Director, Consumer Marketing - COBENFY

Bristol Myers Squibb•Princeton, NJ

1d•Hybrid

About The Position

The Director, Consumer Marketing (Psychiatry) will serve as the lead consumer brand strategist and execution owner for COBENFY across the psychiatry patient and care partner audience. This leader will build, activate, and continuously optimize an integrated consumer marketing program spanning paid media, television, digital, social, CRM, and patient support channels, and will lead a team of consumer marketing professionals. This is a high-visibility, high-accountability role that requires equal parts brand thinking and media sophistication. The ideal candidate brings deep consumer marketing experience in pharma or healthcare, a strong command of paid media strategy and optimization across TV and digital, and the range to move fluidly between long-horizon brand planning and day-to-day campaign performance management. Consumer marketing for serious mental illness (SMI) is uniquely complex, and this leader must bring real empathy for the patient and care partner experience alongside the commercial instincts to drive awareness, initiation, and persistence at scale.

Requirements

BA/BS required; MBA or advanced degree strongly preferred
10+ years of pharmaceutical or biotechnology commercial experience, with demonstrated accountability for consumer or patient marketing
Proven people leadership experience, including direct management and development of marketing talent
Deep experience developing and executing integrated consumer marketing campaigns across TV, digital, social, CRM, and patient support channels
Proven command of paid media strategy and planning, including TV (linear, CTV/streaming), digital, social, and search, with hands-on experience managing media AOR relationships and optimizing in-flight performance
Strong analytical skills, with the ability to establish KPIs, interpret campaign performance data, manage budgets, and translate insights into clear strategic and tactical recommendations
Demonstrated ability to manage multiple agency and vendor relationships, with strong project management and organizational skills
Excellent communication and presentation skills, with the ability to articulate consumer strategy and campaign performance clearly to brand leadership and senior stakeholders
US product launch experience with accountability for consumer marketing from pre-launch through in-market execution
Experience designing patient and care partner journeys, segmentation frameworks, and consumer personas in a complex specialty market
Familiarity with CRM platforms, marketing automation, and patient support program integration (hub services, PASS, specialty pharmacy coordination)
Working knowledge of pharmaceutical promotional review, MLR submission requirements, and FDA regulations governing consumer promotion
Experience with branded and unbranded consumer strategies, including disease awareness and stigma-reduction programming in mental health

Nice To Haves

Neuroscience, CNS, psychiatry, or SMI therapeutic area experience strongly preferred

Responsibilities

Own the integrated consumer and care partner marketing strategy for COBENFY, translating brand positioning, patient insights, and clinical data into compelling branded campaigns
Lead the development of patient and care partner journeys, segmentation frameworks, and insight-driven personas that identify unmet needs, barriers, and moments that matter across the treatment experience
Evolve messaging architecture and brand story as new clinical data emerges, keeping consumer-facing materials current, emotionally resonant, and compliant across indications
Serve as the primary marketing owner of the consumer media plan across television, digital, social, search, and emerging channels, in partnership with the media agency of record (AOR)
Oversee TV campaigns end to end, from creative briefing and production through trafficking, airing, and performance analysis, across linear, connected TV (CTV), and streaming environments
Establish consumer media KPIs and drive continuous optimization of targeting, channel mix, spend allocation, and creative rotation, both in-flight and across planning cycles, translating performance data into clear recommendations for brand and leadership stakeholders
Lead consumer digital programs across owned, earned, and paid channels, including the COBENFY patient website, social media, programmatic, search, and CRM, in partnership with the Omnichannel COE and digital agency partners
Own CRM strategy and patient communication journey design, ensuring messaging is personalized and sequenced appropriately across the treatment journey
Apply new technologies and digital capabilities to innovate the consumer experience and improve campaign performance and engagement outcomes
Partner with Customer Experience (CX) to design an integrated consumer experience spanning awareness, treatment consideration, onboarding, access, affordability, initiation, adherence, and ongoing support, ensuring the post-initiation experience is as strategically considered as the acquisition funnel
Build partnerships with patient advocacy groups and patient organizations that empower patients and care partners to seek appropriate treatment and support services
Collaborate with HCP Marketing, DTC Marketing peers across other brands and therapeutic areas, Customer Experience, Market Access, Medical Affairs, Regulatory, Legal, Public Relations, and Patient Support to integrate consumer strategy into the broader commercial plan and deliver a connected experience across the patient and prescriber journey
Manage consumer marketing budgets with discipline, ensuring on-time, on-budget delivery, and partner with Insights and Analytics to track performance and identify optimization needs
Ensure all consumer programs and materials meet the highest standards of regulatory compliance, FDA guidelines, and BMS promotional review requirements
Lead, coach, and develop a team of consumer marketing professionals, setting clear priorities, building capabilities in media, digital, and analytics, and fostering an inclusive, high-performing team culture
Manage multiple agency and vendor partners simultaneously, holding them accountable to timelines, quality, and outcomes

Benefits

wellbeing support
retirement and financial protection benefits
insurance offerings (medical, dental, vision, life and disability)
Flexible Time Off (FTO)
11 paid company holidays
paid sick leave
two paid volunteer days per year
summer hours flexibility
leaves of absence for medical, personal, parental, caregiver, bereavement, or military needs
annual Global Shutdown between Christmas Day and New Year's Day