The purpose of this position is to develop & implement Global digital strategies for Pfizer Consumer Healthcare's 3 Billion+ Consumer Business. This role will lead Global e-Marketing initiatives, focusing on key growth Affiliates such as China, Brazil, Mexico, Italy, & key global brands such as Centrum, Advil, Nexium.
This position will play a critical thought leadership role in accelerating digital competencies within PCH as the company leverages digital practices to market and sell our products. This senior management role will support Affiliate goals by developing over-arching digital engagement programs + guiding principles, for turn-key Affiliate adoption. He/she will be the face of digital both internally & externally to the larger Communications & OTC industries and will have a leadership role in cutting-edge technologies (wearables, devices) in support of PCH innovation goals.
Today, PCH has a $400 million+ digital budget, representing ~20% of PCH's total media spend. The Director insures effective and efficient management of this budget and guides Affiliates to maximize company resources. The Director, Global Digital Strategy will be an internal Affiliate expert, creating a Digital Center-of-Excellence, in support of Affiliate business goals. The Director will work with Regional Presidents & Commercial Directors + Affiliates to identify gaps, develop initiatives and spearhead rapid deployment through a Multiple-Affiliate and/or regional approach. This position will be responsible for sharing best practice among multiple Affiliates and be the bridge to the US Consumer Engagement Team. The Director creates value for PCH by leveraging multiple Affiliate resources, bringing speed-to-market & efficiencies in executing digital initiatives.
The desired person should be "management-ready", a consensus builder with strong abilities to navigate in a matrixed organization. The Director should possess an entrepreneurial spirit, with the capability to operate in a structured Pharmaceutical environment, defining short and long term strategies given varying levels of Affiliate knowledge & resources.
The Director will partner with executive level internal and external partners including Health & Wellness Organizations, VOC leadership, GEP & GIP counterparts, Global Consumer Engagement, Disruptive Channel team, Regional Presidents + Commercial Directors, Affiliates, BT, agency networks.
Responsibilities
Guides Global Digital Strategy Frameworks for deployment in region
*Capitalizes on the recently created Centrum, Advil, Nexium Global Digital Strategies and works with Health & Wellness Equity owners, Regional Management, and Affiliates to bring these strategies to life to increase PCH business goals.
*Implements measurement program + the tools to develop and share creative
*Builds strong collaborative partnerships with General Managers, Regional colleagues and their organizations to understand needs and gaps within their business
Defining the Consumer Experience
*Limited research exists on a Consumer's desired interactivity & needs from our brands such as Dietary Supplement/Analgesics. The Director will determine what needs our brands can fill with Consumers and work with Health & Wellness teams to build upon the existing Centrum, Advil & Nexium Global Digital Strategies. The Director will collaborate with the Cross Functional teams to insure a fully integrated marketing approach, insuring online & offline elements fulfill the over-arching Marketing goals and strategies, based on global brand equity.
*Evaluate the use of key planks within the Consumer Experience Strategy: Search, Social Media, CRM, Geo-Targeting, OOH, In-Store by conducting research in conjunction with Insights teams.
Website & Content Development
*Accelerates digital creative capabilities including global digital content & instills a sharing culture
*Define global content/flow for global digital strategy (e.g., how to partner with global agencies and distribute to regions / local markets)
*Many of our Affiliates currently have brand websites. Since Affiliate resources are limited, the Director will determine when a Multi-Affiliate approach is warranted and work towards building this framework and content. The Director will implement a content strategy, leveraging shared content to create a content sharing culture.
*Creates digital merchandising best practices and drives success in relevant content; owns testing and learning of content/merchandising tools to increase sales
Pharmaceutical and OTC Industry Digital Regulations
*Full understanding and command of what can/can't be done in the Pharmaceutical/OTC space. Resourceful counsel to best navigate the OTC landscape. Become knowledgeable in Pfizer enterprise-wide policies such as Consumer Engagement Policies, collaborating with Medical Affairs.
Insures Affiliates have optimal agency resources
*Assess current agency partners & conducts Agency pitches when necessary
*Builds + maximizes appropriate network for recommended agencies within the Pfizer Holding Company structure
Global Best Practices
*Regularly identifies & issues best practice case studies (internal & external) with the goal of re-deployment through the EMEA & APAC Digital Councils
*Encourage Test & Learns with clear Success Criteria, Share & Reapply
*Develop a repository of assets & best practice initiatives for ease of re-deployment
*Insures digital excellence and is a key best-practice connector amongst regions
Insure PCH-wide Digital Capability
*Ensures PCH has the knowledge, resources and expertise for successful digital strategies
*Develop training and increase competencies on developing business building digital solutions
*Navigate the constantly-changing digital landscape to help demystify and apply from a business perspective for our global teams and Affiliates
eCommerce
*Works collaboratively with eCommerce merchandising lead to ensure consumer journeys lead to actionable consumer centric content
Leverage Technology to drive innovation
*Identify key business opportunities and partners to drive business innovation through the use of technology such as connected health possibilities (wearables, trackers), in conjunction with SP&I.
Key Relationships and Interfaces
The position will interact with all levels within the organization from Sr. VPs, Health & Wellness & General Managers to Product Managers at the Affiliate level. It is critical that this individual have a tremendous amount of initiative, tenacity and be self-driven. In addition, this position will have significant interaction with outside Publishers plus digital and media agencies.
This individual must be innovative, have strong base experience in Digital Strategy and strong interpersonal skills, as it will be necessary to gain support from various business stakeholders at the Affiliate level to move projects forward. Position will entail significant travel, perhaps seven to eight weeks per year visiting Affiliates and attending International meetings.
Qualifications
Bachelor's degree - Masters or Advanced degree preferred
Candidate should have 12 -15 plus years digital marketing experience, minimum five plus years related to global businesses. Ideal background would have International Digital Marketer experience in a HQ and/or in-market role plus agency experience, spanning multiple regions/markets.
Executive mindset required.
PHYSICAL/MENTAL REQUIREMENTS
Strategic/business-oriented mindset married with an entrepreneurial approach to getting things done is critical.
NON-STANDARD WORK SCHEDULE, TRAVEL OR ENVIRONMENT REQUIREMENTS
Position will entail significant travel, perhaps ten to 12 weeks per year visiting Affiliates and attending International meetings.
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