Pfizer COVID Global Marketing Director Market Shaping in New York City, New York
Pfizer and BioNTech's breakthrough COVID-19 vaccine is launched all around the world with Conditional Marketing Authorization (CMA) in the EU and Emergency Use Authorization (EUA) in the US and other regions/countries. Like other COVID-19 vaccines approved during the pandemic period, current market access for Pfizer BioNTech COVID-19 Vaccine has been through supply agreements in 2021.
Although our understanding of the disease epidemiology, virus mutations and duration of protection of vaccines continue to evolve; in the post-pandemic period, it's likely that COVID-19 vaccinations may be an annual vaccination, potentially like flu. In the post-pandemic market dynamics, our COVID-19 vaccine uptake will be dependent on numerous commercial brand interdependencies and driving market and patient-centric opportunities for our vaccine.
This role will be accountable to ensure commercial success of our COVID-19 business in the post-pandemic market dynamics by aligning priorities across functions at a global and local level with the objective to sustain broad patient access to our vaccine. This will require particularly strong relationship with medical affairs and market access, as well as corporate affairs, business analytics, communications, country and regional leadership.
Accountable to coordinate the cross-functional team work to develop and implement brand strategies to ensure broad VTC recommendations and strong post-pandemic vaccine uptake globally
Formulate post-pandemic commercial go-to-market strategy and customer value proposition in an increasingly competitive market
Shape tender requirements for post-pandemic period and support direct contracting strategies during pandemic period
Ensure appropriate messaging and customer segmentation for different product formulations that may impact competitiveness in the marketplace
Develop clear points of differentiation for COVID-19 vaccine value proposition for HCPs, patients and purchasers considering increasing number of available vaccines in the market at different price points
Develop global guidance for stakeholder mapping, market shaping and communication plan to ensure vaccine uptake for Comirnaty in markets in close partnership with PHI, medical and public affairs team
Lead the development of an integrated access road map at global level and for key countries in partnership with PHI, medical and public affairs
Develop/roll-out product value messaging for HCPs, patients and purchasers and tools/resources to communicate with broad range of external stakeholders
Lead market shaping activities for other mRNA products that transition to the GLocal team
Translate customer insights to implications and strategic recommendations
Act as the commercial lead in all global market research planning/implementation that related to uncovering payer, HCP and patient choice drivers and vaccine journey insights working closely with BAI and PHI leads
Lead efforts/communications where country team input and insights needed based on local customer/stakeholder knowledge
Based on competitive landscape, market/customer insights, formulate market archetypes for patient access, map customer channels for vaccine administration,
Develop market, competitive landscape and customer/channel segmentation for patient access
- Taking product life cycle plan into consideration, determine appropriate positioning and value proposition of product enhancements/formulations by market/customer segment
Develop LCM plans to ensure differentiated brand value
- Ensure development of a strong, differentiated value proposition with a short-mid-term (one to three-year) view and scenario planning according to evolution of disease epidemiology and available products/product profiles in the market at different price points
Develop global guidance for stakeholder mapping, market shaping and communication plan to ensure vaccine uptake
Developing global market shaping plan and tactics working closely with key countries, PHI, medical, communications and Public Affairs teams
Defining global and regional level stakeholders, influencers and decision makers, advocacy groups; ensuring a coordinated engagement and communication plan as well as prioritization of initiatives
Working with countries to ensure they have visibility on global initiatives and a clear plan to pull through at local level to advance local market shaping
Lead integrated vaccine uptake road map at global level and for key countries
Leading integrated market shaping and access roadmap at global level by leveraging insights/outputs from multiple workstreams such as pricing, contracting, external communications, clinical differentiation based on clinical and real-world evidence, value of vaccines for respiratory disease prevention
Leading coordination efforts to develop local patient journey road maps in close partnership with country commercial, PHI and global PHI teams (i.e. local access process and decision maker mapping, planning for timing, engagement of vaccine technical committees, scenario planning, setting a tracking mechanism, milestones and feedback loop to ensure continued access to Comirnaty)
Develop Brand Value and Messaging Development
Develop marketing and communications resources to communicate value proposition across different customer and stakeholder groups
Manage internal coordination, agency support and RC process and roll out planning for all global commercial tools/resources
Formulate a differentiated commercial strategy
Formulate commercial strategy by market architype to ensure high vaccine uptake in an increasingly competitive market.
Ensure commercial strategy takes into consideration scenarios for product enhancements, new indications (i.e. pediatric) and formulations to maximize the total franchise value
Lead and/or participate in market shaping/access workstreams (together with PHI and Public Affairs as appropriate)
Ensure close collaboration, strategic alignment, scope of work clarity working with medical, health and value, pricing/tendering, communications and public affairs team members
Provide commercial oversight on interdependencies across workstreams
Ensure coordination with Pneumococcal Adult team where stakeholder targeting/messaging/timing may overlap
Ensure diligent tracking of all key market access milestones; ensure timely transitions between activities and hand-offs from global to local functions
BA or BS required; MBA preferred
10+ years pharma experience, or less with an advanced degree; preference for vaccines experience
Prior experience with a US and/or global product launch planning required
Experience in brand access marketing, value proposition development, contracting, pricing strategy development in the US and/or EU
Comfort with ambiguity, and complex "white space" environments
Track record of pushing boundaries and not accepting status quo, comfortable working with timelines that don't seem feasible
Be an active contributor to create and operate in an environment that continuously embraces and encourages the implementation of innovative ideas and fosters a culture of collaboration and teamwork
Pharma Industry and Vaccines Business Knowledge: Understands trends in health care and pharmaceuticals; customer and stakeholder landscape, competitive dynamics, regulatory and access environment, delivery systems, channels and sources of business in the US and/or developed markets. Understands the drug development process. Uses knowledge of industry and market trends to develop strategies and to quantify business ideas
Research & Analytics: Demonstrates understanding of analytic tool/methods, ability to generate strong customer insights and market intelligence. Effectively links insights to implications to inform strategy, planning and execution
Collaboration: Works effectively within teams and across organizations and enterprise; shares responsibilities and credit; take appropriate risks; celebrates/rewards accomplishments; demonstrates and instills in others a sense of urgency and ownership
Influencing & Communications: Clearly articulates business direction and priorities, expectations, and action plans; effectively communicates, actively listens with the other's frame of reference in mind; shares information with team members and stakeholders; Strong presentation skills sufficient to Global BU Leadership and ELT level, and to external audiences.
Prioritization: Ability to prioritize asset/assets priorities, value drivers, and resource allocation required to optimize growth.
Demonstrated matrixed leadership :
Agility: builds broad accountability, trusts and empowers and adapts own style to fit needs of the situation and individual
Encourages experimentation : activity uses test, learn, adapt and iterate to improve outcomes. Insists upon sharing and cross-pollination of ideas
Openness and inclusiveness : Engages easily across all levels, actions demonstrate that he/she seeks out and values diverse perspectives, and withholds own judgement to create open environment
Transparency and communication : Gives real time feedback and practices straight talk
Uses influence : understands role/ position in the wider context; involves colleagues to set joint goals and share lessons learned
NON-STANDARD WORK SCHEDULE, TRAVEL OR ENVIRONMENT REQUIREMENTS
US (NYHQ or Collegeville) or EU based role with international travel of up to 30%
Last day to apply -- May 11th, 2021
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EEO & Employment Eligibility
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