Associate Director, HCP NPP & Digital Activation (Neuroscience)

Bristol Myers Squibb • Princeton, NJ

6d • $165,360 - $200,376

About The Position

The Associate Director, HCP NPP & Digital Activation will own execution of HCP 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, supporting integrated, data-driven HCP engagement across paid, owned, and non-personal channels to drive patient initiation and brand adoption. This is a high-execution, high-accountability role in a fast-moving launch environment, requiring commercial fluency, analytical strength, and experience delivering scalable, compliant, performance-optimized marketing experiences.

The position owns integrated NPP campaign activation and optimization, HCP digital platforms, digital experience improvement, HCP media plan execution, sampling and point-of-care activation, and performance reporting. It partners with internal teams, agencies, and the field to ensure consistent brand storytelling and compliant, connected HCP experiences. The role is based in Princeton, New Jersey, with a work model not specified in the posting.

Requirements

• BA/BS degree required.
• At least 5 years of pharmaceutical or biotechnology commercial experience focused 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 and ability to translate data, segmentation, and behavioral insights into targeted engagement strategies.
• Experience with CRM, marketing automation, digital media platforms, and performance measurement frameworks.
• Ability to manage agency relationships, budgets, and multiple workstreams simultaneously in a fast-paced environment.
• Ability to contribute to both strategy and execution.
• Working knowledge of AI-enabled marketing tools, trigger-based engagement platforms, and next-best-action models.
• Experience with HCP digital platforms, including branded websites, on-demand MSL/rep models, and virtual engagement channels.

Nice To Haves

• MBA or advanced degree.
• Neuroscience, CNS, or psychiatry therapeutic area experience.
• Familiarity with Mosaic or modular content ecosystems.

Responsibilities

• Own activation and optimization of integrated NPP campaigns across HCP paid, owned, and non-personal channels, aligned with demand generation strategy.
• Translate segmentation, behavioral insights, and analytics into targeted, personalized HCP engagement across digital, CRM, web, and field-connected channels.
• Partner with the Director to align channel execution with the overarching HCP initiation and growth strategy.
• Own the day-to-day strategy and performance of HCP digital platforms, including CobenfyHCP.com, on-demand ecosystems, and virtual engagement channels.
• Optimize digital experiences through performance measurement, test-and-learn frameworks, and insight-driven iteration.
• Champion AI-enabled and trigger-based engagement, embedding personalization and next-best-action logic across HCP touchpoints.
• Execute the HCP media plan, including channel activation, asset deployment, and campaign timing.
• Use engagement data, behavioral insights, and real-time metrics to optimize channel decisions and improve performance.
• Communicate channel performance to senior stakeholders and translate results into actionable next steps.
• Partner with the AOR to translate creative strategy into asset-based storytelling across non-personal and digital channels while maintaining narrative consistency and brand integrity.
• Work with the Mosaic content ecosystem to activate modular assets across triggered and non-personal channels.
• Own sampling strategy execution and point-of-care activation, including e-commerce-enabled models where applicable.
• Ensure content and channel activation is compliant, on-brand, and integrated across the HCP engagement ecosystem.
• Partner across HCP Marketing, DTC Marketing, Customer Experience, Hospital, Market Access, Medical, Field, Insights & Analytics, IT, Legal, Regulatory, and external agencies to deliver NPP execution.
• Support field enablement by integrating digital tools, content, and engagement models with personal promotion and making them accessible to customer-facing teams.
• Contribute to shared KPI frameworks, reporting cadences, and business reviews tied to NPP and digital performance.

Benefits

• Comprehensive benefit plans, including wellbeing support, retirement and financial protection benefits, and medical, dental, vision, life, and disability insurance offerings.
• Flexible Time Off (FTO) with no set accrual limit for eligible U.S.-based exempt employees, subject to manager approval.
• 11 paid company holidays each year.
• Additional time-off benefits may include paid sick leave, up to two paid volunteer days per year, summer hours flexibility, and leaves for medical, personal, parental, caregiver, bereavement, or military needs, depending on eligibility.
• Eligible employees may receive an annual Global Shutdown between Christmas Day and New Year's Day.
• Additional discretionary incentive cash and stock opportunities may be available.

What This Job Offers

• Job Type: Full-time
• Career Level: Senior