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Drew Panayioutou, Pfizer’s first global CMO, has announced via LinkedIn that he’s leaving the company.
Pfizer U.K. president Susan Rienow will succeed Panayioutou, the pharma giant confirmed. Rienow’s Pfizer career has spanned two decades and has included leading U.K. vaccines during the pandemic.
At a time of ever-shortening CMO tenures (the average is just over 4 years, according to Spencer Stuart data) Panayioutou’s reign of just over a year and 10 months has been brief but also marked by notable initiatives.
On Panayiotou’s watch, Pfizer produced “Here’s to Science” its first Super Bowl ad, which aired in February.
Writing on LinkedIn, Panayiotou counted among his achievements the building of a “global marketing organization,” a sweeping agency consolidation, the use of generative AI “to accelerate content development,” and the introduction of Pfizer’s “Outdo Yesterday” campaign, pegged to the company’s 175th anniversary, which spotlighted real patients “instead of Pollyanna actors and stock patients jogging on the beach.”
A veteran marketer with three decades in the field and a resume that includes Hershey, Coca-Cola, Chick-fil-A and Walt Disney, Panayioutou ran marketing and communications for Alphabet company Verily Life Sciences when Pfizer recruited him in 2022.
The title of global CMO was a new one at the $170 billion pharmaceutical giant. Pfizer had only recently become a household name owing to its production of a Covid-19 vaccine in partnership with BioNTech. Though Pfizer has long made well-known consumer brands including Robitussin, Nexium and Advil, part of Panayioutou’s remit was to establish a clearer association between the Pfizer brand and its many products.
“Our organization has the power to bring breakthroughs for billions,” Panayiotou told a Pfizer house publication after his hiring. “My job as CMO is to help our organization better understand our healthcare providers and patients so that we can meet them where they are with the information they need at the moment they need it.”
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