Job Title
Manager, Consumer Marketing
Requisition
JR000015886 Manager, Consumer Marketing (Open)
Location
Malvern, PA
Additional Locations
Job Description Summary
The Manager Consumer Marketing is accountable for communicating, aligning and delivering consumer brand positioning, strategy and objectives across assigned Keenova specialty product(s), including pre-launch activities when assigned. And, helps to shape, monitor, execute, and optimize integrated tactical execution.
This role ensures alignment and works cross-functionally with brand product teams, medical, regulatory, legal, patient access, sales leadership, and agency (vendor) partners – both creative and media focused. This role assists the Business Insights and Analytics (I&A) team to uncover insights which drive ongoing target audience understanding and optimization of brand campaigns with defined objectives, goals and budgets.
Job Description
The Manager is responsible for:
- Building and monitoring execution of consumer strategy & plan
- Media planning & execution for the brand(s) assigned
- Lead consumer communication/messaging strategy
- Lead workstreams that monitor engagement with consumer segments and build strategies for deeper penetration
- Work with counterpart brand directors as a team to identify brand opportunities within and across customer segments
- Monitor market dynamics to help inform investment
- Manage creative development and media agency partners for consumer strategy and execution for assigned indications/products
Strategic partner driving DTC marketing value in XLA specialty branded portfolio & planning for pre-launch product/indication(s). Accountable for the DTC tactical plan, implementation, and ongoing analysis for optimization
Consumer Brand Strategy & Thought Leadership
- Develop the short and long-range consumer strategy plans (with Consumer Directors). Define objectives, strategies, and resources needed to achieve financial and strategic goals. Align plans with brand marketing team to ensure symmetry of intent with HCP marketing strategic approach. Present plans and recommendations to senior leadership team in collaboration with Executive Director, digital manager, and brand teams.
- Helps develop DTC strategy and tactical plans across all Keenova specialty product(s), including pre-launch products, and collaborates with consumer marketing and corporate communications colleagues to drive consistency, alignment, and best practice sharing in Keenova DTC marketing.
- Identifies trends and insights to optimize spend and performance. Works closely with Keenova I&A and educates the teams on the available data and insights in terms of audience engagement, response to ads, and campaign fulfillment.
- In partnership with HCP lead for assigned brand/indications, develops brand positioning and marketing brief direction for campaign creative brief development, concepting and execution by assigned consumer agency of record (AOR). Provides overall consumer business objective leadership for assigned brand/indications with AOR and HCP marketing partners.
- Evaluates emerging technologies and/or vendors and provides thought leadership and perspective for adoption where appropriate.
- Influences the business approach to integrated multichannel management by brainstorming new and creative growth strategies.
- Provides strategic guidance on optimal multichannel engagement activities to drive growth based on specific brand and BU needs.
- Shares insights based on behavioral and performance data to assess campaign lift and ROI.
Tactical Execution & Analytics
- Translates brand strategies into compelling Multi Channel Marketing (MCM) plans driven by analytics and insights.
- Defines vision, strategy and implementation of DTC marketing solutions that will improve the consumer experience (CX). Coordinates with brand teams and digital marketing colleagues to plan and execute across television, web, SEO/SEM, marketing database, email, social media, and digital advertising to optimize the user funnels to drive demand.
- Works across all branded products, pre-launch indications, and any other brands that have direct-to-consumer initiatives; assists in research and brand creativity and helps develop overall buy strategy, and buying patterns.
- Works with compliance cross-functionally, especially with PRT team(s), to continue to appropriately launch new DTC initiatives.
- Utilizes audience research and trend analysis to develop supporting content and digital strategies. Evaluates customer research, market conditions and competitor activities.
- Gives guidance to brands around marketing tactic and channel selection.
- Designs and champions an integrated multichannel tactical plan that is aligned to business objectives, maximizes brand relevance and value.
- Provides clear direction for channel mix selection, content development and delivery.
