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POSITION SUMMARY:
We are seeking an experienced, passionate and results-driven Director of Consumer Marketing to help lead the consumer marketing efforts focused on schizophrenia.
The Director, Consumer Marketing (Schizophrenia) will be a critical member of the US Marketing and Commercial teams at BMS, focused on shaping and executing a robust marketing plan for Consumers (including people living with schizophrenia and care partners). This is a truly unique opportunity to shape a highly genericized and competitive schizophrenia market with a first-of-its-kind medication with blockbuster aspirations.
In partnership with the other consumer marketing team members, this individual with champion consumer marketing efforts to support the ongoing US commercial launch of xanomeline-trospium. Specifically, this role will be responsible and accountable for workstreams related to (but not limited to) messaging development & optimization, digital marketing, media, including TV marketing, planning and delivery, and other strategic and operational efforts from inception (strategic planning) to optimization (analytics) across multiple target consumer audiences.
With support from full-service creative and media agencies, this role will be required and empowered to translate brand strategy into detailed project plans, grow brand awareness, create actional project scopes, effectively manage budgets and timelines, and deliver high-impact, engaging outputs while aligning with key cross functional partners and solving business challenges with fit-for-purpose solutions.
Key Responsibilities:
- Create and implement the strategy and tactical execution of (with key stakeholders) impactful, integrated consumer messaging, creative assets and tactics across various channels including TV, digital, print, website, CRM
- Champion upcoming market expansions & launches for consumer schizophrenia audiences with optimized messaging and creative to fortify future brand growth
- Create and initiate messaging maps that integrate customer type, segmentation, and site of care
- Lead consumer strategic initiatives that include (but are not limited to): strategic brand planning, POA meeting planning, media planning and optimization
- In collaboration with Patient Access & Support Services (PASS) team, develop and optimize programs to improve product onboarding and adherence
- Develop strategic roadmaps and implement new use cases involving new technological and operational capabilities delivered in partnership with internal COEs
- Think innovatively regarding the application of new technologies and solutions to help achieve goals and drive brand growth
- Work with internal cross functional groups (HCP Marketing, Public Relations/Corporate Communications, Legal, Regulatory, Medical, Project Management, Review Committees, Patient Support and Market Access) to provide commercial input on cross-matrix activities, ensuring consistent, on-strategy execution of brand priorities within each function
- Work with partners to report on KPIs and identify optimization needs, as well as track performance on a regular basis
- Ensure compliance with all regulatory requirements, industry guidelines, and ethical standards governing pharmaceutical marketing practices, including FDA regulations and guidelines related to schizophrenia treatment promotion
- Effectively lead and partner with the agency-of-record, providing clear expectations, guidance, and feedback to agency, ensuring rigor in marketing excellence
- Develop and grow talent and model the BMS Talent Philosophy
Qualifications & Experience:
- Bachelor’s degree in marketing, Business Administration, or related field required, MBA or advanced degree preferred.
- Minimum of 8 years of progressive experience in biopharmaceutical marketing roles with a proven track record of success in launching and commercializing pharmaceutical products with a strong focus in consumer marketing tactical execution
- At least one specialty launch experience within the past 5 years
- Experience with developing, executing, and maintaining consumer marketing campaigns across all channels (e.g., TV, Digital, Social, Website, CRM)
- Robust experience developing media plans, including linear and streaming TV
- Effectively manages agency partners through the development of branded online and offline material including print and digital advertising collateral.
- Experience identifying key campaign metrics and utilizing KPIs for continuous enhancement and future design/innovation.
- Deep understanding of mental health conditions, schizophrenia trends and treatment landscape, the patient journey and what drives consumer behavior, and how to reach and engage people living with SMI
- A profound passion for addressing the unique needs and challenges faced by individuals living with schizophrenia and their care partners
- Strong ability to translate insights into actionable marketing strategies
- Experience collaborating with cross-functional teams and driving results in a matrixed organization
- Excellent communication, presentation, and interpersonal skills, with the ability to effectively influence and collaborate with internal and external stakeholders.
- Strategic thinker with strong analytical skills and the ability to analyze complex data sets, draw meaningful conclusions, and make data-driven decisions.
- Experience working in a highly regulated environment with a thorough understanding of FDA regulations and guidelines governing pharmaceutical marketing.
- Proven ability to thrive in a fast-paced, dynamic environment and effectively manage multiple priorities and projects simultaneously while ensuring timelines are met and budgets are managed
- Strong planning and organization skills, attention to detail, execution, and follow-through
- Some travel is required - not more than 15% of the time
If you come across a role that intrigues you but doesn’t perfectly line up with your resume, we encourage you to apply anyway. You could be one step away from work that will transform your life and career.
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