Strategic Context:

Over the past three years, International Marketing Excellence has established strong foundations in Brand Planning, Integrated Channel Planning, Marketing Performance Measurement, and Marketing Capabilities.

The next phase is to connect and scale these foundations, bringing AI into our marketing practices. The International Vision for Growth calls for marketing that is more targeted, measurable and impactful, enabled through skilled people, simplified processes, intuitive platforms, data and AI. It also places increasing emphasis on focused growth choices, leveraging insights and data for decision making, AI fluency, efficient content creation, AI-enabled planning, customer journey orchestration and measurable execution.

The Marketing Excellence Lead will be accountable not only for defining what good looks like, but for ensuring that marketing standards and frameworks, measurement, capabilities and technology are embedded in daily marketing operations to deliver tangible value.

The role sits within the International Commercial Office as part of the Go-To-Market Excellence team, alongside Content Excellence, Marketing AI Innovation, Capabilities Development and Communications and Engagement. It works in particularly close, structured partnership with all the verticals, given the natural overlap between marketing standards, capability building, channel and content execution.

Role Summary:

The ICO Marketing Excellence Lead will set the direction for marketing excellence across International and translate ICO strategy into consistent, practical and measurable ways of working. The role is the senior authority on marketing expertise for International, owning the frameworks and measurement standards that define what good marketing looks like and will connect strategic planning, customer understanding, integrated channel planning and performance measurement into an end-to-end approach that improves growth decisions and execution quality.

The role will also guide the responsible integration of AI across marketing workflows, in partnership with the Marketing Innovation and Enablement lead, to incorporate new capabilities such as AI LLM presence, as well as enhancing productivity, insight and personalisation through marketing execution. Marketers will retain accountability for strategic choices, customer empathy, quality and compliance which will be enhanced through our Marketing capabilities programme.

Key Accountabilities:

• Marketing expertise and frameworks: Own marketing standards for International, working in close collaboration with the global CMO organisation. Own and continuously evolve core marketing frameworks, including brand planning, segmentation, Integrated Channel Planning and measurement that set the standard for how marketing is practised across the region.

• Marketing excellence strategy: Own and evolve the International Marketing Excellence roadmap, and success measures, aligned with International growth priorities and the changing external environment.

• Integrated planning and execution: Connect International Growth Plans, local brand execution plans, segmentation, integrated channel planning and campaign measurement into a coherent planning system with clear standards for what good looks like, delivered through a consistent Global-Regional-Local (G-R-L) governance model.

• Performance and measurement: Own the International marketing measurement framework, including campaign measurement and marketing ROI (mROI) standards in partnership with our Global Commercial Analytics organisation. Embed outcome-led planning, relevant KPIs and continuous optimisation, partnering with Analytics and Digital teams to strengthen decision-making and visibility of impact.

• Marketing Capabilities: Work in close, structured partnership with the Marketing Capability Development lead, ensuring marketing standards, frameworks and measurement are embedded in capability development and connected to channel and media investment decisions. Continue to scan for new or evolving marketing capability needs to ensure these are incorporated in ongoing marketing development needs.

• AI-enabled marketing transformation: Define priority AI applications across insight generation, brand and tactical planning, customer engagement and measurement. Ensure use cases are scalable, responsible, compliant and linked to business value. Continue to define the roadmap for MyBrand and connectivity to other AI enabled tools such as Decision IQ.

• Marketing platforms and simplification: Shape marketer-centred journeys across tools and platforms, clarify which solutions support each stage of work, and reduce duplication and complexity.

• Adoption and engagement: Lead the Marketing Activator forum, the BML/PML forum and other relevant marketing communities of practice as listening, adoption and scale networks. Build leadership sponsorship, market feedback loops, including the regular marketing pulse check and sustained application of new ways of working. Liaise regularly with the CEI Leads, Digital and CMO verticals to ensure cohesive communication and engagement through to local marketers.

• Governance and partnership: Lead complex cross-functional initiatives through influence, establish clear ownership and decision rights, and provide concise recommendations to ICO leadership on priorities, risks and investment choices. Examples include brand planning, segmentation and measurement.

Qualifications:

• Established leadership track record at market, business-unit or functional regional level, ideally with some prior Global and/or regional experience.
• Extensive marketing and commercial experience in pharmaceuticals or healthcare.
• Demonstrated mastery of marketing frameworks e.g. brand planning, segmentation, paid owned earned (POE) media and marketing measurement approaches.
• Demonstrated leadership of marketing transformation, operating model, capability or large-scale change initiatives.

• Practical understanding and application of AI-enabled marketing, data, automation and decision-support technologies, including responsible-use considerations.

• Proven ability to lead complex cross-functional and international work through influence rather than formal authority.

• Excellent strategic judgment, stakeholder management and communication skills, with the ability to simplify complexity and drive decisions.

• Experience translating strategy into scalable frameworks, tools, governance and measurable adoption.
  

Key Relationships:

• International Go-To-Market Excellence team, EMCO Commercial Excellence team.

• Global Chief Marketing Office (CMO) and Global Marketing teams.

• ICO Commercial Leaders, Country/Cluster Leads, Brand/Marketing Leads and market marketing teams, EMCO BMLs/ PMLs.

• Global Commercial Analytics, Business Transformation and Digital teams, for measurement, data and platform partnership.

• ICO Change Management Lead, for coordinated communication and change adoption across the marketing community.

• Enabling functions, including Corporate Affairs, Procurement, Medical and Legal & Compliance.

• Visibility and accountability to the ICO Leadership Team.

International travel required and working across all International timezones.

 
Work Location Assignment: Hybrid

Purpose 

Breakthroughs that change patients' lives... At Pfizer we are a patient centric company, guided by our four values: courage, joy, equity and excellence. Our breakthrough culture lends itself to our dedication to transforming millions of lives.  

Digital Transformation Strategy

One bold way we are achieving our purpose is through our company wide digital transformation strategy. We are leading the way in adopting new data, modelling and automated solutions to further digitize and accelerate drug discovery and development with the aim of enhancing health outcomes and the patient experience.

Flexibility  

We aim to create a trusting, flexible workplace culture which encourages employees to achieve work life harmony, attracts talent and enables everyone to be their best working self. Let’s start the conversation!  

Equal Employment Opportunity 

We believe that a diverse and inclusive workforce is crucial to building a successful business. As an employer, Pfizer is committed to celebrating this, in all its forms – allowing for us to be as diverse as the patients and communities we serve. Together, we continue to build a culture that encourages, supports and empowers our employees.

DisAbility Confident

We are proud to be a Disability Confident Employer and we encourage you to put your best self forward with the knowledge and trust that we will make any reasonable adjustments necessary to support your application and future career. Our mission is unleashing the power of our people, especially those with unique superpowers. Your journey with Pfizer starts here!

To learn more about acceptable and prohibited uses of AI during the recruitment process, please review our candidate AI-use guidelines available on Pfizer Careers.

 

 

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