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.

…