Senior Director, Zepbound Consumer Marketing

Zepbound Brand Strategy And Experience Manager

At Lilly, the work is demanding because patients are waiting. We unite caring with discovery to help make life better for people around the world, knowing that every decision, every detail, and every day matters. Headquartered in Indianapolis, Indiana, our over 50,000 employees around the globe take on complex challenges to discover and deliver life-changing medicines, strengthen how health is understood and managed, and support the communities we serve.

This is hard, urgent, selfless work—but it's work worth doing. If you're driven by purpose and ready to bring your best to work that truly matters for patients, we invite you to join us.

Zepbound is reshaping how millions of people think about weight and health. This is a rare chance to be the brand steward of that story: setting consumer strategy, shaping breakthrough creative and content, and building the direct-to-patient infrastructure that delivers a modern brand experience around the medicine.

This role is responsible for shaping the Zepbound US Consumer Brand & Experience Strategy and leading the planning, execution, and performance management of Activation & Engagement efforts. This includes leading Campaign Strategy Brief(s), integrating and orchestrating execution across central capability teams (e.g., Consumer Creative & Advertising, Communications, Media, Digital), and driving flywheel performance across paid, earned, shared and owned channels. You'll partner across Global and US brand, commercial, and medical teams;

coach and grow a high-caliber team of consumer marketers; and help build the consumer marketing capabilities Lilly needs to win long-term.

The best person for this role is equal parts consumer-obsessed strategist, creative marketing operator, and practical change maker, and is comfortable building in an environment where the stakes — and the impact — are genuinely high. This role reports to the VP, Consumer Brand Strategy & Experience and works closely with the Zepbound brand leadership team and cross-functional partners across commercial, medical, and access.

Brand Strategy & Planning

• Partner with Global and US Marketing Teams on developing deep understanding of consumer insights (attitudes, behaviors, needs) and market insights (environment dynamics, treatment landscape, competitor strategies). Lead the localization of patient flow model and from/to beliefs and behaviors for target consumer segments and sub-segments.
• Co-shape the US Consumer Strategy (with TA Consumer Leader, Brand Leader(s), and Patient Experience Senior Director) – foundational value proposition and differentiators; headwinds, tailwinds, and strategic choices; overall KPIs and goals; approach to adjacent and interdependent efforts; risks and mitigation.
• Define Consumer Activation & Engagement Plans – priority campaigns and programs; approach to channels (PESO); personalization priorities across segments; key performance indicators (KPIs).

Campaign, Content, and Experience Strategy

• Building off Global core claims and core consumer message elements (CCMEs), lead the development of a Therapeutic Area Content Strategy, including specific US Consumer Claims.
• Develop Campaign Strategy Briefs and drive briefings to central capability teams (e.g., Consumer Creative & Advertising, Communications, Media) and relevant agencies.
• Lead the development of Experience and Tactic Briefs to drive execution of Activation & Engagement efforts beyond core campaigns (e.g., local community programs, digital offerings on owned platforms).

Creative, Content, and Tactic Execution

• Own the comprehensive, integrated consumer marketing plan, budget, and goals. Orchestrate across central capability teams to ensure alignment to strategy and priorities, coherence and efficiency, and flywheel performance. Champion consumer insights, feedback, and experience throughout.
• Partner with Consumer Creative & Advertising throughout campaign development and pre/during/post production processes; drive approvals within US TA; ensure partners pull through the approach to consumer segments, channels (PESO), and content strategy; and…