Lead the cross functional team to develop Integrated Customer Plans (ICPs)for the brand(s), patients & specific customer segments in line with corporate Integrated Business Plans (IBPs) strategic objectives & Critical Success Factors (CSFs). Translate ICPs into omnichannel campaigns, develop & produce content/programs, , & lead communication of the ICP & campaigns to relevant cross functional teams, especially the CFT to ensure understanding, buy-in, optimal implementation & gather feedback. Drives organizational excellence in all aspects of marketing, including digital and social media planning, digital marketing, digital content management, analytics and channel mix/content optimization. Monitor brand performance & contribute to development of cross functional and cross-brand action plans to ensure exceptional customer experience as well as commercial objectives are met or exceeded. Is recognized as an expert for their brand(s) and/or indication(s), has experience across different therapeutic areas and therefore, provides leadership, mentoring and guidance to others.
Responsibilities
Strategic Mindset & Integrated Customer Planning:
Demonstrates strong customer focus, product life-cycle management (from product/indication launches to Loss of Exclusivity (LOE) planning), Therapeutic Area (TA) knowledge and competitive understanding.
Validates corporate IBP & identifies any required strategic deviations. Translates global strategy & develops an aligned omnichannel plan to deliver on local needs.
Leads development of ICPs for target customer segments to achieve strategic & commercial objectives as well as exceptional customer experience.
Works with Analytics & Insights business partners to Ensure voice of the customer is part of the strategy & execution and includes customer needs early to create positive customer experiences. Identifies all relevant customer touchpoints and ensures tactics are aligned with customer preferences and channels to create meaningful engagements.
Collaborates with all cross functional TA partners to ensure customer journeys and campaigns are integrated across brands, functions, and channels.
Marketing, Omnichannel & Digital Savvy:
Proactively develops & implements omnichannel campaigns based on customer engagement preferences, customer needs & commercial objectives. This includes the development, & approval of content in all assets to be used for the omnichannel campaigns including for the CFT (eg. print promotional materials, Closed Loop Marketing (CLM) shows, Veeva suggestions, Follow-up email (FUeM) templates/fragments, live/web promotional meetings/events etc.)
Responsible for leading the development, and approval of all digital assets to support digital campaigns (eg. head office driven, paid digital and social media, BI websites, 3rd party websites, HQ/3rd party email campaigns, apps, podcasts, chatbots, and other digital channel options).
Works with Omnichannel Manager to ensure digital campaign alignment with earned media strategies and plans.
Assists in UAT testing of all digital assets in campaigns and participates in rapid evaluation and optimization activities post campaign launch.
Explores opportunities for innovation within the existing channels as well as new channels.
Works with the cross-functional partners to ensure the integration of the customer experience across channels and brands.
Cascades learnings to accelerate development of collective digital savvy.
Leadership, Communication & Coaching:
Consistently demonstrates strong leadership & communication skills through engaging storytelling & adapts style & format based on needs of the audience. Works with cross- functional stakeholders & relevant external stakeholders (e.g. vendors, agencies) to ensure ICPs & campaigns are rolled out & implemented effectively. Includes development of integrated Plan of Action (POA) playbooks, setting the tone & direction for the brand's POA (either live or virtual) & drives clear impactful two- way communication and engagement with CFT & other relevant stakeholders. Works with Omnichannel Manager and Digital Production Specialist to ensure automated campaigns are launched on time with all relevant digital content and programming completed.
Works with cross functional team to identify and incorporate best practices in marketing & digital marketing processes and use of tools into daily work.
Constructively holds all members of the brand team accountable for projects, deadlines and budget.
Pro-actively acts as a peer coach and mentor to establish trust, ask powerful questions and facilitate learning & action.
Ability to fill in for Marketing Director as needed (e.g. vacations).
Customer Focus & Business Insights:
Ensures insights from market research, analytics, predictive analytics, advisory boards & consultancy forums are utilized to gain a deep understanding of customer needs & perspectives that impact brand strategy & ICP development.
Active customer focus & engagement through multiple channels (e.g. frequent interactions with customers, field rides, qualitative market research, etc.) to gain first-hand feedback on campaigns & implementation, enhance insight generation & supplement data-driven decision making.
Co-create value-added materials & services for ICPs with customers to optimize customer experience with BI & our products.
With cross functional team, leads regular performance review meetings to identify areas of underperformance, identify root causes and prioritizes specific actions to address opportunities, risks and challenges.
Execution and Performance:
Proactively establishes clearly defined metrics based upon agreed upon objectives. Supports the Marketing Director with the development of the forecasts and data to support performance updates in conjunction with the Forecasting and Analytics Manager Also contributes to key forecasting meetings including Annual Discussion (LTF), Outlook +1 and Country Performance Call (CPC). Monitors product & competitor performance, as well as campaign & customer response metrics to ensure team is focused on delivering against key milestones so that commercial targets are met or exceeded.
Adjusts the plan as needed based upon analysis and assess when to optimize and when to stop tactics. Consistently & pro-actively strategizes contingency plans in anticipation of multiple challenges.
Accountable for managing financial resources of assigned brand(s) within budget.
Continually prioritizes or re-prioritizes budget allocation for the brand with the brand team based on internal or external changes, accountable for optimizing and managing Direct Promotion (DP) spending, changes & accruals as per approved budget, SOPs and strategy, and holds cross functional team members accountable for alignment and adherence to same.
This position is based in the Burlington, Ontario office located at 5180 South Service Road and is flexible.
Employees in flexible roles are required to be at the office a minimum of 50% of the time each month and must report to the office when requested and required by their Manager/Department.
Requirements
Minimum bachelor's degree
At the "proficient level" in all or most of the Marketing Value Principles (MVP) core competencies including Customer Focus, Market/Business Insights, Executional Excellence, Communication, Coaching, Strategic Mindset, Digital Savvy
Ideally 7+ years experience in the pharmaceutical industry (sales, access and/or associated functions such as medical affairs), including 3+ years experience in pharma marketing
Minimum 1 year of experience leading and executing direct to consumer (DTC) campaigns within consumer-packaged goods or pharmaceuticals required for therapeutic areas with significant direct to consumer activity
Experience working directly with digital partners and/or experience with ICP, omni- channel, digital and content creation
Experience in working with forecasts
Experience in guiding and integrating digital analytics and driving metrics-based optimization strongly preferred
Demonstrated cross-functional project and team leadership skills Demonstrated ability to manage budget and resources, cross-functionally
Bilingual (French/English) an asset
Total Rewards
We offer a competitive salary, generous amount of paid time off (vacation, personal days, contingency paid time off days for Long Term Contract Employees), comprehensive and flexible benefits plan, Defined Contribution Pension Plan with company matching of RRSPs, Employee and Family Assistance Plan, employee and leadership development programs, and programs to support overall health and wellness for employees.
Click the "Apply Now" button below to submit your application. We thank all applicants for their interest in our company. Please note that only candidates selected for an interview will be contacted. Boehringer Ingelheim Canada is committed to providing accommodations for people with disabilities to support their participation in all aspects of the recruitment and selection process. If you require accommodation, we will work with you to meet your needs.
DEADLINE FOR APPLICATIONS
Applications for this position will be accepted until April 29, 2025.
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