Pfizer
Senior Manager, CX Messaging and Activation Lead
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At Pfizer, our purpose is breakthroughs that change patients' lives. As we implement our AI Transformation, our GTM and Adoption team helps turn digital investment into real impact by understanding and removing barriers, driving high-impact engagement, and ensuring the new digital platforms we launch become embedded into how our colleagues work.
This is a product marketing role. The products are internal AI platforms. The market is roughly 80,000 Pfizer colleagues around the world. Positioning, segmentation, launch, and demand generation all apply here, with adoption and retention as the scoreboard.
The craft at the center of the role is positioning: holding one argument per platform and telling it in many ways. A scientist in the lab, a supervisor on a manufacturing line, and an analyst in finance should each recognize their own work in the same value proposition, and a colleague who has never heard of a platform needs something different from one who tried it once and stopped. Working norms, language, and attitudes toward AI at work also differ across our markets and business lines, so messaging here is adapted for the audience rather than translated once and sent everywhere. What we are claiming stays constant. How it is told, to whom, and at what point in their journey is where this role does its work.
This role translates technical features into highly compelling, user-centric narratives, running internal product launches with the same rigor, creativity, and brand building typically reserved for external consumer technology launches. Most internal launch emails and mandatory announcements get ignored, and that's the bar this role is here to clear: before defaulting to the standard internal-comms playbook, this role tries something unconventional first, and builds campaigns around what actually earns attention rather than what's easiest to schedule.
Positioning, Messaging & Segmentation
- Segment by lifecycle stage rather than by org chart. Match messaging to where a colleague sits with a platform: one who has never heard of it needs a reason to care, one who tried it once and stopped needs a different reason to come back, and one who uses it weekly needs to know what changed.
- Build divisional and cultural understanding into the work. Language, regulatory context, working norms, and attitudes toward AI at work differ across markets and business lines, and a message that reads as exciting in one place can read as overselling or as a threat in another. Partner with divisional and local communicators so messaging is adapted rather than translated.
- Ground the WIIFM ("What’s In It For Me") in the colleague’s actual workday: the task that gets shorter, the handoff that stops breaking, the report nobody has to rebuild by hand. Avoid capability claims that do not name a job somebody is trying to get done.
- Own the competitive frame. Position each platform against what colleagues are choosing instead, whether an external consumer AI tool, a manual workaround, or doing nothing, and make the honest case for the internal option rather than assuming the audience is captive.
- Test messaging with real colleagues before it ships, in more than one division, and rewrite what does not land.
- Keep the message library current as platforms change, and retire claims that stop being true.
Go-to-Market & Launch
- Set the channel and audience strategy for each launch, deciding which channels to use and who to target, and own the resulting content end to end, creative through send.
- Coordinate channel and audience decisions with the Peer Advocacy & Community Lead so broadcast and community messaging reinforce each other rather than duplicate or conflict.
- Write the go-to-market plan for every major launch: target audience, messaging pillars in play, channel mix, sequencing, asset list, dates, and the adoption number the launch is meant to move. A launch is a plan on paper before it is a calendar invite.
- Run the pre-launch phase. Early access cohorts, waitlists, teasers, and champion previews build demand ahead of general availability so day one has an audience waiting rather than an audience being informed.
- Sequence the launch with the CX Training Lead and the Peer Advocacy & Community Lead so messaging, training readiness, and community activity land in the right order rather than competing on the same day.
- Run a post-launch review after every Major launch: what the campaign moved, what it did not, and what changes in the next one. Feed the pattern back into the reusable launch approach.
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Demand Generation & Funnel Ownership
- Own the top of the funnel end to end, from unaware through interested to first use. Know the drop-off at each step, and fix the weakest step rather than adding more volume at the top.
- Build the always-on layer that runs between launches so demand does not depend on a campaign being live: placement on the surfaces colleagues already hit, internal search and intranet presence, the platform site, and the moments new joiners are most open to trying something.
Enablement, Standards & Message Governance
- Establish the reusable launch playbook: message standards, frameworks, and templates that later launches and other teams run on.
