Product Manager, US Patient Marketing – EMPAVELI

Apellis Pharmaceuticals•Cambridge, MA

11d•Hybrid

About The Position

Biogen Rare Disease is seeking a passionate and talented marketer for the role of Product Manager, US Patient Marketing – EMPAVELI. This is an opportunity to make a significant impact for patients living with paroxysmal nocturnal hemoglobinuria (PNH) and for the business by executing the US patient marketing plan for EMPAVELI® (pegcetacoplan), the first C3 inhibitor approved for PNH. The Product Manager owns day-to-day execution of the US PNH patient and caregiver marketing plan (approximately 75% of the role) and serves as the digital content lead for patient marketing across the rare disease franchise, PNH and nephrology (C3G/IC-MPGN) (approximately 25% of the role). The role translates brand strategy into patient-facing content, programs, and field/patient-services resources; manages agency partners from brief through PRC approval to launch; and partners with the Omnichannel team, which owns campaign execution, audience segmentation, media orchestration, website builds and releases, and the martech stack. This role owns what the brand says and the programs behind it; Omnichannel owns how it gets delivered. This role requires cross-functional leadership across Patient Services, Advocacy, Medical, Legal/Regulatory/PRC, Privacy, Analytics, and Field teams. This role reports to the US Hematology Marketing Lead, with a dotted line to US Nephrology Patient Marketing Lead.

Requirements

Bachelor's degree required
3+ years of biotech/pharma marketing experience, with direct experience in patient/DTC marketing
Experience developing digital content (email/CRM, web, social, video) through MLR/PRC review is required
Demonstrated integrity on the job, including an understanding of relevant rules and regulations (promotional compliance, PRC/MLR, patient privacy and consent)
Strong communication skills with the ability to influence across functions and varying levels of the organization

Nice To Haves

MBA or other advanced degree is a plus
Veeva PromoMats experience preferred
Experience in rare disease and/or hematology is preferred
Experience with an in-market brand with a label update or new-indication expansion is a plus
Experience working alongside omnichannel, media, and analytics teams, and managing multiple agency partners, is a plus
Experience in patient services, field, or customer-facing roles is a plus
Passion for understanding and championing the needs of people living with rare diseases and their caregivers, translating them into market-moving insights
Proficiency with high-science data and a demonstrated ability to convert it into compliant, patient-friendly messaging
Working fluency in digital content development and performance metrics, with the judgment to know what the brand should say and how to brief it so Omnichannel can execute
Ability to navigate and be successful in a fast-paced, results-driven environment, managing through ambiguity
Commitment to collaboration and engagement, with a history of success leading in a matrix environment and with agency partners
An entrepreneurial spirit coupled with the drive to embrace innovation and develop creative but well-reasoned solutions to business challenges
Motivation to build the patient programs, content, and processes that sustain a growing in-market brand

Responsibilities

Execute the US PNH patient marketing plan for EMPAVELI, branded and unbranded, in line with the brand strategy set by the US Hematology Marketing Lead; manage agency partners in the execution of that plan
Lead patient and caregiver content strategy and orchestration: patient brochures and print education, patient website updates (branded and unbranded), patient stories and videos, social content, and the patient podcasts (episode creative and per-episode social feedback with the podcast vendor)
Partner with Patient Services, Advocacy, and Corporate Communications on PNH patient program planning and promotion, including the PNH Patient Summit, Ambassador program, Meet-a-Peer, and event registration and follow-up; own the patient field team handoffs
Develop patient-facing resources and enablement for Patient Access Managers, ACEs, and sales, including NSM/POA patient sessions, in partnership with Training and Field Leadership
Generate and apply patient insights (advisory boards, market research, competitive insights) and translate them into messaging and tactics
Define and track the patient marketing KPI plan; recommend courses of action based on results
Administer the patient marketing budget efficiently and thoughtfully (SOWs, POs, accruals)
Work closely with Regulatory, Legal, Compliance, and Privacy on patient-facing policies and procedures, including consent and data capture for patient forms and programs
Serve as digital content lead for patient marketing across PNH and nephrology (C3G/IC-MPGN): content strategy and orchestration, creative briefs, brand-connected assets, CRM/email, banners, paid and organic social, online video, and website content, with creative direction from brief through PRC approval to handoff with creative agencies
Act as the brand-side counterpart to the Omnichannel team: hand off approved assets, align segment-specific and sequential messaging to brand objectives, and ensure digital drivers ladder to patient program and website goals
Own PNH field digital enablement: NPI leads handoff and post-handoff feedback loop with the field, the monthly field team cadence, and RTE templates for Patient Access Managers and Account Managers
Own measurement beyond media for PNH: email, RTE/CVA, congress, leads, and podcast reporting, in partnership with Analytics; bring insights into the monthly performance cadence
Support nephrology patient digital content, including influencer program assets, landing pages, and online video, in partnership with the US Nephrology Patient Marketing Lead
Maintain working knowledge of the martech and compliance stack (Veeva, Salesforce Marketing Cloud, patient data platform, cookie consent) to brief work correctly and flag privacy/consent requirements early
Support 2027+ brand planning on digital innovation, including vendor sourcing, vetting, and onboarding and AI-enabled tools