Responsibilities

• Own the end-to-end brand strategy for Lyfgenia (Primary Focus) and drive portfolio level storytelling that reinforces the company’s leadership in gene therapy and its value to patients, providers, and payers (e.g., disease education, positioning, messaging, value proposition, and competitive differentiation.)
• Develop integrated marketing plans that accelerate appropriate adoption while honoring the history, lived experience, and cultural context of the SCD community.
• Lead development of branded and unbranded campaigns across HCP, patient, caregiver, advocacy, and treatment center audiences including multichannel educational and engagement strategies across patient, HCP, treatment centers, caregiver, and advocacy stakeholders.
• Partner with Field Leadership to strengthen patient pull‑through and end‑to‑end journey support - from treatment consideration through infusion - with messaging, tools, and strategic guidance, ensuring alignment and high‑quality customer engagement.
• Serve as marketing lead for real‑world insights generation, post‑launch optimization, and strategic response to emerging data and competitive shifts.
• Maintain consistent operational excellence and rigorous performance tracking across all marketed programs to diagnose brand performance, guide action, and maximize ROI.
• Partner on congress strategy, symposia planning, and strategic KOL engagements for SCD and rare genetic disorders.
• Chair or co‑lead cross‑functional teams related to brand planning, insight generation, competitive intelligence, and commercialization readiness.
• Lead and develop a high‑performing marketing team, fostering accountability, customer empathy, and operational excellence.
• Manage agencies and vendors, ensuring high‑quality deliverables and efficient use of marketing budget.