Director, HEMGENIX Marketing

The Opportunity

The Director of Marketing for HEMGENIX has responsibility for leading the development, advancement and execution of the brand strategy and plan for HEMGENIX in the US, focused on achieving the annual operating objectives. The role has full P&L responsibility for the brand.

The Director of Marketing for HEMGENIX is accountable for overall net sales, patient market share goals, patients treated, and treatment site activation. In collaboration with Sales, Healthcare Systems, Business Operations and Medical Affairs, the Director ensures that functional area strategies are aligned with the overall brand and therapeutic franchise strategy.

The Director of Marketing for HEMGENIX is responsible for identifying and analyzing gaps in the HEMGENIX treatment journey and ensuring timely and effective implementation of action plans and organizational change.

The Director of Marketing for HEMGENIX Liaises with Medical Therapeutic Area Lead, Marketing colleagues, and other key cross-functional stakeholders to ensure that customer needs are efficiently supported. Must be able to work independently with minimum guidance from the Executive Director while being able to influence cross-functional partners.

The Role

• Develops marketing strategies, plans and marketing activities for HEMGENIX.
• Recommends and drives the alignment of resources and initiatives to achieve current and long-term product objectives.
• Applies innovative and competitive strategies to the development of marketing plans.
• Accountable for the development of customer segment specific value propositions and the appropriate marketing strategies that will drive effective messaging to deliver these value propositions.
• Accountable for proactive management of marketing activities to assure compliance with internal Company and external requirements
• Leads development, presentation, implementation, and measurement of the annual marketing strategic plan for HEMGENIX and manages the complex variables that impact the successful execution of the plan, leveraging a solutions-oriented mindset to make complex solutions simple.
• Prioritizes and manages work to ensure resources are focused on key initiatives.
• Actively partners with key stakeholders in medical affairs, sales, healthcare systems and business operations to align organizational plans to the brand plan and proactively improves cross-functional engagement and collaboration.
• Liaises with Payer Channel Marketing and the Market Access Accounts team to develop and advance the HEMGENIX managed care contracting, access and pull through strategy.
• Responsible ensuring patients have open and viable access to HEMGENIX.
• Supports the development of the patient strategy and execution plan leveraging insights gained from market research and advisory boards.
• Enhances patient segmentation, profiles, and clear communications plans to drive desired patient behaviors.
• Develops and manages partnerships with Patient Advocacy Groups to support patient education.
• Supports the development of HCP and Hemophilia Treatment Center strategies and execution plans through insights gained from market research and advisory boards.
• Enhances HCP segmentations, profiles, and clear communications plans to drive desired HCP behaviors.
• Supports stakeholder segmentation and targeting in collaboration with field sales and business operations.
• Responsibility for defining and driving the Hemophilia B portfolio strategy by collaborating across the Coagulation franchise and achieving CSL objective of being the clear leader in the Hemophilia B market.
• Build and leverage effective and productive working relationships with key External Customers, including HCP thought leaders, patient advocacy groups and professional societies that are stakeholders in the treatment of hemophilia-B.
• Develops and manages effective agency relationships in support of key initiatives.
• Manages agency partners to deliver on brand and customer needs in support of brand objectives.
• Collaborate with and support HEMGENIX SPM’s to ensure alignment to brand objectives and empower team members’ accountability and decision making with tactical execution and ensuring alignment to brand strategy.
• Identify and address clinical and operational barriers ensuring brand success.

Skills and Experience

• Bachelors' degree in business/marketing, life sciences or healthcare discipline; MBA degree preferred.
• 10+ years' experience in healthcare, with 6-8 years' commercial marketing experience in pharmaceutical/ biotech or relevant industry leading new product launch(s).
• Institutional expertise and/or Buy & Bill experience are beneficial.