Sr. Director, Patient Marketing (DTC Media & Engagement)

Neurocrine Biosciences is a global biopharmaceutical company focused on discovering, developing and commercializing life‑changing treatments for patients with under‑addressed neurological, psychiatric, endocrine and immunological disorders.

About the Role

The Senior Director, Patient Marketing will lead the strategic vision, investment, and execution of all direct‑to‑consumer (DTC) marketing efforts across the Ingrezza business, with primary accountability for ~$150M in annual media investment spanning Linear TV, Streaming, Paid Search, Paid Social, Programmatic, Digital Display, and owned patient engagement channels (CRM/email). This role serves as the leader for patient demand generation—owning end‑to‑end DTC strategy including audience segmentation, channel mix optimization, media buying, creative production, and performance analytics.

Responsibilities

DTC Strategy & Leadership

• Own the DTC strategy driving patient acquisition, education, and activation at scale
• Lead long‑range planning for patient marketing for the Ingrezza brand, including brand‑level prioritization, investment allocation, and ROI optimization
• Serve as the senior subject matter expert in DTC marketing, including linear TV, CTV/Streaming, and digital performance media
• Partner with Omnichannel team to translate business objectives into integrated, omnichannel patient journeys across awareness, consideration, and conversion
• Serve as a trusted advisor to senior leadership, influencing key business and investment decisions, shaping brand and commercialization strategy through patient‑centric insights and DTC performance data

Media Investment & Channel Leadership (~$150M Budget)

• Direct and optimize ~$150M in annual media spend across: Linear TV (national & local broadcast/cable buying), Streaming / Connected TV (OTT platforms), Paid Search (Google/Bing), Programmatic display & video
• Lead agency partnerships for media planning and buying, ensuring best‑in‑class negotiation, placement strategy, and efficiency
• Establish KPI frameworks (reach, frequency, GRPs, CPA, ROI, patient starts) and continuously optimize channel mix
• Oversee advanced attribution modeling and marketing mix modeling (MMM) to inform investment decisions

TV Media Buying & Creative Production Leadership

• Provide strategic oversight of national TV media buying strategy, including upfronts, scatter market, and audience targeting approaches
• Lead development of high‑impact DTC creative across video, digital, and integrated campaigns
• Partner with creative agencies to ensure production of compelling, compliant, and performance‑driven content
• Ensure creative effectiveness through testing frameworks (A/B, multivariate, copy testing, brand lift studies)
• Align messaging across channels while tailoring execution for platform‑specific performance

Data, Analytics & Performance Optimization

• Build and scale a performance‑driven marketing organization leveraging real‑time data and insights
• Implement advanced measurement frameworks including: Multi‑touch attribution (MTA) and Marketing mix modeling (MMM)
• Drive continuous optimization of campaigns based on data insights, audience segmentation, and behavioral trends
• Partner with Commercial Operations and Analytics teams to unlock actionable insights and predictive modeling

Cross‑Functional Leadership

• Serve as a key member of the Brand Leadership Team, influencing brand and cross‑functional strategy by embedding patient‑centric, data‑driven DTC insights into commercialization planning
• Partner with Market Access, Sales, Medical, Legal, and Regulatory teams to ensure aligned and compliant execution
• Serve as the DTC lead on promotional review committees, ensuring adherence to all regulatory standards
• Collaborate with advocacy groups and patient communities to strengthen engagement strategies
• Represent Neurocrine externally, as appropriate, in DTC marketing, media, and patient engagement forums to build thought leadership and bring forward industry best practices

Team & Agency Leadership

• Lead and develop a high‑performing patient marketing team, including 3 direct reports (Associate Director, Senior Manager, and one additional role to be defined), while continuing to evolve team structure to support DTC growth
• Oversee external agencies across media, creative, production, and analytics
• Establish clear governance models, performance expectations, and accountability across partners
• Foster a culture of innovation, agility, and continuous improvement
• Provide leadership through both direct reports and agency partners, establishing clear accountability, development, and performance standards

Requirements

• BS/BA degree in scientific or business discipline and 14+ years of relevant commercial, marketing, sales, or brand leadership experience, including 7+ years of senior leadership experience leading teams, cross‑functional initiatives, and/or significant agency partnerships. OR Master’s or MBA degree preferred and 12+ years of related experience OR PhD and 10+ years of related experience
• Extensive previous managerial experiences also required
• Recognized leader in DTC marketing with deep expertise in large‑scale media investment, particularly TV and omnichannel ecosystems
• Proven track record managing $100M+ media budgets with measurable business impact
• Extensive experience leading national TV media buying and integrated campaign execution
• Strong understanding of creative development and production processes for DTC campaigns
• Technical & Strategic Capabilities: Expertise in linear TV and CTV/OTT ecosystems; digital performance marketing (search, programmatic, social); media planning, buying, and optimization; marketing analytics, attribution, and ROI measurement; ability to synthesize complex data into actionable strategies; strong commercial acumen and ability to link marketing investment to business outcomes

Benefits

Annual base salary we reasonably expect to pay is $233,400.00–$318,000.00. Additional compensation includes an annual bonus with a target of 35% of the earned base salary and eligibility to participate in our equity‑based long‑term incentive program.

• Retirement savings plan (with company match)
• Paid vacation, holiday and personal days
• Paid caregiver/parental and medical leave
• Health benefits to include medical, prescription drug, dental and vision coverage in accordance with the terms and conditions of the applicable plans

Equal Employment Opportunity Statement

Neurocrine Biosciences is an EEO/Disability/Vets employer. We are committed to building a workplace of belonging, respect, and empowerment, and we recognize there are a variety of ways to meet our requirements.