Lilly Product Brand Dir-Mktg-Diabetes Consumer Exp in Indianapolis, Indiana
The Product Brand Director – Diabetes Consumer Marketing will be responsible for understanding the totality of the Diabetes consumer journey and the associated consumer experience. This role will be responsible for creating an overearching consumer experience strategy and personalized patient interactions across the consumer journey that leverages our ability to bring solutions across the journey
The Product Brand Director – Consumer Marketing is responsible for leading a team of consumer marketers to implement that strategy through various tactics with the appropriate channel(s).
The Product Brand Director – Consumer Marketing will also be the key leader in creating a connected, data-driven experience across various custom audiences and pools of patients, devising an integrated eCRM digital personalized marketing program with specialized agencies.
Key Objectives/Deliverables: The Product Brand Director’s responsibilities are listed below. A Product Brand Director may not perform all of the tasks listed.
Objective 1: Brand Operations Support (45%)
Partner Relationship Management
Primary owner of relationship with agency.
Foster productive agency relationships and manage integration among agency partners.
Consumer Channel Execution
Responsible for wholistic eCRM platform and strategy across the Consumer Diabetes continuum.
Responsible for execution of the marketing plans in partnership with the team to deliver annual business plan goals as it relates to market growth and/or retention and increase in prospects.
Accountable and owner of budget for Lilly Diabetes Consumer marketing execution.
Make recommendations to team on budget trade-off decisions.
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.
Key Claims: Accountable for the development and maintenance of the brand's claims document, including ensuring appropriate resources are assigned, serving as Marketing reviewer of content and ensuring maintenance requests are reviewed and addressed in a timely manner.
New Method of Promotion: 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.
Website Management: Accountable for assigning Lilly Consumer Website Owner(s).
Tactic Discontinuation and Retirement Management: Accountable for discontinuation plans, including participation in development and approving plans.
Patient Experience Programs
Responsible for delivering a positive patient experience in a compliant manner
Responsible for measurement plan(s) for all consumer marketing promotional efforts and patient experience.
Objective 2: People Management (30%)
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 3-4 direct reports.
Objective 3: Brand Strategy (25%)
Strategic Brand Development
Lead the development of the overall Consumer strategy and customer council plan, including business plan. Ensure key consumer insights and understanding are represented and leveraged throughout the planning process
Lead the strategy for the overarching Diabetes consumer experience to leverage Lilly’s ability to provide solutions to patients in various parts of the journey.
Provide input to brand business plan in order to secure funding for key Consumer workstreams.
Provide input to objectives and strategy; select media plan.
Responsible for defining and creating the direction for a positive customer experience for patients.
Responsible for creating a data-driven strategy and process to deliver on a wholistic connected, personalized marketing and eCRM program.
Remove barriers that prohibit us from delivering a positive customer experience.
Lead the development of insight-based messages.
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.
Marketing Mix and Channel Strategy Development
Provide recommendations for the development of integrated media strategy and strategy and initial OPEX recommendations.
Patient Advisory Development
Oversee and approve Patient Advisory strategy.
Responsible for patient advisory boards in collaboration with our advocacy team.
Consumer Channel Mix and Tactic Planning
Ensure all brand tactics are insight and data driven – deliver against specific brand objectives.
Approve final Consumer Marketing plan.
Monitor performance of channel via performance metrics from agency.
Marketing and Medical Interactions
Understand appropriate Marketing and Medical interactions.
Interpret published data and look for consumer marketing implications.
Proven, in-market eCRM experience required. Ability to drive business results through data and eCRM approach
Agency management experience
Leadership skills and proven ability to coach others
Previous ownership of and accountability for business results
Proactive problem identification and solution
Demonstrated strategic thinking, analytical, and problem solving skills
Self-directed, strong project management, budget management and prioritization skills
Strong decision-making skills and experience and ability to influence others
Experience in wearables marketing (i.e. Fitbit, Underarmour etc)
Direct Marketing experience
Experience developing deep customer insights
Significant previous consumer marketing experience and associated portfolio of work
Ability to work effectively within complex, changing environment
Experience with discussion/presentation to leadership 2-3 levels up, including Chief Marketing Officer.
Enthusiastic, ability to energize and motivate others
Experience with advertising, production processes, and/or media planning preferred
Outstanding team player
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.
Product Brand Dir-Mktg-Diabetes Consumer Exp
Bachelors degree, marketing or related field
5 years+ packaged goods or consumer marketing experience or 5 years+ of Marketing experience. CPGs experience is preferred.
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.
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.
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