Director, BioPharma Brand Marketing

About The Job

The Director, BioPharma Brand Marketing is an integral part of the Biopharma Marketing Team within Foundation Medicine’s BioPharma commercial function. The incumbent is responsible for developing key marketing strategies, resources, and execution for FMI’s current oncology diagnostic products portfolio and pipeline in the US and ex-US markets to drive business results. This is a highly visibility position on the marketing team, focused on customer engagement and driving adoption of our portfolio of tests and services with a primary goal of enabling Biopharma customer facing team engagement. This role involves working with internal and external stakeholders, most notably customer-facing roles and product marketing to ensure Foundation Medicine’s strategy is pulled through in an account-based engagement approach. Additional critical work involves leading cross-functional teams and initiatives such as key message development, marketing resource development, multi-channel execution, launch planning for products and services and the promotional review committee (PRC) process.

The position aims to maximize product and brand appeal, monitor product performance, and direct marketing adjustments to support FMI BioPharma business unit’s mission. They will lead the development and implementation of short- and long-term brand strategies and initiatives that are focused on B2B audiences including small biotech to large pharmaceutical partners.

Key Responsibilities

• Brand Marketing Strategy
• Maintain core brand message architecture and creative to align to BioPharma’s strategic priorities
• Orchestrate brand plan process by mobilizing all functional leads to create a cross-functional situation analysis, strategic direction, and full tactical build-up and budget
• Drive overall marketing direction that corresponds to and takes advantage of key changes in the market, competition, new data, treatment paradigm shifts, and market events that require reaction
• Partner with sales teams and sales leadership to gather local insights and feedback; develop and adapt plans to support personal promotion and anticipate needs or communicate updates and changes
• Lead the development and presentation of the annual brand plan, including market analysis, identification of key issues and opportunities, strategies, product positioning and messaging, cross functional tactical initiatives, critical success factors, and the brand’s budget
• Establish and leverage key performance indicators to measure success of initiatives and adapt strategy and implementation
• Appropriately contribute to key thought leadership development and strategic planning
• Work collaboratively with thought leaders, and customer groups to gain insights, validate commercial approaches, and drive performance and impact
• Brand Marketing Execution
• Lead and create marketing capabilities for BioPharma which includes driving awareness, consideration and conversion of BioPharma’s solutions and services for biotech/pharmaceutical companies
• Oversee the creation and execution of the following:
• Personal promotion and non-personal promotion
• Congresses and events
• Brand planning & competitive workshops
• National sales meeting marketing execution
• Commercial medical insight generation through customer interactions and ad boards
• Thought leadership activity and marketing materials, including pitch decks, presentations and other tools and resources
• Support preparation for key financial and budget time points throughout the year
• Oversee development and evolution of tactics and resources across all available channels – personal, non-personal, congress, etc.
• Develop, oversee, and execute targeting and multi-channel initiatives to attain strategic objectives
• Manage multi-channel tactics, including market research, advertising, public relations, media placement, etc.
• Manage high level relationships with key vendors and creative agencies and yearly assessment for any vendor needs for the BioPharma business
• Represent brand-specific commercial perspectives in organizational decision-making related to product and strategy
• Drive performance, ensure alignment on strategy and implementation of all initiatives/programs
• Implement with excellence the BioPharma commercialization plan
• Team Leadership
• Act as a brand representative to internal stakeholders
• Work and manage all vendors/agencies successfully and effectively
• Hire, coach, develop, and engage direct reports
• Inspire, align, mentor, and motivate direct reports and matrixed brand team members
• Guide the development of team members in marketing expertise, organizational awareness, exposure, and career development
• Contribute to other projects as periodically assigned
• Travel up to 30% of time
  

Qualifications

Basic Qualifications

• Bachelor’s degree in business, marketing or science required
• Minimum 10 years of commercial pharma, biotech and/or precision medicine or diagnostic experience in oncology, including significant medical marketing experience
• 5 years of people management experience
  
  

Preferred Qualifications

• Advanced degree, such as Master of Business Administration
• 12 years of pharmaceutical and/or healthcare experience with a minimum of 5 years in marketing with pre-launch, launch and/or in-line marketing
• Experience in-house at a biotechnology, device or pharmaceutical company
• Commercial life science experience in oncology, including an in-depth understanding of the disease state, treatment paradigms, and future trends
• Knowledge and understanding of the drug development, regulatory review and commercialization processes for specialized products
• Marketing experience with:
• Extensive experience in both marketing strategy and marketing execution, including marketing innovation and tactical planning
• Track record and strong knowledge of successfully defining market issues and opportunities and developing successful marketing campaigns
• Building out integrated marketing campaigns and digital campaigns
• Demonstrated strategic thinking, initiative, creativity with experience in product positioning and messaging
• New product launches
• Prior history of flawless execution of launches of marketing programs, strategies, tactics, processes and tools, with demonstrated results
• Ability to understand and leverage analytics to drive decision making
• Ability to create and maintain an accurate budget for department expenses
• Exceptional project management skills and the ability to meet deadlines and deliver results.
• Demonstrated ability to positively influence coworkers toward common goals, foster collaboration, and enable teamwork
• Experience managing marketing teams including hiring, managing performance, and developing skill sets of direct reports
• Ability to travel 30% of the time, domestic and international
• Understanding of HIPAA and importance of privacy of patient data
• Commitment to FMI values: patients, innovation, collaboration, and passion.