The Associate Director of Marketing for Ophthalmics will be the Brand Lead and will be responsible for leading key marketing activities for a strategic and highly important brand within the Company portfolio. This individual should have experience working in a cross-functional environment, as they will work closely with Field Sales, Sales Training, Patient Services, Market Access, Medical Affairs, Legal and Regulatory among others. This position requires a highly motivated individual who can work effectively in a dynamic environment with a high degree of flexibility and creative problem-solving skills. This position reports to the Senior Director of Marketing for Ophthalmology.
Responsibilities:
Lead the annual brand planning process for Brand across both ECP and patient and ensure that the strategies are synergistic to drive growth and achieve goals
Develop and execute all promotional materials for Brand including but not limited to: Core visual aid, website, flash cards, emails, banner ads, journal ads and disease education brochures
Identify opportunities to evolve brand messaging based on new data, key market research insights and competitive learnings
Develop and execute the Peer to Peer/Speaker Program Plan including development of core speaker deck, planning and execution of all logistics for speaker training events, management of contracts
Lead the development of all brand content and promotional materials for congress meetings
Provide input into the planning and development of content for Advisory Board Meetings as well as developing relationships with KOLs to seek input as needed
Identify actionable insights from market research, advisory board meetings and competitive intelligence to inform brand messaging, communications and strategy.
Continuously monitor results and adjust plans as needed to achieve goals
Provide oversight and management of agency partners and implementation of all required documents – Creative Brief, MSA, SOW, POs
Collaborate extensively with Sales, Medical, Commercial Training, Market Access, MI&A, Commercial Operations, Sales Operations, Finance and other cross-functional partners to ensure we are achieving key business goals (revenue, market share, and budget targets)
Lead strategy, development and implementation of patient access platforms (PhilRx), this includes development of business rules, processes, internal and external communications
Lead consumer and ECP and consumer digital marketing and social media plans including agency management
Develop and execute ECP and Consumer media plans on time and budget
Manage content and development of ECP and consumer websites including OCE platform
Lead Field Input Team and act as liaison between brand and sales force representatives
Manage Public Relations programs and events to amplify brand messaging
Manage Tele-Health initiatives to expand awareness and choice for Brand
Develop and manage virtual representative team to address key targets
Identify and develop relationships and programs with optometric organizations looking to expand into dry eye treatment
Mentor and support junior team members helping in their education and development
Manage assigned budget to ensure maximum ROI for investments and ensure that budgets are not exceeded
Understand landscape for Ophthalmic Dry Eye market and lead competitive intelligence of new and emerging products
Qualifications
Bachelor's degree required with 5+ years of pharmaceutical/biotech commercial experience
Ophthalmology experience preferred
Strong interpersonal skills and highly adept in both written and verbal communication
Solid understanding of core marketing principles and brand management
Demonstrated ability to effectively implement and communicate core brand positioning through messaging and creative program development initiatives
Ability to prioritize and manage multiple projects, and effectively influence, collaborate, and communicate with internal and external partners.
Cross functional experience included but not limited to: Sales, Strategic Plan development or participation, In-line Brand Planning & Tactical Marketing, Product or Program Launch, Market Research & Analytics, Market Access, Business Operations, Agency management, Forecasting and resource allocation, Product Positioning, Message and Creative Development including objection handling
Knowledge of the Legal and Regulatory landscape pertaining to pharmaceutical marketing; including Medical/Legal/Regulatory Review Committee process
Strategic thinker with strong business acumen and demonstrated financial, communication, and presentation skills
Scientific/medical aptitude with the ability to communicate complex scientific concepts in a simple understandable manner
Detail-oriented self-starter capable of owning initiatives from beginning to end
High level of personal and professional integrity with strong work ethic
Collaborative, team-work orientation
Product launch and Sales experience a plus
Ability to travel 20-30%.
Base salary range: $164,000 - $201,000 per year. This is the anticipated salary range for fully qualified candidates. The final salary offered will be dependent on several factors that include and are not limited to relevant previous experience, job responsibilities and duration of experience, the type and length of experience within the industry, education, etc.
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