Associate Director, U.S. Immunology Consumer Marketing – Rheumatology

Job Description

The Associate Director for RINVOQ Consumer Marketing will be responsible for leading the launch planning, strategy and go‑to‑market execution for RINVOQ Systemic Lupus Erythematosus (SLE). The Associate Director will partner with key cross functional partners (professional, marketing analytics and business intelligence, CI, PA, medical affairs, medical and regulatory review, OEC, and legal) to identify and use insights and the patient journey to develop unbranded and branded stakeholder specific campaigns and messaging across multiple channels.

This individual will also lead work with our strategic agency of record, and extended agency network. The Associate Director serves as the patient, brand, and product subject matter expert for consumer marketing within the organization. This role will report to the Consumer Director of RINVOQ Rheumatology.

The Associate Director works closely with multiple commercial operations teams to ensure success in the development of strategy, creative, and execution plans including messaging, tactics, positioning, segmentation, omni channel ecosystems, creative development, media planning, measurement/analytics and optimizations. Internally, the Associate Director fosters positive working relationships and is highly collaborative with the Integrated Brand Team. This individual will also represent the consumer team in launch planning.

Externally, the Associate Director works with various partners and consultants to successfully lead consumer strategy and execution. The Associate Director must demonstrate the ability to lead without authority while building a collaborative, integrated commercial brand team.

• Lead launch strategy development, go-to-market strategy, and tactical planning for potential new indications, including representation within the IBT through Launch Strategic and Readiness Reviews.
• Collaborate with external agencies, internal partners, and leadership to build, manage, and execute marketing plans to achieve business objectives and goals.
• Manage strategy and project development of DTC advertising for disease education, brand awareness, acquisition, and conversion initiatives through a variety of channels which may include CRM, direct marketing, in‑office, print, SEM, Digital Media, Mobile, broadcast TV with strong emphasis in web‑based communications.
• Manage media planning in partnership with the Abb Vie Media team and external media agency.
• Work with internal cross‑functional groups (Public Affairs, Professional Marketing, Legal, Regulatory, Medical and Project Management) and external groups (Ad Agency, Digital and Media Agency, Database agency) to ensure integration and consistency of consumer business strategies and regulatory compliance of promotional material.
• Understand trends in the marketplace impacting Consumer Marketing using data‑driven strategic insights to apply on an ongoing basis.
• Lead competitive assessment and implications that are relevant for specific indications and our patients.
• Evaluate the effectiveness of campaign strategies through campaign measurement and metrics development to ensure a positive return on investment and achieve brand objectives.
• Help patients better manage their conditions through improved patient experiences.
• Grow brand/product penetration, share and awareness.
• Effectively track and manage the marketing budget.
• Consistently execute multiple marketing projects in a timely manner.

• BA/BS Required, MBA Preferred.
• Pharmaceutical launch experience preferred.
• 8+ years of consumer marketing experience with heavy experience in media, including digital marketing, with the ideal candidate having broadcast and media planning leadership experience.
• Competency in core marketing capabilities such as creative development, positioning, optimization across the marketing mix.
• Proven ability to lead and influence cross‑functional teams, including timeline and budget management.
• Ability to understand medical/clinical aspects of a pharmaceutical product and its application to marketing strategy and tactical execution.
• Success working in a matrixed organization to drive alignment to brand…