Consumer Marketing Lead

Shire Pharmaceuticals - Lexington, MA (30+ days ago)3.6


Primary Duties

Under the leadership of the Head of GI Marketing the Consumer Marketing Lead leads the development, implementation, integration, and management of strategies, programs, services and tactics for assigned channel(s), customer segment(s) and/or key initiatives in collaboration with other members of the brand team and relevant internal stakeholders. In particular, this role focuses on developing and implementing Consumer focused marketing materials related to the brand and specifically will pull-through the new Consumer campaign across channels.

Additional responsibilities include executing against multi-channel CRM and Consumer media strategies including digital marketing strategies and programs. As appropriate, this role provides direction for work delegated to vendor partners to ensure quality and timely completion of deliverables or provision of services. As part of the marketing team, this role shares responsibility for achieving revenue, market share and A&P expense targets, and is responsible for managing the budget for his/her areas of accountability, including budget phasing, tracking and ongoing oversight. In delivering against assigned objectives, the role collaborates and integrates extensively with other members of the marketing team, the patient services team, field sales team, sales training and multiple other internal functions. The role also requires flexibility to respond to requests from leadership to support various key projects and initiatives that may arise.

Responsibilities

Job Function and Description

60%

Develop strategies to achieve assigned marketing objectives for Gattex Marketing and related Shire GI related objectives
Develop focused promotional and service-oriented content for personal and non-personal channels specific to Consumers that will pull through the recently launched new Consumer campaign
Lead the planning, implementation, and rollout assigned programs and tactics to ensure they deliver against defined strategies. This includes the development of creative briefs, the routing of aligned programs/tactics through the Commercial, Medical, Legal, Regulatory (CMLR) review process, and the development of measurement frameworks and metrics to measure effectiveness
Collaborate with relevant team members to align strategies and programs and ensure ongoing oversight and management of assigned programs or initiatives
Drive the Consumer Digital Strategy with the objective of increasing exposure of Shire assets, filling gaps in digital content, providing better support and engagement, enable data capture and analytical capabilities that will fuel future enhancements to assets
Improve the Patient Experience through strong collaboration with Patient Services and the delivery of aligned patient focused resources with the goal of creating a cohesive patient experience for patients and caregivers
Collaborate with Sales Training, and Sales Leadership to enhance field effectiveness with respect to implementation and pull-through of aligned strategies and tactics
Manage Patient Ambassador Program to ensure appropriate pull through of programs and resources
Compliantly partner with Patient Advocacy to identify opportunities to support, educate, and empower SBS community
40%

Develop and maintain positive and collaborative working relationships with a broad range of internal and external stakeholders to ensure achievement of assigned objectives and/or maximize the impact & effectiveness of programs and tactics to achieve those objectives.
Effectively manage relevant vendor, agency and consultant relationships to ensure deliverables and work products are in alignment with the broader brand and/or franchise related strategies
Ensure understanding of and adherence to all relevant internal and external policies or guidelines related to the team’s activities and deliverables
Maintain key business processes and deliverables, respectively, and drive operational discipline
Manage A&P budget and expenses as assigned by the Head of GI Marketing, ensuring that resources are utilized effectively efficiently, and compliantly
Education and Experience Requirements

College degree required, MBA preferred
8 years of pharmaceutical commercial experience, including 5 years of marketing experience
GI therapeutic area experience/knowledge preferred
Patient services, Sales, sales leadership or in-line brand management experience preferred
Demonstrated success in marketing, strategy development and cross-functional problem solving
Key Skills, Abilities, and Competencies

Strong business acumen
Ability to act decisively and exercise good judgment in making decisions with limited information
Ability to assess issues, evaluate options with both quantitative and qualitative analysis and develop recommendations for action steps
Ability to interface with key individual and organizational customers, industry contacts, and suppliers, using tact and diplomacy
Ability to manage budgets
Understanding of the US promotional regulatory environment
Excellent presentation and oral and written communication skills
Ability to work effectively with cross-functional teams
Must be a fast learner, creative and flexible, results oriented and thorough
Domestic and occasional international travel required
Ability to travel overnight 30%
Complexity and Problem Solving

Responsible for day-to-day decisions regarding implementation and management of programs and tactics, consistent with agreed strategies and within agreed operating expense budgets
Escalates decisions that have broader strategic or business impact and/or that deviate from established strategies or budgets to the Head of GI Marketing and/or other senior business leaders