Marketing Manager, Access Pull Through

About the position

The Marketing Manager for Access Pull Through will be responsible for the development of HCP-facing, payer-related promotional materials and tools for the portfolio of HIV treatment and prevention products. This role will collaborate with a broad range of stakeholders including payer marketing and analytics, brand marketing, sales, sales operations, digital and IT partners to identify/execute opportunities that pull-through access coverage with both national and regional payers. Increasing knowledge of access to our products is critical to the success of the ViiV portfolio.

Responsibilities

• Collaborate with marketing and sales teams to develop and implement payer-related marketing tactics for multiple customer segments
• Engage with the payer field/marketing teams to identify opportunities for promotion
• Develop HCP/account tactics for the personal promotion of formulary access of the ViiV portfolio
• Closely partner with the digital marketing team to develop effective non-personal tactics
• Work closely with sales leadership and sales operations to ensure field execution aligns with brand strategies for payer pull-through
• Effectively lead internal cross-functional teams, external partners, including agency partners, digital vendors, and IT project teams to deliver excellent tools and materials
• Partner with Market Access Business Intelligence on market research to test customer attitudes
• Work with Access Performance/Payer Analytics to assess the impact of coverage changes, provide strategic guidance to sales, and create appropriate tactics in response
• Monitor utilization of promotional resources and optimize messaging aligned with pull-through strategy and insights
• Partner with Learning & Development to ensure that the customer-facing teams have appropriate training to execute on the pull-through strategy using the accompanying tools/resources
• Manage an annual budget to ensure effective allocation of resources
• Ensure appropriate and compliant development of materials for Copy Approval

Requirements

• BA preferably in Business, marketing or life sciences
• 3+ years marketing, specialty product sales and/or communications experience in the pharmaceutical/life sciences industry
• Experience managing and leading complex cross-functional projects
• Experience with Excel and PowerPoint

Nice-to-haves

• MBA preferred, but not required
• 1+ years of marketing and/or payer experience
• Experience with creating marketing tactics or with access/coverage messaging geared towards HCPs
• Experience in effectively navigating Copy Approval (legal, regulatory, medical review) for tactics
• Experience managing agency partners and technical/data vendors
• Experience developing and implementing customer-facing digital tools/tactics with data integration
• A marketing mindset: Ability to understand external and internal needs & insights, demonstrated ability to create effective messaging and appropriate promotional tactics
• Motivation and initiative to get the job done: High level of motivation and a strong ability to find creative solutions to unstructured situations
• Excellent communication (written & verbal), interpersonal influencing skills and prioritization skills
• Proven business acumen and analytical skills
• Ability to work across boundaries: Demonstrated ability to effectively work across team partners and the matrix environment
• Experience in gaining alignment with and influencing without direct authority
• Experience in effectively navigating complex processes: Demonstrated project management and ability to navigate internal processes
• Proven track record of developing effective customer-facing materials through Copy Approval
• Experience in managing third party vendor budgets
• Experience translating commercial requirements to technical teams and vendors
• Subject Matter Expertise and Awareness: Knowledge of pharmaceutical industry and trends
• Basic understanding of the HIV therapeutic area
• Knowledge of commercial and public payer customers and the complex dynamics among key players affecting the HCP and payer customers
• Knowledge of the various data systems/vendors and implications of data involved in access pull-through
• Knowledge of digital marketing tools and CRM functionality
• Basic understanding of the laws and regulations covering providers and payers, including promotional activities

Benefits

• Comprehensive benefits program offered by GSK
• Employee benefits options and plans as GSK employee