Associate Director, Omnichannel Customer Experience, Consumer Marketing (Ophthalmology)

The Associate Director, Marketing will contribute to the financial success of the Ophthalmology franchise. Main area of responsibility will be to implement and manage key elements of the U.S. Consumer Marketing plan, ultimately to drive demand for the product.

Specifically, this will include omnichannel campaign implementation including, Television, Print/Mail, digital and social media marketing execution, patient engagement tool/material development, patient education plan development and implementation, strategic content creation, Agency collaboration, materials and inventory management, budget management, management of review materials schedule and process.

A Typical Day Might Look Like This:

• Contributing to, and implementing consumer strategy, communications planning and tactical plans

• Implementation of consumer initiatives and tactical plans

• Delivering against omnichannel strategy and optimizing performance media programs against business goals and priorities

• Manage & provide strategic input to Agency-led media planning that delivers against the goals of the business

  • Evaluate, and provide feedback to, performance of media buys in an ongoing way ensure alignment with brand objectives

  • Work with internal Insights & Analytics Teams to expand our approach to measurement of campaigns and other omnichannel initiatives

• Developing innovative digital and social media programs that accelerate brand awareness and drive consumer action

• Extend omnichannel strategies through an understanding of technical, data, and media system integration points and underlying platforms in a way that delivers incremental value to our customers, patients, and prospects

  • Expand on compliant first-party data strategy that enriches our customer experience and drives value for our brand

  • Continue to refine our view of our customer, personas, segmentation, and related – business-critical user journeys

    • Mature our approach to customer journeys in a way that delivers data, insights, and an evolution of our marketing activities

  • Develop SEO-inspired content planning that delivers on the needs of our customers in a way that ladders up to critical success factors for our brand

    • Content development in various formats including: long form, short form, video, social channel specific (Reddit vs Facebook vs LinkedIn), and email

  • Develop a seamless holistic digital experience that fulfills on tactical goals including key site actions, engagement, and customer registrations for CRM programs

  • Enrich existing CRM strategy to be more inclusive of additional user needs, journeys, and conversion stages

• Driving selection of patient ambassadors and developing patient testimonials and videos

• Implementing targeted communication programs

• Representing promotional tactics for medical, legal, and regulatory team reviews and ensuring final deliverables are accurate and compliant.

• Working closely with the cross functional marketing team

• Managing budgets and closely monitoring performance, ensuring cost effective delivery of all programs while tracking and monitoring KPIs

• Developing and managing patient education and engagement tools and materials- and related promotion through personal and digital distribution channels

If This Looks Like You:

• Demonstrated competency in managing consumer/patient marketing programs

• Demonstrated digital and social marketing experience

• Demonstrated ability to work effectively, efficiently, and collaboratively with team members and across departments to develop and execute programs and materials

• Demonstrated competency in agency management and budget management

• Proven ability to work within regulatory, legal, and compliance guidelines

• Demonstrated project management skills

To be considered you have a Bachelor's Degree, MBA a plus. Demonstrated experience in marketing of biologics preferred. You have 10+ years of progressive marketing experience including at least 5 years in the Consumer space in pharmaceutical marketing. Demonstrated omnichannel digital marketing experience. Demonstrated Consumer marketing competencies in the pharmaceutical/biotech areas. Prior U.S. launch experience a plus. Strong interpersonal & presentation skills. Ability to communicate with all levels of the organization. Must be willing to travel ~10% (including weekend travel as needed). This is an office-based role, and the expectation will be to work in the office 4-days a week.

$157,200.00 - $256,600.00