Associate Director, U.S. Immunology Consumer Marketing - Dermatology

Job Description

The Associate Director for Consumer Marketing will be responsible for leading the launch planning, strategy and go-to-market execution for both Hidradenitis Suppurativa (HS) launches. The Associate Director will partner with key cross-functional partners (Professional Marketing, Marketing Analytics and Business Intelligence, CI, PA, Medical Affairs, Medical and Regulatory Review, OEC, and Legal) to identify and use insights and the patient journey to develop unbranded and branded campaigns and messaging across multiple channels. This individual will also lead work with our strategic agency of record and extended agency network from a HS portfolio strategy standpoint. The Associate Director serves as the patient, brand, and product subject matter expert for consumer marketing within the organization. This role will report to the Consumer Director of Dermatology.

The Associate Director for Consumer Marketing will be responsible for leading the launch planning, strategy and go-to-market execution for both Hidradenitis Suppurativa (HS) launches. The Associate Director will partner with key cross-functional partners (Professional Marketing, Marketing Analytics and Business Intelligence, CI, PA, Medical Affairs, Medical and Regulatory Review, OEC, and Legal) to identify and use insights and the patient journey to develop unbranded and branded campaigns and messaging across multiple channels. This individual will also lead work with our strategic agency of record and extended agency network from a HS portfolio strategy standpoint. The Associate Director serves as the patient, brand, and product subject matter expert for consumer marketing within the organization. This role will report to the Consumer Director of Dermatology.

Key Job Responsibilities

• Lead launch strategy development, go-to-market strategy, and tactical planning for potential new indications, including representation within the IBT through Launch Strategic and Readiness Reviews.
• Collaborate with external agencies, internal partners, and leadership to build, manage, and execute marketing plans to achieve business objectives and goals.
• Manage strategy and project development of DTC advertising for disease education, brand awareness, acquisition, and conversion initiatives through a variety of channels, which may include CRM, direct marketing, in-office, print, SEM, digital media, mobile, broadcast TV, with a strong emphasis on web-based communications.
• Manage media planning in partnership with the AbbVie Media team and external media agency.
• Work with internal cross-functional groups (Public Affairs, Professional Marketing, Legal, Regulatory, Medical, and Project Management) and external groups (Ad Agency, Digital and Media Agency, Database Agency) to ensure integration and consistency of consumer business strategies and regulatory compliance of promotional material.
• Understand trends in the marketplace impacting Consumer Marketing, using data-driven strategic insights to apply on an ongoing basis.
• Lead competitive assessments and implications that are relevant for specific indications and our patients.
• Evaluate the effectiveness of campaign strategies through campaign measurement and metrics development to ensure a positive return on investment and achieve brand objectives.
• Help patients better manage their conditions through improved patient experiences.
• Grow brand/product penetration, share, and awareness.
• Effectively track and manage the marketing budget.
• Consistently execute multiple marketing projects in a timely manner.
• Proactively advances Consumer Marketing's innovation agenda by leveraging new technologies, capabilities, and ways of working to improve organizational agility and efficiency while enhancing customer outcomes.

Qualifications

• BA/BS required; MBA preferred.
• Pharmaceutical launch experience preferred.
• 8+ years of consumer marketing experience with significant experience in media, including digital marketing, with the ideal candidate having broadcast and media planning leadership experience.
• Competency in core marketing capabilities such as creative development, positioning, and optimization across the marketing mix.
• Proven ability to lead and influence cross-functional teams, including timeline and budget management.
• Ability to understand medical/clinical aspects of a pharmaceutical product and its application to marketing strategy and tactical execution.
• Success working in a matrixed organization to drive alignment to brand objectives.
• Experience leading or supporting strategic and tactical planning.
• Excellent communication (oral, written, and presentation) and people skills.
• Familiarity with participating in local market and patient immersions and pulling insights through to execution.
• Experience working with and managing multiple external agencies, including advertising, digital, and database agencies, as well as internal cross-functional partners.
• Understanding of social media platforms and their application.

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