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Product Brand Director-Tanezumab-Consumer

Product Brand Director-Tanezumab-Consumer
United States
North America
At Lilly, we unite caring with discovery to make life better for people around the world. We are a global healthcare leader headquartered in Indianapolis, Indiana. Our 39,000 employees around the world work to discover and bring life-changing medicines to those who need them, improve the understanding and management of disease, and give back to our communities through philanthropy and volunteerism. We give our best effort to our work, and we put people first. We’re looking for people who are determined to make life better for people around the world.
    The Tanezumab Consumer Marketing Advisor is responsible for all Consumer launch preparations of Tanezumab. Tanezumab is a breakthrough treatment with a novel mechanism of action for patients who suffer from osteoarthritis (OA), chronic lower back pain (CLBP) and (potentially) cancer pain (CP). Phase 3 trials are currently underway with data reading out between mid-2018 and mid-2019 with a target launch of 2H 2020. The asset is co-promoted by Lilly and Pfizer. A strong partnership across the alliance will be critical to the successful launch of this brand.

    The Tanezumab Consumer Marketing Advisor will be responsible for leveraging customer insights to deliver an industry leading launch and create exceptional customer experiences. The candidate needs to demonstrate the ability to engage people, lead without authority, have excellent communication skills, exhibit high learning agility, and be able to work seamlessly with the global marketing team and alliance partners in preparation for launch.

    The Advisor - Tanezumab Consumer Marketing is accountable for:
    • Delivering overall consumer marketing strategies and plans that create exceptional customer experiences that lead to the achievement of business objectives and results
    • Consumer Marketing strategy and execution
    • Lead the development of innovative patient strategies that drive patient value and implement corresponding tactical plans
    • Develop industry-leading Direct-to-Consumer communications
    • Partner with the cross functional team (e.g., Public Relations, Communications, CONSUMER, etc.) external patient facing communications
    • Ensuring that marketing claims (Key Content) and promotion developed for the brand are aligned with the brand strategic position
    • Making prioritization and trade-off decisions in order to maximize the commercial potential of the brand
    Advisor - Tanezumab Consumer Marketing responsibilities are listed below:

    Developing, Motivating and Growing People
    • Responsibility for Consumer Brand Marketing Team and partnering with the cross functional team to execute brand strategy
    • Responsible for fostering a culture of diversity and inclusion
    • Creates an environment within which people can succeed and feel engaged; models the service value chain (SVC) and creates a culture focused on prioritization, empowerment, and mutual accountability to results (See Neuroscience Bio-Meds Culture Flywheel)
    • Develop, retain, motivate and recruit consumer marketing talent
    • Mentor and help develop teammates across the brand team
    • Contribute to the development of capability of insights-based strategy and marketing within and beyond the brand team
    • Manage performance and development of direct reports

    Consumer Brand Strategy
    • Lead the development of the overall Consumer strategy in alignment with the C3 strategy
    • Development of the customer council plan, and partner on brand business plan
    • Represent consumer marketing to Lilly USA leadership
    • Decisions relative to core patient messaging, moments of truth, and other strategic marketing related areas
    • Understand and anticipate the implication of changing market dynamics on brand strategy
    • Lead and develop innovative patient MCE Strategy & Integration
    • Responsible for execution of the marketing plans in partnership with the global team to prepare for a successful launch
    • Help lead strategy for patient segment and strategic initiatives
    • Partner and Alliance Relationship Management
    • Primary owner of relationship with consumer agency
    • Foster productive agency relationships and manage integration among agency partners
    • Responsible for defining and creating the direction for a positive customer experience for the patient in partnership with HCP Director
    • Remove barriers that prohibit team from delivering a positive customer experience
    • Identify key insight(s) for brand in partnership with Lilly Market Research (LMR)
    • Understand all customer insights and identify integration moment of truths (MOTs) and issues / opportunities
    • Accountable for overseeing the development and selection of Consumer messages in partnership with agency and PCA team
    • Develop strong partnerships and engagement with Public Relations and Communications team
    • Ensure all brand consumer tactics are insight and data driven – deliver against specific brand objectives.
    • Work closely with Market Research to determine the prioritization of research for the brand
    • Understand appropriate Marketing and Medical interactions
    Consumer Customer Experience
    • Responsible for defining and creating the direction for a positive customer experience
    • Remove barriers that prohibit us from delivering a positive customer experience
    • Lead the development of insight-based consumer messages
    • Identify key insights for brand in partnership with Lilly Market Research (LMR)
    • Understand all customer insights and identify integration of moment of truths (MOTs) and issues / opportunities.
    • Accountable for development and selection of key consumer messages in partnership with agency and LMR
    • Actively participate in agency-led development of creative platform, approve creative brief and expression of creative platform
    • Consumer Marketing Mix and Channel Strategy Development
    • Provide recommendations for the development of integrated key player communications strategy and related OPEX investments
    Consumer Channel Execution
    • Responsible for execution of the marketing plans in partnership with the team to deliver annual business plan goals
    • Develop an industry-leading digital channel engagement plan
    • Accountable for Consumer MCM strategy
    • Budget Management
    • Accountable and owner of Consumer marketing budget
    • Make recommendations to team on budget trade-off decisions
    • Risk Management
    • Responsible for understanding, implementation, and adherence to company policies, processes and external obligations, as applicable
    • Ensure team operates in compliance with Customer Information Quality (CIQ) procedures and tools
    • Lead all consumer related tactic development
    Key Content
    • Accountable for assessing new promotional delivery methods, obtaining appropriate reviews and approvals, and completing appropriate documentation.
    • Prepare, Create, Approve (PCA) :
    • Accountable for the deliverables, approving project / deliverable plans, prioritizing projects, intervening on projects suffering delays, serving as initial point of escalation, and escalating further as needed


      • Bachelors degree, marketing or related field
      • Five years+ packaged goods or consumer marketing experience or Five years+ of Marketing experience, including the development of digital solutions and/or campaigns
      • Qualified candidates must be legally authorized to be employed in the United States. Lilly does not anticipate providing sponsorship for employment visa status (e.g., H-1B or TN status) for this employment position
      • Understanding and application of key consumer marketing processes, including insights exploration, segmentation, messaging and campaign development, volume forecasting, multicultural marketing, engagement strategy and media/channel mix, launch metrics/tracking and direct marketing
      • Agency management experience
      • Demonstrated ability to understand customer needs, extract key insights, and translate these into meaningful strategies
      • Strong verbal and written communication skills – ability to mobilize key stakeholders and engage leadership
      • Comfort with and track record of success operating in situations with high ambiguity, and complex “white space” environments
      • Experience with advertising, production processes, and/or media planning, including creation of television, print, and online assets
      • Experience developing digital campaigns or solutions, including Social Media initiatives
      • Channel/tactic understanding
      • Experience launching products and/or campaigns
      • Strong business acumen and analytical skills
      • Market research experience
      • Demonstrated ability to lead a team including coaching, engaging and developing others
      • Previous ownership of and accountability for business results
      • Demonstrated strategic thinking, analytical, and problem solving skills
      • Strong decision-making skills and experience and ability to influence others
      • Ability to work cross-functionally and delivering cross-customer solutions
      • Alliance partnership experience
      • Biotech and/or Pharmaceutical consumer marketing experience
      • Therapeutic area experience (Pain)
      • MBA preferred
      • Location: Indianapolis LTC-S
      • Travel is approximately 10-25%
      • Lilly is an EEO/Affirmative Action Employer and does not discriminate on the basis of age, race, color, religion, gender, sexual orientation, gender identity, gender expression, national origin, protected veteran status, disability or any other legally protected status.