Director, Consumer Marketing - COBENFY
Bristol Myers Squibb
Summary
The Director, Consumer Marketing (Psychiatry) will serve as the lead consumer brand strategist and execution owner for COBENFY across the psychiatry patient and care partner audience. Reporting to the Executive Director, Marketing Strategy Lead, this leader will build, activate, and continuously optimize an integrated consumer marketing program spanning paid media, television, digital, social, CRM, and patient support channels, and will lead a team of consumer marketing professionals.
Job description
Key Responsibilities
- Own the integrated consumer and care partner marketing strategy for COBENFY, translating brand positioning, patient insights, and clinical data into compelling branded campaigns
- Lead the development of patient and care partner journeys, segmentation frameworks, and insight-driven personas
- Evolve messaging architecture and brand story as new clinical data emerges
- Serve as the primary marketing owner of the consumer media plan across television, digital, social, search, and emerging channels
- Oversee TV campaigns end to end, from creative briefing and production through trafficking, airing, and performance analysis
- Establish consumer media KPIs and drive continuous optimization of targeting, channel mix, spend allocation, and creative rotation
- Lead consumer digital programs across owned, earned, and paid channels, including the COBENFY patient website, social media, programmatic, search, and CRM
- Own CRM strategy and patient communication journey design
- Apply new technologies and digital capabilities to innovate the consumer experience
- Partner with Customer Experience (CX) to design an integrated consumer experience
- Build partnerships with patient advocacy groups and patient organizations
- Collaborate with HCP Marketing, DTC Marketing peers, Customer Experience, Market Access, Medical Affairs, Regulatory, Legal, Public Relations, and Patient Support
- Manage consumer marketing budgets with discipline
- Ensure all consumer programs and materials meet the highest standards of regulatory compliance, FDA guidelines, and BMS promotional review requirements
- Lead, coach, and develop a team of consumer marketing professionals
- Manage multiple agency and vendor partners simultaneously
Key Qualifications and Experience
- BA/BS required; MBA or advanced degree strongly preferred
- 10+ years of pharmaceutical or biotechnology commercial experience, with demonstrated accountability for consumer or patient marketing
- Proven people leadership experience, including direct management and development of marketing talent
- Deep experience developing and executing integrated consumer marketing campaigns across TV, digital, social, CRM, and patient support channels
- Proven command of paid media strategy and planning, including TV (linear, CTV/streaming), digital, social, and search
- Strong analytical skills, with the ability to establish KPIs, interpret campaign performance data, manage budgets, and translate insights into clear strategic and tactical recommendations
- Demonstrated ability to manage multiple agency and vendor relationships, with strong project management and organizational skills
- Excellent communication and presentation skills
- Neuroscience, CNS, psychiatry, or SMI therapeutic area experience strongly preferred
- US product launch experience with accountability for consumer marketing from pre-launch through in-market execution
- Experience designing patient and care partner journeys, segmentation frameworks, and consumer personas in a complex specialty market
- Familiarity with CRM platforms, marketing automation, and patient support program integration
- Working knowledge of pharmaceutical promotional review, MLR submission requirements, and FDA regulations governing consumer promotion
- Experience with branded and unbranded consumer strategies, including disease awareness and stigma-reduction programming in mental health
Requirements
- BA/BS required; MBA or advanced degree strongly preferred
- 10+ years of pharmaceutical or biotechnology commercial experience, with demonstrated accountability for consumer or patient marketing
- Proven people leadership experience, including direct management and development of marketing talent
- Deep experience developing and executing integrated consumer marketing campaigns across TV, digital, social, CRM, and patient support channels
- Proven command of paid media strategy and planning, including TV (linear, CTV/streaming), digital, social, and search
- Strong analytical skills, with the ability to establish KPIs, interpret campaign performance data, manage budgets, and translate insights into clear strategic and tactical recommendations
- Demonstrated ability to manage multiple agency and vendor relationships, with strong project management and organizational skills
- Excellent communication and presentation skills
- Neuroscience, CNS, psychiatry, or SMI therapeutic area experience strongly preferred
- US product launch experience with accountability for consumer marketing from pre-launch through in-market execution
- Experience designing patient and care partner journeys, segmentation frameworks, and consumer personas in a complex specialty market
- Familiarity with CRM platforms, marketing automation, and patient support program integration
- Working knowledge of pharmaceutical promotional review, MLR submission requirements, and FDA regulations governing consumer promotion
- Experience with branded and unbranded consumer strategies, including disease awareness and stigma-reduction programming in mental health
Benefits
- Health insurance
- Dental insurance
- Vision insurance
- Life insurance
- Disability insurance
- Retirement benefits
- Flexible time off
- Paid company holidays
- Paid sick leave
- Volunteer days
- Wellbeing support
Company overview
Bristol Myers Squibb is a global biopharmaceutical company dedicated to discovering, developing, and delivering innovative medicines that help patients prevail over serious diseases. Founded in 1887 and headquartered in Princeton, New Jersey, the company operates with a unique BioPharma strategy that combines the reach and resources of a major pharmaceutical company with the entrepreneurial spirit and agility of a biotech firm. BMS focuses on transformative therapies in key therapeutic areas including oncology, hematology, immunology, cardiovascular disease, and fibrosis. The company has built a sustainable pipeline of potential therapies and leverages translational medicine and data analytics to deliver the right medicine to the right patient at the right time. With over 10,000 employees worldwide, Bristol Myers Squibb maintains a strong commitment to scientific excellence, patient-centric innovation, and global health equity through its foundation. The company's portfolio includes groundbreaking treatments such as Opdivo (nivolumab) for cancer, Eliquis (apixaban) for cardiovascular conditions, and Orencia (abatacept) for autoimmune diseases, among others.