Senior Director Caregiver Marketing

Lundbeck•Boston, MA

11d•$280,000 - $310,000

About The Position

The Senior Director, Caregiver Marketing will lead caregiver marketing for Lundbeck’s Rare Epilepsy portfolio, initially focused on investigational therapy bexicaserin, in preparation for and following launch. The role develops a deep understanding of developmental and epileptic encephalopathy (DEE) caregiver needs and behaviors and turns those insights into strategies that build awareness, help caregivers recognize unmet needs, and encourage informed conversations with healthcare providers. Bexicaserin has not been approved by the FDA for DEEs or any indication; additional research is needed to evaluate its safety and efficacy. The role partners across Rare Epilepsy Marketing, HCP & Payer Marketing, Patient Advocacy, Patient Services, Analytics and Customer Experience (ACE), Medical Affairs, Corporate Communications, Global, and other functions to shape the integrated brand strategy and caregiver experience. It also leads the Rare Epilepsy commercial strategy for AI-mediated information discovery, including large language models, and guides cross-functional content and context strategy for human and AI discovery. The Senior Director owns the caregiver marketing plan and budget within the broader brand plan, prioritizes investments against launch objectives and measurable impact, and builds caregiver marketing capabilities. The role includes developing direct reports as the team grows. The position requires approximately 30% travel, primarily domestic with occasional international travel; remote-based employees will need additional travel to Boston, Massachusetts.

Requirements

Accredited bachelor's degree.
10 or more years of biopharmaceutical commercial experience, including significant marketing experience.
8 or more years of brand, consumer, caregiver, or customer marketing experience.
Previous people leadership or management experience.
Demonstrated experience developing awareness- and activation-driving marketing strategies, including product launch or significant pre-launch commercialization experience.
Experience translating deep customer insights into behavioral objectives, marketing strategy, and integrated plans.
Experience partnering successfully with specialized omnichannel, analytics, and technology teams to translate business strategy into execution.
Strong understanding of modern digital, social, and omnichannel marketing and how customers discover, evaluate, and act on information across digital, search, social, and emerging channels.
Demonstrated ability to lead, influence, and execute complex cross-functional initiatives across Commercial, Medical, Communications, Patient Services, digital/analytics, and other functions.
Strong analytical, communication, relationship management, and executive presentation skills.
Enterprise mindset focused on measurable and sustainable business outcomes.
Willingness and ability to travel approximately 30% of the time, primarily domestically with occasional international travel.
If based remotely, ability to travel additionally to Boston, Massachusetts, to meet the needs of the role and business.

Nice To Haves

Rare disease, epilepsy, neurology, or other specialty pharmaceutical experience.
Experience in a caregiver-driven disease where caregivers play a significant role in treatment decisions and care navigation.
Experience developing disease education and pre-launch market development strategies.
Working knowledge of generative AI, LLMs, and emerging AI-mediated information and search behaviors, with the ability to translate these developments into customer and content strategy.
Experience developing content, search, discoverability, or omnichannel strategies across complex digital information ecosystems.
Experience partnering with Patient Advocacy and/or Patient Services organizations.
MBA or other relevant advanced degree preferred.
Strong preference for candidates based in the Boston, Massachusetts area.

Responsibilities

Lead the U.S. caregiver marketing strategy, building awareness and driving activation in preparation for and following launch.
Develop a deep understanding of the DEE caregiver journey, including unmet needs, treatment goals, barriers, information needs, and caregiver roles in treatment decisions and care navigation.
Translate caregiver insights into behavioral objectives, disease education, positioning, messaging, and integrated marketing strategies.
Develop strategies to help caregivers recognize unmet needs, understand evolving treatment possibilities, and have informed conversations with healthcare teams about treatment goals and options.
Establish measures of caregiver awareness, engagement, and activation, and use performance insights to evolve strategy and investment.
Partner with the Vice President of Rare Epilepsy Marketing and Senior Director, HCP & Payer Marketing to shape the integrated U.S. brand strategy, positioning, and launch plan.
Partner with Patient Advocacy to reflect an authentic understanding of the rare epilepsy community while maintaining appropriate functional boundaries.
Partner with Patient Services to create a connected caregiver experience spanning awareness, activation, treatment access, onboarding, and ongoing support.
Serve as the strategic marketing lead for caregiver engagement and partner with ACE on integrated omnichannel execution across digital, media, CRM, and emerging channels.
Align Medical Affairs, Corporate Communications, Global, Market Access, ACE, and other partners around caregiver and launch priorities.
Lead the Rare Epilepsy commercial strategy for how LLMs and other AI-enabled platforms are changing caregiver information discovery, understanding, and evaluation.
Integrate work across Corporate Communications, Medical Affairs, Global, ACE, Patient Advocacy, HCP & Payer Marketing, and other partners to establish shared priorities for AI-mediated information discovery.
Develop an integrated content and context strategy with cross-functional partners for human and AI-mediated discovery.
Partner with ACE to understand how DEEs, treatment options, and, when appropriate, bexicaserin are discovered and represented across search, LLMs, and emerging information environments, translating findings into content and discoverability priorities.
Own the caregiver marketing plan and budget within the broader Rare Epilepsy brand plan, prioritizing investments based on launch objectives and measurable impact.
Lead complex cross-functional decision-making and alignment without direct authority.
Build caregiver marketing capabilities for launch and future Rare Epilepsy portfolio growth, and lead and develop direct reports as the team grows.