Associate Director, HCP, Digital
3 weeks ago
Lead all strategy development and tactics related to the consumer journey including value propositions, positioning, segmentation and creative development. Serve as the subject matter expert for the Brand Team. Develops and articulates effective marketing strategies that are impactful, executable, easily communicated, and clinically/financially supported for areas of responsibility (product/indication/channel).
HCP Responsibilities
Lead development strategy and execution for Pediatric Spasticity working closely with AS brand to incorporate into our annual brand planning, if applicable and work with IBT to develop appropriate marketing programs and campaigns
Partner closely with both AS and CD brand leads to drive development and implementation of tactical plans and other sales programs (SMD video library, QBR, sales incentives/contests). Collaborate closely with cross functional team members to ensure effective execution and high engagement across all relevant channels.
Partner closely with Strat Com. to ensure yearly training plan meets the needs to the business and work with brand leads to adjust as needed based on business needs.
Partner closely with MABI to develop appropriate market research strategies for Peds Spasticity and engage with EEs through ad boards/conferences and integrate insights into tactical execution.
Closely partner internal data labs team and external social media partners to develop SMD strategies and content for the social media channels. Effectively set up pilot programs, analyze the data and recommend appropriate strategies including scaling of programs to improve/refine campaigns to drive conversion and test new platforms.
Lead the implementation of marketing programs from concept to execution, driving collaboration among internal and external partners.
Develop effective working relationships with Regulatory, Legal, Medical and Compliance counterparts to ensure all creative meet requirements.
Digital/Social Responsibilities
Manage ecosystem of external partners, including creative agency, media agency and web development team to ensure partners have clear direction to execute on time and within budget.
Lead the management and maintenance of brand websites to ensure content is compliant and coordinate with internal development team to ensure web updates are planned and deployed in a timely fashion.
Provide analysis and reports on paid media execution along with strategic insights on how to maximize overall value.
Collaborate with external agencies to develop creative content and messaging as appropriate.
Lead in the strategic development of the media mix and the execution of the media plan alongside internal Media COE and external media partners. Continuously analyze data to inform media optimization.
Develop and effectively manage overall professional budget while ensuring we are maximizing the value of programs.
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