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Position Summary:
The Customer Marketing Manager will lead the development and execution of comprehensive customer marketing strategies, with a focus on patient engagement, educational initiatives, and innovative programs to drive brand loyalty and growth. The role involves overseeing customer segmentation, targeting, positioning, and aligning all marketing efforts with the broader brand strategy. The ideal candidate will play a pivotal role in leading team to develop disease awarness, patient activation campaign, PST program as well as integrating retail, e-commerce, and pharmacy partnerships into a cohesive customer strategy, ensuring that all touchpoints are aligned to deliver impactful, measurable results.
Key Responsibilities:
1. Brand Key Messaging to Patients
● Develop and implement compelling key messaging for patients to increase awareness and drive engagement with the brand.
● Focus on patient-centric content, particularly around product benefits, usage guidance, and emotional connection.
2. All-Channel Customer Strategy Development
● Customer Segmentation: Define and refine patient and customer segments to ensure targeted messaging and promotions.
● Targeting & Positioning: Develop clear customer targeting and positioning strategies for each segment, ensuring the right messaging reaches the right audience through the right channels.
● Customer Journey Mapping: Design a comprehensive customer journey from awareness to post-purchase, ensuring seamless integration of touchpoints across retail, e-commerce, and healthcare professionals (HCPs).
3. Pharmacist Educational Key Messaging
● Develop and execute educational programs for pharmacists, focusing on product knowledge, patient counseling, and brand messaging.
● Create training materials, webinars, and live events to ensure pharmacists are well-equipped to support patients and promote brand value.
● Monitor the effectiveness of these initiatives and refine based on feedback and outcomes.
4. End-to-End All Channel Content Plan & Event Calendar
● Develop and manage the all-channel content strategy, ensuring that both digital and offline touchpoints (including social media, retail, e-commerce, and in-store) align with brand objectives.
● Create an event calendar that includes key brand campaigns, product launches, and educational activities. Ensure these events are well-coordinated and deliver the desired outcomes.
● Lead content creation that supports patient education, product awareness, and customer engagement across various platforms.
5. Retail/E-Commerce Key Programs
● Collaborate with retail and e-commerce teams to ensure alignment of campaigns, programs, and promotions with overall brand strategy.
● Monitor performance metrics for key retail and e-commerce campaigns and suggest adjustments as needed.
● Lead the execution of promotions such as “first try” offers, loyalty programs, and digital experiences to drive conversion and retention.
6. Innovative Payment Solutions and Promotions
● Drive innovative payment solutions and promotional strategies, including “hook for 1st try” offers, bundling, or subscription models to attract first-time customers and increase long-term loyalty.
● Work closely with finance and sales teams to develop feasible and impactful payment and promotion strategies that resonate with both patients and healthcare providers.
7. Cross-functional Collaboration
● Work closely with cross-functional teams including Sales, Medical Affairs, and Digital to ensure alignment and integration of customer strategies across the business.
● Act as the marketing lead for customer-facing initiatives and act as a liaison between marketing, sales, and customer operations to drive strategic objectives.
8. Data-Driven Decision Making
● Track and analyze key metrics to measure the effectiveness of customer marketing initiatives, including sales data, customer feedback, engagement rates, and ROI.
● Use insights to continuously optimize and refine strategies, ensuring marketing efforts align with customer needs and business objectives.
Qualifications:
● Education: Bachelor’s degree in Marketing, Business Administration, or related field. MBA or advanced degree is a plus.
● Experience:
● Minimum of 5 years of experience in customer marketing, brand management, or related fields, preferably in the pharmaceutical or healthcare industry.
● Proven experience in developing and executing customer strategies across multiple channels (digital, retail, e-commerce).
● Strong background in patient-centric marketing and understanding of patient needs and behaviors.
● Familiarity with retail/e-commerce platforms and experience with building strategic partnerships.
● Skills:
● Exceptional communication and presentation skills, with the ability to influence stakeholders at all levels.
● Strong project management skills and the ability to handle multiple initiatives simultaneously.
● Analytical mindset with experience in using data to drive decision-making and campaign optimization.
● Proficient in marketing technology tools and platforms (e.g., CRM, content management systems, and analytics tools).
Core Competencies:
● Customer-Centric Mindset: Passionate about understanding and addressing customer needs.
● Strategic Thinking: Ability to think long-term and build scalable strategies.
● Collaboration & Leadership: Skilled in leading cross-functional teams and driving alignment across departments.
● Innovation: Strong ability to identify opportunities for innovation in customer engagement and marketing techniques.
Pfizer is an equal opportunity employer and complies with all applicable equal employment opportunity legislation in each jurisdiction in which it operates.
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