Manager, Consumer Marketing

About this role

Job Title Manager, Consumer Marketing Requisition

JR000015886 Manager, Consumer Marketing (Open) Location

Malvern, PA Additional Locations

Job Description Summary The Manager Consumer Marketing is accountable for communicating, aligning and delivering consumer brand positioning, strategy and objectives across assigned Keenova specialty product(s), including pre-launch activities when assigned. And, helps to shape, monitor, execute, and optimize integrated tactical execution.

This role ensures alignment and works cross-functionally with brand product teams, medical, regulatory, legal, patient access, sales leadership, and agency (vendor) partners – both creative and media focused. This role assists the Business Insights and Analytics (I&A) team to uncover insights which drive ongoing target audience understanding and optimization of brand campaigns with defined objectives, goals and budgets. Job Description

The Manager is responsible for: • Building and monitoring execution of consumer strategy & plan • Media planning & execution for the brand(s) assigned • Lead consumer communication/messaging strategy • Lead workstreams that monitor engagement with consumer segments and build strategies for deeper penetration • Work with counterpart brand directors as a team to identify brand opportunities within and across customer segments • Monitor market dynamics to help inform investment • Manage creative development and media agency partners for consumer strategy and execution for assigned indications/products

Strategic partner driving DTC marketing value in XLA specialty branded portfolio & planning for pre-launch product/indication(s). Accountable for the DTC tactical plan, implementation, and ongoing analysis for optimization

Consumer Brand Strategy & Thought Leadership • Develop the short and long-range consumer strategy plans (with Consumer Directors). Define objectives, strategies, and resources needed to achieve financial and strategic goals.  Align plans with brand marketing team to ensure symmetry of intent with HCP marketing strategic approach. Present plans and recommendations to senior leadership team in collaboration with Executive Director, digital manager, and brand teams. • Helps develop DTC strategy and tactical plans across all Keenova specialty product(s), including pre-launch products, and collaborates with consumer marketing and corporate communications colleagues to drive consistency, alignment, and best practice sharing in Keenova DTC marketing. • Identifies trends and insights to optimize spend and performance.  Works closely with Keenova I&A and educates the teams on the available data and insights in terms of audience engagement, response to ads, and campaign fulfillment. • In partnership with HCP lead for assigned brand/indications, develops brand positioning and marketing brief direction for campaign creative brief development, concepting and execution by assigned consumer agency of record (AOR).  Provides overall consumer business objective leadership for assigned brand/indications with AOR and HCP marketing partners. • Evaluates emerging technologies and/or vendors and provides thought leadership and perspective for adoption where appropriate.  • Influences the business approach to integrated multichannel management by brainstorming new and creative growth strategies. • Provides strategic guidance on optimal multichannel engagement activities to drive growth based on specific brand and BU needs. • Shares insights based on behavioral and performance data to assess campaign lift and ROI.

Tactical Execution & Analytics • Translates brand strategies into compelling Multi Channel Marketing (MCM) plans driven by analytics and insights. • Defines vision, strategy and implementation of DTC marketing solutions that will improve the consumer experience (CX).  Coordinates with brand teams and digital marketing colleagues to plan and execute across television, web, SEO/SEM, marketing database, email, social media, and digital advertising to optimize the user funnels to drive demand. • Works across all branded products, pre-launch indications, and any other brands that have direct-to-consumer initiatives; assists in research and brand creativity and helps develop overall buy strategy, and buying patterns. • Works with compliance cross-functionally, especially with PRT team(s), to continue to appropriately launch new DTC initiatives. • Utilizes audience research and trend analysis to develop supporting content and digital strategies.  Evaluates customer research, market conditions and competitor activities. • Gives guidance to brands around marketing tactic and channel selection. • Designs and champions an integrated multichannel tactical plan that is aligned to business objectives, maximizes brand relevance and value. • Provides clear direction for channel mix selection, content development and delivery. • Advances and shares multichannel measurement plans, defining and building relevant KPIs into campaigns and setting goals, targets and measurement milestones for business objectives. Presents high-level analytics and identifies areas for optimization. • Responsible for monitoring campaign performance and outputs to provide timely recommendations back to the brands to facilitate optimization. • Reviews standard KPI reports to monitor performance of campaigns/ tactics and conducts cross-agency campaign performance discussions. • Identifies key performance ‘trend breaks’ / unexpected changes based on standard reports and develops supporting hypotheses. • Monitors changes in marketing technologies and platforms and makes recommendations for adjustments as needed.

Cross Functional Collaboration • Works with brand and analytics team to define/refine customer segmentation and reports on data summary and advises on tracked metrics. • Successfully partners with cross functional teams, including brand teams and agency partners. • Position requires extensive contact with internal a

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