Director, HCP Marketing

Position Summary

The Director, HCP Marketing is responsible for developing and executing the healthcare provider (HCP) engagement strategy for [Centanafadine (CTN), Agitation Associated with Dementia (AAD), or Major Depressive Disorder/Post-Traumatic Stress Disorder (MDD/PTSD)]. This role ensures effective brand positioning, promotional execution, and omnichannel engagement to drive awareness, adoption, and utilization among HCPs. The Director will work cross-functionally with sales, market access, medical affairs, and commercial operations to align on strategic priorities and ensure that HCP marketing initiatives support both short-term brand objectives and long-term market success.

Key Responsibilities

• HCP Marketing Strategy & Execution: Develop and execute a comprehensive HCP engagement strategy, ensuring alignment with brand objectives and competitive positioning.
• Omnichannel & Non-Personal Promotion (NPP): Lead the HCP omnichannel strategy, integrating digital, non-personal promotion (NPP), and personal engagement to maximize reach and impact.
• HCP Engagement & Field Enablement: Develop promotional tools, messaging, and training resources to empower the field sales team and optimize HCP engagement.
• KOL Engagement & Speaker Programs: Partner with medical and sales teams to identify and engage key opinion leaders (KOLs), oversee speaker programs, and manage congress presence. Develop and execute a comprehensive commercial KOL engagement plan.
• Market Insights & Competitive Intelligence: Utilize market research, HCP insights, and competitive analysis to refine strategies and ensure agility in response to market dynamics.
• Brand Positioning & Messaging: Ensure brand messaging is differentiated, evidence-based, and compelling for target HCP audiences.
• Market Access Pull Through: Create market access pull through strategies, including but not limited to reimbursement support, patient access programs, and/or formulary positioning, into brand promotional efforts.
• Cross-Functional Leadership: Collaborate closely with medical, regulatory, and commercial operations teams to ensure compliance and seamless execution of promotional initiatives.
• Performance Measurement & Optimization: Establish and track key performance indicators (KPIs) to assess HCP marketing effectiveness and optimize promotional investments.
• Budget & Resource Management: Oversee marketing budgets, ensuring efficient allocation of resources and maximizing return on investment.

Qualifications & Key Competencies

• Bachelor’s degree in Business, Marketing, or a related field; MBA preferred
• 8+ years of pharmaceutical marketing experience, with a focus on HCP engagement, omnichannel marketing, or field sales enablement
• Experience in CNS, psychiatry, neurology, or related therapeutic areas preferred
• Proven ability to develop and execute HCP engagement strategies, including non-personal promotion (NPP), field support, and speaker programs
• Omnichannel marketing expertise, including digital and traditional HCP engagement tactics
• Strong analytical skills, with the ability to leverage data and insights to refine marketing execution
• Demonstrated ability to plan and manage large investments and marketing budgets to optimize overall ROI
• Excellent collaboration and communication skills, with experience working in cross-functional teams
• Experience managing vendors and agency partners, ensuring effective execution of marketing initiatives
• Ability to work in a matrixed environment, balancing multiple priorities and aligning stakeholders

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.