Director, US Breyanzi Patient Marketing

Bristol Myers Squibb • Madison, WI

1d • Onsite

About The Position

This role leads Breyanzi's patient marketing strategy with a core objective of driving CAR T class growth and Breyanzi differentiation among eligible lymphoma patients, caregivers, and advocacy partners. The Director owns patient messaging and engagement strategy, omnichannel strategy and performance, and patient testimonial activation — leading and developing a dedicated patient marketing team. This role sits within the broader Breyanzi brand team, operating in a competitive, fast-moving CAR T environment across multiple indications. We are seeking a strategic, patient-focused leader who thrives in a collaborative environment and is passionate about expanding access to transformative cell therapy.

Requirements

• Prior people leadership and in-line brand marketing experience valued highly, with a minimum of 10 years of marketing experience.
• Experience in patient marketing, direct-to-patient campaigns, or patient advocacy initiatives is strongly preferred.
• Prior experience in Oncology/Hematology or an understanding of the oncology/hematology marketplace is recommended.
• Proven track record of effectively driving performance within a matrix organization, with strong organizational, interpersonal, and communication skills.
• Strong ability to develop and maintain relationships with patient advocacy groups and key external stakeholders.
• Analytical and strategic thinking skills, with the ability to translate patient insights into impactful marketing strategies.

Nice To Haves

• MBA or other Advanced Degree Preferred.

Responsibilities

• Develop and execute patient education and awareness strategies to expand understanding of CAR T therapy and drive engagement with eligible lymphoma patients.
• Increase Breyanzi’s recognition as a differentiated treatment option among patients, caregivers, and advocacy groups.
• Lead direct-to-patient (DTP) marketing initiatives that effectively communicate the benefits of CAR T therapy and provide clear, accessible information about the treatment process.
• Collaborate with patient advocacy groups to ensure alignment on educational efforts and drive initiatives that empower patients to explore CAR T as a treatment option.
• Activate and elevate the voices of CAR T-treated patients, utilizing testimonials and real-world experiences to inform and inspire others considering this therapy.
• Lead the development and execution of the Direct-to-Consumer (DTC) non-personal promotion (NPP) and paid media strategy, leveraging dynamic targeting to reach and educate eligible patients and caregivers effectively.
• Partner with key matrix team members, including medical, market access, corporate communications, analytics, channel strategy and patient voice & engagement teams, to ensure a holistic approach to patient engagement.
• Leverage data, market research, and insights to refine patient education strategies and ensure messaging resonates with target audiences.
• Drive the planning and execution of key senior management reviews and presentations.
• Foster a culture of collaboration and innovation across BMS stakeholder groups.
• Lead, mentor, and develop the patient marketing team.

Benefits

• Health Coverage: Medical, pharmacy, dental, and vision care.
• Wellbeing Support: Programs such as BMS Well-Being Account, BMS Living Life Better, and Employee Assistance Programs (EAP).
• Financial Well-being and Protection: 401(k) plan, short- and long-term disability, life insurance, accident insurance, supplemental health insurance, business travel protection, personal liability protection, identity theft benefit, legal support, and survivor support.
• Work-life benefits include: Paid Time Off US Exempt Employees: flexible time off (unlimited, with manager approval, 11 paid national holidays (not applicable to employees in Phoenix, AZ, Puerto Rico or Rayzebio employees) Phoenix, AZ, Puerto Rico and Rayzebio Exempt, Non-Exempt, Hourly Employees: 160 hours annual paid vacation for new hires with manager approval, 11 national holidays, and 3 optional holidays
• Based on eligibility, additional time off for employees may include unlimited paid sick time, up to 2 paid volunteer days per year, summer hours flexibility, leaves of absence for medical, personal, parental, caregiver, bereavement, and military needs and an annual Global Shutdown between Christmas and New Years Day.
• All global employees full and part-time who are actively employed at and paid directly by BMS at the end of the calendar year are eligible to take advantage of the Global Shutdown.

What This Job Offers

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