This role is responsible for shaping the US Consumer Brand & Experience Strategy and leading the planning, execution, and performance management of Activation & Engagement efforts.

This includes leading Campaign Strategy Brief(s), integrating and orchestrating execution across central capability teams (e.g., Consumer Creative & Advertising, Communications, Media, Digital), and driving flywheel performance across channels (PESO).

Also responsible for collaborating with cross-functional colleagues (particularly Global TA, US TA, and GCO teams), coaching and developing top marketing talent, and advancing our consumer marketing capabilities to be fit-for-future. The Consumer Marketing Leader is equal parts consumer-obsessed therapeutic area strategist, creative marketing operator, and practical change maker. This role reports to the AVP, Consumer Brand Strategy & Experience Leader and works closely with US Brand Team.

KEY RESPONSIBILITIES

Brand Strategy & Planning
• Partner with Global and US Marketing Teams on developing deep understanding of consumer insights (attitudes, behaviors, needs) and market insights (environment dynamics, treatment landscape, competitor strategies). Lead the localization of patient flow model and from/to beliefs and behaviors for target consumer segments and sub-segments.
• Co-shape the US Consumer Strategy (with TA Consumer Leader, Brand Leader(s), and Patient Experience Senior Director) - foundational value proposition and differentiators; headwinds, tailwinds, and strategic choices; overall KPIs and goals; approach to adjacent and interdependent efforts; risks and mitigation.
• Define Consumer Activation & Engagement Plans - priority campaigns and programs; approach to channels (PESO); personalization priorities across segments; key performance indicators (KPIs).

Campaign, Content, and Experience Strategy
• • Building off Global core claims and core consumer message elements (CCMEs), lead the development of a Therapeutic Area Content Strategy, including specific US Consumer Claims.
• Develop Campaign Strategy Briefs and drive briefings to central capability teams (e.g., Consumer Creative & Advertising, Communications, Media) and relevant agencies.
• Lead the development of Experience and Tactic Briefs to drive execution of Activation & Engagement efforts beyond core campaigns (e.g., local community programs, digital offerings on owned platforms).

Creative, Content, and Tactic Execution
• Own the comprehensive, integrated consumer marketing plan, budget, and goals. Orchestrate across central capability teams to ensure alignment to strategy and priorities, coherence and efficiency, and flywheel performance.
• Champion consumer insights, feedback, and experience throughout.
• Partner with Consumer Creative & Advertising throughout campaign development and pre/during/post production processes; drive approvals within US TA; ensure partners pull through the approach to consumer segments, channels (PESO), and content strategy; and represent the TA in OPDP processes.
• Lead execution of Activation & Engagement efforts beyond core campaigns as well as derivations of core campaign tactics. Lead related MLRO approvals, Veeva, and lifecycle management.
• Accountable for performance of activation and consumer-driven leakage at treatment decision. Responsible for partnering with BI&A to ladder up campaign, program, and tactic level metrics into overall US Consumer KPI Framework.

Leadership
• Build a high-performing team of expert consumer strategists, creative marketers, and change makers.
• Cultivate a team culture to enable extraordinary talent to thrive - encourage candor with kindness; create accountability with transparency; coach to context and clear-thinking over control; promote belonging and inclusivity.
• Foster productive, trust-based relationships across the enterprise, externally, and with partners.
• Be thoughtful and judicious with resources; facilitate trade-offs without compromising on standards.
• • Comply with company policies, processes, and external obligations. Promote team compliance.
• Represent our aspiration to be the world's most people-centered, trusted medicine company as a habit inside and outside Lilly.

QUALIFICATIONS

Minimum Requirements
•• Bachelor's Degree
• • Experience in healthcare or life sciences and direct-to-consumer marketing in regulated industries.
• • Strong track record of leading US consumer marketing strategy and execution, managing matrixed internal and external teams, and serving as bridge and integrator across functions.
• Qualified applicants must be authorized to work in the United States on a full-time basis. Lilly will not provide support for or sponsor work authorization or visas for this role, including but not limited to F-1 CPT, F-1 OPT, F-1 STEM OPT, J-1, H-1B, TN, O-1, E-3, H-1B1, or L-1
•Preferences
• Expert technical competencies across consumer and market analysis and insights, go-to-market strategy, channel innovation, digital innovation, content strategy, consumer experience design, consumer marketing, omnichannel measurement, performance optimization, and programmatic advertising (RTB)
• Significant experience managing agency / third-party selection for integrated creative and marketing services and driving excellence in integrated agency team (IAT) model
• MBA Degree

Additional Information
• Indianapolis based; Remote will be considered
• Travel 25-35%

Actual compensation will depend on a candidate's education, experience, skills, and geographic location. The anticipated wage for this position is
$154,500 - $226,600

Full-time equivalent employees also will be eligible for a company bonus (depending, in part, on company and individual performance). In addition, Lilly offers a comprehensive benefit program to eligible employees, including eligibility to participate in a company-sponsored 401(k); pension; vacation benefits; eligibility for medical, dental, vision and prescription drug benefits; flexible benefits (e.g., healthcare and/or dependent day care flexible spending accounts); life insurance and death benefits; certain time off and leave of absence benefits; and well-being benefits (e.g., employee assistance program, fitness benefits, and employee clubs and activities).Lilly reserves the right to amend, modify, or terminate its compensation and benefit programs in its sole discretion and Lilly's compensation practices and guidelines will apply regarding the details of any promotion or transfer of Lilly employees.

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