Director, US Breyanzi Marketing, Non-Personal Promotion & Professional Education

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The Director, US Breyanzi Marketing – Non-Personal Promotion & Professional Education will lead peer-to-peer education and non-personal promotion (NPP) strategies to engage both CAR T-treating and referring healthcare professionals (HCPs). This role is responsible for driving medical education initiatives, managing speaker bureau programs, optimizing congress presence, and leading brand efforts with external thought leader physicians. Additionally, the Director will collaborate across Medical Affairs, regional marketing, and omnichannel teams to ensure effective execution of educational initiatives that differentiate Breyanzi, drive adoption, and expand the lymphoma CAR T class. This individual will work closely with the US Cell Therapy and Commercial Matrix teams to align strategies and maximize impact.

Key Responsibilities:

• Lead professional education and peer-to-peer (P2P) strategies for both CAR T-treating and referring HCPs, ensuring alignment with brand strategy and clinical differentiation messaging.

• Oversee non-personal promotion (NPP) efforts within BMS' evolving customer model, leveraging digital and omnichannel marketing to optimize reach and impact.

• Develop and manage the speaker bureau strategy, including content development, speaker training, and execution of programs to ensure effective HCP education.

• Shape medical education strategy, including advisory boards, strategic councils, and congress planning, ensuring a strong presence at key industry events.

• Drive convention and congress promotions, coordinating booth strategy, sponsorships, and targeted educational opportunities to enhance Breyanzi's visibility.

• Act as the key liaison across internal teams, including Medical Affairs, regional marketing, portfolio and channel marketing, omnichannel marketing, and external partners, ensuring seamless collaboration and execution of educational initiatives.

• Utilize data and insights to refine educational strategies, tracking engagement metrics and optimizing content based on HCP needs and market dynamics.

• Partner with the broader US Cell Therapy and US Commercial Matrix teams to integrate professional education and NPP efforts with broader brand objectives.

• Prepare and present updates to senior leadership, ensuring alignment and support for key education and engagement strategies.

• Foster a culture of collaboration, innovation, and continuous learning within the Breyanzi commercial team.

Qualifications & Experience:

• Minimum of 8 years of marketing experience, with prior experience in HCP professional education, peer-to-peer programs, or non-personal promotion strongly preferred.

• Experience in Oncology/Hematology or an understanding of the oncology/hematology marketplace is recommended.

• MBA or other Advanced Degree Preferred.

• Strong ability to lead cross-functional teams and drive execution within a matrixed organization.

• Proven track record of successfully developing and executing medical education and promotional strategies.

• Strong strategic thinking, problem-solving, and analytical skills to optimize educational programs and non-personal promotion efforts.

• Excellent communication and collaboration skills, with the ability to work closely with Medical Affairs, regional marketing, and omnichannel teams.

• Demonstrated ability to engage and influence stakeholders, both internally and externally.
   

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