Associate Director, U.S. Immunology Consumer Marketing - Dermatology
About The Position
The Associate Director for Consumer Marketing leads launch planning, strategy, and go-to-market execution for two Hidradenitis Suppurativa (HS) launches. The role partners with cross-functional teams to use insights and the patient journey to develop unbranded and branded campaigns and messaging across multiple channels. It leads work with the strategic agency of record and extended agency network on HS portfolio strategy, and serves as the patient, brand, and product subject matter expert for consumer marketing. The role reports to the Consumer Director of Dermatology. The position develops launch and go-to-market strategies and tactical plans, manages DTC advertising and media planning, and works with internal and external partners to ensure marketing integration and regulatory compliance. It uses marketplace trends, competitive assessments, campaign measurement, and metrics to inform decisions and achieve brand objectives. The role also manages marketing budgets and multiple projects, supports improved patient experiences and brand growth, and advances consumer marketing innovation through new technologies and ways of working.
Requirements
- Bachelor of Arts or Bachelor of Science degree required.
- At least 8 years of consumer marketing experience, including significant media experience such as digital marketing.
- Competency in core marketing capabilities, including creative development, positioning, and optimization across the marketing mix.
- Proven ability to lead and influence cross-functional teams, including timeline and budget management.
- Ability to understand medical and clinical aspects of a pharmaceutical product and apply them to marketing strategy and tactical execution.
- Success working in a matrixed organization to drive alignment with brand objectives.
- Experience leading or supporting strategic and tactical planning.
- Excellent oral, written, and presentation communication and people skills.
- Experience working with and managing multiple external agencies, including advertising, digital, and database agencies, and internal cross-functional partners.
- Understanding of social media platforms and their application.
- Analytical capability balanced with creative vision.
- Ability to influence senior management and work with all levels in a highly matrixed organization.
- Strong planning and organizational skills, diligence, execution, and follow-through.
- Demonstrated history of high performance.
- Proven people leadership experience.
Nice To Haves
- MBA.
- Pharmaceutical launch experience.
- Broadcast and media planning leadership experience.
- Familiarity with participating in local market and patient immersions and translating insights into execution.
Responsibilities
- Lead launch strategy development, go-to-market strategy, and tactical planning for potential new indications, including representation within the IBT through Launch Strategic and Readiness Reviews.
- Collaborate with external agencies, internal partners, and leadership to build, manage, and execute marketing plans that achieve business objectives and goals.
- Manage strategy and project development for DTC advertising related to disease education, brand awareness, acquisition, and conversion through channels that may include CRM, direct marketing, in-office, print, SEM, digital media, mobile, and broadcast TV, with an emphasis on web-based communications.
- Manage media planning in partnership with the AbbVie Media team and an external media agency.
- Coordinate with internal cross-functional teams and external agencies to integrate consumer business strategies and ensure promotional materials comply with regulations.
- Monitor marketplace trends affecting consumer marketing and apply data-driven strategic insights on an ongoing basis.
- Lead competitive assessments and identify implications relevant to specific indications and patients.
- Evaluate campaign effectiveness by developing measurement approaches and metrics to support return on investment and brand objectives.
- Help patients better manage their conditions through improved patient experiences.
- Grow brand and product penetration, share, and awareness.
- Track and manage the marketing budget.
- Execute multiple marketing projects in a timely manner.
- Advance Consumer Marketing's innovation agenda by leveraging new technologies, capabilities, and ways of working to improve agility, efficiency, and customer outcomes.
Benefits
- Paid time off, including vacation, holidays, and sick time.
- Medical, dental, and vision insurance for eligible employees.
- 401(k) for eligible employees.
- Eligibility to participate in long-term incentive programs.
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What This Job Offers
Job Type
Full-time
Career Level
Senior
