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Product Brand Director-Consumer Mktg - United States  

Lilly (company)

Posted on : 24 June 2017

Project Description

Product Brand Director-Consumer Mktg
United States
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.
  • The Product Brand Director – Consumer Marketing is responsible for the overall marketing of selected future product launches in Diabetes to Consumers including setting the brand strategy, communicating that strategy to the team (including agency partners and cross-functional partners) and senior leadership.
  • The Product Brand Director – Consumer Marketing is responsible for implementing that strategy through various tactics with the appropriate channel(s).
  • The Product Brand Director – Consumer Marketing will act as the point person for the Consumer transformation agenda of Consumer Marketing across the organization, under the leadership of the Sr. Director of Consumer Marketing

Key Objectives/Deliverables: The 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.
Consumer Channel Execution
  • Responsible for channel strategy for the brand.
  • Responsible for execution of the marketing plans in partnership with the team to deliver annual business plan goals.
Budget Management
  • Accountable and owner of budget for Consumer marketing execution.
  • Make recommendations to team on budget trade-off decisions.
Risk Management
  • 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.
Tactic Development
  • Key Claims: Accountable for the development and maintenance of the brand's claims 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 Consumer Website Owner(s).
  • Tactic Discontinuation and Retirement Management: Accountable for discontinuation plans, including participation in development and approving plans.
Patient Experience Programs
  • Responsible for delivering a positive patient experience in a compliant manner
  • Responsible for measurement plan(s) for all consumer marketing promotional efforts and patient experience.
Objective 2: People Management (30%)
  • Develop, retain, motivate and recruit Consumer 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 3-4 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. Ensure key consumer insights and understanding are represented and leveraged throughout the Brand planning process
  • Lead the strategy for the Consumer segment and strategic initiatives.
  • Provide input to brand business plan in order to secure funding for key Consumer workstreams.
  • Provide input to objectives and strategy; select media plan.
Customer Experience
  • Responsible for defining and creating the direction for a positive customer experience for patients.
  • 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.
Marketing Mix and Channel Strategy Development
  • Provide recommendations for the development of integrated media strategy and strategy and initial OPEX recommendations.
Patient Advisory Development
  • Oversee and approve Patient Advisory strategy.
  • Responsible for patient advisory boards in collaboration with our advocacy team.
Consumer Channel Mix and Tactic Planning
  • Ensure all brand tactics are insight and data driven – deliver against specific brand objectives.
  • Approve final Consumer Marketing 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 consumer marketing implication
  • Bachelors degree, marketing or related field
  • 5 years+ packaged goods or consumer marketing experience or 5 years+ of Marketing experience
  • Qualified candidates must be legally authorized to be employed in the United States. Eli Lilly and Company does not anticipate providing sponsorship for employment visa status (e.g., H-1B or TN status) for this employment position
  • CPGs experience is preferred.
  • Agency management experience
  • Leadership skills and proven ability to coach others
  • Previous ownership of and accountability for business results
  • Proactive problem identification and solution
  • Demonstrated strategic thinking, analytical, and problem solving skills
  • Self-directed, strong project management, budget management and prioritization skills
  • Strong decision-making skills and experience and ability to influence others
  • Experience developing deep customer insights
  • Significant previous consumer marketing experience and associated portfolio of work
  • Television Production and TV campaign experience strongly preferred
  • Ability to work effectively within complex, changing environment
  • Experience with discussion/presentation to leadership 2-3 levels up, including Chief Marketing Officer.
  • Enthusiastic, ability to energize and motivate others
  • Experience with advertising, production processes, and/or media planning preferred
  • Outstanding team player
  • MBA preferred
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.