Product Manager, US Patient Marketing – EMPAVELI

Opportunity awaits those up to the challenge of developing transformative therapies across a broad range of debilitating diseases.

Summary:

Biogen Rare Disease is seeking a passionate and talented marketer for the role of Product Manager, US Patient Marketing – EMPAVELI This is an opportunity to make a significant impact for patients living with paroxysmal nocturnal hemoglobinuria (PNH) and for the business by executing the US patient marketing plan for EMPAVELI (pegcetacoplan), the first C3 inhibitor approved for PNH.The Product Manager owns day-to-day execution of the US PNH patient and caregiver marketing plan (approximately 75% of the role) and serves as the digital content lead for patient marketing across the rare disease franchise, PNH and nephrology (C3G/IC-MPGN) (approximately 25% of the role).

The role translates brand strategy into patient-facing content, programs, and field/patient-services resources; manages agency partners from brief through PRC approval to launch; and partners with the Omnichannel team, which owns campaign execution, audience segmentation, media orchestration, website builds and releases, and the martech stack. This role owns what the brand says and the programs behind it;
Omnichannel owns how it gets delivered.

This role requires cross-functional leadership across Patient Services, Advocacy, Medical, Legal/Regulatory/PRC, Privacy, Analytics, and Field teams. This role reports to the US Hematology Marketing Lead, with a dotted line to US Nephrology Patient Marketing Lead.

Roles and Responsibilities:

Hematology Patient Marketing (~75%)Execute the US PNH patient marketing plan for EMPAVELI, branded and unbranded, in line with the brand strategy set by the US Hematology Marketing Lead; manage agency partners in the execution of that plan

Lead patient and caregiver content strategy and orchestration: patient brochures and print education, patient website updates (branded and unbranded), patient stories and videos, social content, and the patient podcasts (episode creative and per-episode social feedback with the podcast vendor)
Partner with Patient Services, Advocacy, and Corporate Communications on PNH patient program planning and promotion, including the PNH Patient Summit, Ambassador program, Meet-a-Peer, and event registration and follow-up; own the patient field team handoffs

Develop patient-facing resources and enablement for Patient Access Managers, ACEs, and sales, including NSM/POA patient sessions, in partnership with Training and Field Leadership Generate and apply patient insights (advisory boards, market research, competitive insights) and translate them into messaging and tactics

Define and track the patient marketing KPI plan; recommend courses of action based on results

Administer the patient marketing budget efficiently and thoughtfully (SOWs, POs, accruals)
Work closely with Regulatory, Legal, Compliance, and Privacy on patient-facing policies and procedures, including consent and data capture for patient forms and programs

Digital Content & Omnichannel Partnership – Hematology and Nephrology (~25%)Serve as digital content lead for patient marketing across PNH and nephrology (C3G/IC-MPGN): content strategy and orchestration, creative briefs, brand-connected assets, CRM/email, banners, paid and organic social, online video, and website content, with creative direction from brief through PRC approval to handoff with creative agencies

Act as the brand-side counterpart to the Omnichannel team: hand off approved assets, align segment-specific and sequential messaging to brand objectives, and ensure digital drivers ladder to patient program and website goals

Own PNH field digital enablement: NPI leads handoff and post-handoff feedback loop with the field,…