The Country Brand Manager (CBM) for Prevenar 20 Paediatrics, Singapore is responsible for driving brand growth through strong execution of the commercial plan, grounded in clear prioritization of paediatric segments and market opportunities. The CBM develops the mindset and capabilities of a brand general manager — demonstrating ownership over the brand growth agenda, clarity on where to play and how to win, and the ability to identify what is not working and adapt with agility.
Key Capabilities1. Paediatric Vaccine Market & Business Acumen
A strong CBM must demonstrate solid understanding of:
Paediatric pneumococcal disease burden and target segments — infants, children under 5, pre-term, and immunocompromised populations
Singapore's private and public market dynamics — including private paediatricians, GP clinics, polyclinics, and the Childhood Immunisation Programme (CIP) under MOH
Competitive landscape — PCV10, PCV13, PCV15, and PCV20 dynamics, including positioning relative to national schedule recommendations and private market brand choice
Access levers — working understanding of MediShield Life, Medisave, and CHAS subsidies as drivers of uptake
The CBM can clearly articulate where to play and how to win beyond promotion alone.
2. Brand Ownership & Growth Plan Accountability
The CBM takes genuine ownership of the brand plan, not just its execution:
Develops and champions prioritized growth opportunities anchored in clear segmentation choices
Supports alignment of internal stakeholders — sales, medical, and access — around brand direction
Contributes meaningfully to OP/LE planning and tracks brand performance against plan
Begins to connect brand outcomes to Singapore and MISP Cluster priorities
3. Patient & Parent Funnel Understanding
Prevenar Paeds plans are fundamentally funnel-driven, with parents and caregivers as the primary decision-makers:
Maps the full funnel: Awareness → Concern → Recommendation → Access → Brand Choice → Vaccination
Tracks funnel metrics and identifies where conversion is breaking down
Designs demand-creation activities beyond detailing — parent education, caregiver materials, clinic workflow support, and affordability messaging
4. Diagnosis & Execution Agility
A strong CBM does not wait to be told what to fix. They:
Read performance data (IQVIA, sales, funnel metrics) and proactively flag where plans are underperforming
Propose and execute course corrections with a bias for action
Adapt quickly when market conditions shift, without losing sight of the overall brand strategy
Learn from each execution cycle and apply insights forward
5. Field Force Collaboration & Execution
Works closely with the sales team to translate brand strategy into field execution:
Develops clear messaging frameworks, call plan priorities, and targeting guidance (paediatricians, GPs, MCH clinics)
Builds rep-ready materials that are simple, relevant, and easy to deliver
Maintains a collaborative and credible relationship with the field team
6. Cross-Functional Collaboration
Engages Medical, Access, and other functions as a collaborative partner:
Works with Medical Affairs to support KOL engagement and scientific programmes
Partners with Access on CIP and private market affordability levers
Communicates clearly and professionally across teams and levels
7. Portfolio Awareness
Understands how Prevenar 20 Paeds fits within the broader paediatric and maternal immunisation portfolio, and coordinates messaging and activities accordingly.
8. Marketing Fundamentals & EMPOWER Framework
The CBM applies core marketing disciplines rigorously and consistently:
Leverages the EMPOWER framework as the foundation for brand planning, ensuring strategic choices are grounded in a structured, insight-led approach
Competent in core marketing fundamentals — segmentation, targeting, positioning, messaging, and campaign execution
Translates framework outputs into clear, actionable brand plans that the broader team can align behind and execute against
9. AI Fluency & Learning Agility
The CBM embraces new ways of working and is willing to continuously evolve:
Demonstrates AI fluency — actively explores and incorporates AI tools to improve the quality, speed, and impact of marketing work
Approaches AI as a force multiplier for brand planning, content development, data analysis, and stakeholder communication
Shows a growth mindset and agility in learning — open to new methodologies, tools, and ways of working as the commercial environment evolves
Models curiosity and adaptability, inspiring the same in peers and collaborators
QualificationsDegree in Life Sciences, Business, or related field
2–4 years of pharmaceutical marketing or commercial experience; vaccines or paediatric experience is a plus
Analytical — comfortable working with IQVIA data, sales reports, and brand planning frameworks
Strong communication and stakeholder collaboration skills
Proactive, self-driven, and comfortable working in a fast-paced, matrixed environment
Pfizer is an equal opportunity employer and complies with all applicable equal employment opportunity legislation in each jurisdiction in which it operates.
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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