Director, Channel & HCP Marketing

Shionogi Inc.•Florham Park, NJ

2d•$210,000 - $250,000•Hybrid

About The Position

The Director, Channel & HCP Marketing will be responsible for developing and executing innovative channel marketing strategies that expand and enhance the reach of the company's brands across an evolving U.S. healthcare ecosystem. This leader will develop strategies to engage Healthcare Providers (HCPs) beyond traditional office-based settings, with a particular focus on urgent care, long-term care, telemedicine/virtual care, concierge medicine, and other emerging or non-traditional channels of care. The role will lead the integration of channel strategy with broader HCP marketing, omnichannel engagement, and non-personal promotion (NPP) strategies. The Director will identify opportunities to reach priority HCP audiences with the right content, through the right channel, at the right time, and develop scalable engagement models that complement field-force and personal promotion activities. This is a highly cross-functional leadership role requiring strong commercial judgment, deep understanding of the U.S. healthcare ecosystem, sophisticated HCP marketing capabilities, and demonstrated expertise in omnichannel and non-personal promotion.

Requirements

Bachelor's degree required; advanced degree in business, marketing, healthcare, life sciences, or related field preferred.
10+ years of progressive experience in pharmaceutical, biotechnology, healthcare, or related industries, with significant experience in commercial marketing.
Demonstrated experience developing and executing HCP marketing strategies within the pharmaceutical or biotechnology industry.
Significant experience in omnichannel marketing and non-personal promotion (NPP), including development of integrated HCP engagement strategies.
Demonstrated experience developing strategies for non-traditional healthcare channels, such as urgent care, long-term care, telemedicine/virtual care, concierge medicine, retail healthcare, or other emerging sites of care.
Strong understanding of the U.S. healthcare ecosystem and evolving models of care.
Demonstrated ability to translate customer insights, data, and market dynamics into differentiated commercial strategies.
Experience working across Marketing, Sales, Medical Affairs, Market Access, Commercial Operations, Digital, Analytics, and other cross-functional teams.
Strong understanding of pharmaceutical promotional regulations and experience partnering with Legal/Regulatory/Medical functions.
Proven ability to influence senior leaders and operate effectively in a matrixed organization.
Experience managing agencies and external partners.
Strong analytical, strategic, communication, and presentation skills.
Demonstrated track record of delivering measurable business results through innovative marketing and customer engagement strategies.
Must live a commutable distance to our US Corporate Headquarters in Florham Park, NJ. Office presence is required at least 3 days per week.

Nice To Haves

Experience launching or supporting a pharmaceutical product in the U.S.
Experience building or transforming NPP and omnichannel capabilities.
Experience developing HCP strategies across multiple sites of care.
Experience with healthcare data, segmentation, targeting, customer analytics, and performance measurement.
Experience with digital health, virtual care, telemedicine, or other emerging healthcare models.
Experience integrating field force and non-personal promotion into a coordinated customer engagement strategy.
Experience working with media, digital, technology, and/or healthcare service partners.
Demonstrated ability to operate successfully in a fast-paced, entrepreneurial pharmaceutical environment.

Responsibilities

Develop and lead the company's channel marketing strategy across emerging and non-traditional healthcare settings, including urgent care, long-term care, telemedicine/virtual care, concierge medicine, retail and other evolving sites of care.
Identify opportunities to engage HCPs and healthcare decision-makers outside the traditional physician-office environment.
Develop channel-specific customer strategies based on HCP needs, behaviors, patient journeys, channel dynamics, and business priorities.
Assess emerging healthcare delivery models and identify opportunities to establish differentiated and scalable commercial capabilities.
Translate market and customer insights into actionable channel strategies, engagement models, and integrated marketing plans.
Establish frameworks to prioritize channels based on audience reach, customer value, engagement potential, and business impact.
Lead development of HCP marketing strategies that address the needs and behaviors of priority healthcare professionals across traditional and non-traditional care settings.
Develop differentiated HCP value propositions, messaging, content, and engagement strategies by audience and channel.
Partner closely with brand marketing and customer-facing teams to ensure channel strategies are fully integrated into overall brand plans.
Develop strategies that connect HCP engagement across the full customer journey, from awareness and education through consideration, prescribing, and ongoing engagement.
Ensure channel strategies are grounded in customer insights and supported by robust segmentation and targeting.
Serve as a strategic leader for omnichannel HCP engagement and non-personal promotion (NPP).
Develop integrated HCP engagement plans across digital and non-personal channels, including email, websites, paid media, programmatic advertising, professional platforms, virtual engagement, content syndication, and other relevant channels.
Partner with brand teams, field teams, analytics, media, digital, IT, and agency partners to create connected and coordinated customer experiences.
Develop channel orchestration strategies that complement personal promotion and maximize the effectiveness of the overall commercial model.
Establish test-and-learn approaches to optimize content, channel mix, frequency, sequencing, and customer engagement.
Drive adoption of data-driven approaches to improve audience targeting, personalization, engagement, and return on investment.
Translate business and brand objectives into actionable channel and HCP engagement strategies.
Partner with cross-functional stakeholders across Marketing, Sales, Market Access, Medical Affairs, Digital, Data & Analytics, Commercial Operations, and Legal/Regulatory.
Lead external agency and partner relationships supporting channel strategy, NPP, media, digital engagement, and HCP activation.
Develop annual operating plans, budgets, KPIs, and performance measurement frameworks.
Establish clear performance metrics and dashboards to evaluate channel effectiveness, customer engagement, and commercial impact.
Identify opportunities to improve the efficiency and effectiveness of commercial investments through optimization of channel mix and customer engagement.
Bring innovative approaches and external best practices into the organization to continuously evolve channel marketing capabilities.
Act as a subject-matter expert and internal thought leader in channel marketing, HCP engagement, omnichannel marketing, and NPP.
Influence senior stakeholders and drive alignment across complex, cross-functional organizations.
Provide direction and performance oversight to agency partners while serving as an enterprise leader across cross-functional teams.
Build new capabilities and ways of working as the company's commercial model evolves.
Demonstrate a customer-first, innovative, data-driven, and enterprise-oriented leadership approach.