Brand & Lifecycle Specialist

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Full-Time Basking Ridge, NJ, US

2 days ago Requisition

BRAND & LIFECYCLE SPECIALIST

Location: IVI RMA North America Office or Remote

Supervisor/Reporting to: Marketing Strategy Manager
Status:Exempt

Own brand activation, consumer/patient insights, patient journey and lifecycle strategy so that IVI RMA's marketing and patient-facing experiences are grounded in a consistent brand and a deep understanding of patient needs, perceptions, behaviors and decision drivers.

• Brand governance and activation.
• Consumer and patient insights capability.
• Patient segmentation/personas and voice-of-patient.
• Patient decision journey and conversion-barrier insights.
• Lifecycle strategy across prospective and existing patient audiences.
• Brand health and post-rebrand tracking.
• Reputation strategy and patient advocacy insights.

• Manage implementation of IVI RMA’s network brand standards across brand segments, markets, locations, channels and materials.
• Maintain brand toolkits, guidelines and templates in partnership with Creative.
• Lead or manage qualitative and quantitative consumer/patient research, using external research partners where specialized expertise is required.
• Develop actionable patient segments and personas and keep them current as the market evolves.
• Establish systematic voice-of-patient mechanisms and synthesize insights for Marketing and cross-functional partners.
• Map the patient decision journey and identify needs, motivations, barriers, friction and leakage across key stages.
• Partner with Call Center/Scheduling and Operations to understand non-conversion and patient-experience opportunities.
• Establish brand awareness, perception, consideration and preference tracking, including post-rebrand measurement.
• Conduct or coordinate competitive positioning and consumer trend research.
• Lead message, value-proposition and concept testing where appropriate.
• Define lifecycle strategy - who should receive what type of engagement, at what stage and for what objective - in partnership with Communications/CRM.
• Own reputation strategy and synthesize review/social/patient-feedback themes into actionable recommendations.
• Translate insights into recommendations for brand, campaigns, patient experience and growth strategy.

• Brand governance tools and implementation guidance.
• Consumer/patient insights agenda.
• Patient segmentation and personas.
• Voice-of-patient reporting and recommendations.
• Brand health/rebrand tracking.
• Competitive positioning and consumer trend assessments.
• Message and concept testing results.
• Lifecycle strategy and journey requirements for CRM execution.
• Reputation insights and improvement recommendations.
• Conversion/leakage insight reports and recommended actions.

• Senior Director, Marketing.
• Communications Manager.
• Digital Marketing Manager.
• Social Media Specialist.
• Graphic Designer.
• Call Center/Scheduling, Patient Experience, and Operations.
• Clinical/physician stakeholders.
• External research partners

Qualifications

• Bachelor’s degree in Marketing, Communications, Graphic Design, Branding, or a related field (or equivalent practical experience)
• 1–4 years of experience in brand marketing, design, customer lifecycle, healthcare marketing, or community-based marketing
• Proficiency with design and brand tools (e.g., Adobe Creative Suite, Canva, PowerPoint templates, brand management systems)
• Experience managing print production, branded merchandise, or vendor coordination
• Familiarity with reputation management, patient/customer feedback workflows, or review platforms preferred
• Strong…