- Enable the people who carry the message. Equip stakeholders, champions, and divisional communicators with the positioning, proof points, and assets to make the case in their own words. This is sales enablement without a sales team.
- Facilitate knowledge sharing through communication channels that connect colleagues with successful practices, lessons learned, and success stories.
- Prepare colleagues for change by developing communication strategies that support adoption of new tools, workflows, and behaviors.
Platform & Strategy Partnership
- Partner closely with the Experience Architecture and Product teams to understand what each platform is and the CX strategy defined for it, so positioning and messaging stay grounded in the platform’s actual intent.
- Feed user insights, friction points, and feature requests surfaced through campaigns and interviews back to the teams building and evolving each platform.
Ethical Use & Responsible AI Messaging
- Define clear, plain-language guidance on the ethical and responsible use of each AI platform, appropriate use cases, data handling, and when to trust versus verify AI output, as part of launch and ongoing messaging.
- Shape that guidance in partnership with Legal, Compliance, and Regulatory Affairs so it stays accurate and consistent as platforms evolve.
- Share ethical-use guidance directly with the CX Training Lead so it gets built into training content, and with the Peer Advocacy & Community Lead so it is reinforced through the champion network and community norms.
Legal & Regulatory Alignment
- Own the legal, compliance, and regulatory review checkpoint for platform messaging, built into the launch timeline as a fast, repeatable step rather than a one-off cycle, so nothing overstates a platform’s capabilities, data handling, or compliance posture.
- Know which platforms touch regulated, clinical, or personal data, and keep messaging current with internal policy on AI-related communications.
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Producing the Work, Not Just Briefing It
- Write, design, and produce the core campaign assets, launch copy, short-form video, key visuals, on a real production cadence.
- This is not a brief-an-agency-and-wait role; the person hired is expected to make the work themselves or partner internally with the design teams, especially in the early days of a launch when speed matters most.
Campaign Metrics Tied to Real Adoption
- Set quarterly targets for campaign metrics (click-throughs, video views, waitlist sign-ups), but treat none of them as the finish line.
- Ensure every campaign metric ladders up to the platform’s two core success metrics, 30-day active use and the Sean Ellis test.
- Partner with the Adoption Analytics & Insights Lead on the dashboard that shows that connection, not just the vanity numbers.
Basic Qualifications
- Bachelor's degree in Marketing, Communications, Digital Media, or a related field.
- 6–8+ years in product marketing, digital marketing, or brand strategy, with a highly creative portfolio. Product marketing for a software, SaaS, or platform product is the closest fit, whether the audience was external customers or internal users.
- Experience owning top-of-funnel performance, including awareness-to-first-use conversion and diagnosing where an audience drops off.
- Experience owning a product launch end to end, including go-to-market planning, launch tiering, pre-launch demand building, and post-launch review.
- Experience building a messaging architecture (pillars, proof points, persona-level messaging) for a product or platform and holding other teams to it.
- Experience establishing messaging standards, launch frameworks, or reusable practices that other teams, platforms, or business units adopt.
- Experience translating complex technical or AI capabilities into clear, persona-specific business benefits and messaging.
- Hands-on experience personally writing, designing, and producing campaign assets on areal production cadence, not only briefing and reviewing agency or vendor work.
- Experience defining launch tiers and orchestrating cross-functional launch timelines and communications.
- Daily, hands-on use of AI tools in your own production work, with a clear view of where they help and where they fall short.
- Experience partnering with Legal, Compliance, or Regulatory teams to review communications before publication, ideally within a pharmaceutical, healthcare, or other regulated industry.
- Comfort tying campaign metrics (engagement, click-through, sign-ups) to downstream adoption and retention outcomes rather than treating them as the end goal.
Preferred Qualifications
- Experience in consumer tech, B2B SaaS, a creative agency, or another fast-paced digital marketing environment.
- Experience launching or positioning an AI product, or explaining AI capability and limitation to a non-technical audience.
- Proficiency with modern creative design and video editing tools.
- Experience driving engagement within enterprise collaboration tools (e.g., Teams, Slack, Viva Engage).
- Experience partnering with architecture, engineering, or technical teams to ground messaging in actual platform capability and strategy.
- Familiarity with
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