Sr. Director, Patient Marketing (DTC Media & Engagement)

Neurocrine Biosciences • San Diego, CA

4d

About The Position

Neurocrine Biosciences is a leading biopharmaceutical company focused on developing treatments for neurological, psychiatric, endocrine, and immunological disorders. The company seeks a Senior Director, Patient Marketing to lead the strategic vision, investment, and execution of all direct-to-consumer (DTC) marketing efforts for the Ingrezza business. This role is responsible for approximately $150M in annual media investment across various channels and patient engagement platforms. The Senior Director will drive patient demand generation through end-to-end DTC strategy, including audience segmentation, channel optimization, media buying, creative production, and performance analytics. The goal is to build and scale a data-driven DTC engine that enhances patient awareness, engagement, and brand growth, while adhering to regulatory and corporate objectives. This position expands on existing brand leadership by focusing on Ingrezza's DTC media investment, advanced analytics, and integrated patient activation.

Requirements

• BS/BA degree in scientific or business discipline and 14+ years of relevant commercial, marketing, sales, or brand leadership experience, including 7+ years of senior leadership experience leading teams, cross-functional initiatives, and/or significant agency partnerships.
• OR Master's or MBA degree preferred and 12+ years of related experience.
• OR PhD and 10+ years of related experience.
• Extensive previous managerial experiences also required.
• Recognized leader in DTC marketing with deep expertise in large-scale media investment, particularly TV and omnichannel ecosystems.
• Proven track record managing $100M+ media budgets with measurable business impact.
• Extensive experience leading national TV media buying and integrated campaign execution.
• Strong understanding of creative development and production processes for DTC campaigns.
• Expertise in Linear TV and CTV/OTT ecosystems.
• Expertise in Digital performance marketing (search, programmatic, social).
• Expertise in Media planning, buying, and optimization.
• Expertise in Marketing analytics, attribution, and ROI measurement.
• Ability to synthesize complex data into actionable strategies.
• Strong commercial acumen and ability to link marketing investment to business outcomes.

Nice To Haves

• Master's or MBA degree preferred

Responsibilities

• Own the DTC strategy driving patient acquisition, education, and activation at scale.
• Lead long-range planning for patient marketing for the Ingrezza brand, including brand-level prioritization, investment allocation, and ROI optimization.
• Serve as the senior subject matter expert in DTC marketing, including Linear TV, CTV/Streaming, and digital performance media.
• Partner with Omnichannel team to translate business objectives into integrated, omnichannel patient journeys across awareness, consideration, and conversion.
• Serve as a trusted advisor to senior leadership, influencing key business and investment decisions, shaping brand and commercialization strategy through patient-centric insights and DTC performance data.
• Direct and optimize ~$150M in annual media spend across Linear TV, Streaming/Connected TV, Paid Search, Programmatic display & video.
• Lead agency partnerships for media planning and buying, ensuring best-in-class negotiation, placement strategy, and efficiency.
• Establish KPI frameworks (reach, frequency, GRPs, CPA, ROI, patient starts) and continuously optimize channel mix.
• Oversee advanced attribution modeling and marketing mix modeling (MMM) to inform investment decisions.
• Provide strategic oversight of national TV media buying strategy, including upfronts, scatter market, and audience targeting approaches.
• Lead development of high-impact DTC creative across video, digital, and integrated campaigns.
• Partner with creative agencies to ensure production of compelling, compliant, and performance-driven content.
• Ensure creative effectiveness through testing frameworks (A/B, multivariate, copy testing, brand lift studies).
• Align messaging across channels while tailoring execution for platform-specific performance.
• Build and scale a performance-driven marketing organization leveraging real-time data and insights.
• Implement advanced measurement frameworks including Multi-touch attribution (MTA) and Marketing mix modeling (MMM).
• Drive continuous optimization of campaigns based on data insights, audience segmentation, and behavioral trends.
• Partner with Commercial Operations and Analytics teams to unlock actionable insights and predictive modeling.
• Serve as a key member of the Brand Leadership Team, influencing brand and cross-functional strategy by embedding patient-centric, data-driven DTC insights into commercialization planning.
• Partner with Market Access, Sales, Medical, Legal, and Regulatory teams to ensure aligned and compliant execution.
• Serve as the DTC lead on promotional review committees, ensuring adherence to all regulatory standards.
• Collaborate with advocacy groups and patient communities to strengthen engagement strategies.
• Represent Neurocrine externally, as appropriate, in DTC marketing, media, and patient engagement forums to build thought leadership and bring forward industry best practices.
• Lead and develop a high-performing patient marketing team, including 3 direct reports (Associate Director, Senior Manager, and one additional role to be defined), while continuing to evolve team structure to support DTC growth.
• Oversee external agencies across media, creative, production, and analytics.
• Establish clear governance models, performance expectations, and accountability across partners.
• Foster a culture of innovation, agility, and continuous improvement.
• Provide leadership through both direct reports and agency partners, establishing clear accountability, development, and performance standards.

Benefits

• retirement savings plan (with company match)
• paid vacation, holiday and personal days
• paid caregiver/parental and medical leave
• health benefits to include medical, prescription drug, dental and vision coverage

What This Job Offers

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