Director Consumer & Respiratory Precision Marketing – Flu Franchise

Description

The role leads direct-to-consumer work for the flu franchise and precision marketing across the respiratory portfolio, sharing efforts with the Covid business.

You will guide omnichannel and content strategy for both healthcare professional and patient audiences, with a focus on measurable commercial results.

You will work with the HCP marketing group and a wider network of internal and external partners.

The position combines AI-driven innovation with customer-centred content and places you as an embedded strategy partner to franchise leaders.

You will apply advanced AI and machine learning to sharpen segmentation, tailor engagement and scale content that supports franchise growth.

The vaccines business works on prevention worldwide, reaching roughly half a billion people each year through next-generation science, mRNA research and AI.

The company is an R&D-driven, AI-powered biopharma firm that develops medicines and vaccines for millions of people.

Responsibilities

• Build segment-specific marketing plans from audience data, predictive targeting and AI personalisation to improve HCP and patient engagement at every touchpoint.
• Own segmentation, targeting and personalisation for HCP and consumer audiences.
• Create audience frameworks, behavioural segments and engagement models that make customer experiences more relevant.
• Maintain an always-on precision marketing editorial calendar tied to flu season stages: demand shaping and pre-booking, season preparation, in-season activation and post-season analysis.
• Design next-best-action and next-best-content approaches using customer data, AI models and predictive analytics.
• Act as the franchise expert on precision marketing, customer data strategy and personalisation.
• Lead consumer content strategy for flu, aligned to patient journeys, behavioural insight and franchise priorities.
• Find content opportunities across awareness, consideration, vaccination and adoption, adherence, retention and advocacy.
• Direct the creation, adaptation and optimisation of consumer assets across digital, media, CRM and newer channels.
• Work with agencies and creative teams so content is insight-led, personalised, compliant and measurable.
• Use AI-enabled tools to speed up content production without lowering quality or compliance.
• Set up content measurement and keep improving performance using engagement and conversion data.
• Work with the flu and Covid HCP marketing teams to turn brand strategy into precision activation plans.
• Design segmentation, targeting and omnichannel approaches that make HCP interactions more relevant and effective.
• Support content modularity, tagging and deployment so personalisation works at scale.
• Advise HCP marketers on personalisation using customer behaviour, engagement patterns, channel preference and predictive insight.
• Work with commercial operations and sales leaders to find AI-enabled next-best-action opportunities.
• Keep HCP engagement systems set up to deliver the right content to the right customer, at the right time, in the right channel.
• Design integrated journeys across personal, non-personal, digital, field and media channels.
• Find ways to improve customer experience through personalisation, automation and AI-enabled engagement.
• Orchestrate content, channels and insight into joined-up experiences.
• Keep refining journeys through testing, experiments and performance analysis.
• Champion AI and ML adoption, including recommendation engines and predictive analytics, to improve effectiveness and personalisation at scale.
• Assess new AI capabilities for content development, engagement, targeting and measurement.
• Promote AI-enabled marketing practices and new engagement models across the franchise.
• Define KPIs and measurement for segmentation, content performance and ROI, and report regularly to franchise leaders.
• Use analytics to find optimisation opportunities across content, targeting and customer journeys.
• Turn performance data into recommendations that improve business results and customer experience.
• Align digital and content strategy with franchise goals alongside Commercial, Medical Affairs, Regulatory, GTMC and Digital teams.
• Embed precision marketing into brand planning and campaigns with HCP marketing leadership.
• Deliver integrated experiences with consumer marketers, agencies, analytics teams, media partners and commercial operations.
• Serve as the franchise link to enterprise precision marketing, data, AI and technology teams.

Requirements

• A bachelor's degree in marketing, business, digital strategy, computer science or a related field.
• 10+ years in digital strategy or precision marketing, including 5+ years in leadership roles.
• Hands-on experience implementing AI or ML in marketing or content work.
• 5+ years in healthcare, pharmaceutical or life sciences.
• A record of measurable business results from segmentation and content strategy.
• Familiarity with predictive analytics, NLP, recommendation engines and personalisation platforms.
• Experience with customer segmentation tools and audience analytics platforms.
• Experience with content management systems and digital asset management.
• Experience with marketing automation and CRM platforms such as Veeva or Salesforce.
• Experience with customer data platforms for precise targeting.
• Experience planning and running omnichannel marketing.
• Skill with data analytics and business intelligence tools.
• Knowledge of healthcare regulatory compliance, including FDA and EMA rules.
• Experience with customer journey orchestration platforms and personalisation technology.
• Experience using AI tools to develop content and improve engagement.
• Proven leadership of cross-functional teams within a franchise or brand structure.
• A history of building high-performing digital and content strategy teams.
• Experience presenting performance and digital strategy results to senior and C-level leaders.
• Ability to influence and drive change across large, matrixed organisations.
• Preferred: an MBA or advanced degree.
• Preferred: experience with pharmaceutical product launches and lifecycle management.
• Preferred: a background in management consulting or growth-focused digital transformation.
• Preferred: certification in project management (PMP) or agile methodologies.
• Preferred: experience building or leading precision marketing programmes in pharmaceutical or healthcare organisations.
• Preferred: expertise in segmentation, personalisation, omnichannel engagement and customer data activation.
• Preferred: experience overseeing consumer content development and optimisation.
• Preferred: experience deploying AI-enabled marketing capabilities at scale.
• Competency: strategic thinking that turns franchise objectives into practical precision marketing roadmaps.
• Competency: AI innovation leadership that drives adoption of AI and ML to scale personalisation and content optimisation.
• Competency: content strategy that builds segment-specific frameworks for HCP and patient audiences.
• Competency: data-driven decisions that use analytics and segmentation insight to improve targeting and measure impact.
• Competency: customer-centricity, with deep understanding of HCP and patient behaviour in the franchise's therapeutic area.
• Competency: collaborative leadership that aligns diverse stakeholders while keeping franchise goals in focus.
• Competency: results orientation, with a strong focus on measurable outcomes, ROI and continuous improvement.
• Competency: agility, changing strategy quickly based on market signals, data and business needs.

Conditions

Based in Morristown, NJ, in a hybrid work model.

Salary range is $178,500.00 to $257,833.33, with final pay set according to demonstrated experience.

Only US and Puerto Rico residents may apply.

Only North America applicants may apply.

Benefits

• A rewards package that recognises your contribution and increases your impact.
• Health and wellbeing benefits, including high-quality healthcare and prevention and wellness programmes.
• At least 14 weeks of gender-neutral parental leave.
• Opportunities to move up or across teams, at home or internationally.
• Eligibility for company employee benefit programmes.