Director, US Breyanzi Patient Activation Lead

Responsibilities

• Own the end-to-end patient treatment journey strategy for Breyanzi, identifying key moments of need from diagnosis through CAR T consideration, referral, treatment, and follow-up, and delivering the right education, tools, and support at each stage.
• Develop and execute patient education and awareness strategies to expand understanding of CAR T therapy and drive engagement and activation among eligible lymphoma patients and caregivers.
• Design and launch innovative channel and tactic strategies (digital, social, community, peer-to-peer, and emerging platforms) to reach, engage, and activate patients and caregivers, with clear measurement of impact across the journey.
• Lead direct-to-patient (DTP) marketing initiatives that effectively communicate the benefits of CAR T therapy and provide clear, accessible information about the treatment process.
• Build a wraparound support approach to patient education and activation by integrating brand, advocacy, professional society, medical, and patient support resources into a connected, coordinated experience.
• Partner with patient advocacy organizations and professional societies to co-develop education, awareness, and community programs that empower patients to explore CAR T as a treatment option and help them navigate the care pathway.
• Increase Breyanzi's recognition as a differentiated treatment option among patients, caregivers, and advocacy groups.
• Activate and elevate the voices of CAR T-treated patients, using testimonials and real-world experiences to inform and inspire others considering this therapy.
• Lead the development and execution of the Direct-to-Consumer (DTC) non-personal promotion (NPP) and paid media strategy, leveraging dynamic targeting to reach and educate eligible patients and caregivers effectively.
• Partner with key matrix team members, including medical, market access, corporate communications, analytics, channel strategy, and patient voice & engagement teams, to ensure a holistic approach to patient engagement.

Requirements

• Prior people leadership and in-line brand marketing experience valued highly, with a minimum of 10 years of marketing experience.
• Demonstrated experience owning or delivering end-to-end patient journey programs, and ability to speak to their specific role in activating a patient or other stakeholder segment through innovative channels and tactics, including the results achieved.
• Experience in patient marketing, direct-to-patient campaigns, or patient advocacy initiatives is strongly preferred.
• Experience partnering with patient advocacy organizations and professional societies to deliver patient education and activation, and the ability to integrate these partners into a wraparound support model.
• Prior experience in Oncology/Hematology or an understanding of the oncology/hematology marketplace is recommended.
• Proven track record of effectively driving performance within a matrix organization, with strong organizational, interpersonal, and communication skills.
• Strong ability to develop and maintain relationships with patient advocacy groups, professional societies, and key external stakeholders.
• Analytical and strategic thinking skills, with the ability to translate patient insights into impactful marketing strategies.

Preferred

• MBA or other Advanced Degree Preferred.

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