Manager, Consumer Digital Marketing

Why Us?

We want the best and brightest people to help us achieve our mission to develop and deliver life-enhancing products through focused execution. Our nearly 3,000 global team members understand the important role we play in delivering healthcare and are dedicated to supporting each other as we work to bring the best treatments forward. Our shared values of Integrity & Quality, Innovation, Drive, Collaboration and Empathy guide our team and enable us to deliver upon our vision of helping everyone we serve live their best life.

Job Description Summary

The Manager Manager, Consumer Digital Marketing leads digital marketing strategies and execution for consumer-facing programs within the Branded Specialty portfolio. This role focuses on driving full-funnel consumer engagement from awareness to persistence through multiple digital channels while ensuring compliance and collaboration across teams.

Job Description

Key Accountabilities

Consumer Digital Strategy & Planning

• Assist in defining vision, strategy and implementation of digital marketing solutions that will improve the consumer experience (CX) via paid, earned, and owned media. 
• Support the creation of annual and quarterly DTC channel strategies and test-and-learn roadmaps aligned to brand objectives, audience insights, and business KPIs.
• Partner with Consumer Marketing Lead to translate research, search trends, and first party data into audience frameworks, messaging hypotheses, and journey maps (pre-diagnosis → diagnosis → treatment decision → adherence/persistence).
• Collaborate with Consumer Marketing Lead to define measurement plans (reach, engagement, quality traffic, conversions), incrementality approaches, and budget allocations by objective and channel.
• Uses audience research and trend analysis to create relevant content and digital strategies. Assesses customer data, market trends, and competitor actions. Monitors social media to spot topics and trends affecting audience interests.
• Develops learning & educational programs for the branded business and other marketing members to educate/inform them about digital marketing landscape to stay abreast of innovations and opportunities.
• Evaluates emerging technologies and provides thought leadership and perspective for adoption where appropriate, including Direct-To-Patient initiatives such as telemedicine
• Works with marketers to assess the landscape and identifies new capabilities to optimize the user experience.

Tactical Execution & Analytics

• Coordinates with brand and fellow consumer team to plan and execute consumer media ecosystem to optimize the user funnels to drive demand.
• Lead the end‑to‑end development of DTC media and experiences (briefs, creative, specs/trafficking, QA, launch, in‑flight optimization).
• Own SEO/SEM for consumer journeys (keyword strategy, content, technical SEO, paid search) to grow qualified traffic and cost-efficient conversions.
• Architect and execute social media playbook (promote products, services, or brands, and drive website traffic & conversions through content creation, platform selection, advertising, performance analysis, and overall strategy development).
• Design and optimize CRM/email/SMS programs (opt-in consent, frequency, suppression, lifecycle triggers) with compliant ISI/fair balance placement across templates and landing pages.
• Builds relevant KPI’s and metrics into campaigns.  Presents high-level analytics and identifies areas for optimization.
• Uses strong analytical ability to define, track, and analyze end-to-end consumer experience across multiple channels and customer touch points to convert insights into concrete action plans.
• Monitors changes in digital marketing platforms and makes recommendations for adjustments as needed.
• Orchestrate quality digitl DTC submissions through MARC using the Veeva Vault platform; coordinating with Marketing Services as well as Legal, Medical, Regulatory.
• Ensure fair balance/ISI prominence and branded vs. unbranded separation across sites, media, and social; manage disclaimers, safety info, and link architecture for consumer readability.
• Lead label change remediation as needed for all digital assets in use (site content, banners, social posts, email templates, video, downloads) per company work instructions and timelines
• Champion privacy by design (HIPAA/PHI, CAN SPAM, TCPA, state privacy laws) and brand safety/suitability in media buying; maintain auditable content trails in Veeva (versioning, expiry, archiving).

Partnerships & Ways of Working