The Associate Director, Brand Marketing (Hematology) is a key member of the commercial team responsible for leading the development and execution of integrated brand marketing strategies across both healthcare professional and patient audiences. Reporting directly to the Brand Lead, this role balances strategic leadership with hands on execution, with a primary focus on HCP marketing while also supporting select patient initiatives. The position drives core brand activities including messaging, promotional content, digital and omnichannel engagement, and agency management, while ensuring alignment with regulatory and compliance requirements. This individual partners closely with cross functional teams such as Medical Affairs, Sales, Market Access, and Patient Advocacy to deliver consistent, impactful campaigns and support successful product launch readiness. The role also owns performance measurement and optimization of marketing efforts and serves as a visible contributor to launch planning, stakeholder alignment, and execution across the organization. Key Responsibilities:
HCP Marketing (30%)Develop and execute the HCP marketing strategy, including positioning, messaging, and promotional materials aligned with brand strategy and regulatory/compliance requirementsLead development of core visual aids, field sales materials, sales training materials, KOL engagement programs, and congress/conference strategyManage agency partners to deliver innovative HCP campaigns on time and on budgetLead the creation and execution of comprehensive digital marketing and non-personal promotion strategies that align with brand objectives, focusing on HCP engagement, awareness and activationPartner with Medical Affairs, Sales, and Market Access to ensure consistent, compliant messaging across all HCP touchpointsPatient Marketing (25%)Build patient and caregiver marketing strategy, including disease education, patient journey mapping, and support program materialsDevelop innovative patient-facing content (websites, brochures, digital tools) that align with brand strategy and company objectivesCollaborate with Patient Advocacy to align messaging with patient community needs and insights, particularly relevant to rare disease/oncology populationsOversee development of patient support services materials in coordination with Market Access and Hub/Specialty Pharmacy partnersOmnichannel (Integrated across HCP and Patient Marketing)(25%)Design and implement an integrated omnichannel strategy connecting HCP, patient, and digital channels (website, email, CRM, paid media, social, programmatic)Own marketing decisions in partnership with IT/Digital Operations (CRM, marketing automation, analytics platforms)Establish channel performance metrics, dashboards, and KPIs to optimize engagement and measure launch readiness/effectivenessImplement cutting-edge measurement tools that rely on emerging big data and AI capabilitiesLaunch Readiness & Cross-Functional Leadership (20%)Serve as a key contributor to the Launch Readiness team, tracking milestones and deliverables against the launch timelineNavigate promotional, medical, regulatory, and compliance (PMRC) review committee processes to ensure timely, compliant material approvalsPresent marketing strategy and progress updates to (senior) leadership and cross-functional stakeholdersOther duties and responsibilities as assigned
