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

Neurocrine Biosciences • San Diego, CA

5d • $233,400 - $318,000 • Onsite

About The Position

Neurocrine Biosciences is a leading biopharmaceutical company dedicated to discovering, developing, and commercializing life-changing treatments for patients with under-addressed neurological, psychiatric, endocrine, and immunological disorders. The Senior Director, Patient Marketing will lead the strategic vision, investment, and execution of all direct-to-consumer (DTC) marketing efforts across the Ingrezza business, with primary accountability for approximately $150M in annual media investment. This role serves as the leader for patient demand generation, owning end-to-end DTC strategy including audience segmentation, channel mix optimization, media buying, creative production, and performance analytics. The Sr. Director will build and scale a best-in-class, data-driven DTC engine that drives patient awareness, engagement, and brand growth, while ensuring full alignment with regulatory requirements and corporate objectives.

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, 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