and execution
• Proven ability to proactively lead the thinking - connect, communicate, influence, and persuade in a highly dynamic environment
• Ability to liaise with many different functions and colleagues and lead by influence effectively to implement strategies with internal/external stakeholders
• Demonstrated strong analytical skills, including capabilities for uncovering deep customer insights, and acting upon customer needs.
• Experience representing opportunities and brand plans to senior leadership.
• Multicultural patient marketing experience preferred
• High proficiency in core marketing capabilities such as creative development, value proposition, positioning, segmentation, investment optimization, etc.
• Excellent project management capabilities, good analytical and conceptual abilities, self-starter initiative and team orientation
• Must have attention to detail, execution, and follow-through
• Experience in managing external agency partners to meet deadlines in alignment with SOWs
• Exceptional communication skills (written, verbal and presentations), time management, planning, project management, organizational and negotiation skills
• Travel required 25 - 40% (estimated)
• Demonstrated success executing complex marketing programs that drive performance
• Strong patient focus and knowledge of engagement dynamics along the continuum of care
• Demonstrated ability to work effectively with varied internal stakeholders to improve business performance
• Strong analytical skills; detail and action oriented; creative
• Self-motivated and a team player
• Demonstrated ability to manage and deliver results on multiple, complex, competing projects in a deadline-oriented environment

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.

Work Location Assignment: On Premise

LAST DAY TO APPLY: 03/31/2023

The annual base salary for this position ranges from $144,900.00 to $241,500.00. In addition, this position offers an annual bonus with a target of 20.0% of the base salary and eligibility to participate in our share based long term incentive program. Benefits offered include a retirement savings plan, paid vacation, holiday and personal days, paid caregiver/parental and medical leave, and health benefits to include medical, prescription drug, dental and vision coverage in accordance with the terms and conditions of the applicable plans. Salary range does not apply to the Tampa, FL location.

Relocation assistance may be available based on business needs and/or eligibility.

Pfizer requires all U.S. new hires to be fully vaccinated for COVID-19 prior to the first date of employment. As required by applicable law, Pfizer will consider requests for Reasonable Accommodations.

Sunshine Act

Pfizer reports payments and other transfers of value to health care providers as required by federal and state transparency laws and implementing regulations. These laws and regulations require Pfizer to provide government agencies with information such as a health care provider's name, address and the type of payments or other value received, generally for public disclosure. Subject to further legal review and statutory or regulatory clarification, which Pfizer intends to pursue, reimbursement of recruiting expenses for licensed physicians may constitute a reportable transfer of value under the federal transparency law commonly known as the Sunshine Act. Therefore, if you are a licensed physician who incurs recruiting expenses as a result of interviewing with Pfizer that we pay or reimburse, your name, address and the amount of payments made currently will be reported to the government. If you have questions regarding this matter, please do not hesitate to contact your Talent Acquisition representative.

EEO & 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, disability or veteran status. Pfizer also complies with all applicable national, state and local laws governing nondiscrimination in employment as well as work authorization and employment eligibility verification requirements of the Immigration and Nationality Act and IRCA. Pfizer is an E-Verify employer.

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