Lilly Product Brand Director in Indianapolis, Indiana
Title Product Brand Director
State / Province Indiana
Company Overview At Lilly, we unite caring with discovery to make life better for people around the world. We are a global healthcare leader headquartered in Indianapolis, Indiana. Our 39,000 employees around the world work to discover and bring life-changing medicines to those who need them, improve the understanding and management of disease, and give back to our communities through philanthropy and volunteerism. We give our best effort to our work, and we put people first. We’re looking for people who are determined to make life better for people around the world.
Responsibilities Lilly’s autoimmune platform consists of several molecules in PhIII development for a variety of indications including psoriasis, lupus, and rheumatoid arthritis. As Lilly prepares to bring these molecules to market, U.S. launch preparation needs to begin. The Product Brand Director-Consumer Marketing will be responsible for collaborating across functions and leveraging patient insights to prepare for the launch of these molecules in the US and deliver exceptional patient experiences including consumer marketing efforts and leading efforts to develop customer support programs to support the launch of the AI brands.
The candidate needs to demonstrate the ability to engage people,to lead without authority, have clear communication skills, have a high learning agility, and be able to work cross functionally with in preparation for launch.
The Consumer Brand Director responsibilities are listed below:
Key Objectives/Deliverables: The Consumer Product Brand Director’s responsibilities are listed below. A Product Brand Director may not perform all of the tasks listed.
Objective 1: Brand Operations Support (45%)
Partner Relationship Management
Primary owner of relationship with agency.
Foster productive agency relationships and manage integration among agency partners.
Responsible for consumer channel strategy for the brand.
Responsible for execution of the consumer marketing plans in partnership with the team to deliver annual business plan goals.
Accountable and owner of budget.
Make recommendations to team on budget trade-off decisions.
Responsible for understanding, implementation, and adherence to company policies, processes and external obligations, as applicable.
Ensure team operates in compliance with Customer Information Quality (CIQ) procedures and tools.
Key Content: Accountable for the development and maintenance of the brand's Key Content document, including ensuring appropriate resources are assigned, serving as Marketing reviewer of content and ensuring maintenance requests are reviewed and addressed in a timely manner.
New Method of Promotion: Accountable for assessing new promotional delivery methods, obtaining appropriate reviews and approvals, and completing appropriate documentation.
Prepare, Create, Approve (PCA): Accountable for the deliverables, approving project / deliverable plans, prioritizing projects, intervening on projects suffering delays, serving as initial point of escalation, and escalating further as needed.
Website Management: Accountable for assigning Lilly Website Owner(s).
Objective 2: People Management (30%)
Develop, retain, motivate and recruit marketing talent.
Mentor and help develop teammates across the brand team.
Contribute to the development of capability of insights-based strategy and marketing within and beyond the brand team.
Manage performance and development of direct reports.
Objective 3: Brand Strategy (25%)
Strategic Brand Development
Lead the development of the overall consumer strategy and customer council plan, including business plan.
Help lead strategy for segment and strategic initiatives.
Provide input to brand business plan.
Provide input to objectives and strategy; select media plan.
Responsible for serving as the brand liason to the U.S. Trade & Specialty Group, compliance, legal, regulatory and the global marketing team to set customer support program (CSP) strategy by identifying areas along the patient and product journey for each AI brand where CSP may be appropriate solutions to those identified patients needs for the products lifecycle including but not limited to launch. .
Based on identified patient needs review solutions proposed by the Trade and Speciality Group for piloting
Based on identified patient needs and recommended solutions from the Trade and Speciallity group, recommend AI launch CSP to the organization, the parts that make that CSP, and the resources needed to develop/support the CSP
Based on each products attributes in the AI portfolio, identify the product journey inclusive of the desired customer experience and be responsible for liasoning with the U.S. Trade & Specialty Group who will develop a distribution strategy (speciality pharmacy, speciality distribution) for each of the AI brands
Responsible for defining and creating the direction for a positive customer experience.
Remove barriers that prohibit us from delivering a positive customer experience.
Lead the development of insight-based messages.
Identify key insight(s) for brand in partnership with Lilly Market Research (LMR).
Understand all customer insights and identify integration moment of truths (MOTs) and issues / opportunities.
Dialogue / Message / Creative Development
Accountable for development and selection of message in partnership with agency and LMR.
Actively participate in agency-led development of creative platform, approve creative brief and expression of creative platform.
Marketing Mix and Channel Strategy Development
- Provide recommendations for the development of integrated key player communications strategy and initial OPEX recommendations.
Channel and Tactic Planning
Consult with agency during channel and tactic planning for key segments (non-sales force channel focus).
Ensure all brand tactics are insight and data driven – deliver against specific brand objectives.
Approve final plan.
Monitor performance of channel via performance metrics from agency.
Marketing and Medical Interactions
Understand appropriate Marketing and Medical interactions.
Interpret published data and look for marketing implications
At least 5 years of marketing consumer/industry experience
Qualified candidates must be legally authorized to be employed in the United States. Lilly does not anticipate providing sponsorship for employment visa status (e.g., H-1B or TN status) for this employment position
Familiarity with brand planning and customer insights
Channel / tactic understanding
Critical thinking skills
Ability to work cross functionally
Strong communication skills and ability to influence
U.S. marketing experience
Consumer marketing experience
Cross customer experience
Market research experience
Agency management experience
Team leadership, ability to engage, lead and manage teams within function or cross-functions
Speciality product experience
Lilly is an EEO/Affirmative Action Employer and does not discriminate on the basis of age, race, color, religion, gender, sexual orientation, gender identity, gender expression, national origin, protected veteran status, disability or any other legally protected status.
Removal Date 15-Jul-2017