AbbVie Marketing Director, Upadacitinib -- PsA in Lake County, Illinois
Marketing Director, Upadacitinib -- PsA
USA, Illinois, Lake County
The Rheumatology Director (PsA) for Upadacitinib will be responsible for the development of the go-to market launch plan, strategic initiatives and their execution. This leader will be instrumental in will play an important role in transitioning the asset from the global commercial development team into US brand marketing. In addition, this individual will be responsible for the characterization of oral molecules in the psoriatic arthritis (PsA) market, and finalization of the key brand elements (positioning, segmentation, targeting, creative & messaging). He/she will work closely with the integrated business team (IBT) and cross-functional team in development of the launch readiness review process.
Upadacitinib clinical profile - Deep understanding of clinical data within a cluttered future competitive environment, with the goal of making strategic trade-offs on key product strategic pillars and promotional messaging.This individual will be the primary brand conduit to global, Development team and US medical affairs to ensure customer needs are understood and met.
PsA market environment - This person will be responsible for thoroughly understanding broad market dynamics, current/future trends, competitors, and white space opportunity for future entrants. He/she will also partner closely with marketing analytics and business insights as well as other cross-functional partners to garner rich understanding of all customer segments, their attitudes, motivations and behavioral drivers to be able to identify meaningful activating insights.
Portfolio development - This individual will be responsible for leading the strategic marketing development for the portfolio of products franchise will bring to rheumatologists.He/she will be responsible for identifying the opportunities to cross-promote both HUMIRA and upadacitinib and the strategic approach to applying the segmentation in a simple and executable fashion that is aligned and understood by all key stakeholders.
Finance – This individual will ensure Upadacitinib stays within budget and partners with finance and other brand partners to maintain oversight throughout the year. The Director will also be integral to providing key assumptions into financial processes such as LRP and Plan.
EE engagement - The Director will oversee all elements of external expert engagement, including gaining feedback through advisory boards, as well as congress management.
Governance - The Director will lead PsA activities across all governance bodies, including asset development team, asset leadership board,Integrated brand team (IBT) support, Global brand team (GBT) alignment, and will lead all governance meeting content (including US specific launch readiness reviews).
Sales force engagement - This leader must partner closely with the sales force and sales training to develop comprehensive and effective tools that will allow for a strong launch.
Label strategy - This individual will also partner the Regulatory team to ensure a robust US label, providing input on key Regulatory milestones, including FDA discussions and NDA filing.
Brand strategy and creative development - Individual will oversee the core brand development team to develop key pillars of the brand including the global campaign, including differentiation strategy, global imagery, and global core message elements.
360 degree promotion - This individual will lead upa and AbbVie in the development and implementation of a ’360- degree promotional plan’ for upadacitinib.The person will develop a strategy to create a closed loop marketing environment around our HCP customers that includes all channels including the salesforce.This person will need to work closely with key internal stakeholders to enable data to help drive more decision making at the individual HCP customer.
Cross-functional alignment - the Director will partner closely with all members of the IBT, R&D, global teams, and agency partners to ensure he/she understand all elements of the launch, ensuring partnership and a seamless, integrated approach. Key Behaviors:
Vision and Strategy: Provide overarching leadership and direction for Marketing vision, strategies, plans and resource investment to ensure launch readiness. Align and lead the charge. Encompass a cross-functional mindset and perspective in all strategies, working closely with partners especially across global marketing, clinical development and commercial development.
Leadership: Set tone and priorities for scale and scope of accountability. Influence and persuade across multiple external and internal constituents (stakeholders and partners). Infuse company philosophy and behavioral expectations in day-to-day leadership and management of the business. Uses coaching effectively and efficiently to create high-performing teams and elevate team’s marketing skills and knowledge.
Action and Accountability: Determine appropriate action, execution, tracking and monitoring of marketing plans. Market awareness: maintain focus on and consistently triangulate market dynamics, constituents’ needs, and business priorities to determine best, market-advantaged course of action
Strategic Impact: Formulate and adjust business plans and actions to achieve business objectives and goals, including financial, constituents and market results. Take and recommend appropriate strategic decisions and actions for the best interest of AbbVie, franchise and brand at the varying life cycle stages.
5+ years of relevant brand marketing experience
5+ years of people management experience
Prior experience in Professional pharmaceutical marketing
Pharmaceutical launch experience
Strategic and tactical planning experience
MBA or other advanced degree
Equal Opportunity Employer Minorities/Women/Veterans/Disabled
Travel: Yes, 20 % of the Time
Job Type: Experienced