Associate Director - Rare Bleeding Health Care Professional Marketing

About the position

The Associate Director, Rare Bleeding Health Care Professional Marketing Experience has overall strategic and operational responsibility as well as tactical pull through of all efforts for Health Care Providers within their designated Rare Bleeding Disorders Therapy Area and for relevant in-line and new product commercialization assets (3 years prior to launch). They will lead the development and implementation of brand plans, development of capabilities to strengthen our market approach, and be the strategic conduit for initiatives across functions that drive success. They will be empowered to make strategic decisions and lead the development and roll-out of tactics that pull through the strategy and are accountable for successful business performance. Leveraging insights to design and drive a differentiated customer experience, they are responsible for developing and implementing all HCP marketing activities to help achieve goals and will provide brand leadership across functions. They drive the execution approach for the field teams to ensure effective HCP engagement that delivers on the business objectives. They are accountable for achievement of pre-launch readiness for new products and NNI P&L business objectives for in-line brands.

Responsibilities

• Fully understands disease state, market dynamics, patient and provider journey, customer insights and competitive landscape to inform strategic approach and key brand decisions
• Develops innovative and compelling strategic and tactical plans that are rooted in deep customer insights and drives differentiation and brand performance for inline and launch assets
• Ensures alignment of strategy and tactics with cross-functional stakeholders and marketing leadership
• Flawlessly executes tactical plans addressing market, customer and brand needs
• Spearhead targeted initiatives to attain HCP reach/activation targets, optimizing engagement across diverse channels to maximize impact
• Ensure alignment of brand/therapy area positioning, messaging, and overarching objectives to maintain a unified and compelling narrative across all HCP interactions
• Identifies insights, competitive threats and opportunities to develop marketing programs and projects to minimize risks and capitalize upon identified opportunities
• Coordinate across functions to ensure effective and seamless implementation of customer-centric approaches, and experiences across channels, fostering a cohesive and impactful engagement approach
• Builds and maintains trusting, collaborative relationships and alliances with others inside and outside of the organization to maximize opportunities and address challenges across the TA
• Drive strategic initiatives including, but not limited to LAP (Launch Activity Plan) involving and coordinating core and extended NNI teams
• Works closely with Field Sales and Strategic Partnerships & Engagement to inform impactful marketing strategies and programs that support customer needs
• Responsible for ensuring solid analysis and recommendation for executive-level inquiries, analysis and initiatives
• Closely collaborates with global (including marketing, launch office, supply etc.) to be the voice of the US and inform global endeavors and gain alignment on relevant local initiatives
• In collaboration with Regulatory, supports BLA submission, label negotiations and ensures optimal label for pipeline assets
• Responsible for project management and coordination including overall ownership of launch activities and leading extended launch teams
• Spearhead the development of promotional, engagement, and experience programs, incorporating personalized content to effectively address the needs of key segments and enhance overall engagement
• Create cohesive content that seamlessly integrates across HCP channels, fostering a unified and engaging brand/therapy area experience audience
• Implement rigorous quality control measures for marketing content, ensuring alignment with compliance requirements prior to dissemination, and effectively coordinating with external suppliers and agencies to maintain high-quality standards across all materials and programs
• Oversees the management of the advertising agency and promotional review board (PRB) process to implement campaign elements, educational, promotional and public relations programs
• Consistently assess brand performance, drivers and barriers of performance and execution of plans to maximize results
• Establish and implement key metrics to track and communicate impact of brand initiatives to relevant stakeholders
• Continuously monitor and enhance customer satisfaction by analyzing relevant metrics and feedback, driving improvements to elevate the overall experience and brand uptake
• Optimize HCP touchpoints throughout engagement journey, ensuring a seamless and efficient experience at every interaction, from initial engagement to ongoing support
• For pipeline assets, this role drives development of Launch Tracker, metrics and KPIs and monitoring of performance
• Partners with Commercial Excellence and CI&A to develop and implement marketing metrics. Regularly reviews marketing programs to ensure profitability/budget goals are on track. If not meeting metrics, proactively implements corrective measures to increase business impact and overall value
• Accountable for the ongoing management and oversight of allocated brand and TA budget from local and central funding
• Maximize revenue and profitability and understands return on investment (ROI) concepts to ensure optimization of marketing spend

Requirements

• A Bachelors degree or equivalent required, MBA preferred
• A minimum of ten (10) years in Marketing, Brand Management, Sales and/or related experience within the Pharmaceutical industry is required
• Proven ability to lead cross-functional teams to achieve a shared goals
• Outstanding planning and organizational skills with exceptional attention to detail and proven track record delivering results
• Proven track record in HCP marketing and product launches strongly preferred
• Rare Disease experience preferred, not required
• Expert understanding of the pharmaceutical industry including marketing, medical, access, public affairs, compliance, legal and regulatory as well as the healthcare ecosystem
• Excellent leadership skills with the ability to inspire and motivate others
• Anticipates problems and roadblocks to avoid crisis management
• Proven track record of developing impactful short and long term business plans, results and follow up

Benefits

• medical, dental and vision coverage
• life insurance
• disability insurance
• 401(k) savings plan
• flexible spending accounts
• employee assistance program
• tuition reimbursement program
• voluntary benefits such as group legal, critical illness, identity theft protection, pet insurance and auto/home insurance
• time off pursuant to its sick time policy
• flex-able vacation policy
• parental leave policy