Director, International CRM Intelligence & Insights Strategy

About this role

ROLE SUMMARY Where empathy meets excellence. Pfizer's Customer Relationship Management (CRM) and Audience Center of Excellence sets a new standard for how we engage healthcare professionals (HCPs), patients and consumers. Part of the Chief Marketing Office (CMO), the team partners across functions to deliver timely, differentiated and relevant engagement — increasingly powered by data, AI and intelligent decisioning — that deepens relationships and improves health outcomes across International Markets. The Director, International CRM Intelligence & Insights Strategy is the dedicated decision-intelligence engine of the International CRM team. The role turns data into decisions, generating the customer, campaign and market insight that guides our International strategists and shapes CRM strategy across priority brands and markets. As CRM moves into an AI-driven era, this role does far more than report performance: it builds the measurement, segmentation and decision-intelligence foundations that make AI-enabled engagement possible, trustworthy and effective. Reporting to the International CRM Strategy Lead, the Director partners closely with the International CRM Strategists, Data & Audience Strategy, Applied Intelligence & Insight and the KPI Council to deliver predictive and diagnostic insight across HCP, patient and consumer segments. The role champions the data quality, product segmentation and audience attributes that underpin personalization at scale, recognizing that AI is only as good as the data it draws on. The Director also applies and helps embed AI tools, agents and reusable analytical assets that raise the speed, rigour and self-service value of insight for the entire team.   ROLE RESPONSIBILITIES • Decision-intelligence lead: Serve as the International CRM intelligence lead, translating customer, campaign and market data into clear, action-oriented recommendations that shape CRM strategy and next-best-action for priority brands and markets. Ensure market-level insight is surfaced into global strategy.

• Predictive & diagnostic analytics: Be an expert and influence key partners on the analytics that measure CRM effectiveness (segmentation, propensity, lifetime value, churn, channel preference, engagement and conversion), using both established techniques and AI/ML-enabled methods to anticipate customer needs rather than only describe past performance.

• Data & segmentation foundation: Define the CRM requirement for data quality, product segmentation and audience attributes, and steward their fitness for personalization at scale and AI-enabled engagement. Diagnose and escalate the data gaps that block CRM activation, partnering with Data & Audience Strategy and data engineering, who build and operate the pipeline and audience platform.

• AI-enabled insight generation: Apply generative and agentic AI to accelerate insights generation, reporting and synthesis. Design and maintain reusable prompts, analytical agents and “skills” that make insight faster and more self-serve for the International strategists, embedding AI as a standard team capability, not a side experiment.

• Measurement & trust in the AI era: Partner with the KPI Council and Business Insights & Reporting to maintain consistent and best practice CRM KPIs and to define new measures of trust and performance for AI-generated content and agentic journeys, quality, brand-safety, human-review and escalation metrics. Continuously redefine what “good” looks like as engagement becomes AI-mediated.

• Reporting, dashboards & self-service: Define and evolve CRM-specific dashboards and self-serve insight for the International CRM team across priority brands and markets

• built on the standardized metrics maintained by Business Insights & Reporting and the KPI Council, not a parallel set of numbers

• interfacing with market and brand leaders to reflect local dynamics.

• Market research & opportunity sizing: Lead ad hoc international and regional CRM research and opportunity valuation

• market sizing, segmentation, lifetime value, cross-sell and new-market opportunities

• to inform new CRM strategies and investment decisions.

• Data governance & privacy: Define and socialize CRM data collection and management best practices (consent, ePermissions, list management, database quality and hygiene) and stay current on regional privacy and responsible-AI guidance, an increasingly critical safeguard as AI touches customer data.  

Scope & Boundaries To operate cleanly in a matrixed environment, the role's scope is drawn deliberately: • Owns: CRM decision intelligence and insight; diagnosis, recommendations, CRM-specific reporting, dashboards and self-serve insight for the International CRM team, ad hoc analysis, opportunity sizing, and CRM measurement definitions, including for AI-generated content and agentic journeys.

• Defines and champions, but does not build: the data quality, product segmentation and audience attributes that CRM activation depends on, specifying the requirement and stewarding quality. The enterprise data pipeline, CDP ingestion and audience platform are built and operated by Data & Audience Strategy and data engineering.

• Aligns to and consumes from (but does not duplicate): standardized metric calculation and enterprise reporting from Business Insights & Reporting and the KPI Council; advanced audience modelling and precision-marketing capability from Applied Intelligence & Insight; and experience and web-analytics platform ownership from Digital. The role connects these capabilities to CRM strategy rather than rebuilding them.

• Partners with, but is distinct from, the CRM strategists: The strategists own the CRM business intent, the brand and market strategy, and which segments, journeys and use cases to pursue. This role defines the data, segmentation and measurement requirements that serve that intent and supplies the decision intelligence behind it.

Key collaboration The Director interacts a

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