Director, Social Engagement

Role Summary Reporting to the Sr. Director, Team Lead, Product Communications & Social Engagement within the Chief Marketing Office, this Director is the team leader for Social Engagement and is accountable for the strategy, governance, execution, and performance of Pfizer’s organic social engagement capability across the business. The role leads a team of social media engagement experts and provides oversight of strategy and execution for Pfizer-branded social media handles and the unbranded Pfizer for All platform handles. The Director ensures social engagement programs amplify product and health narratives, foster meaningful connections, protect brand reputation, and align with business objectives and enterprise standards. The Director will lead and develop a team of social media engagement experts, setting priorities, clarifying roles, coaching performance, and ensuring high-quality delivery across strategy, content, community management, issues response, governance, and measurement. The ideal candidate will combine enterprise-level strategic leadership with strong operational judgment and will collaborate closely with Communications, Marketing, Digital, Medical, Legal, Regulatory, Safety, analytics, and agency partners to create integrated social engagement programs that resonate with diverse audiences. Key Responsibilities Strategy & Planning Set the vision and lead the organic social engagement strategy, with oversight of strategy and execution across Pfizer-branded social media handles and the unbranded Pfizer for All platform handles; translate business, brand, and audience priorities into platform-native content and programs. Build and maintain a channel-by-channel editorial calendar (quarterly and monthly views) aligned to campaigns, corporate moments, and product needs; integrate tagging/UTMs and paid-media alignment. Establish and continuously improve the operating model, governance, resourcing, and agency model required for channel management, content creation, community engagement, issues response, and measurement; align teams on priorities for always-on and campaign-based social. Community Management & Safety Reporting Stand up and govern response guidelines and escalation paths; partner with moderation vendors to manage open commenting and issue/AE- response. Set SLA-based listening, triage, and response standards; oversee sentiment tracking and topic tagging to inform content and stakeholder updates. Ensure review/approval compliance (Medical/Legal/Regulatory); monitor content expiration/renewal cycles and archive requirements. Content Operations Oversee the team’s end-to-end editorial and content operations process across branded and unbranded handles, from briefing and development through review, publishing, optimization, expiration, and archiving; ensure consistent tone of voice, quality, and compliance. Coordinate influencer/partner content when relevant to organic social, ensuring taxonomy, job-code tracking, and preview/QA workflows with agencies. Drive test-and-learns across formats (short video, carousels, polls) and platform features; capture learnings and roll into playbooks. Measurement & Optimization Define the measurement framework and KPIs (reach, engagement rate, saves/shares, negative feedback, response SLAs, follower quality, site traffic/HVA); publish monthly readouts and quarterly deep dives. Partner with Paid Media to integrate organic/paid flighting and ensure cross-channel attribution; maintain dashboards and performance hygiene. Cross-functional Leadership Serve as the senior social engagement leader across Product Communications, convening CMO, Public Affairs, Legal, Regulatory, Medical Affairs, Safety, brand teams, and agency partners to maintain strong governance, resolve priorities, and ensure timely delivery. Represent Product Communications in enterprise social councils and audience insights forums; influence enterprise standards and cascade guidance, playbooks, and best practices to teams. People Leadership Lead, coach, and develop a team of social media engagement experts; establish clear goals, accountabilities, ways of working, and development plans. Translate portfolio and enterprise priorities into team objectives, resource plans, and workload decisions; create an inclusive, high-performing culture grounded in accountability and collaboration. Provide strategic counsel and quality oversight on channel strategy, content, community engagement, measurement, and issues management; remove barriers and escalate decisions when needed. Manage agency and vendor partners, including scopes of work, budgets, performance expectations, and integration with internal team responsibilities. Build succession, capability, and skills plans that keep the team current on platform changes, audience behavior, emerging technology, and evolving regulatory expectations. Required Competencies Social Community Management Advanced social listening and moderation strategy; crisis sign-posting and issue escalation. Response matrix creation, moderation vendor oversight, and safety/compliance acumen. Organic Social Excellence Platform-native storytelling (IG, TikTok, X, Facebook, LinkedIn); series programming; lightweight creative direction and copy-editing. QA across previews and placements; taxonomy and job-code hygiene with agencies. Editorial Calendar Mastery Calendar design and governance; integration with campaign plans, paid flighting, RC timelines, and content approvals/expirations. Measurement & Insights KPI framework design; dashboarding and monthly/quarterly performance narratives; test-and-learn roadmaps. Core Competencies Acts Decisively; Seizes Accountability; Builds Effective Campaigns; Insight, Influence & Inclusion; Strategic & Innovative Thinking; Demonstrates Business Acumen. Qualifications 8+ years in social media, community management, communications, or a related field, with significant experience leading complex programs and teams; healthcare experience strongly preferred. Proven track record setting social strategy, building brand communities, leading editorial and engagement operations at scale, and translating insights into measurable business and communications outcomes. Fluency with enterprise social tools (e.g., Sprinklr), listening/monitoring, and analytics; strong stakeholder and agency management. Deep familiarity with medical/legal/regulatory review processes and content life-cycle management (approvals, expirations). Excellent written, oral, communication skills and interpersonal skills. Ability to develop, implement and measure success. Ability to work effectively across functions and levels across highly matrixed organization and manage multiple projects against tight deadlines. Ability to work closely with Pfizer leaders, demonstrating poise and executive presence. Demonstrated people leadership, including the ability to recruit, coach, develop, and motivate high-performing social media engagement experts. Strong independent judgment, accountability, and ability to lead through ambiguity in a highly matrixed environment. Candidate demonstrates a breadth of diverse leadership experiences and capabilities including: the ability to influence and collaborate with peers, develop and coach others, oversee and gu