Director, Consumer Marketing - COBENFY

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:

The Director, Consumer Marketing (Psychiatry) will serve as the lead consumer brand strategist and execution owner for COBENFY across the psychiatry patient and care partner audience. Reporting to the Executive Director, Marketing Strategy Lead, this leader will build, activate, and continuously optimize an integrated consumer marketing program spanning paid media, television, digital, social, CRM, and patient support channels, and will lead a team of consumer marketing professionals.

This is a high-visibility, high-accountability role that requires equal parts brand thinking and media sophistication. The ideal candidate brings deep consumer marketing experience in pharma or healthcare, a strong command of paid media strategy and optimization across TV and digital, and the range to move fluidly between long-horizon brand planning and day-to-day campaign performance management. Consumer marketing for serious mental illness (SMI) is uniquely complex, and this leader must bring real empathy for the patient and care partner experience alongside the commercial instincts to drive awareness, initiation, and persistence at scale.

Key Responsibilities:

• Own the integrated consumer and care partner marketing strategy for COBENFY, translating brand positioning, patient insights, and clinical data into compelling branded campaigns

• Lead the development of patient and care partner journeys, segmentation frameworks, and insight-driven personas that identify unmet needs, barriers, and moments that matter across the treatment experience

• Evolve messaging architecture and brand story as new clinical data emerges, keeping consumer-facing materials current, emotionally resonant, and compliant across indications

• Serve as the primary marketing owner of the consumer media plan across television, digital, social, search, and emerging channels, in partnership with the media agency of record (AOR)

• Oversee TV campaigns end to end, from creative briefing and production through trafficking, airing, and performance analysis, across linear, connected TV (CTV), and streaming environments

• Establish consumer media KPIs and drive continuous optimization of targeting, channel mix, spend allocation, and creative rotation, both in-flight and across planning cycles, translating performance data into clear recommendations for brand and leadership stakeholders

• Lead consumer digital programs across owned, earned, and paid channels, including the COBENFY patient website, social media, programmatic, search, and CRM, in partnership with the Omnichannel COE and digital agency partners

• Own CRM strategy and patient communication journey design, ensuring messaging is personalized and sequenced appropriately across the treatment journey

• Apply new technologies and digital capabilities to innovate the consumer experience and improve campaign performance and engagement outcomes

• Partner with Customer Experience (CX) to design an integrated consumer experience spanning awareness, treatment consideration, onboarding,…