Director, Consumer and Multi-Channel Marketing

Allergan   •  

Irvine, CA

Industry: Pharmaceuticals & Biotech


8 - 10 years

Posted 38 days ago

This position will have both a consumer and physician multi-channel focus. Primary focus, on the development of the consumer strategy, creative, media and content, designed to drive awareness, conversion and retention. The role is responsible for managing a substantial working media budget, including TV, print, social media and digital marketing. These DTC initiatives also require establishing appropriate metrics and tracking those metrics for ROI analysis. As well as drive the physician multi-channel marketing strategic plan including, but not limited to, non-personal promotion, physician lead gen, and education as well as social media for the BOTOX® Therapeutic indications.

Specific responsibilities:

  • Ensure DTC strategies and tactics are aligned with professional promotions strategy
  • Develop patient / consumer strategy and content, working cross functionally to ensure an integrated and timely launch
  • Work with agencies in development, implementation and execution of patient / consumer plan
  • Mange and execute conversion and adherence CRM programs
  • Drive physician multi-channel strategy in partnership with physician marketing directors
  • Perform analysis of marketing campaigns
  • Coordinate functional units on tactical programs
  • Coordinate internal legal, regulatory, and medical review of materials
  • Participate in market research and integrate insights into tactical execution
  • Execute production and distribution of materials in support of Direct to Patient / Consumer efforts
  • Responsibility for social influencer engagement, managing social media outlets (FB, Instagram, etc.), digital content development & management (websites, patient testimonials & assets), digital advertising (including OLV, social/retargeting) and Out of Home Advertising.

Education and Experience:

  • Bachelor's degree in related field, MBA Preferred
  • 8+ years Product management experience
  • Aesthetics experience preferred
  • Product launch experience required
  • Experience with DTP / DTC campaign development and execution
  • Knowledge of health care and or pharmaceutical industry
  • Solid knowledge of marketing areas including product positioning, marketing plan development and execution, strategic communications, product launch, public and private payer reimbursement environment and life-cycle management
  • Successful track record of strategic and tactical marketing
  • Understanding of direct-to-patient marketing
  • Public Relations experience preferred