Senior Director, Zepbound Consumer Marketing

At Lilly, we unite caring with discovery to make life better for people around the world. We are a global healthcare leader headquartered in Indianapolis, Indiana. Our employees around the world work to discover and bring life-changing medicines to those who need them, improve the understanding and management of disease, and give back to our communities through philanthropy and volunteerism. We give our best effort to our work, and we put people first. We’re looking for people who are determined to make life better for people around the world.

Zepbound is reshaping how millions of people think about weight and health. This is a rare chance to be the brand steward of that story: setting consumer strategy, shaping breakthrough creative and content, and building the direct-to-patient infrastructure that delivers a modern brand experience around the medicine.

This role is responsible for shaping the Zepbound 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 paid, earned, shared and owned channels. You’ll partner across Global and US brand, commercial, and medical teams; coach and grow a high-caliber team of consumer marketers; and help build the consumer marketing capabilities Lilly needs to win long-term.

The best person for this role is equal parts consumer-obsessed strategist, creative marketing operator, and practical change maker, and is comfortable building in an environment where the stakes — and the impact — are genuinely high. This role reports to the VP, Consumer Brand Strategy & Experience and works closely with the Zepbound brand leadership team and cross-functional partners across commercial, medical, and access.

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

• Lead 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; c