Job description
It is an exciting time to be in U.S. Vaccines, with one of the strongest pipelines in the industry and with multiple upcoming launches that are part of Pfizer’s 25 Breakthroughs by 2025. The U.S. Pentavalent (Penta) Consumer Lead is responsible and accountable for developing and executing the parent/caregiver strategy for the anticipated launch of our Penta vaccine that will help protect adolescents and young adults against Invasive Meningococcal Disease (IMD).
Invasive Meningococcal Disease (IMD) is an uncommon, but serious illness that can lead to death within 24 hours. About 1 in 10 people infected with IMD will die. Up to 1 in 5 survivors will have long-term, devastating consequences, such as limb amputation, nerve and brain damage.
Today, there are separate, complex vaccination recommendations for MenACWY and MenB. 70% adolescents in the US have incomplete protection against IMD caused by serogroups ABCWY. If approved, Pfizer’s Penta candidate, could help simplify a currently complex meningococcal vaccination schedule and provide the broadest serogroup coverage (for MenABCWY) in a single meningococcal vaccine.
Pfizer released positive Phase 3 top-line results in September 2022 for its Penta meningococcal vaccine candidate, which combines its two licensed meningococcal vaccines, Trumenba (Men B) and Nimenrix (Men ACWY). Our new Penta vaccine, indicated to help prevent Men ACWY and Men B in adolescents and young adults, is expected to launch in early 2024. Not only will Pfizer’s Penta need to disrupt the current standard of care, but it will also need to effectively differentiate vs. a competitor vaccine launching at approximately the same time with little to no clinical differentiation. The Penta Consumer Lead will need to quickly onboard, mobilize the internal and agency team, identify the most important insights to activate parents/caregivers and potentially adolescents and young adults, to request Pfizer’s Penta vaccine. Given the anticipated lack of clinical differentiation vs the competitor, the Consumer lead will need to develop and execute a consumer launch plan that communicates to consumers in a clear, simple way Pfizer Penta’s value proposition. Consumer strategies will need to work together with HCP and organized customer stakeholders to drive uptake.
This role will require the ability to set consumer strategy and work collaboratively across the U.S and Global Penta Teams and with cross-functional partners to translate insights into action, identify business accelerators and innovative strategies to overcome market challenges and evolve in real-time. The Consumer Lead will be expected to balance multiple priorities and navigate the organization to get things done in a fast-paced environment. The team embraces innovation and promotes a culture of teamwork and collaboration. The Consumer Lead will report directly to the Senior Director/Team Lead, U.S. Meningococcal Vaccine Portfolio.
ROLE RESPONSIBILITIES
The U.S. Penta Consumer Lead will develop/evolve consumer insights, strategies, campaigns, messages, tactics and a comprehensive consumer marketing plan that will ensure a successful Penta launch.
- Serve as U.S. Penta Consumer Lead for all consumer work, inclusive of strategy, tactical planning and execution to achieve business objectives and financial commitments
- Map consumer journey, identify insights, issues, opportunities and “must win moments” to facilitate exceptional parent/caregiver/consumer experiences
- Develop/refine consumer segmentation to drive targeted and effective messages and go-to-market plans
- Identify key insights and brand positioning in partnership with our business analytics and insights and agency partners
- Lead the research and development of new, compelling promotional campaigns, impactful messages and communications to drive parent/caregiver engagement and drive vaccine uptake with Pfizer’s Penta
- Lead consumer launch campaigns and optimize media plan with cross-functional teams
- Lead efforts to develop innovative and integrated strategies, tactics/programs and channels/trusted 3rd parties or influencers to reach consumers effectively and efficiently, developing a comprehensive omnichannel strategy and tactics
- Ensure consumer material/claims/messaging are aligned with the brand strategic position, address unmet consumer needs, and differentiate vs competition, where applicable
- Lead third-party advocacy and media partnerships to drive awareness and activate caregivers to request Pfizer’s Penta vaccine and complete the series
- Develop impactful adherence programs and campaigns to drive series completion
- Align with Pfizer’s broader equity agenda by partnering with cross-functional colleagues to develop strategies and programs that increase adolescent meningococcal vaccination in targeted populations to reduce health disparities
- Leverage health literacy best practices to develop and/or co-create consumer materials that are authentic and relevant to caregiver needs and are actionable, understandable and appropriate
- Transform the go-to market strategy by developing innovative digital approaches to drive caregiver and adolescent/young adult engagement and activation, embracing Bold Move 3.3 principles and focusing on social activation and equity campaigns, especially in populations where there are gaps in meningococcal vaccination coverage
- Lead the consumer agency and promotional budget. Manage and prioritize investments and trade-offs across the portfolio (e.g., maximize brand potential vs category focus)
- Ensure appropriate synergies and alignment of consumer marketing plans with overall brand strategy, HCP Strategy, Op Plan and tactical plan. Contribute to all launch stage-gate deliverables.
- Serve as consumer subject matter expert across team and within Vaccines, leverage expertise in the broader consumer marketing community
- Collaborate with CMO organization to deliver breakthrough campaigns and promotional efforts
- Assist with Leadership deliverables and presentations, including developing and providing routine updates on consumer marketing metrics and campaign performance
BASIC QUALIFICATIONS:
- Undergraduate degree (BA/BS) required; MBA/Masters preferred
- 10+ years marketing experience is required. Pharmaceutical experience also required.
- Experience in consumer marketing strategy; digital as well as more traditional communication channel tactics
- Launch experience and vaccines experience preferred
- Demonstrated ability to understand customer needs, generate actionable customer insights and integrate into business decisions
- Strong analytical and strategic skills including the ability to identify and prioritize strategic challenges and balance short term needs with long-term vision
- Excellent verbal, written and presentation skills
- Proven ability to work effectively in a fast-paced environment and demonstrate leadership among peers and with internal/external stakeholders and partners
- Ability to mobilize, influence and collaborate with cross-functional colleagues, even without direct reporting relationships
- Ability to challenge the status quo and identify, champion innovative solutions, and experience engaging successfully with external stakeholder
- Demonstrated ability to effectively work on multiple tasks with a strong sense of urgency and action, while prioritizing competing demands and meeting team goals
- Move fast in response to what is happening in the external marketplace; rapidly test content and channel mix to respond to real-time customer behavior
- Uphold Pfizer’s Core Values of Excellence, Equity, Courage, and Joy, while contributing to a positive and collaborative team culture
- An absolute commitment to all applicable compliance rules and regulations
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: December 30, 2022
- Location: New York City or Collegeville, PA preferred (virtual will be considered)
- Eligible for employee referral bonus
NON-STANDARD WORK SCHEDULE, TRAVEL OR ENVIRONMENT REQUIREMENTS
- Some modest travel within United States
#LI-PFE #LI-REMOTE
The annual base salary for this position ranges from $150,900.00 to $251,400.00. 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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