Director, US HCP Marketing - Lupus

About This Role

Biogen's Marketing teams are on the front lines every day, ensuring that our therapies have the right visibility for the patients who need them most. We work from a deep understanding of the science, the disease areas we serve, and the needs of healthcare professionals and patients to provide innovative solutions.

The Director, US HCP Marketing – Lupus will be a senior leader on the US Lupus Marketing team, responsible for shaping and executing the HCP strategy as the organization prepares for potential launches in lupus. This highly visible role will translate the brand strategy into an integrated HCP experience across personal promotion, non-personal promotion, peer-to-peer programming, and conferences.

The Director will frame and lead multiple complex, highly visible, and high-impact initiatives across channels, while empowering cross-functional partners and team members to deliver work while empowering cross-functional partners and team members to execute their respective responsibilities and deliver against shared objectives while empowering cross-functional partners and team members to successfully execute their respective workstreams. This role requires strong scientific and commercial judgment, launch leadership, excellent communication, and the ability to influence critical decisions across levels and functions.

What You'll Do

Lead the US HCP Strategy and Launch Plan

• Serve as the US HCP marketing lead for lupus, owning the integrated HCP strategy and launch plan across indications in alignment with the overall brand positioning and strategy.

• Convert a deep understanding of HCP needs, market research, competitive intelligence, complex data, and key medical expert feedback into core messaging, strategic choices, and customer priorities, aligned with business goals.

• Lead development of the HCP message architecture, creative platform, and branded and unbranded campaigns, ensuring scientific rigor, meaningful differentiation, and consistency across channels.

• Design and activate a comprehensive cross-functional competitive readiness plan, identifying strategic risks and opportunities, recommending course corrections, and preparing the organization for evolving clinical, regulatory, access, and market events.

• Lead, coach, and develop the HCP marketing team, including Associate Directors and Senior Marketing Managers, setting clear priorities, building strategic and leadership capabilities, fostering a high-performance culture, and ensuring executional excellence across HCP promotion, customer engagement, and launch readiness initiatives.

Own HCP Personal and Non-Personal Promotion

• Develop the personal and non-personal promotion strategy and lead creation of field-facing campaigns, core visual aids, objection handlers, educational resources, and other tools that enable effective customer engagement.

• Own the HCP non-personal promotion strategy across digital, email, web, paid media, print, video, third-party platforms, and other relevant channels.

• Drive sales force effectiveness by translating the brand strategy into clear customer objectives, call priorities, resources, and pull-through plans.

• Regularly engage with customer facing teams and external HCP customers to derive targeted insights, strengthen credibility through thoughtful interactions, and translate learning into improved content, deployment, and customer experience.

• Design coordinated customer journeys and channel sequencing that extend personal promotion, address distinct HCP needs, and improve reach, engagement, and progression toward action.

• Connect disparate data sets and direct analysis with Omnichannel, Insights and Analytics, Media, Technology, and agency partners to define customer segments, inform complex business decisions, and identify differentiated execution opportunities.

• Set clear KPIs and impact assessments, quickly process complex performance data, and use insights to influence investment decisions and optimize content, channel mix, sequencing, and timing.

Peer-to-peer Programming and Conference Strategy

• Lead the Liti HCP programming and conference strategy, including congress presence, non-CME industry sessions, exhibit experiences, peer-to-peer education, speaker programs, and other customer engagement opportunities.

• Prioritize strategic investments across programs and congresses based on strategic value, customer needs, competitive dynamics, anticipated market events, launch timing, and expected business impact.

• Partner closely with Thought Leader Liaison team to develop and govern the branded speaker bureau strategy, including faculty identification and development, speaker training and certification, content alignment, field deployment planning, ensuring a coordinated, compliant, and customer-centric approach that maximizes peer influence and supports launch and lifecycle objectives.

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