Director, US Breyanzi Patient Marketing

At Bristol Myers Squibb, our employees often ask, “Who are you working for?”—a question that fuels collaboration, accountability, and urgency in our work. Our purpose-driven culture inspires us to discover, develop, and deliver innovative medicines to prevail over serious diseases. We offer uniquely interesting and meaningful work, opportunities for growth, and a supportive environment that values inclusion, wellbeing, flexibility, and comprehensive benefits.

This is work that transforms the lives of patients, and the careers of those who do it.

Position Summary:

This role leads Breyanzi's patient marketing strategy with a core objective of driving CAR T class growth and Breyanzi differentiation among eligible lymphoma patients, caregivers, and advocacy partners. The Director owns patient messaging and engagement strategy, omnichannel strategy and performance, and patient testimonial activation — leading and developing a dedicated patient marketing team. This role sits within the broader Breyanzi brand team, operating in a competitive, fast-moving CAR T environment across multiple indications.

We are seeking a strategic, patient-focused leader who thrives in a collaborative environment and is passionate about expanding access to transformative cell therapy.

Key Responsibilities:

• Develop and execute patient education and awareness strategies to expand understanding of CAR T therapy and drive engagement with eligible lymphoma patients.

• Increase Breyanzi’s recognition as a differentiated treatment option among patients, caregivers, and advocacy groups.

• Lead direct-to-patient (DTP) marketing initiatives that effectively communicate the benefits of CAR T therapy and provide clear, accessible information about the treatment process.

• Collaborate with patient advocacy groups to ensure alignment on educational efforts and drive initiatives that empower patients to explore CAR T as a treatment option.

• Activate and elevate the voices of CAR T-treated patients, utilizing testimonials and real-world experiences to inform and inspire others considering this therapy.

• Lead the development and execution of the Direct-to-Consumer (DTC) non-personal promotion (NPP) and paid media strategy, leveraging dynamic targeting to reach and educate eligible patients and caregivers effectively.

• Partner with key matrix team members, including medical, market access, corporate communications, analytics, channel strategy and patient voice & engagement teams, to ensure a holistic approach to patient engagement.

• Leverage data, market research, and insights to refine patient education strategies and ensure messaging resonates with target audiences.

• Drive the planning and execution of key senior management reviews and presentations.

• Foster a culture of collaboration and innovation across BMS stakeholder groups.

• Lead, mentor, and develop the patient marketing team.

Key Qualifications &

Experience:

• Prior people leadership and in-line brand marketing experience valued highly, with a minimum of 10 years of marketing experience.

• Experience in patient marketing, direct-to-patient campaigns, or patient advocacy initiatives is strongly preferred.

• Prior experience in Oncology/Hematology or an understanding of the oncology/hematology marketplace is recommended.

• MBA or other Advanced Degree Preferred.

• Proven track record of effectively driving performance within a matrix organization, with strong organizational, interpersonal, and communication skills.

• Strong ability to develop and maintain relationships with patient advocacy groups and key external stakeholders.

• Analytical and strategic thinking skills, with the ability to translate patient insights into impactful marketing strategies.

We hire for skills and capabilities, not just credentials – if…