Director, U.S. Brand Strategy & HCP Engagement, Rare Neurology

Job Description

The Director, U.S. Brand Strategy & HCP Engagement is the marketing leader accountable for the integrated annual brand plan and the branded HCP strategy and execution system. Before approval, the Director leads product positioning, HCP segmentation, claims strategy, and development of branded HCP launch assets held for activation lowing approval, the Director owns branded HCP strategy, content, promotion, peer-to-peer programs, congresses, field tools, budget, and performance across channels.

The Director, Market Development & Patient Journey retains accountability for unbranded disease education and pathway programs, patient advocacy partnerships, branded patient and caregiver marketing following approval, and marketing-wide omnichannel integration. Once launch strategy is established, the Director leads branded HCP execution through launch and lifecycle — updating messages as data and the label evolve and optimizing performance over time.

Before approval, all externally facing product-related work is nonpromotional and compliant: no promotional claims are made for an investigational product; branded HCP assets are developed and held for activation at approval; and Medical Affairs retains ownership of scientific exchange. The Director builds the branded HCP system behind the MLR wall so positioning, claims, channel plans, peer-to-peer content, congress plans, and field tools are ready for approval-day activation.

• Lead development and execution of brand positioning, the launch narrative, and the claims strategy across label scenarios, grounded in approved evidence and cross-functional input.

• Define HCP audience segmentation and engagement strategy for the specialist and referring-clinician universe.

• Lead agency-of-record direction for branded work streams; own the branded asset development pipeline through MLR review so a complete launch system is approved and staged before action-date decisions.

• Build the product and HCP digital experience — websites, CRM programs, and media plans — developed and held unpublished until approval and final labeling.

• Develop field launch tools and readiness materials for the account team in advance of deployment.

• Lead development of annual brand planning, budget recommendation, and agency direction; lead HCP promotion and coordinated execution across web, email, media, congress, and field channels.

• Update messaging as data and the label evolve; improve performance using channel and engagement analytics.

• Partner with the TLL team and Account Managers to incorporate field insights into branded HCP strategy, prepare the field for launch, and support approved branded execution following approval.

• Partner with the Director, Market Development & Patient Journey, who serves as the primary marketing liaison to the Omnichannel Business Partner, to translate branded HCP priorities into integrated channel plans, data and technology requirements, execution roadmaps, and performance measures. Retain accountability for branded HCP strategy, content, channel decisions, budget, and performance.

• Co-lead the advertising Agency of Record relationship with the Director, Market Development & Patient Journey, including integrated planning, shared ways of working, scope coordination, and agency performance. Serve as the accountable marketing lead for branded HCP agency briefs, budgets, and deliverables; the Market Development Director remains accountable for unbranded market development and disease education and, following approval, branded patient and caregiver agency work.

• Lead the overall…