Senior Director, Adult Vaccines Marketing & HCP Execution

Senior Director of Adult Vaccination Marketing and HCP Execution

Philadelphia, PA

The ability to understand HCP mindsets and audiences will be critical to the future success of our brands.  The way we prioritize and manage investment around HCP engagement has increased significantly with recent launches and has become a significant part of our overall vaccine marketing investment.

As the Senior Director of Adult Vaccination Marketing and HCP Execution, you will lead a team of marketing leaders and managers, partnering on strategy and driving execution of GSK’s Adult Vaccines Portfolio and HCP initiatives. The role is pivotal in leading four key areas: HCP strategic execution, Above Brand marketing, Innovative Solutions and Go-to-market customer assessments. To support the HCP strategy, the role leads the delivery of personal and non-personal tactics that leverage messaging, digital, print and CRM tactics to ensure a seamless HCP and new customer experience. In addition, the role is the Marketing lead on Above Brand messaging (e.g. vaccine confidence), Innovative Solutions for HCPs and our large-organized customers and Go-to-Market strategy for potential new customers (e.g. Specialty providers) to support the vaccination enterprise.

This role requires high levels of stakeholder engagement, financial acumen, and innovative approaches to HCP and new customer segment go-to-market assessment and activation. You will collaborate with senior leadership across the Vaccine Business Unit and cross-functional teams to ensure alignment of end-to-end HCP experience and engagement. Your ability to engage and influence senior stakeholders will be critical in securing buy-in and resources for customer engagement initiatives, ensuring high visibility and strategic alignment.

You will report directly to the VP of Marketing, Adult Vaccines.

Additional level of key activities:

Execution Planning:

• Lead the development of integrated customer marketing strategies that leverage digital, print, CRM, and in-person tactics for a seamless customer experience
• Partner with brand marketing teams to ensure the delivery and execution of content and messaging are tailored to HCP needs and preferences and integrated with Consumer, Institutional, and Retail creative and strategies
• Develop and execute short-term and long-term execution plans and budgets in line with brand and portfolio marketing strategies
• Drive clarity of Field Sales Force execution of the HCP strategy, including definition of Good Selling Outcomes, collaboration with Sales Training to support execution, assessment of Field execution (incl. KPIs & metrics) and dialogue with Field Leaders to make appropriate adjustments
• Ensure consistency and alignment in messaging across customer and portfolio communications to enhance brand coherence
• Spearhead and encourage initiatives to identify and evaluate high-impact opportunities for new customers to drive organizational growth
• Define HCP outreach initiatives and identify unmet needs, ensuring GSK remains responsive to customer demands and market changes
• Maintain a detailed understanding of HCP segments and competitive marketplace to inform engagement initiatives

Engagement Measurement and Performance Management

• Lead the collection and synthesis of HCP / portfolio interaction insights to understand sentiments towards GSK assets and data
• Oversee and guide the optimization of channel resources and select appropriate channels to ensure effective HCP / new customer engagement
• Monitor and report on the effectiveness of HCP / portfolio engagement initiatives to senior leadership, providing insights and strategic recommendations for continuous improvement
• Input into Market Mix Models and other analytical exercises with the Insights & Analytics team

Business Management

• Drive innovation in HCP / portfolio and above brand engagement strategies and approaches to maintain a competitive advantage and adapt to market changes
• Drive the application of advanced analytics and AI to gain deeper customer insights and optimize engagement strategies, enhancing personalization and impact
• Lead and develop a high-performing team of marketing directors and managers
• Collaborate cross-functionally with internal GSK partners in corporate communications, external affairs, HCP brand teams, finance, customer marketing, and medical affairs
• Engage and influence senior and executive stakeholders across GSK to secure investments and highly visible engagements
• Oversee budget management and resource allocation to optimize HCP engagement efforts and ensure financial efficiency
• Foster an environment of innovation, inclusion, challenge,