Lilly Prod Brand Dir-Connected Care Consumer in Indianapolis, Indiana
This position will lead the consumer marketing planning, channel mix and execution for a connected care experience and a device with integrated user interface for our Diabetes portfolio. Along with coaching and developing top marketing talent, the Consumer Director is responsible for collaborating across functions and leveraging customer insights to drive US strategy and tactical execution in order to deliver optimal customer experiences. In addition to helping to change lives and drive our critical businesses, this role is expected to help shape and achieve continued growth and success in our overall consumer marketing capabilities and effectiveness. This position will report directly to a Senior Director of US Consumer Marketing
The Product Brand Director’s responsibilities are listed below. A Product Brand Director may not perform all of the tasks listed
Objective 1: DeviceStrategy (35%)
Lead the development of the overall strategy and customer council plan, including business plan.
Help lead strategy for segment and strategic initiatives.
Lead the business plan process.
Establish objectives and strategy; select media plan.
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
Accountable to lead the development, testing and selection of creative campaigns to execute against the Consumer strategy
Accountable for leading the team and agency through the creative and production process, as well delivering integrated mass-media campaigns were applicable.
Marketing Mix and Channel Strategy Development
- Establish the plans for the development of integrated key player communications strategy and initial OPEX recommendations
Channel and Tactic Planning
Partner and direct with agencies 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
Objective 2: Brand Operations Support (35%)
Partner Relationship Management
Primary owner of relationship with consumer agency.
Foster productive agency relationships and manage integration among agency partners.
Responsible for channel strategy .
Responsible for execution of the marketing plans in partnership with the team to deliver annual business plan goals.
Accountable and owner of budget.
Analyze and establish 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).
Consumer Interface and customer experience regarding the connected care device to deliver against key consumer insights.
Tactic Discontinuation and Retirement Management: Accountable for discontinuation plans, including participation in development and approving plans
Patient Experience Programs (if applicable)
Responsible for delivering a positive patient experience in a compliant manner
Responsible for measurement plan(s)
Potential development of CRM experience and patient support experience to deliver positive consumer experience based on the device
Objective 3: 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
Would specifically value any marketer that has proven experience in device and tech. Either in Biotech/Pharma (like Medtronics) or, preferably in wearable device or tech and marketing (like Apple, Fitbit, fitness trackers etc)
This individual will also be responsible for both building the US Consumer Team and establishing the marketing go-to market strategy and infrastructure for the US.
Ability to act as a consumer / patient advocate and change agent that transcends business units, functional silos, and processes
Understanding and application of key consumer marketing processes, including insights exploration, segmentation, white card & campaign development, volume forecasting, multicultural marketing, engagement strategy and media/channel mix, launch metrics/tracking and direct marketing
Understanding and application of multiple channels, including emerging digital technologies and social media platforms, in relationship to the target patient/consumer’s insights.
Understanding and application of first party data and consumer analytics to optimize in-market campaigns
Understanding and application of Patient/Consumer Support Strategies and programs.
Significant consumer marketing experience, including creation of television, print, and online assets
Critical thinking skills
Team leadership, ability to engage, lead and manage teams within function or cross-functions
Cross customer experience
Agency management experience
Market research experience
Travel - 10 to 25%
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
Prod Brand Dir-Connected Care Consumer
Extensive consumer brand management in-market experience (5+ years), preferably on multiple brands; demonstrated expertise in insights development and integrated marketing plans, with demonstrated in-market results.
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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