Director of Institutional Marketing

GSK•Philadelphia, PA

About The Position

As the Director of Institutional Marketing, you will lead the strategic direction and execution of GSK’s marketing initiatives for health systems and other large, organized customers. This role is essential in developing integrated marketing strategies and tactics that leverage in-person, digital, and CRM tactics to enhance engagement and position GSK as a key partner. This role will collaborate with senior leaders across brand teams, Market Access, and field teams to ensure strategic alignment and consistency in end-to-end institutional customer experience and engagement. This includes contributing to market access strategy and policy initiatives to enhance GSK's positioning within the healthcare landscape, establish clear objectives and setting the strategic direction across KPI metrics to measure the total value and engagement effectiveness. You will be responsible for driving the application of advanced analytics and AI to gain deeper customer insights and optimize engagement strategies, enhancing personalization and impact. This critical role requires stakeholder engagement, financial acumen, and innovative approaches to institutional marketing. You will engage and influence stakeholders to secure buy-in and resources for institutional marketing initiatives, ensuring high visibility and strategic alignment.

Requirements

Bachelor’s degree in Marketing, Business, Public Health, or a related field
5+ years of commercial experience including sales or marketing in U.S. Vaccines with a proven record of delivering exceptional results
Knowledge and understanding of U.S. Health System dynamics and large organized customers, population health trends, Quality metrics (e.g., HEDIS, AIS), and impact on Health System behaviors
Proven ability to lead cross-functional teams and drive strategic alignment across matrixed organizations.
Business acumen and demonstrated analytical skills.

Nice To Haves

MBA or master’s degree in marketing or related disciplines
3+ years of people leadership experience
Exceptional strategic thinking, executive communication, and organizational leadership skills.
Experience in digital marketing and utilizing AI to understand customers, create campaigns, and continuously refine and modify to maximize impact in the market
Ability to understand and influence customer mindsets and experiences
Experience in market research, marketing promotions, strategy, tactics, and resource allocation
Practical experience with prescription brand marketing principles
Ability to motivate, lead, and influence across various levels and functions
Excellent communication (written & verbal), interpersonal influence, and prioritization skills
Knowledge and practical application of compliance acumen in the pharmaceutical space

Responsibilities

Partner with Brand & Customer strategy to develop integrated institutional strategy, plans and tactics across channels
Lead the development of integrated institutional marketing strategies and tactics that leverage in-person, digital, and CRM tactics
Ensure consistency and alignment in messaging across health systems to enhance portfolio positioning and pull through
Deliver strategy and messaging for the Field Account Management (AM) team to execute with their most important health system customers.
Partner with Field leadership, Training and enterprise-wide stakeholders to prioritize initiatives to support Institutional strategy execution, e.g. Good Selling Outcomes, Business planning, CRM and IC Plans, among others.
Drive connection between the Vaccines Account Management team and Organized Provider Account Strategy team to optimize enterprise-wide resources and capabilities, to provide a singular offering and view of our Health System customers.
Spearhead initiatives to identify and evaluate high-impact opportunities for health systems to drive organizational growth
Guide initiatives and test-and-learn projects to optimize institutional engagement and market presence, ensuring alignment with broader organizational objectives
Create strategies and tactics to enhance brand and portfolio performance across health systems
Establish clear objectives and set the strategic direction across KPI metrics to measure the total value and engagement effectiveness
Provide input, data, and insights to inform short- and long-term forecasts for our largest customers
Develop robust segmentation based on data and business knowledge in partnership with Field AM, Insights & Analytics and other teams.
Monitor and report on the effectiveness of health systems engagement initiatives to senior leadership, providing insights and strategic recommendations for continuous improvement
Develop and execute institutional short-term and long-term marketing plans and budgets in line with Brand and portfolio marketing strategies
Drive innovation in institutional engagement approaches to maintain a competitive advantage and adapt to market changes
Drive the application of advanced analytics and AI to gain deeper customer insights and optimize engagement strategies, enhancing personalization and impact
Collaborate cross-functionally with internal GSK partners in corporate communications, external affairs, HCP brand teams, finance, customer marketing, and medical affairs, as well as ViiV partners
Oversee budget management and resource allocation to optimize institutional engagement efforts and ensure financial efficiency
Foster an environment of innovation, inclusion, challenge, and trust
Represent GSK to patient organizations through strategic initiatives and policy advocacy