Lilly Associate Brand Manager-Consumer Mkting in Indianapolis, Indiana
The Associate Brand Manager of Consumer Marketing will be responsible for motivating consumers to seek more information and talk to their healthcare professional about our products. The key workstreams of this individual include:
Leading the development and evolution of DTC campaigns across a variety of channels (e.g. Print, Digital, Social, TV, Point of Care, live activation events),
Partnering with Lilly Media Services to determine and execute the most effective and efficient DTC media plan, and with market research and Lilly Analytics, creating and implementing a robust consumer measurement plan that includes marketing model analytics and key consumer brand tracking.
Providing a consumer voice on the brand team in the pursuit of integrated and innovative marketing to improve consumer experience, outcomes, and brand performance.
Consulting and influencing the creation of outstanding digital and end-user customer experiences, in partnership with the other Consumer Marketers on the brand team.
Execution and implementation responsibilities include display advertising, paid search, key digital content creation and partnerships, social media and Next Generation Customer Engagement digital innovation pilots. This role will require close collaboration with Lilly Analytics.Key Objectives/Deliverables: The Associate Brand Manager’s responsibilities are listed below. An Associate Brand Manager of Consumer Marketing may not perform all of the tasks listed.
Objective 1: Brand Strategy Development (60%)
Provide input and help to create the direction for a positive customer experience.
Recommend and monitor key insight(s) for brand in partnership with Lilly Market Research (LMR) and agencies.
Understand all customer insights and identify integration Moments of Truth (MOTs) and issues / opportunities.
Lead and/or participate in development of brand planning required elements and materials.
Message / Creative Development
Lead development and selection of message in partnership with agency and market research.
Actively participate in agency-led development of creative platform, review and recommend revisions to the creative brief and the creative expression of creative platform.
Tactic Assessment / Message Management
Monitor performance of customer tactics via performance metrics determined by brand and agency.
Monitor messages, adjusting message / tactics, as needed.
Develop measurement plan for tactics in area of responsibility. (May partner with Lilly Analytics / LMR, as well as agency partners, to design and oversee implementation of the measurement plan).
Assess major tactics and devise acceleration or course corrections as needed, to achieve / exceed planned results.
Coordinate with message management team and attend key exhibits.
Tactic Implementation / Media Planning
Oversee and approve partner agencies’ tactics.
Approve all tactic briefs, estimates, and timelines and work to solve issues / roadblocks.
Monitor competitive activity and influence response
Identify other key opportunities for the brand (e.g. multi-cultural market expansion)
Objective 2: Operations Support (40%)
Manage tactical communication vehicles, track schedule and coordinate with other team associates.
Track and manage detailed budget for responsible tactics
Manage budget roll-up to brand budget owner.
Partner Relationship Management
Accountable for relationship with agency / external vendor partner, day-to-day relationship with business partners.
Responsible for understanding, implementing, and adhering to company policies, processes and external obligations, as applicable.
Marketing and Medical Interaction
Ensure medical input/collaboration on consumer/patient-related tactics.
In collaboration with agency, develop, independently manage and evaluate success of focused channel and tactical plan to achieve consumer key player strategy. Ensure consistent application of brand strategy and consumer insight across consumer touch points and channels. Integrate HCP and Payer marketing to implement plans for consumer tactics through other channels.
Prepare, Create, Approve: Responsible for deliverables, provide input on deliverable / project plans and on deliverable creation, verify appropriate functions have been consulted, ensure deliverables align with brand strategy, and escalate issues as needed.
Responsible for facilitating sales force brand champion input to the agency for tactics requiring sales force input.
Demonstrated agency, peer and cross-functional leadership, influence and collaboration
Previous experience leading or significantly participating in digital campaign development and media plan strategy and execution
Experience leading agencies/external partner vendors
Ability to think strategically, analytically and creatively
Strong communication skills and listening skills
Market research experience
Diabetes disease-state expertise
Experience with Veeva Vault Promo Mats asset management and approval platform
Ability to use internal and external analysis to identify key areas of near and long-term opportunity for the brand
Strong project management skills
Lilly is an EEO/Affirmative Action Employer, and does not discriminate on the basis of race, gender, protected veteran status, disability or any other legally protected status.
Associate Brand Manager-Consumer Marketing
Five years of consumer marketing and/or packaged goods marketing experience which may include:
Digital marketing experience leveraging analytics
Equivalent marketing/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 .
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.
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