- Advances and shares multichannel measurement plans, defining and building relevant KPIs into campaigns and setting goals, targets and measurement milestones for business objectives. Presents high-level analytics and identifies areas for optimization.
- Responsible for monitoring campaign performance and outputs to provide timely recommendations back to the brands to facilitate optimization.
- Reviews standard KPI reports to monitor performance of campaigns/ tactics and conducts cross-agency campaign performance discussions.
- Identifies key performance ‘trend breaks’ / unexpected changes based on standard reports and develops supporting hypotheses.
- Monitors changes in marketing technologies and platforms and makes recommendations for adjustments as needed.
Cross Functional Collaboration
- Works with brand and analytics team to define/refine customer segmentation and reports on data summary and advises on tracked metrics.
- Successfully partners with cross functional teams, including brand teams and agency partners.
- Position requires extensive contact with internal and external stakeholders to assess the business need, identify opportunities, and implement solutions.
Vendor Management
- Clearly communicate consumer brand strategy and business objectives
- Manages agency work streams for successful delivery on-time, budget, and strategy
- Partners with vendors and agencies to ensure approaches and requirements for integrated and omnichannel tactical plans are understood and interpreted appropriately for quality delivery and execution.
- Proficiently extracts & analyzes data, develops insights, and makes optimization recommendations to business partners.
Education & Experience
- Bachelor’s degree in marketing or a related field is required.
- Advanced Degree - Masters or MBA is preferred.
- 8+ years marketing or other relevant commercial experience in a highly regulated environment.
- Brand management experience, including demonstration of scientific knowledge and competitive knowledge within therapeutic areas and individual assets
- DTC marketing experience – media planning & execution, campaign development, identifying & applying insights, agency leadership
- Strategy development – being able to lead (consumer) strategy while working closely with broader brand team to ensure it lines up to broader brand approach
- Ability to financially track tactical performance and make appropriate data-driven decisions
- Experience in evaluating ROI
- Proven experience advising stakeholders and effectively influencing business partners and peers is critical.
Knowledge
- Campaign strategy definition and leadership
- Advanced channel strategy & industry expertise through ongoing training and development.
- In depth understanding of the multiple channels of customer engagement utilized by an organization across their varied customers (i.e., HCP, consumer, patient, payer) including how channels can be utilized effectively in an integrated fashion to deliver cross-channel customer journeys.
Skills & Abilities
- Advanced proficiency with all MS office applications.
- Strong analytical skills and data-driven thinking.
- Strong consultative/listening skills.
- Ability to scenario plan, analyze data and translate business requirements into actionable plans.
- Builds and models a culture of questioning and constructive challenge to foster openness and candid dialogue.
- Clearly communicates the need for change and is responsive to the resistance it can evoke.
- Generates break through solutions and enables others to do the same.
- Draws on unexpected innovative and/or seemingly unrelated ways of thinking.
- Operates from a framework of possibility.
This is a hybrid – virtual 2 days per week & in-person headquarters 3 days per week – and will require minimal travel (less than 20%).
Keenova offers employees a Total Rewards package which includes competitive pay and benefits. To learn more about our Total Rewards benefits please visit: Keenova Careers | Serve and Grow with Purpose | Keenova
Disclaimer: The above statements are intended to describe the general nature and level of work performed by employees assigned to this job. They are not intended to be an exhaustive list of all duties, responsibilities, and qualifications. Management reserves the right to change or modify such duties as required.
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At Keenova, we believe that no one should be alone in their pursuit of better health. This purpose drives us as we pair quality therapeutics with human support—showing up in big moments and small to help patients find comfort and confidence.
We bring deep expertise and resolve to every therapeutic area we serve, including immunology, urology, men’s health, orthopedics, critical care, and pediatric endocrinology. We work with patients, care partners, and physicians to help them navigate healthcare system complexity and access therapies that make a meaningful difference.
We are Keenova—keen to solve, keen to serve. Learn more at www.keenova.com.
