Veracyte is seeking an exceptional Marketing Associate Director to lead Envisia, our first-in-class genomic test to more accurately diagnose idiopathic pulmonary fibrosis (IPF) without the need for surgery. The Associate Director will drive Envisia product growth in the US market – from developing the strategic vision and multi-channel marketing plan to collaborating with field teams to enable excellent execution and pull-through. While the primary responsibility of this role is US based, this individual will collaborate closely with the international team on the upcoming launch of Envisia outside the US. S/he will be the essential link between each department across Veracyte working to make our current and future ILD products a success. This highly motivated, collaborative, and results-driven commercial leader must have an entrepreneurial drive and a strong track record of success in marketing including experience in shaping the market and driving rapid post launch growth. This individual should have strong background in product management, content marketing for HCPs and patients, and experience working with sales. Prior sales/field experience highly preferred and diagnostics/pulmonology experience a plus.
Key responsibilities include:
- Consistently keep a pulse on the latest market and competitor developments in interstitial lung disease (ILD)/ IPF and proactively refine strategy, selling direction and tactics as necessary.
- Develop and execute a multi-channel marketing strategy (HCP, Patient, Conference, PR, Advocacy, Societies, Digital, NPP, etc.) by leveraging deep understanding of customers and working closely with the sales force, marketing operations, medical affairs, and other teams across Veracyte
- Develop messaging, marketing materials, campaigns, and programs to facilitate product adoption and increase utilization
- Partner with sales training to coordinate new hire and on-going sales training
- Manage speaker programs and other peer-to-peer education activities. Maintain strong relationships with key customers
- Direct market research to gain key customer insights and benchmark brand awareness
- Partner with managed care colleagues to develop a messaging platform and collateral to support commercial payor engagement
- Manage and optimize the physician user experience, including all materials and processes related to sample collection, test ordering, delivery, and reporting
- Work closely with R&D to provide input on pipeline products in ILD market, optimizing them for commercialization
- Collaborate seamlessly with other brand leads and global colleagues to align internal resources/attention and leverage synergies across products based on overall corporate strategy and goals
Who You Are:
You are a highly motivated, results-driven commercial leader with entrepreneurial drive and a strong track record of success in marketing including successfully growing commercialized products as well as launching new products. In previous roles you are known for your management of all marketing activities, your strategic mindset, and your deep customer insight. Other experiences and skills include
- Minimum of 8 years of experience in healthcare and 4 years of experience in healthcare-related marketing; additional time spent in sales is preferred.
- Track record of success in gaining deep disease and product insight, creating marketing strategy and implementing successful marketing plans that drive volume growth.
- Outstanding intellectual and strategic ability, including strong experience in strategic planning and market analysis.
- Excellent collaboration skills in leading cross-functional teams and communication, inspire and influence skills with many key stakeholders to create alignment and drive for results
- Experience in developing and executing a direct to patient strategy
- Track record of effective management of multiple and simultaneous projects
- Respiratory and diagnostics experience is preferred
- Can travel up to 25% within the US for meetings, training and conferences.
- BS/BA degree is required; MBA preferred.