Head of Consumer Marketing - Sleep Disorders

Takeda•Cambridge, MA

1d•$212,000 - $333,190•Hybrid

About The Position

Takeda is seeking a Senior Director of Consumer Marketing – Sleep Disorders to set consumer strategy for a new neuroscience product launch. The role leads patient-focused launch planning and execution, collaborates with cross-functional teams and executive leadership, and builds capabilities to increase awareness, engagement, treatment-seeking behavior, and business performance. The position reports to the Head of the US Neuroscience Business Unit. The role owns consumer marketing strategy and execution, including the patient journey, patient positioning and messaging, patient segmentation, direct-to-consumer and direct-to-patient programs, integrated media, digital patient experience, social and organic content, campaign measurement, and return on investment. It partners with HCP brand leadership and teams across omnichannel, Data, Digital & Technology, Patient Services, Analytics & Insights, Communications, and other functions. The position also leads and develops team members, contributes to annual planning and P&L forecasting, oversees patient advisory boards and advocacy engagement, and manages significant operating-expense budgets. The position is classified as Hybrid under Takeda's Hybrid and Remote Work policy and is located in Cambridge, Massachusetts. It is a regular, full-time employee position.

Requirements

Bachelor’s degree.
12+ years of progressive commercial pharmaceutical experience, including significant consumer, DTC, and/or DTP marketing experience.
At least 5 years in leadership roles of increasing scope and responsibility.
Deep understanding of patient journeys, communication channels, and tactic design.
Extensive experience in marketing strategy and tactic planning, with the ability to communicate ideas to internal partners and external agencies.
Experience leveraging data and analytics to distill insights and drive data-based decisions.
Experience leading marketing in a highly regulated pharmaceutical environment and partnering effectively with Medical, Legal, Regulatory, Compliance, and Privacy stakeholders.
Demonstrated experience leading large-scale consumer media and engagement programs, including digital, CRM, paid media, and media planning.
Demonstrated ability to mentor team members, collaborate effectively, and positively influence decisions.
Ability to develop an overall marketing strategy and oversee its implementation.
Ability to assess staff members’ strengths and development areas and provide development suggestions.
Ability to create and maintain an accurate budget for department expenses.

Nice To Haves

MBA.
Pharmaceutical and/or consumer packaged goods industry experience.
Commercial pharmaceutical experience in neuroscience and/or sleep disorders, including understanding the patient journey, treatment landscape, and emerging trends.
New product launch experience.
Experience applying social media and organic content strategies in a regulated environment.
Experience partnering with Communications and external affairs teams on public relations, social media, and patient advocacy initiatives.
Broadcast and streaming experience.

Responsibilities

Build and lead consumer marketing capabilities for the Neuroscience Business Unit, including launch strategy, go-to-market planning, and integrated tactical execution for a new product launch.
Assess the patient and caregiver opportunity, identify needs, barriers, and insights, and activate informed patient and healthcare provider conversations about the disease and brand.
Own the end-to-end patient journey and translate insights into patient positioning, message architecture, and language that communicates the brand’s role in the treatment landscape.
Align consumer plans with overall brand strategy and HCP brand initiatives, partnering with the HCP brand lead to incorporate the patient perspective.
Use insights to inform patient segmentation and channel preferences.
Lead direct-to-consumer and direct-to-patient initiatives supporting disease education, brand awareness, patient acquisition, and conversion across relevant channels.
Own the patient experience vision and partner with cross-functional teams to develop an end-to-end digital patient experience, including evaluating direct-to-patient models.
Lead integrated media strategy, planning, investment, optimization, and performance management, including oversight of external media and creative agencies.
Partner with Communications to develop and execute social media and organic content strategies consistent with brand, regulatory, legal, and corporate requirements.
Partner with Analytics & Insights to convert data into actionable insights, validate opportunities, optimize the patient channel mix, establish KPIs, and monitor ROI.
Identify critical elements for initiatives and promotions intended to drive desired patient behavior change.
Align plans with HCP strategy and identify efficiencies and communication needs for field roles or external partners.
Evaluate campaign effectiveness through measurement and metrics development to support positive ROI and brand objectives.
Set priorities and accountabilities for direct reports, align team structure with brand and launch needs, and create an inclusive, high-performing environment.
Coach and develop team members in marketing expertise, enterprise leadership, organizational awareness, and career growth.
Contribute to annual planning and P&L by forecasting the expected impact of patient support, DTP, and DTC programs.
Oversee patient advisory boards and engagement with advocacy organizations to generate insights, refine strategy, and coordinate external engagement activities across Takeda.
Manage significant operating-expense spend.