Lead, Upstream and Patient Marketing, IZERVAYPurpose & Scope The Lead, Patient & Upstream Marketing is responsible for leading the strategy, development, and execution of patient-centric and upstream marketing initiatives to drive diagnosis, treatment initiation, and persistence for IZERVAY.
This role provides strategic leadership and oversight of Direct-to-Consumer (DTC) marketing, patient engagement programs, and upstream healthcare provider (HCP) marketing, focused on optometry and general ophthalmology referral networks. The leader ensures that patient activation and upstream demand generation efforts are fully integrated with broader brand strategy and commercial priorities.
The role manages a team of three direct reports (2 Patient Marketers and 1 Upstream Marketer) and is accountable for delivering a high-impact, insight-driven, and compliant marketing approach that drives measurable business outcomes.
Role and Responsibilities Patient Marketing Strategy & Execution (DTC & Patient Engagement)- Lead development and execution of the Direct-to-Consumer (DTC) strategy, including campaign development, optimization, and ongoing performance management
- Oversee the DTC media strategy and planning, ensuring effective allocation of a significant marketing investment across channels to maximize patient reach and conversion
- Drive continuous campaign evolution through data, analytics, and performance insights
- Lead development and execution of patient engagement initiatives, including:
- Adherence and persistence programs
- Patient education and support materials
- Patient ambassador and advocacy programs
- Ensure alignment of all patient-facing initiatives with brand positioning, compliance requirements, and customer insights
- Partner with Market Access, Medical Affairs, and Brand teams to ensure an integrated patient experience across the treatment journey
Upstream Marketing Strategy (Referring HCPs)- Provide strategic leadership and oversight of upstream (referring HCP) marketing, focused on optometry and general ophthalmology
- Lead development of a comprehensive upstream marketing strategy to increase disease awareness, diagnosis, and appropriate referral patterns
- Oversee execution of a full HCP marketing plan, including:
- Non-personal promotion (digital, email, and other channels)
- Congress strategy, planning, and execution
- Speaker program strategy and implementation
- Development of field materials to support upstream sales teams (if applicable)
- Ensure upstream efforts are aligned to brand priorities and integrated with downstream retina strategy
- Partner with Sales, Medical Affairs, and other cross-functional teams to ensure consistent and effective engagement with upstream audiences
Leadership & Team Development- Lead, coach, and develop a high-performing team of marketers, fostering strong strategic thinking and execution excellence
- Establish clear objectives, performance metrics, and development plans for team members
- Promote a culture of collaboration, accountability, and continuous improvement
- Ensure appropriate resource allocation and prioritization across patient and upstream initiatives
Cross-Functional Collaboration & Integration- Partner closely with Brand Strategy, Market Development, Sales, Market Access, Medical Affairs, Regulatory, and Legal to ensure aligned execution
- Ensure patient and upstream strategies are fully integrated into the broader brand plan and lifecycle strategy
- Contribute to brand planning, forecasting, and performance tracking processes
- Serve as a key stakeholder in cross-functional and leadership discussions impacting brand performance
Performance Management & Execution Excellence- Define and track key performance indicators (KPIs) for DTC campaigns, patient engagement programs, and upstream initiatives
- Leverage insights and analytics to optimize marketing investments and improve ROI
- Manage external vendors, agencies, and partners to ensure high-quality and efficient execution
- Ensure all activities are conducted in a compliant and ethical manner
Required Qualifications - Bachelor's degree required; advanced degree (MBA preferred)
- 10+ years of pharmaceutical/biotech experience with strong US brand marketing experience
- Proven experience in DTC marketing and campaign execution, including media planning and optimization
- Experience leading patient-centric initiatives (adherence, education, support programs)
- Experience in HCP marketing, including non-personal promotion and/or congress engagement
- Demonstrated ability to lead teams and manage multiple priorities in a complex environment
- Strong analytical, strategic thinking, and communication skills
- Ability to work effectively across cross-functional teams and influence without authority
Preferred Qualifications - Experience in ophthalmology, retina, or specialty markets
- Experience managing large marketing budgets and agency partners
- Experience in upstream/referral network development strategies
- Prior experience in launch or high-growth brand environments
Location and Working EnvironmentThis position is based in Northbrook, Illinois. Remote work from anywhere in the US is available.
At Astellas we recognize the importance of work/life balance, and we are proud to offer a hybrid working solution allowing time to connect with colleagues at the office with the flexibility to also work from home. We believe this will optimize the most productive work environment for all employees to succeed and deliver. Hybrid work from certain locations may be permitted in accordance with Astellas' Responsible Flexibility Guidelines.
Salary Range$161,928 - 243,500 (Final compensation will be determined based on a variety of factors, including but not limited to skills, experience and organizational equity considerations)Flexible pay grade level based on candidate background and skillset.
Benefits:- Medical, Dental and Vision Insurance
- Generous Paid Time Off options, including Vacation and Sick time, plus national holidays including year-end shut down
- 401(k) match and annual company contribution
- Company paid life insurance
- Annual Corporate Bonus and Quarterly Sales Incentive for eligible positions
- Long Term Incentive Plan for eligible positions
- Company fleet vehicle for eligible positions
- Referral bonus program
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