Director, Consumer Marketing, ADHD

The Director, Consumer Marketing is responsible for leading the consumer engagement strategy for ADHD. This role ensures the development of patient and caregiver-focused initiatives that drive awareness, education, and activation, ultimately improving patient access and adherence.  

The Director will work cross-functionally with medical affairs, market access, HCP marketing, digital, and commercial operations teams to develop consumer-centric strategies that align with brand objectives and market dynamics. This role requires deep expertise in direct-to-consumer (DTC) marketing, omnichannel engagement, and behavioral insights to create impactful and compliant consumer campaigns.  

Key Responsibilities  

• Consumer Engagement Strategy & Execution: Develop and implement a comprehensive DTC strategy that aligns with brand positioning and target audience insights.  

• Omnichannel Marketing & Digital Activation: Lead integrated omnichannel campaigns, including digital, social media, traditional media, and direct-to-patient engagement efforts.  

• Patient & Caregiver Education: Develop educational tools, resources, and content that improve disease awareness, treatment understanding, and adherence.  

• Market Insights & Behavioral Research: Leverage market research, behavioral insights, and patient data to shape marketing strategies and refine messaging.  

• Cross-Functional Collaboration: Work closely with HCP marketing, medical, regulatory, legal, and market access teams to ensure consumer messaging is aligned and compliant.  

• Agency & Vendor Management: Oversee external advertising, media, and digital agencies to ensure high-quality execution of consumer campaigns.  

• Performance Measurement & Optimization: Define and track key performance indicators (KPIs) to measure consumer marketing effectiveness and optimize promotional investments.  

• Budget & Resource Management: Manage consumer marketing budgets, ensuring optimal allocation of resources and maximizing return on investment.  

Qualifications & Key Competencies  

• Bachelor’s degree in Business, Marketing, Communications, or a related field; MBA preferred  

• 10+ years of pharmaceutical marketing experience, with experience and expertise in DTC campaigns, omnichannel marketing, and patient engagement  

• Experience in CNS (ADHD a plus), psychiatry, neurology, or related therapeutic areas preferred  

• Experience in new product launch 

• Proven ability to develop and execute direct-to-consumer (DTC) strategies, including TV, digital, social, and traditional media  

• Strong understanding of patient and caregiver behavior, with experience in behavioral insights and patient education, and development of a patient journey  

• Omnichannel marketing expertise, including digital, CRM, social media, and traditional media execution  

• Strong collaboration and communication skills, with experience working in cross-functional teams  

• Demonstrated ability to plan and manage large investments and marketing budgets to optimize