Associate Director, Consumer Campaign Development Lead

Job Description

Associate Director, Consumer Campaign Development Lead (CDL) – New Asset

Our Consumer team translates breakthrough science into medicines that extend and improve patients’ lives. We prioritize meaningful patient engagement, access, and launch excellence through integrated, compliant, and data-driven consumer marketing.

The Associate Director, Consumer Campaign Development Lead (CDL) will lead DTC patient marketing and consumer engagement efforts in partnership with the marketing strategy team. This role will design, execute, and optimize integrated consumer campaigns across digital and traditional channels to support product launches and ongoing commercial objectives. The role works cross-functionally with Brand, Commercial, Medical, Legal/Regulatory, Analytics, Agencies, and Operations to deliver compliant, measurable patient-facing programs that drive awareness, education, intent, and engagement.

Key Responsibilities

• Serve as the embedded consumer / DTC patient marketing lead on the marketing strategy team and translate strategy into actionable consumer tactics.

• Develop, activate, and optimize integrated DTC patient campaigns across consumer channels, including:

  • Paid digital media

  • Social media and other consumer-facing media as appropriate

  • Search

  • Patient websites and landing pages

  • Consumer video and OLV (streaming)

  • CRM / email

  • Patient support and educational content

  • Broadcast and other consumer-facing media as appropriate

• Define campaign objectives, target consumer segments, channel mix, timelines, measurement plans, and success criteria in partnership with Analytics.

• Use patient insights, segmentation, journey mapping, and performance data to refine targeting, messaging, content, and campaign iteration.

• Ensure all consumer communications are accurate, patient-friendly, health literate, medically appropriate, and aligned with legal and regulatory requirements.

• Partner with media, digital, and agency teams to develop channel strategies, optimize performance, and run test-and-learn programs.

• Support media and channel budget planning and monitor spend versus performance.

• Manage asset development using agile workflows, including ideation, sprint planning, med-legal review, deployment, measurement, and revalidation.

• Oversee timelines, resource allocation, vendor deliverables, and production to ensure on-time, high-quality launch execution.

• Coordinate Promotional Review Team approvals and implement Safety Label Updates when required.

• Lead day-to-day agency relationships and manage digital scopes of work, timelines, and budgets.

• Partner with broader brand and patient experience teams to ensure a consistent, consumer-centric omnichannel experience.

Minimum Education

• Bachelor’s degree required; Master’s preferred.

Required Experience & Skills

• Minimum 4 years in pharmaceutical marketing, consumer marketing, or commercial communications with a strong focus on DTC patient marketing, patient engagement, or consumer-facing campaigns.

• Proven success in consumer campaign activation, DTC channel strategy, and asset production in regulated environments.

• Strong understanding of patient journey, consumer segmentation, and healthcare consumer behavior.

• Experience developing and optimizing patient-facing digital campaigns and content.

• Strong cross-functional collaboration and stakeholder management; ability to influence without authority.

• Data-driven; experience using consumer insights, patient data, and performance metrics to optimize campaigns.

• Project and vendor management experience; familiarity with agile/scrum preferred.

• Technical familiarity with Veeva/PromoMats, SAP, and common digital analytics tools preferred.

Preferred Experience & Skills

• Consumer pharmaceutical marketing or DTC launch planning experience.

• Experience leading patient education, awareness, or adherence/support campaigns.

• Media and channel budget planning and spend optimization.

• Experience with Integrated Profit Plan preparation and TBR processes.

• Expertise in consumer messaging, campaign measurement and optimization, and digital strategy.

• Regulatory/compliance awareness and strong stakeholder influence