Associate Director, HCP NPP & Digital Activation (Neuroscience)

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:

The Associate Director, HCP NPP & Digital Activation (Neuroscience) will serve as the primary execution owner for HCP NPP (non-personal promotion) strategy and digital activation across the COBENFY portfolio. Reporting to the Director, Neuroscience Integrated Growth Strategy & Digital Acceleration, this role translates strategic direction into channel-level activation, ensuring integrated, data-driven HCP engagement across paid, owned, and non-personal channels drives measurable impact on patient initiation and brand adoption.

This is a high-execution, high-accountability role designed for a commercially fluent, analytically strong marketer who thrives in a fast-moving launch environment and brings demonstrated experience turning NPP strategy into scalable, compliant, and performance-optimized experiences.

Key Responsibilities:

• Own the activation and optimization of integrated NPP campaigns across HCP paid, owned, and non-personal channels, ensuring seamless execution against the broader demand generation strategy
• Translate segmentation, behavioral insights, and analytics into targeted, personalized HCP engagement strategies across digital, CRM, web, and field-connected channels
• Partner with the Director to ensure channel execution is fully aligned to the overarching HCP initiation and growth strategy
• Own day-to-day strategy and performance of HCP digital platforms including CobenfyHCP.com, on-demand ecosystems, and virtual engagement channels
• Drive continuous optimization of digital experiences through performance measurement, test-and-learn frameworks, and insight-driven iteration
• Champion AI-enabled and trigger-based engagement approaches, ensuring personalization and next-best-action logic is embedded across HCP touchpoints
• Pull through the HCP media plan with precision, ensuring channel activation, asset deployment, and campaign timing are executed flawlessly against the established strategy
• Bring a performance marketing mindset to all channel decisions, using engagement data, behavioral insights, and real-time metrics to inform optimization and fuel continuous improvement
• Communicate channel performance clearly to senior stakeholders, translating results into actionable next steps
• Partner with the AOR to ensure creative strategy is seamlessly translated into asset-based storytelling across non-personal and digital channels, maintaining narrative consistency and brand integrity throughout
• Partner with the Mosaic content ecosystem to ensure modular assets are activated effectively across triggered and non-personal channels
• Own sampling strategy execution and point-of-care activation, including e-commerce-enabled models where applicable
• Ensure all content and channel activation is compliant, on-brand, and integrated across the full HCP engagement ecosystem
• Partner cross-functionally across HCP Marketing, DTC Marketing, Customer Experience, Hospital, Market Access, Medical, Field, Insights & Analytics, IT, Legal, Regulatory, and external agencies to ensure seamless NPP execution
• Support field enablement by ensuring digital tools, content, and engagement models are integrated with personal promotion and accessible to customer-facing teams
• Contribute to shared KPI frameworks, reporting cadences, and business reviews tied to NPP and digital performance

Key Qualifications & Experience:

• BA/BS required; MBA or advanced degree preferred
• 5+ years of pharmaceutical or biotechnology commercial experience with a focus on NPP marketing, digital strategy, or HCP engagement
• Demonstrated experience activating and optimizing NPP campaigns across paid, owned, and non-personal channels in a specialty or CNS environment
• Strong analytical fluency with the ability to translate data, segmentation, and behavioral insights into targeted engagement strategies
• Experience with CRM, marketing automation, digital media platforms, and performance measurement frameworks
• Proven ability to manage agency relationships, budgets, and multiple workstreams simultaneously in a fast-paced environment
• Comfort operating at the intersection of strategy and execution, with the range to contribute meaningfully to both
• Neuroscience, CNS, or psychiatry therapeutic area experience strongly preferred
• Familiarity with Mosaic or modular content ecosystems
• Working knowledge of AI-enabled marketing tools, trigger-based engagement platforms, and next-best-action models

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