Lead, Retina Marketing
Harrow
Summary
Owns the IHEEZO® brand directly and is accountable for the full retina and in-office procedures franchise, including biosimilar adoption. Serves as the marketing counterpart to the Head, Sales—Retina, aligning strategy with the field. Includes launch readiness for new brands.
Job description
Position Summary
Owns the IHEEZO® brand directly and is accountable for the full retina and in-office procedures franchise, including biosimilar adoption. Serves as the marketing counterpart to the Head, Sales—Retina, aligning strategy with the field. Includes launch readiness for new brands.
Core Responsibilities
- Own the retina franchise strategy and the IHEEZO® brand plan; approve the plans for new product launch candidates and the other retina brands.
- Build biosimilar adoption: interchangeability education, payer substitution policy, and trust with retina specialists.
- Develop practice-economics messaging for buy-and-bill (J-codes, ASP, margin, inventory) with Market Access.
- Build programs for large retina groups and private-equity-backed retina platforms with the Head, Sales—Retina.
- Lead retina congress strategy (e.g., ASRS, AAO, Retina Society) and KOL programs.
- Lead and develop the Brand Marketer(s).
- Own retina demand forecasts, budget, and KPIs.
- Own omnichannel campaigns across personal and non-personal channels, including patient programs that drive awareness and adoption.
- Lead qualitative and quantitative market research to deepen understanding of customers, brands, and the market.
- Lead annual brand planning and long-range strategic planning for the franchise.
- Establish and lead a Field Input Team (FIT) with retina reps to test materials and messages.
- Work with Medical Affairs on KOL feedback to identify data gaps and inform evidence generation.
- Serve as the subject-matter expert and brand ambassador for the retina franchise and IHEEZO®, internally and externally.
- Partner with the Thought Leader/ProEd lead and maintain regular contact with thought leaders, influencers, and key stakeholder groups to gather insights and market intelligence, including spending time in the field with Sales to observe how materials and messaging are delivered and received in market.
- Build account-based marketing (ABM) programs for priority accounts (large retina groups, private-equity-backed platforms, and health systems) with the Head, Sales—Retina and Strategic Accounts.
- Plan and run full-funnel campaigns, from awareness and consideration through trial, adoption, and loyalty, with KPIs at each stage.
Qualifications & Requirements
- Bachelor’s degree; 10+ years in pharma or biotech marketing, including 5+ in brand leadership.
- 3+ years marketing to retina specialists or in ophthalmology.
- Marketed a buy-and-bill injectable or biologic.
- Leadership of PRC/MLR review; has managed agencies and budgets.
- Ophthalmology, retina, or buy-and-bill experience required.
- Experience designing and running account-based marketing (ABM) programs for practice groups or B2B accounts.
- Track record of planning, executing, and measuring full-funnel marketing campaigns.
- Proficiency with AI platforms such as ChatGPT and Claude, and with Slack.
Preferred Qualifications
- Biosimilar launch or adoption experience.
- Experience with large or PE-backed practice groups/ASCs.
- Proficiency with Salesforce, Pardot/HubSpot/etc., Power BI, and Google Analytics; Adobe Suite a plus.
Position Type
Remote (U.S.)
Travel
Approximately 30%
Requirements
- Bachelor’s degree
- 10+ years in pharma or biotech marketing
- 5+ years in brand leadership
- 3+ years marketing to retina specialists or in ophthalmology
- Marketed a buy-and-bill injectable or biologic
- Leadership of PRC/MLR review
- Managed agencies and budgets
- Ophthalmology, retina, or buy-and-bill experience required
- Experience designing and running account-based marketing (ABM) programs for practice groups or B2B accounts
- Track record of planning, executing, and measuring full-funnel marketing campaigns
- Proficiency with AI platforms such as ChatGPT and Claude, and with Slack
Benefits
- Remote (U.S.)
- Approximately 30% travel
- Bonus
Company overview
Harrow Health, Inc. (NASDAQ: HROW) is a publicly traded pharmaceutical company headquartered in Nashville, Tennessee, specializing in ophthalmic healthcare solutions. Founded in 2012 and formerly known as Imprimis Pharmaceuticals, the company has established itself as a growing leader in the ophthalmic pharmaceutical market. Harrow operates through multiple subsidiaries including ImprimisRx, its compounding pharmacy business that produces cGMP ophthalmic eye drops and sterile compounded products. The company's core mission focuses on providing affordable and accessible medications while maintaining an unyielding dedication to innovation. Harrow gained significant attention for developing low-cost alternatives to expensive medications, most notably creating a $1 per pill alternative to Daraprim during the Martin Shkreli controversy. The company's business model emphasizes developing inexpensive alternatives to off-patent medicines where single manufacturers charge excessive prices. With a portfolio that includes branded, generic, and compounded ophthalmic medications, Harrow serves healthcare providers and patients across the United States through its FDA-registered outsourcing facilities and nationwide distribution network.