Director, Consumer Marketing - Market Activation & Expansion, HIV Prevention

Location: North Wales

** Job Description*
* ** Director, Consumer Marketing - Market Activation & Expansion, HIV Prevention*
* Join the U.S. launch team for an investigational Phase III HIV prevention asset (PrEP) to lead market activation and expansion for people who may benefit from PrEP (PwBP). Reporting to the Executive Director, U.S. Commercial Lead, this role leads the end-to-end consumer activation and expansion strategy-from insights and strategy to content development (with agency and agile teams) and omnichannel execution across personal and non-personal channels to support a successful launch.

The role requires expertise in consumer behavior, digital engagement, and agile marketing, as well as the ability to translate insights into campaigns that motivate key segments (women, African American and Hispanic men, youth, etc.) to consider PrEP. Given the dynamic nature of our marketing capabilities, a successful candidate will need a high level of learning agility, resilience, comfort with ambiguity, experience navigating a heavily matrixed organization and willingness to pioneer new approaches.

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* Key Responsibilities:

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* _Strategy & Consumer Segment Understanding:_

+ Define and lead an inclusive growth strategy to expand reach across populations and underserved segments

+ Develop segmentation frameworks grounded in behavioral, cultural, and attitudinal insights to inform activation

+ Identify barriers, drivers, and unmet needs across priority populations and translate insights into actionable strategies

+ Ensure all strategies align with broader brand, portfolio, and health goals

_Insights & Cultural Relevance_

+ Lead primary and secondary research to understand gender, race, ethnicity, cultural nuances, community needs, and access barriers

+ Challenge assumptions and ensure messaging reflects real motivations and lived experiences of people who may benefit from PrEP

+ Establish a continuous learning agenda to evolve understanding of audiences over time

_Content & Experience Development_

+ Oversee creation of culturally relevant, inclusive, and non-stigmatizing content across channels

+ Ensure use of inclusive language and representation that resonates

+ Partner with agencies and internal development teams to develop tailored messaging by segment, ensuring representation and authenticity across all creative and media

+ Embed inclusion into end-to-end customer journeys, not just campaigns

_Omnichannel Activation_

+ Lead end-to-end activation strategy across personal (field) and non-personal channels for key consumer segments

+ Prioritize digital channels, touchpoints, and partnerships that best reach target populations

+ Drive community-informed approaches (e.g., local partnerships, community engagement/meetings, advocacy groups, etc.)

_Cross-Functional & External Partnership_

+ Collaborate with market research, data & analytics, sales, digital content teams, and community engagement teams to align execution

+ Partner with external agencies and community stakeholders to co-create authentic solutions

+ Ensure close partnership with other consumer leads to ensure content alignment to strategy and support for all planned events/consumer segments

+ Influence without authority across a matrixed organization

_Measurement & Optimization_

+ Define KPIs tied to reach, engagement and conversion across segments

+ Track performance and continuously optimize strategies and content based on insights

+ Identify gaps in performance across populations and adjust accordingly

_Governance, Compliance & Risk Management_

+ Ensure all activities meet regulatory, legal, compliance and company standards

+ Establish inclusive marketing guardrails and review processes to mitigate bias and risk

+ Champion ethical, responsible marketing practices

_Team Leadership & Capability Building_

+ Build and lead a team with strong inclusive marketing and cultural competency capabilities

+ Embed inclusive practices across the broader marketing organization (playbooks, training, frameworks)

+ Foster a culture of curiosity, inclusion, and accountability

_Budget Management_

+ Manage assigned marketing budget, ensuring efficient allocation of resources to maximize ROI. Ensure ongoing…