About the Department
Our Commercial Strategy and Marketing group creates and delivers human-centered experiences, where innovation meets customer-centricity, driving the ultimate experience for our patients. Our focus extends beyond transactions to craft experiences as one fully integrated, aligned and connected organization that puts empathy at the center, powered by insight and foresight.
We develop an end-to-end approach to strategy, focusing on every touchpoint that impacts our customers. We leverage data and insights to inform our decision-making processes, ensuring that our strategies are rooted in a deep understanding of customer needs and behaviors. Our 'test and learn’ mindset and approach enables us to iterate rapidly and refine our strategies based on real-world results.
We are building an intentional team culture that is made up of diverse skillsets, united by the shared belief that reinvention and learning is what fuels continuous growth. Do you get excited about exploring the unknown? Does the idea of driving value through human-centered design pull you in? Are you ready to experiment with us? ?
The Position
The Consumer Strategy Lead will be a pivotal driver in shaping an insights-driven consumer marketing strategy, advising omnichannel execution planning, and measuring marketing effectiveness. They will seek to find a competitive edge and differentiation in NNI Consumer marketing strategies, set high standards, and establish/maintain a proactive market leadership position. They will be accountable for media strategy and collaborate across functions to optimize customer engagement as well as ensure a consistent brand/therapy area vision and message.
Relationships
Reports to US TA Head. Responsible for providing interface with key internal and external stakeholders. Collaborates with cross-functional teams, including sales, marketing, medical affairs, market access and policy/advocacy (MAPA), Centers of Excellence (COEs), regulatory affairs, and other relevant NNI departments to ensure alignment of consumer brand objectives and strategies, effective execution of customer experience strategies and transparent communications outside the department. Ensures consistency of brand/therapy area vision and messaging across all touchpoints. Leads the consumer marketing strategy team within a therapeutic area including providing oversight to various initiatives, hiring, staffing, and retaining team members. Establishes, oversees implementation and monitors adherence to administrative policies and procedures. The consumer strategy lead has a team of consumer strategists reporting to them.
Essential Functions
- Brand Objectives: Defines the pre-launch / launch consumer-related brand/therapy area strategic objectives, consumer activation and experience strategy, including prioritization of patient needs & opportunities across TAs, and patient segmentation. Understands the definition of the market and develops accurate sales projections/forecasts. Prioritizes phasing of objectives based on engagement objectives and sales forecasts
- Brand Management: Develop brand/therapy area persona, messaging and concepts inclusive of the positioning and core campaign development
- Strategic Planning: Effectively addresses competitive obstacles to ensure brand/therapy area success. Develops and presents compelling plans for management endorsement. Serves as an advocate for the US marketing initiatives in the context of global marketing. Coordinates closely campaign development, competitive defense, and strategic evolution of the product
- Omnichannel Experience Strategy: Provide consumer insights to omnichannel branded and TA unbranded market development strategy to support brand/therapy area development and consumer activation efforts. Collaborate closely with cross functional teams to uncover insights into consumer needs, preferences, and behaviors for input into a comprehensive customer engagement plan. Ensures alignment of positioning, messaging, and overall objectives
- Measuring Performance: Establish key performance indicators (KPIs). Ensure accurate measurements and being collected and provided to the cross-functional team. Receive outputs from the consumer experience team to inform future brand/therapy area strategy and objectives
- Continued Improvement: Cultivate a strong and supportive ‘test and learn’ team culture guided by engagement metrics and evidence to innovatively engage consumers. Identifies and implements improvements to prepare for launch, development and/or life cycle activities
- Patient Advocacy & Patient Services: Owns the development of the end to end patient journey and patient services strategy and works collaboratively with NNI appropriate teams to ensure proper pull through
- Budget Management: Ensure productive management of the marketing budget to optimize resources, drive effective strategies and ensure budgets remain on track. Evaluates appropriate use of resources to ensure attainment of unit, department and Company profitability goals
- People Development and Coaching: Responsible for setting and communicating clear individualized role expectations for each report based on position, skills, talents, and objectives. Ensure that reporting personnel have strengths-based individual development plans (IDP), with annual goals and measurements that are consistent with the priorities of the business. Provide regular coaching of reports that prioritizes appropriate challenging, development, feedback, regular recognition, and support
Physical Requirements
20-30% overnight travel required.
Development of People
Ensure that reporting personnel have individual development plans (IDP), with annual goals and measurements that are consistent with the priorities of the business, and that interim reviews are held so that their work is focused on those priorities, and they understand their level of accountability for results and the measurement process.
Ensure that the IDP forms include completed learning and aspiration plans and are in place for all reporting personnel to enable the achievement of goals and capability to assume increased levels of responsibility.
Manage the application and communication of all Novo Nordisk policies, procedures, and Novo Nordisk Way.
Qualifications
- Requires a Bachelor’s degree; Master’s degree preferred
- 12+ years of experience including progressively responsible experience within sales, brand management/marketing experience within the pharmaceutical or other related industry required
- Consumer marketing experience leading brand strategy development and driving impactful customer experiences is required
- Proven success in developing strategy through expert understanding of market and industry
- Ability to manage complexity, including the leadership of work across competing priorities
- Proven knowledge of the pharmaceutical industry, including medical, regulatory, clinical processes and market dynamics, especially within identified therapy area preferred
- Strong strategic thinking and analytical skills, with the ability to translate insights into actionable marketing strategies to guide customer experiences
- Successful launch experience in a marketing role preferred
- Proven track record of innovative market tactics/high impact results (based on metrics/ROI)
- Outstanding planning and organizational skills with exceptionally high attention to quality of detail and proven track record of results and follow up
- Excellent communication and stakeholder management skills, with ability to influence senior leaders and collaborate with cross-functional teams across the organization
- Experience with management of outside agencies
- Excellent leadership and team management skills, with the ability to inspire and motivate others. Embodies leadership behaviors, including authenticity, servant leadership, will, empathy, decisiveness, a growth mindset, and driving focus and simplicity
- People management experience required, with a proven track record of development and coaching
We commit to an inclusive recruitment process and equality of opportunity for all our job applicants.
At Novo Nordisk we recognize that it is no longer good enough to aspire to be the best company in the world. We need to aspire to be the best company for the world and we know that this is only possible with talented employees with diverse perspectives, backgrounds and cultures. We are therefore committed to creating an inclusive culture that celebrates the diversity of our employees, the patients we serve and communities we operate in. Together, we’re life changing.
Novo Nordisk is an equal opportunity employer. Qualified applicants will receive consideration for employment without regard to race, ethnicity, color, religion, sex, gender identity, sexual orientation, national origin, disability, protected veteran status or any other characteristic protected by local, state or federal laws, rules or regulations.
If you are interested in applying to Novo Nordisk and need special assistance or an accommodation to apply, please call us at 1-855-411-5290. This contact is for accommodation requests only and cannot be used to inquire about the status of applications.
