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Full time

R12959

Job Description

The Director, U.S. Brand Strategy & HCP Engagement is the marketing leader accountable for the integrated annual brand plan and the branded HCP strategy and execution system. Before approval, the Director leads product positioning, HCP segmentation, claims strategy, and development of branded HCP launch assets held for activation at approval. Following approval, the Director owns branded HCP strategy, content, promotion, peer-to-peer programs, congresses, field tools, budget, and performance across channels. The Director, Market Development & Patient Journey retains accountability for unbranded disease education and pathway programs, patient advocacy partnerships, branded patient and caregiver marketing following approval, and marketing-wide omnichannel integration. Once launch strategy is established, the Director leads branded HCP execution through launch and lifecycle - updating messages as data and the label evolve and optimizing performance over time.

Position Overview

Before approval, all externally facing product-related work is nonpromotional and compliant: no promotional claims are made for an investigational product; branded HCP assets are developed and held for activation at approval; and Medical Affairs retains ownership of scientific exchange. The Director builds the branded HCP system behind the MLR wall so positioning, claims, channel plans, peer-to-peer content, congress plans, and field tools are ready for approval-day activation.

Key Responsibilities

Brand Strategy and Launch Readiness (pre-approval)

+ Lead development and execution of brand positioning, the launch narrative, and the claims strategy across label scenarios, grounded in approved evidence and cross-functional input.

+ Define HCP audience segmentation and engagement strategy for the specialist and referring-clinician universe.

+ Lead agency-of-record direction for branded workstreams; own the branded asset development pipeline through MLR review so a complete launch system is approved and staged before action-date decisions.

+ Build the product and HCP digital experience - websites, CRM programs, and media plans - developed and held unpublished until approval and final labeling.

+ Develop field launch tools and readiness materials for the account team in advance of deployment.

Branded System Leadership (post-approval)

+ Lead development of annual brand planning, budget recommendation, and agency direction; lead HCP promotion and coordinated execution across web, email, media, congress, and field channels.

+ Update messaging as data and the label evolve; improve performance using channel and engagement analytics.

+ Partner with the TLL team and Account Managers to incorporate field insights into branded HCP strategy, prepare the field for launch, and support approved branded execution following approval.

Omnichannel, Agency, and Congress Integration

+ Partner with the Director, Market Development & Patient Journey, who serves as the primary marketing liaison to the Omnichannel Business Partner, to translate branded HCP priorities into integrated channel plans, data and technology requirements, execution roadmaps, and performance measures. Retain accountability for branded HCP strategy, content, channel decisions, budget, and performance.

+ Co-lead the advertising Agency of Record relationship with the Director, Market Development & Patient Journey, including integrated planning, shared ways of working, scope coordination, and agency performance. Serve as the accountable marketing lead for branded HCP agency briefs, budgets, and deliverables; the Market Development Director remains accountable for unbranded market development and disease education and, following approval, branded patient and caregiver agency work.

+ Lead the overall congress strategy, budget, and execution. Incorporate market-development, patient-journey, unbranded disease-education, advocacy, and omnichannel requirements contributed by the Director, Market Development & Patient Journey and other partners.

+ Lead branded HCP peer-to-peer programs following approval, while the Director, Market Development & Patient Journey leads unbranded HCP disease-state peer-to-peer programs before and after approval.

Cross-Functional Leadership

+ Partner with Medical Affairs on the scientific narrative-to-promotion handoff while respecting Medical's independent ownership of scientific exchange.

+ Partner with Market Access and HEOR on value narrative alignment; with Regulatory and Legal on claims boundaries; and with the TLL team and account leadership on field insight loops.

+ Represent branded HCP strategy in cross-functional launch planning and coordinate agreed priorities and actions across functions.

Qualifications

+ 10-12 years of commercial experience in the US pharmaceutical industry, with expertise in HCP marketing, new product launches, access, and market analysis.

+ Strong leadership with exceptional communication, presentation, and business partnering abilities; MBA or relevant graduate degree preferred.

+ Prior rare disease commercialization experience required; neurology, neuromuscular, or genetically defined population experience strongly preferred.

+ Demonstrated pre-launch and launch leadership, including brand building in advance of approval and within pre-approval promotional boundaries.

+ Demonstrated success developing and executing marketing strategy, agency management, market research, and forecasting.

+ Up to 30% travel based on business needs.

Competencies

Accountability for Results - Stay focused on key strategic objectives, be accountable for high standards of performance, and take an active role in leading change.

Strategic Thinking & Problem Solving - Make decisions considering the long-term impact to customers, patients, employees, and the business.

Patient & Customer Centricity - Maintain an ongoing focus on the needs of our customers and/or key stakeholders.

Impactful Communication - Communicate with logic, clarity, and respect. Influence at all levels to achieve the best results for Otsuka.

Respectful Collaboration - Seek and value others' perspectives and strive for diverse partnerships to enhance work toward common goals.

Empowered Development - Play an active role in professional development as a business imperative.

Minimum $186,489.00 - Maximum $278,875.00, plus incentive opportunity: The range shown represents a typical pay range or starting pay for individuals who are hired in the role to perform in the United States. Other elements may be used to determine actual pay such as the candidate's job experience, specific skills, and comparison to internal incumbents currently in role. Typically, actual pay will be positioned within the established range, rather than at its minimum or maximum. This information is provided to appl...

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Director, U.S. Brand Strategy & HCP Engagement, Rare Neurology