Senior Director, Patient & Consumer Marketing (Neuro)

Senior Director Of Consumer/Patient Marketing

We are seeking a dynamic and results-driven Senior Director of Consumer/Patient Marketing to lead cross-portfolio initiatives within our Neurology Commercial Business Unit. This pivotal role requires a leader who can develop and execute innovative marketing strategies while implementing robust data-driven frameworks to measure and optimize the impact of those initiatives. The ideal candidate will possess a strong ability to leverage analytics and insights to refine marketing plans and provide a compelling rationale for their evolution. Additionally, the candidate will excel at executing targeted marketing initiatives, fostering patient advocacy through ambassador programs, collaborating with patient support services, and addressing access challenges through reimbursement analysis. If you are passionate about driving meaningful results through strategic marketing and data integration, we invite you to join our team and make a difference in the lives of patients.

The Director, Consumer Marketing will report into the Executive Director, Neurology Marketing. The ideal candidate will understand the unique challenges involved in Neurology consumer marketing, with the ability to effectively manage budgets and prioritize marketing tactics through data-driven insight gathering. This requires the consumer marketer to embody an analytical mindset with experience in developing and executing successful omnichannel consumer marketing campaigns in the rare disease market.

A typical day may include the following:

• Lead the development and execution of consumer marketing strategies and tactical plans for rare disease portfolio assets across their respective product lifecycles (i.e., pre-launch, launch, and post-launch periods)
• Build business cases for patient-oriented programs that contribute to sustainable brand growth
• Develop innovative patient and caregiver focused tools and programs (e.g., disease education information and materials provided to patient, branded patient support tools/programs to improve HCP and patient communication, branded patient education information and materials provided to patient)
• Develop and implement geotargeted digital marketing campaigns to effectively reach rare disease and cardiometabolic patient populations, prioritizing precision over scale in all strategies
• Partner closely with the patient support services team to ensure alignment in patient communication and engagement strategies, including facilitating access to sponsored genetic testing programs
• Lead the evolution, development and execution of comprehensive marketing strategies for our Patient Ambassador Program
• Manage the recruitment, certification, and mentorship of new ambassadors, ensuring alignment with strategic objectives
• Work with cross-functional teams to analyze reimbursement trends and barriers, ensuring marketing strategies are aligned with patient access and affordability challenges
• Utilize data analytics to identify patient needs and preferences, tailoring marketing content and strategies to improve patient engagement and support outcomes
• Understand and leverage trends in the marketplace impacting Consumer Marketing and competitive benchmarking to data driven strategic insights to inform of all patient/consumer marketing programs and tactics
• Work with cross functional teams to enhance the patient portion of the brand website
• Ensures cross-functional communication, alignment, and collaboration with Field Sales, Field Medical, Access and Reimbursement, Marketing, Legal, and Compliance
• Work closely with Patient Advocacy to understand and develop patient organization & advocacy strategy
• Partner with Corporate Communications to develop and integrate public relations patient strategies and programs
• Work closely with HCP and scientific marketing teams to ensure consistency of branding and complimentary tactics
• Work closely with the rare disease Insights & Analytics team to structure a proactive approach to data collection and analysis
• Manage budgets and closely monitor performance, ensuring cost effective delivery of all programs while tracking and monitoring KPI's
• Provide support to the development of the overall brand strategy, functional plans, and budget and ensure that patient-focused strategies and tactics are incorporated within their respective annual brand plans
• Attend industry conferences and networking events to promote the brand and establish connections

To be considered, you must possess:

• 14 years of biopharmaceutical marketing experience with at least 5 years in consumer marketing
• Neurology / Rare disease experience preferred
• Minimum of bachelor's degree is required, advanced degree (MBA, PhD, MD) preferred
• Proven track record with developing and implementing omnichannel consumer marketing plans that align with company goals and mitigate unique rare disease market challenges
• Must demonstrate ability to lead strategically, drive performance, build alignment, inform, negotiate, and collaborate
• Demonstrated competency in managing a consumer marketing effort for a new product launch
• Effective communication, both written and oral; experience in delivering complex messages to various internal and external customers with a track record of effective and influential presentations
• Demonstrated initiative, creativity, strategic capabilities, and ability to work effectively in complex, rapidly changing environments
• Strong project and process management skills, along with the ability to work on multiple tasks, and to effectively prioritize
• Proven team player with ability to navigate cross functionally.
• Strong analytical skills both quantitative and qualitative