Director, Market Development & Patient Journey, Rare Neurology

Job Description

The Director, Market Development & Patient Journey is the marketing leader accountable for the strategy and programs designed to reduce barriers to disease recognition, specialist referral, diagnosis, genetic testing and counseling, and connection to specialty care in a genetically defined neurological rare disease. Before approval, the Director leads compliant, unbranded disease education and diagnostic-pathway readiness, including genetic-testing and specialist-referral resources, in partnership with patient advocacy organizations.

Following approval, the Director continues this work and leads branded patient and caregiver marketing while partnering with Patient Services on the support experience, using aggregate, deidentified data only.

This role also serves as the marketing team’s omnichannel capability and integration lead. The Director owns omnichannel strategy and execution for unbranded market-development and disease-education programs and, following approval, branded patient and caregiver programs. The Director also establishes shared audience-journey frameworks, channel-orchestration standards, marketing-technology and data requirements, and measurement approaches across the marketing team. The Director, Brand Strategy & HCP Engagement retains accountability for branded HCP strategy, content, and omnichannel execution.

The Director identifies recurring system-level barriers across the journey from first symptoms and disease recognition to specialist referral, diagnosis, genetic testing and counseling, and connection to specialty care, then leads the commercial response with cross-functional partners. The work focuses on education, pathway resources, advocacy partnerships, and aggregate measurement—not individual patient identification or case management. Before approval, all public-facing work is unbranded, nonpromotional, and compliant with applicable laws and company policy.

• Lead the strategy, development, execution, and performance measurement of approved, nonpromotional, unbranded HCP disease-state peer-to-peer programs before and after approval, partnering with the TLL team on expert identification, regional educational needs, and program execution.

• Build symptom- and pathway-oriented education that helps patients, caregivers, and clinicians recognize concerning patterns and reach the appropriate specialist and testing conversation sooner.

• Define commercial requirements for genetic-testing access programs; laboratory and vendor operations, testing science, and patient-level handoff are owned by their designated functions, with marketing receiving aggregate, deidentified program measures only.

• Own the market-development and patient-journey annual plan, budget, agency and vendor execution, and aggregate performance measures in alignment with the integrated annual plan.

• Lead omnichannel strategy and execution for unbranded market-development and HCP disease-state education programs across web, search, social, media, CRM, advocacy, unbranded HCP peer-to-peer, and other approved channels. Following approval, also lead omnichannel strategy and execution for branded patient and caregiver marketing, while the Director, Brand Strategy & HCP Engagement leads branded HCP and branded peer-to-peer programs.

• Serve as the primary marketing liaison to the Omnichannel Business Partner. Translate audience and business priorities into integrated channel plans, business requirements for data and technology, execution roadmaps, and performance measures.

• Co-lead the advertising Agency of Record relationship with the Director, Brand Strategy & HCP Engagement, including…