Hympavzi Global Marketing Director, Consumer Lead

ROLE SUMMARY 

Hympavzi (marstacimab) is a human monoclonal antibody that promotes clotting activity in patients with Hemophilia A or B by targeting an endogenous anticoagulant protein called tissue factor pathway inhibitor (TFPI).  The current standard of care in Hemophilia treatment is factor intravenous infusion (in Hem A and in Hem B) or subcutaneous injection emicizumab (in Hem A only). With a novel mechanism of action, differentiated clinical outcomes, and unique dosing and administration, Hympavzi is a breakthrough in hemophilia treatment.  Hympavzi is a critical launch asset with accountability to contribute to near term growth and is important to delivering on Pfizer’s purpose of developing Breakthroughs that change patient’s lives.

The hemophilia landscape is poised for disruption with several new molecules either recently launched and/or imminently launching in the next couple of years. As a combined $17B market, this represents one of the largest rare disease areas and the stakes are high in the next couple of years for players to establish market leadership. It will be critical for Hympavzi to motivate patients and caregivers to act with urgency and consider switching to an new efficacious, safe, and convenient treatment.  Building a robust understanding of the patient experience, including drivers and barriers of switching and treatment choice, to inform strategy, positioning, messaging, data/evidence generation will be a critical success factor for accelerating Hympavzi growth.

This role reports to the Global Hympavzi Lead and will be responsible for building a comprehensive Patient Activation Strategy, including insights development, content creation, and supporting regional/local execution efforts. He/She will work cross-functionally with the global hemophilia organization including other members of the Global Hympavzi Marketing Team, Medical, and Legal.  Additionally, this role will work closely with counterparts within the US Hympavzi Team, the International Commercial Office (ICO), the Emerging Markets Commercial Office (EMCO), Local Markets, and Promotional Agencies.  This position requires strategic thinking and agility, proven success in establishing partnerships across multiple functions, and the ability to lead through a diverse set of stakeholders. The candidate should demonstrate strong communication and analytical skills, detail-oriented execution, and a proven track record of fostering cross-functional collaboration.

ROLE RESPONSIBILITIES  

• Consumer Strategy (e.g., insights, segmentation, journey, opportunity identification)

  • Set the vision and establish strategic priorities for Global Hympavzi Consumer Strategy
    (assess market landscape, lead insight generation, and define implications in collaboration with MRI/BAI, US/ICO/EMCO, and other Global Marketing/XFT colleagues)
  • Partner with Global Hympavzi HCP Lead to continuously assess Hemophilia Treatment journey and identify opportunities to drive Hympavzi choice
  • Lead Patient Segmentation strategy and partner with US/ICO/EMCO to develop an approach for local implementation/pull-through
  • Identify opportunities to raise awareness of the unmet clinical needs and disease burden in Hemophilia Treatment
  • Lead efforts to define success and establish/track KPIs for Patient Strategic Imperatives (in collaboration with MRI/BAI, Global Launch Lead, US/ICO/EMCO, and priority markets)
  • Lead all Patient strategy and tactical planning efforts in support of the annual operating & tactical plan process and other ad hoc team workstreams

• Patient Unbranded & Branded Messaging

  • Ensure alignment and pull-through of Brand Positioning to Consumer strategies/tactics, cross-functional initiatives, and global/regional/local activities
  • Collaborate with global, regional/local, and cross-functional team members to develop a targeted and relevant messaging and communications strategy and tactical plan (e.g., Core Claims Repository), based on customer insights and early launch learnings
  • Assess impact leveraging ATU and other market insights, and partner closely with regional/local colleagues to evolve approach based on market needs and customer response.

• Patient Unbranded & Branded Creative Campaign (w/pull-through tactics)

  • Lead the development of an unbranded Consumer campaign, in collaboration with US/ICO/EMCO partners (including headlines/taglines, image library, use guidance, etc.)

  • Apply early launch learnings and regional/local customer insights to create, test, refine, and rollout campaign updates across all markets
  • Partner with US/ICO/EMCO partners, Communications/Corpo