About This Role
Leading the consumer marketing strategy for a new neuroscience product launch is the core of this Senior Director role. You will champion Takeda’s culture and values, lead patient-focused launch planning and execution, and collaborate with cross-functional teams and executive leadership to build capabilities that drive awareness, engagement, treatment-seeking behavior, and business performance. This role reports to the Head of the US Neuroscience Business Unit.
Responsibilities
- Build and lead consumer marketing capabilities for the Neuroscience Business Unit, including launch strategy, go-to-market planning, and integrated tactical execution for a new product launch
- Assess the patient and caregiver opportunity within the therapeutic area and identify the needs, barriers, and insights that can activate informed patient and healthcare provider conversations about the disease and brand
- Own the end-to-end patient journey and translate insights into patient positioning, message architecture, and language that clearly communicates the brand’s role within the treatment landscape
- Ensure alignment with overall brand strategy and healthcare professional (HCP) brand initiatives, and partner with the HCP brand lead to inform inclusion of patient perspective
- Leverage insights to inform patient segmentation and channel preferences
- Lead the strategy and execution of direct-to-consumer (DTC) and direct-to-patient (DTP) initiatives that support disease education, brand awareness, patient acquisition, and conversion across channels that may include customer relationship management (CRM), direct marketing, in-office, print, search engine marketing (SEM), digital media, mobile, streaming, and broadcast television
- Own the patient experience vision and partner with omnichannel, Data, Digital & Technology, Patient Services, and other cross-functional teams to define and develop an end-to-end digital patient experience, including evaluation of potential direct-to-patient models that connect education, engagement, and activation across the patient journey
- Lead integrated media strategy, planning, investment, optimization, and performance management, including oversight of external media and creative agency partners
- Partner with the Communications team to develop and execute social media and organic content strategies that extend reach and engagement while aligning with brand strategy and applicable regulatory, legal, and corporate requirements
- Partner with Analytics & Insights to translate data into actionable insights, validate business opportunities, optimize the patient channel mix, establish key performance indicators, and monitor the return on investment (ROI) of individual tactics and the overall consumer plan
- Identify critical elements for initiatives/promotions designed to drive desired patient behavior change
- Align plans with HCP strategy to ensure consistency and identify efficiencies and need for communication to various field roles or external partners
