Director, US HCP Marketing - Lupus

Job description

About This Role Biogen's Marketing teams are on the front lines every day, ensuring that our therapies have the right visibility for the patients who need them most. We work from a deep understanding of the science, the disease areas we serve, and the needs of healthcare professionals and patients to provide innovative solutions. The Director, US HCP Marketing – Lupus will be a senior leader on the US Lupus Marketing team, responsible for shaping and executing the HCP strategy as the organization prepares for potential launches in lupus. This highly visible role will translate the brand strategy into an integrated HCP experience across personal promotion, non-personal promotion, peer-to-peer programming, and conferences. The Director will frame and lead multiple complex, highly visible, and high-impact initiatives across channels, while empowering cross-functional partners and team members to deliver work while empowering cross-functional partners and team members to execute their respective responsibilities and deliver against shared objectives while empowering cross-functional partners and team members to successfully execute their respective workstreams. This role requires strong scientific and commercial judgment, launch leadership, excellent communication, and the ability to influence critical decisions across levels and functions. What You'll Do Lead the US HCP Strategy and Launch Plan Serve as the US HCP marketing lead for lupus, owning the integrated HCP strategy and launch plan across indications in alignment with the overall brand positioning and strategy. Convert a deep understanding of HCP needs, market research, competitive intelligence, complex data, and key medical expert feedback into core messaging, strategic choices, and customer priorities, aligned with business goals. Lead development of the HCP message architecture, creative platform, and branded and unbranded campaigns, ensuring scientific rigor, meaningful differentiation, and consistency across channels. Design and activate a comprehensive cross-functional competitive readiness plan, identifying strategic risks and opportunities, recommending course corrections, and preparing the organization for evolving clinical, regulatory, access, and market events. Lead, coach, and develop the HCP marketing team, including Associate Directors and Senior Marketing Managers, setting clear priorities, building strategic and leadership capabilities, fostering a high-performance culture, and ensuring executional excellence across HCP promotion, customer engagement, and launch readiness initiatives. Own HCP Personal and Non-Personal Promotion Develop the personal and non-personal promotion strategy and lead creation of field-facing campaigns, core visual aids, objection handlers, educational resources, and other tools that enable effective customer engagement. Own the HCP non-personal promotion strategy across digital, email, web, paid media, print, video, third-party platforms, and other relevant channels. Drive sales force effectiveness by translating the brand strategy into clear customer objectives, call priorities, resources, and pull-through plans. Regularly engage with customer facing teams and external HCP customers to derive targeted insights, strengthen credibility through thoughtful interactions, and translate learning into improved content, deployment, and customer experience. Design coordinated customer journeys and channel sequencing that extend personal promotion, address distinct HCP needs, and improve reach, engagement, and progression toward action. Connect disparate data sets and direct analysis with Omnichannel, Insights and Analytics, Media, Technology, and agency partners to define customer segments, inform complex business decisions, and identify differentiated execution opportunities. Set clear KPIs and impact assessments, quickly process complex performance data, and use insights to influence investment decisions and optimize content, channel mix, sequencing, and timing. Peer-to-peer Programming and Conference Strategy Lead the Liti HCP programming and conference strategy, including congress presence, non-CME industry sessions, exhibit experiences, peer-to-peer education, speaker programs, and other customer engagement opportunities. Prioritize strategic investments across programs and congresses based on strategic value, customer needs, competitive dynamics, anticipated market events, launch timing, and expected business impact. Partner closely with Thought Leader Liaison team to develop and govern the branded speaker bureau strategy, including faculty identification and development, speaker training and certification, content alignment, field deployment planning, ensuring a coordinated, compliant, and customer-centric approach that maximizes peer influence and supports launch and lifecycle objectives. Oversee program content, faculty strategy, execution standards, measurement, and post-event insight capture to optimize future planning and maximize return on investment. Drive Cross-Functional Leadership and Operational Excellence Serve as a trusted advisor across the lupus marketing team, leverage subject matter expertise to appropriately challenge leadership, influence critical decisions, and advance customer strategy, launch readiness, and brand performance. Lead agency and vendor strategy, including selection, scope, briefing, and performance management, while setting clear standards and empowering partners to deliver high-impact, compliant, customer and leadership-ready work. Own the HCP marketing budget and investment recommendations, balancing competing demands and using customer, market, and performance insights to align resources with the highest-impact strategic priorities. Create clear governance, decision