Head of Consumer Marketing - Sleep Disorders

Responsibilities

• Build and lead consumer marketing capabilities for the Neuroscience Business Unit, including launch strategy, go-to-market planning, and integrated tactical execution for a new product launch.
• Assess the patient and caregiver opportunity within the therapeutic area and identify the needs, barriers, and insights that can activate informed patient and healthcare provider conversations about the disease and brand.
• Own the end-to-end patient journey and translate insights into patient positioning, message architecture, and language that clearly communicates the brand’s role within the treatment landscape.
• Ensure alignment with overall brand strategy and healthcare professional (HCP) brand initiatives, and partner with the HCP brand lead to inform inclusion of patient perspective.
• Leverage insights to inform patient segmentation and channel preferences.
• Lead the strategy and execution of direct-to-consumer (DTC) and direct-to-patient (DTP) initiatives that support disease education, brand awareness, patient acquisition, and conversion across channels that may include customer relationship management (CRM), direct marketing, in-office, print, search engine marketing (SEM), digital media, mobile, streaming, and broadcast television.
• Own the patient experience vision and partner with omnichannel, Data, Digital & Technology, Patient Services, and other cross-functional teams to define and develop an end-to-end digital patient experience, including evaluation of potential direct-to-patient models that connect education, engagement, and activation across the patient journey.
• Lead integrated media strategy, planning, investment, optimization, and performance management, including oversight of external media and creative agency partners.
• Partner with the Communications team to develop and execute social media and organic content strategies that extend reach and engagement while aligning with brand strategy and applicable regulatory, legal, and corporate requirements.
• Partner with Analytics & Insights to translate data into actionable insights, validate business opportunities, optimize the patient channel mix, establish key performance indicators, and monitor the return on investment (ROI) of individual tactics and the overall consumer plan.

Requirements

• Bachelor’s degree
• 12+ years of progressive commercial pharmaceutical experience, including significant consumer, DTC, and/or DTP marketing experience, with at least 5 years in leadership roles of increasing scope and responsibility.
• Deep understanding of patient journeys, communication channels, and tactic design.
• Extensive experience in marketing strategy and tactic planning with an ability to communicate ideas to internal partners and external agencies.
• Experience in leveraging data and analytics to distill insights and drive data-based decision making.
• Experience leading marketing in a highly regulated pharmaceutical environment and partnering effectively with Medical, Legal, Regulatory, Compliance, and Privacy stakeholders.
• Demonstrated experience leading large-scale consumer media and engagement programs, including digital, CRM, paid media, and media planning; broadcast and streaming experience is strongly preferred.
• Demonstrated leadership traits with an ability to mentor team members, collaborate effectively, and positively influence decisions.
• Strategic Planning and Implementation – Ability to develop an overall marketing strategy and oversee the implementation of the strategy.
• People Development – Ability to assess strengths and development areas of staff members and provide suggestions for development.

Preferred

• MBA
• Pharma and/or consumer packaged goods industry experience
• Commercial pharmaceutical experience in neuroscience and/or sleep disorders, including an understanding of the patient journey, treatment landscape, and emerging trends
• New product launch experience
• Experience applying social media and organic content strategies in a regulated environment
• Experience partnering with Communications and external affairs teams on public relations, social media, and patient advocacy initiatives