Director, Media Strategy & Performance

The Opportunity

CSL Behring is establishing centralized media leadership for the U.S. portfolio for the first time. The Director, Media Strategy & Performance will create an overarching U.S. portfolio media go-to-market strategy across brands, spanning both consumer and healthcare professional audiences. Today, consumer and HCP media are planned brand by brand, with no single owner of strategy, agency governance, investment guidance, or performance measurement. This builder role will define how CSL Behring plans, buys, governs, and measures media by creating portfolio-level frameworks, media guidelines, agency governance standards, Joint Business Planning with the agency of record, and consistent measurement expectations. The role will partner closely with brand teams to translate brand objectives into integrated media strategies, improve planning quality and execution speed, and bring a consistent, credible view of media performance and ROI to inform investment decisions.

Reporting Relationships

• This position reports to the Senior Director, Marketing & PRC Operations.
• Leads cross-functional workstreams and agency partners; direct report scope to be determined as the U.S Portfolio Marketing organization grows.

Main Responsibilities and Accountabilities

• Own U.S. media strategy, go-to-market planning, and investment guidance across consumer and healthcare professional audiences for the brand portfolio, including development of the portfolio media strategy and allocation framework, initial budget allocation recommendations by brand, channel mix and platform guidance, audience targeting, campaign sequencing, and opportunities to improve return on total media investment.
• Partner with brand teams to translate brand objectives into integrated media strategies; consult on, pressure-test, and challenge brand media plans prior to commitment, ensuring alignment to audience strategy, channel best practice, promotional review readiness, measurement design, and the patient and prescriber journey.
• Serve as the single accountable CSL Behring owner of the media agency of record relationship across consumer and HCP media, partnering with Procurement on agency scope, fee structure, SOW governance, Joint Business Planning, commercial accountability, performance expectations, scorecards, issue escalation, and quarterly business review cadence.
• Establish and champion media brief standards, planning processes, playbooks, channel standards, and planning frameworks that enable repeatable, high-quality execution, improve speed from planning through activation, and reduce reliance on agency partners for strategic decision-making.
• Partner with PRC Operations to ensure media planning and activation integrate cleanly with promotional review workflows, enabling compliant execution while improving go-to-market efficiency from planning through promotional review, activation, and optimization.
• Partner with CSL Behring Insights & Analytics and external measurement partners to define the media measurement agenda, establish and publish one consistent media KPI and ROI standard across the U.S. portfolio, reconcile methodology differences across internal and external sources, and serve as an informed client of measurement by pressure-testing methodology and adjudicating when sources disagree.
• Represent media in brand planning cycles and integrated commercial planning, convening consumer and HCP media planning against a shared view of the patient and prescriber journey and partnering closely with brand marketing, Insights & Analytics, medical, legal, regulatory, procurement, and PRC Operations.
• Define and lead a portfolio test-and-learn agenda in partnership with Insights & Analytics and external measurement partners, bringing outside-in expertise on emerging channels, platforms, healthcare data sources, measurement approaches, and media innovation to strengthen CSL Behring’s media performance over time.
  
  

Position Qualifications and Experience Requirements

Education: Bachelor’s degree required
Experience:

• At least 10 years of media experience with progressive responsibility required, including demonstrated ownership of multi-brand or portfolio-level media strategy and investment.
• Pharmaceutical, biotech, or healthcare media experience required, including working knowledge of regulated promotional environments and PRC/MLR review.
• Experience must include consumer and healthcare professional media, agency management, scope and fee negotiation, SOW governance, performance accountability, marketing mix modeling, attribution, and media performance analytics.
• The successful candidate must be able to interpret and challenge measurement outputs without building the models, influence and align stakeholders without direct authority, and translate media performance into clear business recommendations for senior leadership.
• Rare disease, specialty, or complex patient journey experience; both agency-side and client-side experience; familiarity with IQVIA, Crossix, Komodo, or comparable healthcare data and measurement sources; experience establishing a new function, standard, or center of excellence; and experience with plasma-derived or biologic therapies are preferred.
  
  

Competencies

• Portfolio Media Strategy and Investment Leadership
• Measurement Fluency and ROI Stewardship
• Agency Governance and Commercial Accountability
• Capability Building and Change Leadership
• Stakeholder Influence and Cross-Functional Leadership
• Executive Communication and Business Recommendation Development
• Strategic Judgment in Regulated Media Environments
  
  

This is a hybrid role, which offers a combination of an onsite and remote work schedule. #LI-Hybrid