Director Brand Media and Activation US Obesity and Related Conditions

What you will do

The Director, Brand Media & Activation serves as the brand's lead media integrator, translating brand and audience strategy into an integrated media and activation approach for the U.S. obesity and related conditions portfolio. The Director brings Consumer and Healthcare Professional (HCP) teams together around a coordinated brand plan and sets direction for the integrated brief, media planning, and activation strategy. The role maintains regular alignment with Global Customer Capabilities and Insights (GCCI) team, Medical, and Corporate Affairs so customers are engaged through a coordinated approach across functions.

What sets this role apart

• Serve as the brand's lead media integrator, bringing Consumer and HCP together around a coordinated customer plan.
• Maintain regular coordination with GCCI and cross functional teams to align customer engagement across functions.
• Connect integrated media planning with high-impact activations and the broader customer experience.

Key responsibilities

Integrated Strategy and Brief Leadership

• Lead development of the integrated media and activation brief, grounding the assignment in brand objectives, audience insight, and the role of each channel.
• Set the strategic direction for channel planning and activation so the plan works as a coherent system across paid, owned, earned, and experiential touchpoints.
• Translate business priorities into clear media and activation objectives, audience priorities, strategic choices, and measures of success.

Media Planning and Activation Strategy

• Lead the media planning process with the Associate Director and GCCI/agency partners, including channel roles, planning principles, and investment recommendations.
• Set direction for activation planning, identifying opportunities that are relevant to priority audiences and connected to brand strategy.
• Ensure plans balance reach, attention, engagement, and action while making deliberate choices about investment and timing.
• Guide integration of campaign creative, media content, and activation experiences so each is fit for its channel and audience.

Cross-Functional Integration

• Lead integrated media planning with Consumer and HCP partners, bringing both teams into brief development, channel planning, customer journey design, and key decisions.
• Coordinate regularly with GCCI, Medical, and Corporate Affairs to align customer engagement priorities, channel plans, content, and timing across functions.
• Connect media and activation plans with Corporate Affairs, Patient Advocacy, Patient Experience, Direct-to-Patient, and other partners, clarifying roles and handoffs across customer touchpoints.
• Represent the media and activation function in brand planning, launch readiness, and senior leadership discussions.

Team, Agency, and Performance Leadership

• Lead, coach, and develop the Media & Activation team, including the Associate Director and Senior Manager and the team's activation execution capability.
• Set expectations for GCCI/agency partners and hold them accountable for strategic quality, execution, and delivery against scope.
• Oversee media investment recommendations and disciplined stewardship of the media budget in partnership with GCCI, Finance and brand leadership.
• Review performance with the Associate Director, using measurement and learning to refine channel and activation plans.