Responsibilities

• Go-to-Market Strategy Development: Develops and implements comprehensive go-to-market strategies for the direct-to-consumer platform hub and evolving business units.
• Defines product blueprint, operating model, and governance with cross-functional partners.
• Defines and segments target audiences, ensuring differentiated and compelling messaging that drives engagement and acquisition.
• Ensures alignment of GTM efforts with Boehringer Ingelheim’s Master Brand strategy and broader corporate initiatives.
• Content & Messaging Ownership: Owns the development of core messaging and content to increase awareness, reach, and acquisition.
• Leads content creation and optimization using direct-response marketing tactics, including A/B testing, to rapidly improve results.
• Consumer Strategy (PESO Model): Defines and executes consumer strategies using the PESO model (Paid, Earned, Shared, Owned) to achieve traffic and engagement goals.
• Oversees media planning and partnerships to ensure effective audience reach in collaboration with integrated brand strategies.
• Cross-Functional Collaboration & Stakeholder Management: Collaborates with therapeutic area franchises, Value & Access, Human Pharma Operations, IT, Data Privacy, Legal, Compliance, Corporate Affairs, and other cross-functional partners to ensure alignment across initiatives.
• Partners with Legal, Regulatory, and Compliance to establish protocols for direct-to-consumer interactions.

Requirements

• Bachelor’s degree in Business, Marketing, or related field; MBA or advanced degree preferred
• Minimum 7+ years of consumer marketing leadership experience in health tech, eCommerce, platform businesses, or go-to-market strategy roles
• Proven track record in direct-to-consumer models or digital healthcare markets, ideally in fast-paced or startup settings
• Experience working in HIPAA-compliant data environments and customer data platforms
• Deep understanding of regulatory and data privacy requirements within digital health platforms
• Experience with PESO media strategy and marketing planning
• Expertise in direct-response marketing and A/B testing methodologies
• Strong leadership and executive-level influencing skills
• Ability to translate high-level strategy into hands-on execution
• Strong analytical, strategic, and financial skills with sound judgment and decision-making ability

Benefits

• Healthy working environment
• Mobility and networking opportunities
• Work-life balance
• Competitive compensation and benefits programs