points, timelines, and accountability across multiple complex workstreams, proactively resolving risks and interdependencies while empowering others to deliver. Build and maintain strong relationships with key customers, professional organizations, and external experts, deriving targeted insights and enhancing Biogen credibility through thoughtful engagement. Who You Are A strategic and decisive marketing leader who repeatedly frames and leads complex, highly visible work without oversight and translates direction into focused execution. An experienced launch leader with strong HCP marketing, omnichannel, and field pull-through capabilities. Scientifically curious and commercially rigorous, with the ability to simplify complex clinical concepts into relevant and compelling customer communications. A highly collaborative matrix leader who quickly activates cross-functional teams, influences critical decisions across levels and functions, and works effectively with a range of communication styles. A hands-on, accountable operator who prioritizes conflicting demands, anticipates challenges, and consistently delivers customer and leadership-ready work in a fast-paced environment. A talent developer who fosters a culture of continuous learning, provides impactful coaching and developmental feedback, and invests in the growth and success of the HCP marketing team while positively influencing talent across functions and levels. Qualifications Bachelor's degree required; MBA or advanced degree in business, marketing, life sciences, or related field preferred. 10+ years of broad commercial experience in the pharmaceutical, biotechnology, or related healthcare industry, including 5+ years of marketing experience or equivalent. Demonstrated experience leading HCP strategy and execution across personal promotion, non-personal promotion, and customer programming. Previous product launch experience required, with experience preparing a specialty or biologic brand for launch strongly preferred. Proven track record developing and executing marketing strategies that achieve business objectives in a competitive marketplace. Experience in immunology and specialty markets required; rheumatology and dermatology experience preferred. Strong understanding of HCP omnichannel strategy, segmentation, customer journeys, media, content planning, performance measurement, and optimization. Experience leading congress strategy, peer-to-peer education, speaker programs, and other professional programming preferred. Strong scientific and medical aptitude, with the ability to communicate complex clinical concepts clearly and accurately. Demonstrated success leading agency partners, cross-functional teams, complex budgets, and multiple high-priority workstreams. Working knowledge of legal, regulatory, and compliance requirements governing pharmaceutical promotion and HCP engagement. Experience in Sales or other commercial functions, including Market Access, Insights and Analytics, Patient Services, or Sales Management, is preferred Job Level: Management Additional Information The base compensation range for this role is: $199,000.00-$274,000.00 Base salary offered is determined through an analytical approach utilizing a combination of factors including, but not limited to, relevant skills & experience, job location, and internal equity. Regular employees are eligible to receive both short term and long-term incentives, including cash bonus and equity incentive opportunities, designed to reward recent achievements and recognize your future potential based on individual, business unit and company performance. In addition to compensation, Biogen offers a full and highly competitive range of benefits designed to support our employees’ and their families physical, financial, emotional, and social well-being ; including, but not limited to: Medical, Dental, Vision, & Life insurances Fitness & Wellness programs including a fitness reimbursement Short- and Long-Term Disability insurance A minimum of 15 days of paid vacation and an additional end-of-year shutdown time off (Dec 26-Dec 31) Up to 12 company paid holidays + 3 paid days off for Personal Significance 80 hours of sick time per calendar year Paid Maternity and Parental Leave benefit 401(k) program participation with company matched contributions Employee stock purchase plan Tuition reimbursement of up to $10,000 per calendar year Employee Resource Groups participation Why Biogen? We are a global team with a commitment to excellence, and a pioneering spirit. As a mid-sized biotechnology company, we provide the stability and resources of a well-established business while fostering an environment where individual contributions make a significant impact. Our team encompasses some of the most talented and passionate achievers who have unparalleled opportunities for learning, growth, and expanding their skills. Above all, we work together to deliver life-changing medicines, with every role playing a vital part in our mission. Caring Deeply. Achieving Excellence. Changing Lives. At Biogen, we are committed to building on our culture of inclusion and belonging that reflects the communities where we operate and the patients we serve. We know that diverse backgrounds, cultures, and perspectives make us a stronger and more innovative company, and we are focused on building teams where every employee feels empowered and inspired. Read on to learn more about Biogen. All qualified applicants will receive consideration for employment without regard to sex, gender identity or expression, sexual orientation, marital status, race, color, national origin, ancestry, ethnicity, religion, age, veteran status, disability, genetic information or any other basis protected by federal, state or local law. Biogen is an E-Verify Employer in the United States.