Associate Director, Marketing – RINVOQ (upadacitinib) SpA

Job Description

The RINVOQ (upadacitinib) SpA Associate Director (AD) will lead key elements of launch planning for additional indications in spondylarthritis (SpA) – psoriatic arthritis (PsA) and ankylosing spondylitis (AS). The AD will coordinate across both internal and external stakeholders to enable an integrated and successful launch. Strategic elements of the role will include everything from deep understanding of customer insights through engagement strategies to closed loop marketing. The AD will be responsible for elements such as synthesis of market research insights and clinical data, portfolio positioning strategy, segmentation, brand development, creative campaign ownership and innovative tactical execution. Importantly, the AD must be able to operate in an environment of change and uncertainty, maintain highly collaborative relationships across a large variety of cross-functional partners, and be proactive in bringing solutions to the forefront.

Job Description – The responsibilities of this role are listed below but may shift based on launch needs.

• RINVOQ clinical profile – the AD will be charged with deeply understanding clinical data across trials, within a cluttered future competitive environment, with the goal of making strategic trade-offs on key product strategic pillars and promotional messaging. This individual will be the primary brand conduit to global and US medical affairs to ensure customer needs are understood as the medical team develops plans for publications.
• PsA and AS market environment – this person will be responsible for thoroughly understanding broad market dynamics, current/future trends, competitors, and white space opportunity for future entrants. The AD will also partner closely with marketing analytics and business insights as well as other cross-functional partners to garner rich understanding of all customer segments, their attitudes, motivations and behavioral drivers to be able to identify meaningful activating insights.
• Portfolio development – this individual will be responsible for leading the strategic marketing development for the portfolio of products we will bring to rheumatologists. He/she will be responsible for identifying the opportunities to cross-promote both HUMIRA and RINVOQ and the strategic approach to applying the segmentation in a simple and executable fashion that is aligned and understood by all key stakeholders.
• EE engagement – the AD will oversee all elements of external expert engagement, including gaining feedback through advisory boards, as well as congress management.
• Sales force engagement – the AD must partner closely with the sales force and sales training to develop comprehensive and effective tools that will allow for a strong launch.
• Senior leadership engagement – the AD will collaborate closely with the director on a host of scheduled and impromptu launch updates to make sure that confidence in launch planning remains high, that we seek advice/decisions at appropriate times, and that we are showcasing integration of launch planning across functional teams.
• Label strategy – this individual will also partner with the director in collaborating with the Regulatory team to ensure a robust US label, providing input on key Regulatory milestones, including FDA discussions and NDA filing.
• Brand strategy and creative development – individual will oversee the core brand development team to develop key pillars of the brand including the global campaign, including differentiation strategy, global imagery, and global core message elements.
• 360-degree promotion – this individual will lead in the development and implementation of a ’360-degree promotional plan’ for RINVOQ. The person will develop a strategy to create a closed loop marketing environment around our HCP customers that includes all channels including the salesforce. This person will need to work closely with key internal stakeholders to enable data to help drive more decision making at the individual HCP customer.
• Maintain and support a positive team culture – the AD will partner closely with all members of the IBT, R&D, global teams, and agency partners to ensure he/she understand all elements of the launch, ensuring partnership and a seamless, integrated approach.
• Lead competitive assessment and implications that are relevant for specific indications
• Effectively track and manage the marketing budget.
• This individual will report to the Marketing Director, RINVOQ SpA.

Basic:

• BA/BS Required, MBA Preferred.
• 4+ years of relevant brand marketing experience
• Demonstrated success in previous Marketing roles and HCP related projects.
• Experience leading vendor or agency of record partners
• Strong analytical/problem solving and effective communication skills
• Apply marketing concepts in the development of marketing plans and programs including brand positioning, brand architecture, SWOT analysis, competitive assessment, market research, marketing objectives/strategies, HCP segmentation, etc.
• Strong planning and organization skills, attention to detail, execution, and follow-through
• Ability to work with all levels in a highly matrixed organization.

Preferred:

• Strategic thinker with entrepreneurial characteristics
• Strategic and tactical planning experience
• Sales experience

• Significant Work Activities and Conditions: Continuous sitting for prolonged periods (more than 2 consecutive hours in an 8 hour day)
• Travel: Yes, 25 % of the Time
• Job Type: Experienced
• Schedule: Full-time