The Optometric Market Development Associate Director role is a field-based, non-sales focused position, working closely with Dry Eye Key Opinion Leaders (KOLs), Strategic Accounts, Teaching Institutions, and Professional Societies to ensure cross-functional commercial resources are made available as appropriate. The primary focus is with Optometry thought leaders and key opinion leaders, with secondary emphasis in Optometry Professional Associations. The Optometric Market Development Director is assessed in 3 key areas: Advocacy, Strategic Account Management, and Collaboration/Connecting across, but not limited to following:
- KOL engagement & management
- Professional Associations
- Conference engagement
- Liaising with marketing and sales leadership
- Identification of and engagement with Strategic Accounts
All interactions are always within label, and consistent with commercial compliance, legal and regulatory guidelines.
This individual will work closely with the other commercial professionals, including but not limited to Marketing and Market Access, in addition to colleagues in Sales leadership. The behaviors that are critical for success are:
- The ability to execute tactical initiatives and provide timely feedback.
KOL Engagement & Management
- Execute the Optometric strategy for KOL engagement activities set by the Optometric Market Development Lead
- Identify and maintain understanding of Optometry KOLs within the Dry Eye community
- Conduct business conversations focused on Shire Ophthalmics
- Gathering market intelligence and information to support overall business strategy
- To serve as a resource for commercial teams regarding KOL landscape and expertise within the Dry Eye community
- Support Marketing in management of speakers and consultants
- Collaborate with sales and marketing for selection and nomination of speakers for peer-to-peer programs, symposia, product theaters, and training needs
- Assisting with the education of KOL speakers, consultants, and advisors with approved decks and materials
KOL Engagement at National and Regional Conferences
- Plan and execute KOL engagements, state, regional, and national conferences to raise awareness of Shire’s Ophthalmic business
- Present at conferences, advisory boards, and sponsorship opportunities when appropriate
Liaising with Marketing
- Work with KOLs to obtain feedback on brand-related marketing strategies/materials for optometry
- Work with brand to develop and execute optometry advisory boards
- Provide feedback to commercial leadership on strategic topics and competitive intelligence
- Provide recommendations for optometry advisory board participants
- Provide speaker nominations and recommendations to marketing
- Assist in the execution of commercial contracts when requested
- Evaluation of regional and local sponsorship requests that align to commercial strategy and initiatives
Identification of and engagement with Strategic Accounts
- Identify entities with strategic importance to Shire’s Ophthalmic businessEnsure cross-functional commercial resources are made available as appropriate to raise awareness of Shire’s Ophthalmic business
- Identify key Optometry professional associations that align to commercial strategy and initiatives
Education and Experience Requirements
- Bachelor’s degreerequired. Advanced degreepreferred.
- Minimum of 8-10 years of related work experiencerequired.
- Substantial knowledge of Ophthalmic disease states (primarily anterior segment)
- Substantial knowledge of Ophthalmic and Optometric practice dynamics, business models, market events, and preferred communication channels with industry.
- Cross functional experiences within the Ophthalmic specialty: sales, sales training, sales management, marketing, business development, KOL engagement.
- Vendor/service provider vetting, selection, and management
- Excellent oral and written communication skills must be demonstrated, including ability to present corporate presentation, marketing plans, and scientific data to both eye care professionals and internal staff.
- Must possess maturity and excellent interpersonal skills, including receptiveness, responsiveness, and flexibility in interacting with both internal and external collaborators.
- Possess strong leadership skills and commits a high degree of influence and trust
- Ability to work independently and schedules priorities to meet set deadlines.
- Superior organizational and multi-tasking capabilities.
- Ability to work exceptionally within a fast paced a virtual environment.
- Significant travel including up to 75% of any month. This includes possible weekend work for conferences and meetings.
Req ID: R0020580