Brand Strategy & Planning:
- Develop and execute the US brand strategy, positioning, messaging, and annual brand plan for ficerafusp alfa.
- Translate clinical, market, competitive, and customer insights into compelling brand strategies and differentiated customer experiences across key professional and consumer stakeholder groups.
- Lead development of the brand value proposition, positioning core messaging, segmentation, and customer engagement strategy.
- Develop and maintain the integrated brand plan across HCP, patient, digital, field, and other customer channels.
- Partner with Market Research/Insights to identify evolving customer needs, barriers, opportunities, and competitive dynamics.
- Develop competitive strategy and proactively identify threats and opportunities that may impact brand performance.
- Lead brand forecasting and contribute to commercial planning and resource allocation.
Pre-Launch & Launch Readiness:
- Lead marketing workstreams supporting launch readiness and execution.
- Develop launch strategy, priorities, milestones, and critical-path activities, including Day 0 planning orchestration, and execution in partnership with cross-functional launch leadership.
- Lead development of pre-launch and launch promotional strategy, materials, and programs.
- Partner with Medical Affairs, Regulatory, Legal/Compliance, Market Access, Commercial Analytics, and Sales to ensure integrated execution.
- Ensure promotional materials and customer-facing communications are developed and approved in accordance with FDA, OIG, PhRMA, and company MLR requirements.
- Support development of launch tools, resources, and customer engagement programs for the field organization.
- Identify and resolve key marketing risks and launch dependencies.
Customer & Omnichannel Engagement:
- Develop differentiated engagement strategies for priority HCP segments, including medical oncologists, academic and community oncology practices, and other key stakeholders.
- Partner with Field Marketing/Sales leadership to translate brand strategy into effective customer engagement.
- Lead development of omnichannel engagement strategy across personal and non-personal channels.
- Ensure consistency of brand experience and messaging across channels.
Market Research & Insights:
- Partner with Market Research and Commercial Analytics to develop actionable insights throughout the product lifecycle.
- Lead brand-focused primary market research, including message development/testing, segmentation, customer journey, and concept testing.
- Integrate clinical, market, competitive, and customer insights into brand decision-making.
- Establish an ongoing insight-generation plan to inform launch and post-launch strategy.
Agency & Budget Management:
- Lead day-to-day relationships with advertising, creative, media, digital, market research, and other marketing agencies.
- Select, brief, manage, and evaluate agency partners to ensure high-quality and timely execution.
- Manage the brand marketing budget and ensure resources are deployed against the highest-value priorities.
- Establish disciplined processes for project management, agency management, and executional excellence.
Cross-Functional Leadership:
- Serve as a key member of the US Marketing leadership team.
- Partner closely with Medical Affairs, Clinical Development, Regulatory, Market Access, Commercial Analytics, Sales, Patient Services, and Finance.
- Bring a strong customer and brand perspective to cross-functional decision-making.
- Lead cross-functional brand teams and ensure alignment around priorities, milestones, and accountabilities.
- Communicate brand strategy, progress, risks, and recommendations to senior leadership.
Team Leadership:
- As the marketing organization scales, recruit, develop, and mentor brand marketing talent.
- Establish a high-performance culture characterized by strategic thinking, scientific rigor, customer focus, and accountability.
- Serve as a role model for collaborative leadership and entrepreneurial execution in a growing biotech environment.
Hybrid
