Associate Director, Direct to Consumer and Patient Marketing
CSL Behring is seeking an Associate Director, Direct to Consumer & Patient Marketing (US Commercial Marketing) to join a fast and growing rare disease portfolio effort with consumers & patients for the CSL Behring Franchise. The Associate Director, Direct to Consumer & Patient Marketing will report to the Sr. Director, Direct to Consumer & Patient Marketing (US Marketing) for CSL Behring. This leader should have experience across several areas of marketing with successful experience in helping to support consumer / patient marketing efforts in the biopharmaceutical environment. The Associate Director, Direct to Consumer & Patient Marketing will play a pivotal role in developing and executing strategic marketing initiatives to raise awareness and drive growth of existing & new treatment options across the CSL Behring portfolio. This role will work closely with franchise & brand leaders across multiple cross-functional teams, support external agency relationships to drive brand awareness and ensure seamless and timely delivery of key brand priorities. This leader should embody the CSL leadership capabilities with their daily work to include; Think Beyond, Build Bridges, Unleash Outcomes, Ignite Agility, Inspire the Future and Cultivate Talent
Main Responsibilities and Accountabilities:
- Enhance the execution of (with key stakeholders) impactful, integrated consumer messaging and creative assets and tactics across various channels including TV, digital, print, website, CRM and social media.
- In collaboration with Patient Access & Support Services (PASS) team, develop programs to optimize 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.
- Identify and implement repeatable & reliable analytical tools to enhance the current performance of high value campaigns to implement cross franchise.
- This is an integral role on the newly created DTC/DTP marketing team that requires development and implementation of consumer marketing strategies to drive business objectives and grow immunization rates.
- Supports the development of consumer marketing strategy and lead execution of the plan.
- Develop actionable insights from market research and campaign performance to address key consumer opportunities and apply them to solutions aligned to commercial objectives.
- Design, develop execute and optimize DTC omnichannel media strategy and creative tactics including TV, digital, paid search, website, social media, influencer, point of care, CRM, and patient education; and retail digital, point of sale, and patient messaging.
- Lead development of messaging & content strategy to activate priority consumer segments, including multicultural audiences, to maximize impact against KPI’s.
- Partner with analytics teams in measuring campaign, media, and KPI performance to optimize impact and efficiency of investments.
- Effectively lead creative, multicultural, and media agencies to deliver brand objectives.
- Effectively partner with other brand team members and cross-functional partners including Promotional Review Team (legal, medical, regulatory), Communications, Global Commercial, I&T, Insights & Analytics, and other project teams to drive maximum results.
- Monitor project statuses and budgets and report progress, problems, and solutions to Consumer Lead.
- Contribute to overall brand team marketing capabilities and competencies.
Position Qualifications and Experience Requirements:
Bachelor’s degree in marketing, Business Administration, or related field required, MBA or advanced degree preferred.
8+ years' healthcare experience with 5+ years' commercial marketing experience in pharmaceutical/ biotech/medical device or relevant industry.
Record of accomplishment in strategic and tactical/brand marketing roles. Experience in launching new and growing established products. Experience leading and managing teams.
Experience with developing, executing, and maintaining consumer marketing campaigns across all channels (e.g., TV, Digital, Social, Website, CRM).
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 rare disease conditions, disease trends and treatment landscape, the patient journey and what drives consumer behavior, and how to reach and engage people living with rare disease(s).
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CSL employees that work at least 30 hours per week are eligible for benefits effective day 1. We are committed to the wellbeing of our employees and their loved ones. CSL offers resources and benefits, from health care to financial protection, so you can focus on doing work that matters. Our benefits are designed to support the needs of our employees at every stage of their life. Whether you are considering starting a family, need help paying for emergency back up care or summer camp, looking for mental health resources, planning for your financial future, or supporting your favorite charity with a matching contribution, CSL has many benefits to help achieve your goals.
Please take the time to review our benefits site to see what’s available to you as a CSL employee.
CSL Behring is a global leader in developing and delivering high-quality medicines that treat people with rare and serious diseases. Our treatments offer promise for people in more than 100 countries living with conditions in the immunology, hematology, cardiovascular and metabolic, respiratory, and transplant therapeutic areas. Learn more about CSL Behring.
As a global organization with employees in 35+ countries, CSL embraces diversity and inclusion. Learn more about Diversity & Inclusion at CSL.
