Director, US Breyanzi Patient Activation Lead

At Bristol Myers Squibb, our employees often ask, “Who are you working for?”—a question that fuels collaboration, accountability, and urgency in our work. Our purpose-driven culture inspires us to discover, develop, and deliver innovative medicines to prevail over serious diseases. We offer uniquely interesting and meaningful work, opportunities for growth, and a supportive environment that values inclusion, wellbeing, flexibility, and comprehensive benefits. This is work that transforms the lives of patients, and the careers of those who do it.

Position Summary:

This role leads Breyanzi's patient activation strategy with a core objective of driving CAR T class growth and Breyanzi differentiation among eligible lymphoma patients, caregivers, and advocacy partners. The Director owns the end-to-end patient journey, from awareness and education through treatment decision, referral, and on-treatment support, and is accountable for activating patients through innovative channels and tactics. The role also owns patient messaging and engagement strategy, consumer omnichannel strategy and performance, and patient testimonial activation, and leads and develops a dedicated patient marketing team. This role sits within the broader Breyanzi brand team, operating in a competitive, fast-moving CAR T environment across multiple indications.

We are seeking a strategic, patient-focused leader who thrives in a collaborative environment, has a track record of mobilizing patients and caregivers through creative, high-impact programs, and is passionate about expanding access to transformative cell therapy.

Key Responsibilities:

• Own the end-to-end patient treatment journey strategy for Breyanzi, identifying key moments of need from diagnosis through CAR T consideration, referral, treatment, and follow-up, and delivering the right education, tools, and support at each stage.
• Develop and execute patient education and awareness strategies to expand understanding of CAR T therapy and drive engagement and activation among eligible lymphoma patients and caregivers.
• Design and launch innovative channel and tactic strategies (digital, social, community, peer-to-peer, and emerging platforms) to reach, engage, and activate patients and caregivers, with clear measurement of impact across the journey.
• Lead direct-to-patient (DTP) marketing initiatives that effectively communicate the benefits of CAR T therapy and provide clear, accessible information about the treatment process.
• Build a wraparound support approach to patient education and activation by integrating brand, advocacy, professional society, medical, and patient support resources into a connected, coordinated experience.
• Partner with patient advocacy organizations and professional societies to co-develop education, awareness, and community programs that empower patients to explore CAR T as a treatment option and help them navigate the care pathway.
• Increase Breyanzi's recognition as a differentiated treatment option among patients, caregivers, and advocacy groups.
• Activate and elevate the voices of CAR T-treated patients, using testimonials and real-world experiences to inform and inspire others considering this therapy.
• Lead the development and execution of the Direct-to-Consumer (DTC) non-personal promotion (NPP) and paid media strategy, leveraging dynamic targeting to reach and educate eligible patients and caregivers effectively.
• Partner with key matrix team members, including medical, market access, corporate communications, analytics, channel strategy, and patient voice & engagement teams, to ensure a holistic approach to patient engagement.
• Leverage data, market research, and insights to refine patient journey and education strategies and ensure messaging resonates with target audiences.
• Drive the planning and execution of key senior management reviews and presentations.
• Foster a culture of collaboration and innovation across BMS stakeholder groups.
• Lead, mentor, and develop the patient marketing team.

Key Qualifications & Experience:

• Prior people leadership and in-line brand marketing experience valued highly, with a minimum of 10 years of marketing experience.
• Demonstrated experience owning or delivering end-to-end patient journey programs, and ability to speak to their specific role in activating a patient or other stakeholder segment through innovative channels and tactics, including the results achieved.
• Experience in patient marketing, direct-to-patient campaigns, or patient advocacy initiatives is strongly preferred.
• Experience partnering with patient advocacy organizations and professional societies to deliver patient education and activation, and the ability to integrate these partners into a wraparound support model.
• Prior experience in Oncology/Hematology or an understanding of the oncology/hematology marketplace is recommended.
• MBA or other Advanced Degree Preferred.
• Proven track record of effectively driving performance within a matrix organization, with strong organizational, interpersonal, and communication skills.
• Strong ability to develop and maintain relationships with patient advocacy groups, professional societies, and key external stakeholders.
• Analytical and strategic thinking skills, with the ability to translate patient insights into impactful marketing strategies.
  

We hire for skills and capabilities, not just credentials – if this role excites you, but doesn’t perfectly match your resume, we encourage you to apply anyway.

Madison - Giralda - NJ - US: $198,130 - $240,083 Princeton - NJ - US: $198,130 - $240,083

The starting pay range(s) listed above is for full-time employees (FTE). You may also be eligible for additional discretionary incentive cash and stock opportunities. We determine starting pay thoughtfully – carefully considering the nature of the role, required skills, work location, schedule and the knowledge and experience you bring. Final compensation is guided by pay equity principles and applicable employment laws. Compensation programs are reviewed on an ongoing basis and may be adjusted over time to reflect evolving market factors, and individual, team or Company performance.

Benefits:

Subject to the terms and conditions of the applicable plans then in effect, you may be eligible to participate in our comprehensive benefit plans – including wellbeing support, retirement and financial protection benefits, and insurance offerings (medical, dental, vision, life and disability).

U.S.-based exempt employees are eligible for Flexible Time Off (FTO), which provides paid time off without a set accrual limit, subject to manager approval, along with 11 paid company holidays each year.

Non-exempt employees, RayzeBio employees, and employees located in Puerto Rico receive 160 hours of paid vacation annually for new hires (subject to manager approval), 11 paid company holidays, and 3 optional holidays.

Depending on eligibility, employees may also have access to additional time-off benefits, including paid sick leave, up to two paid volunteer days per year, summer hours flexibility, and leaves of absence for medical, personal, parental, caregiver, bereavement, or military needs. Eligible employees also enjoy an annual Global Shutdown between Christmas Day and New Year's Day.

U.S.-based job seekers can explore full benefit offerings at https://careers.bms.com/benefits

How We Work

Where you work matters – because collaboration, innovation and patient impact happen in many settings. Our roles are structured across four work models: site-essential, site-by-design, field-based and remote-by-design. The model assigned to this role is based on its core responsibilities. Learn more at https://careers.bms.com/ways-of-working.

Supporting People with Disabilities

BMS is dedicated to ensuring that people with disabilities can excel through a transparent recruitment process, reasonable workplace accommodations/adjustments and ongoing support in their roles. Applicants can request a reasonable workplace accommodation/adjustment prior to accepting a job offer. If you require reasonable accommodations/adjustments in completing this application, or in any part of the recruitment process, direct your inquiries to adastaffingsupport@bms.com. Visit careers.bms.com/eeo-accessibility to access our complete Equal Employment Opportunity statement.

Candidate Rights

BMS will consider qualified applicants with arrest and conviction records, pursuant to applicable laws in your area.

For roles based in Los Angeles County only:  If you live in or expect to work from Los Angeles County if hired for this position, please visit this page for important additional information: https://careers.bms.com/california-residents/

Data Protection

We will never request payments, financial information, or social security numbers during our application or recruitment process. Learn more about protecting yourself at https://careers.bms.com/fraud-protection.

Any data processed in connection with role applications will be treated in accordance with applicable data privacy policies and regulations.

If this posting is missing required information required by local law or incorrect, contact BMS at TAEnablement@bms.comwith the Job Title and Requisition number. Do not send application-related inquiries to this email. To check your application status, please login to your Candidate Home Account.

R1605072 : Director, US Breyanzi Patient Activation Lead