Responsibilities

• Own the integrated consumer and care partner marketing strategy for COBENFY, translating brand positioning, patient insights, and clinical data into compelling branded campaigns
• Lead the development of patient and care partner journeys, segmentation frameworks, and insight-driven personas that identify unmet needs, barriers, and moments that matter across the treatment experience
• Evolve messaging architecture and brand story as new clinical data emerges, keeping consumer-facing materials current, emotionally resonant, and compliant across indications
• Serve as the primary marketing owner of the consumer media plan across television, digital, social, search, and emerging channels, in partnership with the media agency of record (AOR)
• Oversee TV campaigns end to end, from creative briefing and production through trafficking, airing, and performance analysis, across linear, connected TV (CTV), and streaming environments
• Establish consumer media KPIs and drive continuous optimization of targeting, channel mix, spend allocation, and creative rotation, both in-flight and across planning cycles, translating performance data into clear recommendations for brand and leadership stakeholders
• Lead consumer digital programs across owned, earned, and paid channels, including the COBENFY patient website, social media, programmatic, search, and CRM, in partnership with the Omnichannel COE and digital agency partners
• Own CRM strategy and patient communication journey design, ensuring messaging is personalized and sequenced appropriately across the treatment journey
• Apply new technologies and digital capabilities to innovate the consumer experience and improve campaign performance and engagement outcomes
• Partner with CX to design an integrated consumer experience spanning awareness, treatment consideration, onboarding, access, affordability, initiation, adherence, and ongoing support, ensuring the post-initiation experience is as strategically considered as the acquisition funnel

Requirements

• BA/BS required
• 10+ years of pharmaceutical or biotechnology commercial experience, with demonstrated accountability for consumer or patient marketing
• Proven people leadership experience, including direct management and development of marketing talent
• Deep experience developing and executing integrated consumer marketing campaigns across TV, digital, social, CRM, and patient support channels
• Proven command of paid media strategy and planning, including TV (linear, CTV/streaming), digital, social, and search, with hands-on experience managing media AOR relationships and optimizing in-flight performance
• Strong analytical skills, with the ability to establish KPIs, interpret campaign performance data, manage budgets, and translate insights into clear strategic and tactical recommendations
• Demonstrated ability to manage multiple agency and vendor relationships, with strong project management and organizational skills
• Excellent communication and presentation skills, with the ability to articulate consumer strategy and campaign performance clearly to brand leadership and senior stakeholders
• US product launch experience with accountability for consumer marketing from pre-launch through in-market execution
• Experience designing patient and care partner journeys, segmentation frameworks, and consumer personas in a complex specialty market

Preferred

• MBA or advanced degree strongly preferred
• Neuroscience, CNS, psychiatry, or SMI therapeutic area experience strongly preferred

Benefits

• Benefits: Subject to the terms and conditions of the applicable plans then in effect, you may be eligible to participate in our comprehensive benefit plans – including wellbeing support, retirement and financial protection benefits, and insurance offerings (medical, dental, vision, life and disability).
• U.S.-based exempt employees are eligible for Flexible Time Off (FTO), which provides paid time off without a set accrual limit, subject to manager approval, along with 11 paid company holidays each year.
• Non-exempt employees, RayzeBio employees, and employees located in Puerto Rico receive 160 hours of paid vacation annually for new hires (subject to manager approval), 11 paid company holidays, and 3 optional holidays.
• Depending on eligibility, employees may also have access to additional time-off benefits, including paid sick leave, up to two paid volunteer days per year, summer hours flexibility, and leaves of absence for medical, personal, parental, caregiver, bereavement, or military needs. Eligible employees also enjoy an annual Global Shutdown between Christmas Day and New Year's Day.
• U.S.-based job seekers can explore full benefit offerings at https://careers.bms.com/benefits