Consumer Director, Marstacimab

2 weeks ago

New York, United States Pfizer Full time

Marstacimab is a novel agent for hemophilia that promotes clotting activity by targeting an anticoagulant protein called tissue factor pathway inhibitor (TFPI). It is projected to be amongst the first subcutaneous therapies to launch in Hemophilia B and the second anti TFPI to launch in Hemophilia A and has the potential to significantly enhance patients’ treatment experience. With an approaching launch, the director will be responsible for playing a pivot role in development of the brand patient experience and education. The director will play an instrumental role in managing and supporting the launch readiness preparation for Marstacimab. This role will serve as a brand champion for this exciting emerging treatment and collaborate with CMO in the execution of omnichannel patient engagement. The director will interact and coordinate with marketers for the existing Hemophilia factor portfolio and the near-term Gene Therapy pipeline to build a cohesive and integrated Hemophilia portfolio commercialization plan.

This role will also play a pivotal role in transforming the ways in which Pfizer engages Hemophilia patients. The role will involve working cross functionally with key stakeholders in Medical, policy, and patient affairs to ensure strategic priorities and commercial needs are addressed.

ROLE RESPONSIBILITIES

This position will be responsible for Marstacimab consumer work and collaborate with other marketers surrounding patient strategy, tactical planning and execution to achieve business objectives and financial commitments. The role requires strong marketing execution, communication, and decision-making skills, change agility, and a proven track record of success working in a team-based environment with multiple marketing, medical, and other cross-functional partners.
- Develop strategy and lead implementation of consumer marketing tactics and initiatives. Specific responsibilities include but are not limited to:

- Drive patient activation and interest in Marstacimab across the consumer journeys, identify insights, issues, opportunities, and critical success factors to facilitate exceptional consumer experiences
- Leverage consumer launch campaigns and determine optimal media plan with cross-functional teams to support patient adoption of Marstacimab Lead efforts to develop innovative and integrated strategies and tactics/programs to reach consumers effectively and efficiently
- Partner with novel non-factor marketers to define Hemophilia consumer segmentation to drive targeted and effective messages
- Identify key insights and brand positioning in partnership with business analytics, other marketers and insights partners and Glocal Teams
- Ensure consumer materials/claims/messaging are aligned with the brand strategic positioning and Hemophilia portfolio co-positioning, address unmet consumer needs, and differentiate vs competition
- Support developing patient support resources to enable adoption of Marstacimab, partnering closely with Access and Patient Solutions Director
- Lead patient advocacy and media partnerships to drive Marstacimab category awareness, support shared decision making and activate patient community adoption
- Leverage health literacy best practices to develop and/or co-create consumer materials that are authentic and relevant to consumer needs and are actionable, understandable, and appropriate
- Transform the go-to market strategy by developing innovative digital approaches to drive consumer engagement and Marstacimab uptake
- Ensure consumer agency and promotional budget prioritizing investments and trade-offs across the Marstacimab
- Ensure appropriate synergies and alignment of Consumer marketing plans with overall brand strategies across indications, Op Plans and tactical plans
- Assist with leadership deliverables and presentations, including providing routine updates on consumer marketing metrics and campaign performance

QUALIFICATIONS
- BS Degree Required, MBA or other advanced degree highly desirable
- 10 years U.S. pharmaceutical experience preferred. Launch experience preferred
- Experience in consumer marketing strategy; digital as well as more traditional communication channel tactics
- Rare disease or Specialty care Experience preferred, but not required
- Proven record of identifying customer needs, extracting key insights, and translating these into meaningful value propositions and tactics
- Demonstrated success in independently developing, executing, and measuring cross channel marketing program
- Demonstrated success executing complex marketing programs
- Demonstrated ability to work effectively with varied internal stakeholders to improve business performance
- Demonstrated track record of achievement and of influencing business outcomes across diverse functional boundaries
- Demonstrated ability to manage advertising and other agencies to produce communications that impact business performance
- Solid business acumen and organizational skills with ex

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