Overview
As part of Pfizer's Marketing Transformation initiative, Publicis has created a bespoke global operation within the Publicis Groupe network with the single-minded mission to accelerate Pfizer's goal of revolutionizing how Pharma connects and engages with Healthcare Professionals, patients, caregivers, payers and consumers - with an ambition of being viewed as a global marketing leader, not just in pharma.
Publicis Groupe is creating Integrated Agency Teams (IATs) - across brands and geographies - by drawing from the best talent across the Groupe to deliver cutting-edge expertise and diverse skills, acting as one integrated, end-to-end operational model to serve advertising, marketing production, digital experience, media/omnichannel engagement, data Intelligence, analytics, web, and social commerce - all supported by the scientific rigor pharma needs to deliver personalization at scale in a compliant manner.
Pfizer is pioneering the marketing model of the future, and Publicis Groupe recognizes that our success is intertwined with the success of Pfizer's transformation and the growth of their brands.
Opportunity
The IAT Data Lead for Asia plays a critical role in helping lead the marketing transformation initiative within Pfizer. This individual understands that marketing today, is largely driven by technology and data. And in healthcare, providers and patients are relying on technology more than ever, which allows new and different connection points for businesses; The best marketing is high-touch and high-tech.
The IAT Data lead will design Pfizer’s data strategy and deliver innovate new ways to connect with patients and healthcare providers across Southeast Asia and India.
Key Responsibilities
· Collaborates effectively with both client and internal teams across Southeast Asia and India to identify specific client needs, business outcomes, and priorities that can be achieved or supported by data-driven marketing products and services developed by the data, tech and tools team.
· Converts the desired business outcomes and priorities into high potential use cases for increased data maturity, crafting client-facing proposals for use case implementation, including scope, feasibility, dependencies, and roadmaps.
· Operates as a 'data translator' - liaising with non-data experts in the wider teams to connect their priority outcomes to the art of the possible, in a way that enables client understanding of the value add from data, tech and tools.
· Develops an expert understanding of the current and potential future state of client's data, tech & tools landscape, to understand both opportunity areas and obstacles that need to be overcome.
· Incorporates outcomes from ex-Asia data, tech and tools market readiness assessments (that give a snapshot of current 1st and zero party data maturity, availability, and connections to 2nd and 3rd party sources, martech setup, audience segmentation, channel preferences, and local pharmaceutical market regulations) into locally relevant use case definition to maximize feasibility and scaling across the region.
· Adopts a cross-functional approach to data strategy that considers the omnichannel customer journey, experience mapping, and optimization, the role of paid, earned and owned media insights in developing customer understanding and segmentation, strategies for capture and enrichment of customer data, taxonomy strategy, and developing marketing effectiveness frameworks that link marketing activity to commercial outcomes.
Skills & Experience
· Must Have
o 10+ years working in a data strategy capacity or similar field where data-driven decision-making is core to the role.
o Demonstrable experience of turning analysis and observations into actionable insights that deliver value to the business, especially in the areas of audience targeting, message sequencing, communication effectiveness, brand and campaign measurement plans, and real-time campaign optimizations.
o Ability to explain technical concepts to a non-technical audience, to simplify complexity, and to explain insights in a broader strategic context.
o Experience in planning and delivering data-driven strategies and understanding how they will affect the client's business.
o Awareness and knowledge of the evolving martech landscape for analytics, CRM, personalization, and media, including understanding of the relative pros & cons of solutions from different providers.
o Ability to lead data partnerships with media & data vendors that are critical to driving business growth, particularly in emerging markets where digital roadmaps are still in infancy stage.
o Skilled in cross-team collaboration with multiple internal and client-facing departments, leveraging cultural fluency to connect with Southeast Asia and India-based and ex-Asia stakeholders.
· Good-to-have:
o Experience within a pharmaceutical marketing discipline & familiarity with the pharma regulatory environment in Southeast Asia and India.
o Experience using Tableau or Microsoft Power BI to visualize data insights in a clear and actionable way.
o Experience using JIRA & Confluence (or similar tools) for project management and collaboration.
