Associate Director of HCP Precision Marketing, RSV Franchise

About the Job

In this role, the Associate Director will be responsible for driving impactful execution of HCP campaigns, messaging, and leading the development of the integrated marketing strategy and brand planning, incorporating precision audience strategies, targeting and activation to optimize consumer engagement. The Associate Director will be an integral member of the marketing organization with significant collaboration with cross-functional teams.

Main Responsibilities

• Manage development and execution of HCP branded and unbranded campaigns and core claims including MLR review, incorporating targeting and segmentation to support precision campaign planning and activation
• Lead the development of HCP materials via omni-channel marketing, website, digital, social media and HCP influencer marketing, aligning content needs and priorities by audience, journey stage, channel and business objective
• Act as the main point of contact for multiple agencies to produce deliverables on strategy, within timelines, on budget, and measures outcomes across multiple channels, including precision campaign activation and optimization
• Key point of contact for HCP market research and analytics teams to develop research stimuli and manage project plans, leveraging insights to help define high-value audience segments, barriers driven engagement plans
• Ensure research insights are implemented within tactical execution, including audience segmentation, persona definition and identification of relevant triggers
• Coordinate key performance indicators / metrics to enable performance reporting, including campaign KPIs and audience KPIs monitored along the engagement funnel
• Co-lead the development of strategic integrated marketing brand plans, translating brand strategy into precision audience strategies
• Track KPIs measuring impact of both HCP branded and unbranded campaigns, leveraging insights, testing and continuous improvement to optimize targeting, messaging, channel mix, frequency / sequencing
• Evolve HCP vaccination journey mapping & moments that matter strategies, including behavioral signals, relevant triggers and opportunities
• Embed channel mix and MMX learnings & sensitivity analysis, including promo-response curves and audience saturation
• Lead media strategy activation with GTMC and A/B testing strategy, determining where broad reach, personalization, sequential messaging, retargeting and trigger-based activation are appropriate
• Define audience-led content strategy aligned with brand priorities and customer journeys, building and managing content plans across campaigns, channels and key customer moments
• Develop content architecture & modularity to enable reuse, personalization and scale, and orchestrate content sequencing across touchpoints to deliver the right message at the right time
• Develop GenAI-powered content materials to support consumer marketing activation

About You

Basic Qualifications

• Bachelor's degree required
• 5+ years in healthcare, pharmaceutical, or life sciences industry
• Proven track record delivering measurable business results through segmentation and content strategy

Preferred Qualifications

• MBA or advanced degree in a relevant field
• Experience with pharmaceutical product launches and lifecycle management