Brand Director Obesity Non Personal Promotion Strategy
Novo Nordisk, Inc.
September 13, 2018
Plainsboro, New Jersey
Full Time - Experienced
Purpose This position is accountable for leading the development and implementation of the Obesity digital marketing strategy and Obesity Healthcare Professional (HCP) non-personal promotion efforts. It is accountable for the development and execution of the Saxenda® HCP non-personal promotion strategy and tactics. Proactively leads cross brand coordination for aligned messaging and creative for Saxenda®. In coordination with global brand team, and the U.S. Saxenda® team, to develop and implement effective plans in order to maximize revenue, market share and profitability goals. Champions Centers of Excellence (COE) integration across the brand and ensures brand/portfolio alignment with internal and external customers. Participates on cross-functional and global Extended Brand Teams, leads the U.S EBT and interacts extensively with other functions within Novo Nordisk. Leads expert advisory discussions and represents the product plans in management discussions.
Relationships Reports to VP, Brand or Sr Brand Director. Works closely with other Saxenda® brand team members, Managed Markets, Customer Relationship Marketing, Marketing Effectiveness, Obesity Management, and Obesity Patient Strategy. Works in close collaboration with other departments such as Field Sales, Managed Markets, Trade and Government, Medical, Regulatory, Legal personnel as well as participating on global teams for designated product. External relationships include those with key thought leaders and professional services vendors such as agencies, consultants, etc.
Essential Functions Defines Obesity Digital Strategy and ensures alignment between Obesity Management, Patient Strategy, and Saxenda® Brand Strategy. Develops and champions an Obesity social media presence, partnering with Saxenda® patient strategy and Obesity Patient Strategy to execute it, while also executing the HCP digital strategy . Develops and executes the Saxenda® / Obesity EMR (electronic medical record) efforts. Leads digital behavioral analytics / machine learning pilot to identify new avenues for targeted customer engagement. Develops and executes the overall pre-launch and launch strategic and tactical brand plans – Oversees the development of personal and non-personal HCP promotional materials; ensures alignment of brand positioning, messaging and overall objectives. May refine messaging based on specific customer segments. Identifies and implements improvements to prepare for launch, development and/or life cycle activities. Develops and implements pre-marketing strategies and develops marketing thought-leader relationships and involvement. Develops and oversees the implementation of pre-launch plans, and post launch business plans/strategies. This includes in-depth market analysis, market research activities, thought leader development, HCP and patient marketing, medical education, sample planning. Develops and presents compelling plans for management endorsement. Ensures alignment with Plan of Action (POA) Working Teams for key customer segments. Involved in the development of the forecasting and pricing strategy, within specific assignment. Proactively communicates and collaborates with COEs and others to ensure transparent communications and alignment of strategies and tactics within and outside the department. Responsible for providing interface with key stakeholders. Represents the organization as prime internal and external contact on projects, contracts or operational decisions. Works closely with field sales to ensure marketing programs that are developed strongly support their direct and indirect needs with customers and drive appropriate ROI. Works closely with international marketing and medical team members in identifying effective marketing strategies for designated product for the US. Serves as an advocate for the US marketing initiatives in the context of global marketing. Coordinates closely campaign development, competitive defense and strategic evolution of the product. Works closely with the marketing commercialization team to report on key metrics identified for the launch plan both locally and globally. Works effectively with key support functions to ensure alignment with the brand objectives and goals.
Develops relationships with and receives commitment from relevant NNI and NNAS departments to ensure the successful execution of strategies. Maximizes revenue and profitability and understands return on investment (ROI) concepts to ensure program effectiveness. Understands the definition of the market and develops accurate sales projections/forecasts for designated product.
Develops and implements marketing plan. Leads the effective integration of various marketing tactics including but not limited to conventions, professional marketing campaigns, patient marketing campaigns, relationship marketing and other pre-launch advocacy development initiatives. Develops, manages and disseminates the implementation of promotional programs, including coordination with Sales Training and with external suppliers and agencies.
Effectively addresses competitive obstacles for the brand through the course of the year to ensure brand success. Oversees selection and management of professional services to create effective launch programs to maximize return on investment. This includes symposia, speaker’s programs, print materials and marketing campaigns. Develops and monitors performance against budget. Ensures budgets remain on track. Establishes, oversees implementation and monitors adherence to administrative policies and procedures. Evaluates appropriate use of resources to ensure attainment of unit, department and Company profitability goals. Reviews and audits staff’s expense reports.
Oversees creation of strategic plans for market advocacy and awareness development across all stakeholders. Provides leadership oversight in defining different market shaping initiatives including but not limited to Key Opinion Leader (KOL) development, advisory boards, clinical communications using different channels and medical education programs.
A minimum of ten (10) years’ progressive sales and brand management/marketing experience within the pharmaceutical industry required, of which two (2) years were as an Associate Brand Director or equivalent
A Bachelor’s degree or equivalent required; MBA preferred
Has at least five (5) years of marketing experience
Outstanding planning and organizational skills with exceptionally high attention to quality of detail and proven track record of results and follow-up
Proven track record in new product marketing preferred
Solid understanding of the pharmaceutical marketplace including medical, regulatory and clinical processes, preferably within diabetes
Successful launch experience in a marketing role preferred
Novo Nordisk is an Equal Opportunity Employer - M/F/Veteran/Disability/Sexual Orientation/Gender Identity.
If you are interested in applying to Novo Nordisk and need special assistance or an accommodation to apply, please call us at 1-855-411-5290. This contact is for accommodation requests only and cannot be used to inquire about the status of applications.