Description:
Responsible for leading the strategy and execution of HCP and consumer marketing initiatives across the product lifecycle, with a strong emphasis on launch planning, launch readiness, and post-launch optimization. This role drives impactful brand campaigns, oversees cross-functional and vendor partnerships, supports the evaluation and onboarding of future pipeline opportunities, and translates clinical and market insights into actionable commercialization plans. The position will lead key launch workstreams, including development of the brand strategy, positioning, messaging, segmentation, promotional platform, channel plan, congress strategy, field readiness, and performance measurement. The role also contributes to enterprise-level priorities and includes formal people leadership responsibilities, ensuring team development and continuity for critical business initiatives. This position is responsible for developing and executing comprehensive marketing strategies targeting healthcare professionals (HCPs), patients, and payers, with a strong emphasis on digital innovation, cross-functional launch governance, medical education, conference management, and market access marketing. The role requires expertise in brand strategy, launch planning and execution, patient services collaboration, pull-through with the Market Access team, financial management (accruals, statements of work, and product budget management), forecasting, and event marketing.
Essential Functions:
- Brand Strategy, Launch Planning and Execution: Develop, lead, and execute integrated brand and product launch strategies to achieve franchise sales and revenue objectives. Translate market research, customer insights, clinical data, and the target product profile into positioning, messaging, segmentation, launch sequencing, and annual brand plans. Drive pre-launch, launch, and post-launch multi-channel campaigns for patients and HCPs, ensuring consistent and impactful brand messaging. Oversee competitive differentiation and collaborate with Market Access and Patient Support Services to integrate access, affordability, adherence, and pull-through into launch planning and execution.
- Digital Marketing and Launch Innovation: Lead digital strategy and execution across platforms such as Facebook, Google/Bing, YouTube, and Connected TV, including audience development, channel planning, content readiness, launch activation, and ongoing optimization. Establish scalable digital capabilities and measurement frameworks that support launch readiness, rapid learning, ROI improvement, and efficient post-launch optimization. Leverage data analytics and customer feedback to refine strategies and maximize impact throughout the product lifecycle.
- Advisory Boards, HCP Engagement, and Conferences: Plan and execute pre-launch and post-launch HCP advisory boards, consultant engagements, market research, and medical conferences to gather insights, validate positioning and messaging, build advocacy, and drive brand visibility. Develop educational and promotional materials for HCPs and align congress and field activities with Sales, Medical Affairs, Regulatory, and Market Access to ensure launch readiness and maximize impact at key events.
- Cross-Functional Launch Leadership, Team Leadership and Development: Lead cross-functional launch workstreams and governance across Marketing, Sales, Medical Affairs, Market Access, Patient Services, Regulatory, Legal, Compliance, Forecasting, Supply Chain, and other partners. Develop and manage launch plans, timelines, decision points, risks, dependencies, and readiness assessments to ensure timely execution. Mentor and guide marketing team members, fostering a high-performing environment and building launch capabilities across the team.
- Budget, Forecast and Launch Resource Management: Oversee brand and launch budgets, including accruals, purchase orders, statements of work, vendor payments, and resource allocation. Develop phased pre-launch, launch, and post-launch investment plans and ensure spending aligns with critical milestones and business priorities. Collaborate with Forecasting and Finance teams to develop and maintain accurate brand forecasts, scenario plans, and launch performance assumptions.
