Responsibilities

• Brand Strategy, Identity & Positioning: Develop end-to-end U.S. brand strategy, encompassing positioning, segmentation, targeting, and lifecycle planning
• Identity & Creative: Define the brand identity (core promise, tone, personality, visual direction) in partnership with agency and cross-functional stakeholders
• Messaging Architecture: Lead development of core creative messaging and narrative architecture that translates novel MOA and clinical differentiation into compelling, customer-centric stories
• Competitive Positioning: Establish a clear and durable competitive frame of reference within retinal disease and evolving treatment paradigms
• Consistency Across Audiences: Ensure consistency of brand identity and messaging across retina, patient, and payer audiences
• Go-to-Market & Omnichannel: Design a go-to-market engagement model for retina specialists from disease education through product availability
• Omnichannel Framework: Responsible for developing and execution of omnichannel framework (NPP / Digital / Media marketing tactics)
• Creative Direction & Messaging Governance: Provide strategic direction to creative agencies on brand campaigns, ensuring alignment to positioning and identity
• Guidelines & Compliance: Set guardrails for message hierarchy, tone, and visual expression across all materials
• Creative Review & Compliance: Review and guide major creative assets to ensure they reinforce differentiation and emotional resonance

Requirements

• Requires a bachelor’s degree or other advanced degree
• Minimum 10 years of marketing experience
• Minimum last 5 years working on brand launch (retina preferred)
• Demonstrated ownership of pre-launch strategy, insights generation, disease education, and cross-functional leadership (buy-and-bill / ophthalmology / retina preferred)
• Ability to thrive in ambiguity that can be present in a high-growth environment
• Exceptional professional communications and interpersonal/critical thinking skills necessary
• Prior experience with MLR/PRC submissions and process
• Desire to innovate and work in a fast-paced, energetic environment
• Approaches work with enthusiasm, curiosity, and self-motivation to contribute
• Requires up to 30% domestic travel