Associate Director Digital Marketing Rare Hematology

Job title

Associate Director, Digital Marketing, Rare Hematology

Cambridge, MA

The Associate Director, Digital Marketing will lead digital and media strategy across HCP and patient audiences for WAYRILZ® (rilzabrutinib) in Immune Thrombocytopenia (ITP). This role will shape connected, customer‑centric digital experiences across the ecosystem, partnering with brand, GTMC, cross‑functional teams, and agencies to drive execution, measurement, and ongoing optimization. This position will also champion an AI‑Forward Marketing vision and advancing new approaches to AI‑enabled content development, personalization, and brand discoverability across emerging AI and LLM‑driven experiences.

This role requires strong digital and media expertise, strategic thinking, and a passion for innovation. The position is based in Cambridge, MA and reports to the U.S. ITP Marketing Lead. Join the team transforming care for people with immune challenges, rare diseases, cancers, and neurological conditions. In Specialty Care, you’ll help deliver breakthrough treatments that bring hope to patients with some of the highest unmet needs.

We’re an R&D‑driven, AI‑powered biopharma company committed to improving people’s lives and delivering compelling growth. Our deep understanding of the immune system – and innovative pipeline – enables us to invent medicines and vaccines that treat and protect millions of people around the world. Together, we chase the miracles of science to improve people’s lives.

• Own digital and media strategy and execution across HCP and patient audiences, ensuring alignment to brand strategy and business objectives.
• Lead the evolution of HCP and patient journeys, creating more personalized, tailored, and connected experiences across the ecosystem.
• Continuously optimize the channel and investment mix based on performance, customer behavior, and emerging opportunities.
• Translate audience insights into integrated omnichannel strategies across media, CRM, web, GEO, social, third‑party platforms, and emerging channels.
• AI‑Forward Marketing & Innovation Champion new ways to leverage AI across strategy, content, and customer experience.
• Drive adoption of AI‑enabled content development to increase speed, scalability, personalization, and channel optimization.
• Monitor the evolving generative AI and LLM landscape and advance strategies that improve brand and disease‑state discoverability, relevance, and accuracy across AI‑powered experiences.
• Partner with internal teams, agencies, GTMC, and enterprise capabilities to pilot and scale innovative AI and digital solutions.
• Content & Customer Experience Champion a customer‑first approach, advancing audience segmentation and more relevant content across HCP and patient experiences.
• Partner across agency, media, PRB, and internal teams to improve how digital content is developed, deployed, and optimized.
• Own the WAYRILZ patient DSE campaign and end‑to‑end digital execution, including partnership with Communications team.
• Performance, Analytics & Optimization An especially important aspect of this role will be to partner with GTMC to establish KPIs, measurement frameworks, and ongoing analytics tied to customer behaviors and business objectives.
• Lead ongoing performance reviews across HCP and patient digital activities and translate insights into clear recommendations for the broader WAYRILZ commercial team.
• Consistently optimize investment toward the highest‑performing audiences, channels, and tactics.
• Foster a test, learn, and optimize mindset, using data and experimentation to continuously improve marketing effectiveness.

• 5+ years of experience in pharmaceutical/biopharmaceutical industries or advertising agencies serving pharma clients (both agency and client‑side experience accepted)
• Brand/Digital marketing and customer experience planning.
• Strategic digital planning and execution.
• Building cross functional consensus.
• In‑depth understanding of digital marketing channels and the key benefits that each achieve at driving enhanced customer relationships.
• Strong understanding of digital marketing, AI,…