SUMMARY
- ELIQUIS continues to be the flagship brand for the Internal Medicine business unit and a leading revenue contributor for Pfizer with a long runway to generic entry in 2028. This year, the brand will reach over 15 million patients since launch in the US alone. In fact, ELIQUIS constantly delivers double-digit growth in both demand and net sales in every quarter since launch. This consistent level of performance has propelled the brand to its dominant position as the market leader in the oral anticoagulant (OAC) category, which also makes it one of the most-prescribed brands overall in the industry.
- ELIQUIS operates in a fast-paced, competitive environment with a comprehensive marketing plan promoting multiple indications and reaching multiple stakeholders across channels. ELIQUIS is a co-promoted product with Bristol-Myers Squibb (BMS) and offers experience operating in a high-functioning joint venture and Alliance structure. The ELIQUIS Consumer Team is specifically responsible for delivering an exceptional customer experience. Patient support and education play an important role in helping patients understand their condition and ELIQUIS along the patient journey.
ROLE SUMMARY
The US ELIQUIS Consumer Marketing team is posting a Director, Consumer Marketing role to support several key business priorities. Delivering an exceptional customer experience is critical to delivering for the business, and Consumer Marketing plays an important role in helping patients understand their condition and ELIQUIS along the patient journey. The Director, Consumer Marketing is responsible for strategic evolution and tactical implementation of a robust, omnichannel patient ecosystem, driving innovation within the Consumer marketing mix, and representing the voice of the patient across channels and in annual brand Operating Plan The incumbent will co-lead development, execution, analysis and optimization of Direct-to-Consumer digital and omnichannel tactics for both our Branded and Unbranded “No Time to Wait” campaigns. Omnichannel efforts comprise a significant part of total Consumer investment and represent an opportunity to drive both AFib diagnosis rates and awareness of and request for ELIQUIS among appropriate Patients. The Director, Consumer Marketing will collaborate closely with the Pfizer Media team throughout media placement, evaluation, and refinement of media plans aimed to drive positive returns for the Alliance while enabling Consumer efforts to reach Patients through channels, creative, and messaging that will motivate action. Further, the role will support refinements to general awareness Consumer Marketing efforts – including television, digital video, radio, and point-of-care advertising - working closely with the US ELIQUIS Consumer TL and Alliance partners.
This individual should be a seasoned marketer with deep consumer marketing experience, including generating and applying consumer insights, demonstrated experience leading the strategic and creative development of omnichannel patient support initiatives, developing high impact promotional materials, and demonstrating an excellent track record for partnering well with review committees and managing agencies. This position requires strong strategic and stakeholder management skills, as well as demonstrated ability to mobilize colleagues to action, drive key decisions across stakeholder groups, and work collaboratively with a cross-functional team in a matrixed environment with our Alliance partner.
SPECIFIC ROLE RESPONSIBILITIES:
Consumer Omnichannel Strategy and Execution:
- Managing all aspects of development and implementation of the omnichannel patient support and education ecosystem for Branded and Unbranded programs while driving future innovation
- Drive development of Patient Support objectives, strategies, and tactics for ELIQUIS’ NVAF and VTE Tx indications and ensure alignment across customer groups
- Foster a culture of continuous improvement by defining objectives, tracking KPIs and reporting results on an ongoing basis to inform marketing activities
- Partner with extended team to seamlessly integrate the patient voice across channels
- Support Market Research to identify actionable insights about patients’ needs/preferences
Consumer/DTC:
- Collaborating with the Consumer TL and Alliance partners, support strategic planning and execution of Consumer DTC programs, including TV/Digital Video, Radio, and In-Office tactics aligned to both Branded and Unbranded marketing activities.
- Engage with Alliance and Agency partners to enable a comprehensive, omnichannel approach to Consumer efforts, pulling through core campaign messaging and creative across channels while optimizing assets to best meet patient needs.
Metrics and Measurement:
- Partner with Commercial Analytics, Alliance, Market Research, and Agency teams to establish effective measurement and monitoring of results
- Own quarterly reviews aimed to determine optimal placement, cadence, creative, and messaging to drive consumer/patient engagement
- Working closely with the Media team, support optimization of both promotional assets and media plan to drive impact and effectiveness of Consumer activities
Adherence:
- Evaluate potential adherence programs for implementation including pharmacy and EHR based programs
Consumer Team Responsibilities:
- Lead Consumer Tactical planning process
- Collaborate with Brand and extended team members in management of Consumer budget; own budget items aligned with omnichannel tactics
BASIC QUALIFICATIONS:
- Bachelor’s degree required
- 8+ years of marketing experience, with strong knowledge of and demonstrated experience in Consumer Marketing; 5+ years in pharma marketing experience strongly preferred
- Demonstrated expertise and success in leading the development & execution of strategic/ tactical/measurement plans
- Strong business acumen, problem solving, judgment & collaboration skills
- Strong analytical capabilities and ability to uncover and apply insights
- Demonstrated focus on advancing health equity through consumer activation
- Ability to engage and influence cross-functional team members, even without direct reporting relationships
- Exceptional written and verbal communication skills
- Strong budget management experience
- Demonstrated ability to successfully manage advertising and/or other agencies
- Candidate demonstrates a breadth of diverse leadership experiences and capabilities
- Models Pfizer’s Values of Courage, Excellence, Equity and Joy
NICE TO HAVE
- MBA or related graduate degree
- Experience working in an Alliance/Copromote framework
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.
NON-STANDARD WORK SCHEDULE, TRAVEL OR ENVIRONMENT REQUIREMENTS
- This position will be based at NYHQ or Collegeville and is aligned with Pfizer policies regarding a Hybrid work environment
- Some travel required for research, consumer team-led local media events, conferences and business meetings needed
- Relocation Support Available
- Last Day to Apply: 01/31/2025
The annual base salary for this position ranges from $156,600.00 to $261,000.00. In addition, this position is eligible for participation in Pfizer’s Global Performance Plan with a bonus target of 20.0% of the base salary and eligibility to participate in our share based long term incentive program. We offer comprehensive and generous benefits and programs to help our colleagues lead healthy lives and to support each of life’s moments. Benefits offered include a 401(k) plan with Pfizer Matching Contributions and an additional Pfizer Retirement Savings Contribution, paid vacation, holiday and personal days, paid caregiver/parental and medical leave, and health benefits to include medical, prescription drug, dental and vision coverage. Learn more at Pfizer Candidate Site – U.S. Benefits | (uscandidates.mypfizerbenefits.com). Pfizer compensation structures and benefit packages are aligned based on the location of hire. The United States salary range provided does not apply to Tampa, FL or any location outside of the United States.
Relocation assistance may be available based on business needs and/or eligibility.
Sunshine Act
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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. This position requires permanent work authorization in the United States.
Marketing and Market Research