Director, Consumer Marketing - COBENFY

Bristol Myers Squibb seeks a Director of Consumer Marketing for COBENFY, a psychiatry medication. The role involves developing and executing integrated consumer marketing strategy across paid media, digital, and patient support channels, while leading a team of marketing professionals.

Responsibilities

• Own integrated consumer marketing strategy for COBENFY, translating clinical data and insights into compelling campaigns
• Lead patient and care partner journey development, segmentation frameworks, and insight-driven personas
• Oversee TV campaigns end-to-end across linear, connected TV, and streaming environments
• Drive continuous optimization of targeting, channel mix, spend allocation, and creative rotation
• Lead consumer digital programs across owned, earned, and paid channels in partnership with agency partners

Requirements

• Bachelor's degree required; MBA or advanced degree strongly preferred
• 10+ years pharmaceutical or biotechnology commercial experience
• Demonstrated accountability for consumer or patient marketing programs
• Direct people leadership and marketing talent development experience
• Deep expertise in TV, digital, social, CRM, and patient support marketing
• Proven command of paid media strategy, planning, and optimization across channels
• Strong analytical skills and ability to establish KPIs and track performance