Associate Director, Marketing – Ophthalmics

• Lead the annual brand planning process for Cequa across both ECP and patient and ensure that the strategies are synergistic to drive growth and achieve goals
• Develop and execute all promotional materials for Cequa, including but not limited to: Core visual aid, website, flash cards, emails, banner ads, journal ads and disease education brochures
• Identify opportunities to evolve brand messaging based on new data, key market research insights and competitive learnings
• Develop and execute the Peer to Peer/Speaker Program Plan including development of core speaker deck, planning and execution of all logistics for speaker training events, management of contracts
• Lead the development of all brand content and promotional materials for congress meetings
• Provide input into the planning and development of content for Advisory Board Meetings as well as developing relationships with KOLs to seek input as needed
• Identify actionable insights from market research, advisory board meetings and competitive intelligence to inform brand messaging, communications and strategy. Continuously monitor results and adjust plans as needed to achieve goals
• Provide oversight and management of agency partners and implementation of all required documents – Creative Brief, MSA, SOW, POs
• Collaborate extensively with Sales, Medical, Commercial Training, Market Access, MI&A, Commercial Operations, Sales Operations, Finance and other cross-functional partners to ensure we are achieving key business goals (revenue, market share, and budget targets)
• Lead strategy, development and implementation of patient access platforms (PhilRx), this includes development of business rules, processes, internal and external communications
• Lead consumer and ECP and consumer digital marketing and social media plans including agency management
• Develop and execute ECP and Consumer media plans on time and budget
• Manage content and development of ECP and consumer websites including OCE platform
• Lead Field Input Team and act as liaison between brand and sales force representatives
• Manage Public Relations programs and events to amplify brand messaging
• Manage Tele-Health initiatives to expand awareness and choice for Cequa
• Develop and manage virtual representative team to address key targets
• Identify and develop relationships and programs with optometric organizations looking to expand into dry eye treatment
• Mentor and support junior team members helping in their education and development
• Manage assigned budget to ensure maximum ROI for investments and assure that budgets are not exceeded
• Understand landscape for Ophthalmic Dry Eye market and lead competitive intelligence of new and emerging products

Requirements

• Bachelor's degree required
• 5+ years of pharmaceutical/biotech commercial experience
• Ophthalmology experience preferred but not required
• Strong interpersonal skills and highly adept in both written and verbal communication
• Solid understanding of core marketing principles and brand management
• Ability to prioritize and manage multiple projects, and effectively influence, collaborate, and communicate with internal and external partners
• Cross functional experience included but not limited to: Sales, Strategic Plan development or participation, In-line Brand Planning & Tactical Marketing, Product or Program Launch, Market Research & Analytics, Market Access, Business Operations, Agency management, Forecasting and resource allocation, Product Positioning, Message and Creative Development including objection handling
• Knowledge of the Legal and Regulatory landscape pertaining to pharmaceutical marketing; including Medical/Legal/Regulatory Review Committee process
• Strategic thinker with strong business acumen and demonstrated financial, communication, and presentation skills
• Scientific/medical aptitude with the ability to communicate complex scientific concepts in a simple understandable manner
• Detail-oriented self-starter capable of owning initiatives from beginning to end
• High level of personal and professional integrity with strong work ethic
• Collaborative, team-work orientation
• Product launch and Sales experience a plus
• Ability to travel 20-30%

Core Competencies

Demonstrates expertise in brand management and marketing strategies within the pharmaceutical industry, with a strong focus on ophthalmology and the ability to lead cross-functional teams to achieve business goals. Proficient in developing promotional materials, managing budgets, and leveraging market research to inform brand messaging and strategy.

Highest-signal resume keywords

• Brand Management
• Market Research & Analytics
• Cross-Functional Collaboration
• Pharmaceutical Marketing Compliance
• Project Management

Hard Skills

• Promotional Material Development
• Market Access Strategy
• Product Launch
• Financial Acumen
• Content Development
• Digital Marketing
• Agency Management
• Data Analysis
• Budget Management
• Competitive Intelligence

Soft Skills

• Interpersonal Skills
• Communication Skills
• Teamwork Orientation
• Detail-Oriented
• Strategic Thinking

Industry Keywords

• Ophthalmology
• Pharmaceutical
• Biotech
• ECP Marketing
• Consumer Marketing
• Advisory Board Meetings
• KOL Relationships
• Tele-Health Initiatives
• ROI Management
• Legal and Regulatory Compliance

Tools & Technologies

• PhilRx
• OCE Platform
• Virtual Representative Team Management