Lead, Non Personal Promotion Marketing, IZERVAY

Astellas Pharma • Burlingame, CA

4d • Hybrid

About The Position

Do you want to be part of an inclusive team that works to develop innovative
therapies for patients? Every day, we are driven to develop and deliver
innovative and effective new medicines to patients and physicians.  If you want
to be part of this exciting work, you belong at Astellas!

Astellas Pharma Inc. is a pharmaceutical company conducting business in more
than 70 countries around the world. We are committed to turning innovative
science into medical solutions that bring value and hope to patients and their
families. Keeping our focus on addressing unmet medical needs and conducting our
business with ethics and integrity enables us to improve the health of people
throughout the world. For more information on Astellas, please visit our website
at www.astellas.com [http://www.astellas.com].

Purpose:

The Non-Personal Promotion (NPP) Lead will be responsible for developing and
optimizing non-personal promotion for IZERVAY.  This leader must balance
creativity, scientific fluency, and analytical rigor to translate strategy into
impactful NPP content to drive meaningful business outcomes.  This role ensures
the right message reaches the right clinician at the right time; through
seamless, data-driven omnichannel experiences.

Requirements

• Bachelor’s Degree required
• 8+ years of progressive experience in product marketing, content marketing or digital marketing.
• 4+ years in digital marketing.
• Proven success in developing and executing non-personal promotion strategies and tactics
• Leverages wide range of data to measure, monitor, assess, report and drive team productivity and results
• Proven track record of meeting or exceeding goals and demonstrated ability to deliver results
• Strong communication and interpersonal skills
• Proven ability to use analytical skills and critical thinking to diagnose business issues and adjust plans accordingly
• Ability to create, implement and iterate impactful action plans, tactics and programs with clear and measurable outcomes to the business and the customer
• Proven capabilities to influence without authority and effectively lead cross-functional work teams/projects, including in matrixed organizations
• Ability to present complex issues to higher level management and contribute to high level presentations
• Ability to travel up to 30%

Nice To Haves

• Master’s degree
• 4+ years in the biotechnology or pharmaceutical space
• Knowledge of the Ophthalmology market
• Proven success in developing and executing omnichannel strategies and tactics

Responsibilities

• NPP Strategy and Tactical Planning
• Develop the annual and quarterly NPP plan aligned to brand goals.
• Define how specific digital channels (e.g., email, endemic media, paid search) support key marketing objectives such as earlier adoption, brand differentiation, or retention.
• Recommend and refine a channel mix based on brand priorities, HCP reach, and budget.
• Build personalized outreach pathways leveraging email, programmatic display, social, third-party media, portals, and peer-to-peer digital channels.
• Set clear, channel-level KPIs tied to funnel metrics: awareness, engagement, intent, and action.
• Segmentation and Targeting
• Collaborate with analytics partners to identify and refine HCP audience segments for non-personal promotion
• Define targeting criteria and rules of engagement per channel
• Work cross-functionally with omnichannel and field leads to ensure NPP outreach aligns with field priorities and account plans.
• Channel Ownership and Execution
• Lead strategy and execution for key NPP channels, including:
• Programmatic display and retargeting
• Paid social (e.g., LinkedIn, Twitter/X)
• Sponsored content and endemic media placements
• Website content and landing page experiences
• Digital extensions of Peer to Peer (P2P) and congress engagements
• Paid search (SEM) and SEO support
• HCP email campaigns
• Content Development and Creative Oversight
• Direct content strategy and creative development for all NPP assets (e.g., banners, emails, video, long-form content, landing pages).
• Adapt core brand campaigns into channel-ready assets while preserving claim integrity and brand narrative.
• Collaborate with MLR teams for efficient and compliant content reviews.
• Maintain asset libraries and ensure timely updates based on new data, campaigns, or market changes.
• Campaign Analytics and Optimization
• Monitor and report on campaign performance across digital NPP channels.
• Track metrics such as impressions, CTR, video completion, page views, and downstream brand impact.
• Lead A/B testing on creative, subject lines, CTAs, and ad formats.
• Optimize campaigns based on insights, media partner performance, and return on spend.
• Provide actionable insights to brand and leadership teams through regular dashboards.
• Collaboration and Coordination
• Partner closely across the marketing, omnichannel PR, field and analytics teams to build strong alignment and coordinated execution
• Collaborates closely across the Ophthalmology marketing team to extend the impact of marketing priorities (i.e. congress execution).
• Share NPP campaign updates and performance with Marketing Field Lead to support awareness and alignment.
• Develop simple playbooks or guides that help sales teams understand and leverage brand-level NPP efforts.
• Support field priorities and execution with complementary NPP tactics.
• Vendor and Budget Management
• Manage external partners such as media agencies, email vendors, creative studios, and HCP platform providers.
• Oversee NPP budget including forecasting, pacing, and performance-to-cost tracking.
• Ensure compliance, technical accuracy, and timely execution across all external channels.
• Compliance
• Ensure all NPP materials meet regulatory, legal, and privacy requirements.
• Partner with MLR teams to drive efficient, compliant review processes.

Benefits

• Medical, Dental and Vision Insurance
• Generous Paid Time Off options, including Vacation and Sick time, plus national holidays including year-end shut down
• 401(k) match and annual company contribution
• Company paid life insurance
• Annual Corporate Bonus and Quarterly Sales Incentive for eligible positions
• Long Term Incentive Plan for eligible positions
• Company-paid fleet vehicle for eligible positions
• Referral bonus program

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Number of Employees: 5,001-10,000 employees