Director, Consumer Marketing Lead, Global RSV Vaccines

ROLE SUMMARY

Vaccines is the only place in Pfizer where you can contribute to patients in a way like no other – you can prevent sickness and disease. This is at the heart of what drive us every day and it brings us great #Joy.

Respiratory Syncytial Virus (RSV) is a common and pervasive cause of acute respiratory illness. The virus is highly contagious and affects the lungs and airways. Infections occur in people of all ages and can feel like the common cold for most young adults, but for infants, the immunocompromised, and older adults, it can be potentially life-threatening. Each year, it is estimated that more than 177,000 older adults are hospitalized and 14,000 of them die in the United States due to RSV. The disease burden of RSV in children is also staggering. Globally, there are an estimated 33 million cases of RSV annually in children less than 5 years of age, with about 3 million hospitalized and up to approximately 120,000 dying each year from complications associated with the infection.

Pfizer’s RSV vaccine is currently in Phase 3 development for the prevention of RSV in Older Adults (60+) and infants via Maternal vaccination. RSV Older Adult has been designated a lightspeed asset and RSV Maternal represents a new frontier in disease prevention. Potential initial approvals are expected as early as 1H 2023.

The Consumer Marketing Lead role requires an experienced consumer marketer to set strategies for two indications - Older Adult and Maternal - targeting distinct consumer groups. They will work closely with members of the commercial and cross-functional team to lead RSV consumer work, including strategy, tactical planning, and execution to achieve business objectives. Aligned with the Vaccines BU strategy, the Consumer Lead will develop strategies to educate, engage, and empower older adults and pregnant women to take an active role in RSV prevention. They will develop unbranded and branded consumer campaigns and messaging and roll out content/resources in the GLocal model, working very closely with US first and ex-US markets shortly thereafter.

The ideal candidate will bring strong marketing expertise, vaccine experience, and a demonstrable ability to build and execute strategies and initiatives that maximize consumer engagement and activation. The successful candidate will have a demonstrated track record of thriving in complexity and ambiguity, engaging with a complex and critical set of stakeholders, and a desire to lead in a critically important area for Pfizer that will help prevent disease in some of our most vulnerable populations.

ROLE RESPONSIBILITIES

Insights Generation & Positioning

  • Generate insights and build a foundation for RSV vaccine consumer awareness and activation strategy and messaging for older adult and maternal indications

  • In partnership with BAI conduct market research to develop/refine Patient Journey, Target Patient and Consumer Positioning

  • Using GLocal principles and working closely with the initial launch markets, develop/refine consumer segmentation to drive effective engagement

  • Define key value proposition and differentiation of RSV Vaccine for target consumers. Align consumer Positioning with the broader stakeholder audience, including market access, HCPs, and policy

  • Champion & synthesize consumer insights and pull through to insights driven campaigns, initiatives, and tactics

Consumer Activation

  • Across indications, lead efforts to develop innovative and integrated strategies and tactics/programs to reach consumers effectively and efficiently

  • Working in the GLocal model, develop a differentiated unbranded consumer creative campaign, message platform, and global promotional resources to drive awareness and vaccine uptake, with a focus on digital

  • Participate in development of branded consumer strategy and creative execution (led by US) and adapt for ex-US markets, with GLocal coordination, where allowable

  • Own the design and implementation of consumer-focused omnichannel strategy & activities, embracing Bold Move 3.3 principles. Provide GLocal leadership to define customer engagement goals & coordination of customer journey development, content creation, and journey orchestration

  • Determine consumer activation metrics, leading and lagging indicators, dashboard optimization to inform consumer strategy evolution, define goals for success and track marketing effectiveness.

  • Work with Public Affairs to identify appropriate Advocacy organizations and execute plans

  • Collaborate with Communications team to develop high impact PR content, including RSV awareness month programming

  • Align with Pfizer’s broader equity agenda by partnering to develop strategies and programs that help improve vaccine education in targeted populations to reduce health disparities

  • Leverage health literacy best practices to develop and/or co-create consumer-facing materials that are authentic and relevant to their needs and are actionable, understandable and appropriate

  • Support the annual operating and tactical plan development process, focused on consumer strategy and activation

  • Manage consumer agency of record, ensuring clear and robust scopes of work, excellence in execution, and timely and efficient budget management

  • Conduct all activities and make decisions that are in accordance with Company policies & SOPs, Pfizer Values, and global and local regulations.

BASIC QUALIFICATIONS

  • BA or BS required

  • 8-10+ years pharma experience

  • Prior experience with US and global launch planning

  • Experience in consumer and HCP marketing strategy; digital as well as more traditional communication channel tactics

  • Strong analytical and strategic skills including the ability to identify and prioritize strategic challenges and balance short term needs with long-term vision

  • Proven record of identifying customer needs, extracting key insights, and translating these into meaningful value propositions and tactics

  • Demonstrated understanding of the operational complexities required to execute against GLocal Launch Readiness in a highly competitive market

  • Demonstrated success in independently developing, executing, and measuring cross-channel marketing programs

  • Be an active contributor to create and operate in an environment that continuously embraces and encourages innovation and fosters a culture of collaboration and teamwork

  • Comfort with ambiguity, and complex “white space” environments

PREFERRED QUALIFICATIONS

  • Advanced degree preferred

  • Vaccines experience a plus

  • Prior launch experience a plus

  • Prior experience in building / accelerating / shaping patient engagement and activation strategies and programs

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.

OTHER JOB DETAILS:

  • Last day to apply: July 1, 2022
  • Location: NA - Any Pfizer Site/Remote & EU - Any Pfizer Site/Remote
  • Eligible for employee referral bonus

#LI-PFE #LI-REMOTE

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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