Understanding the dynamics of healthcare professionals and brand positioning is critical to the success of our marketing strategies. The way we build and maintain strong relationships with key healthcare professionals and stakeholders has become a significant part of our overall brand marketing investment, ensuring GSK's leadership in the industry.
As the Director of RSV HCP and Channel Marketing Strategy, you will set the strategic direction for GSK’s HCP and channel marketing initiatives. This includes owning and designing the brand marketing strategy for physicians, health systems, retail, and other key customer marketing activities. This role is essential in developing strategic customer marketing plans and objectives that drive brand growth and market share for GSK’s RSV vaccine, ensuring alignment with overarching business goals.
Responsible for coordinating with HCP and other channel engagement teams, you will combine insights from customer perspectives and brand needs to refine marketing strategies. This includes collaborating with analytics, access, and field teams for relevant insights and to inform brand direction.
You will be responsible for defining and monitoring KPIs to assess and drive brand performance. This critical role requires high levels of stakeholder engagement, strategic mindset, financial acumen, and innovative approaches to customer marketing.
You will report directly to the Senior Director of RSV Brand Marketing, Adult Vaccines.
Additional level of key activities:
Brand HCP and Channel Marketing Strategy:
Set the strategic direction for content and messaging outputs and field programs and campaigns tailored to HCP and other channel customers’ needs and preferences
Drive strategic HCP segmentation efforts
Collaborate with global teams to align on HCP strategy and core campaign vision
Maintain a detailed understanding of customer segments and competitive marketplace
Tailor brand strategy to HCPs to enable consistent messaging and identity across all channels
Interface with Medical as well as Consumer Marketing and HCP Execution teams to ensure alignment
Build and maintain strong relationships with key healthcare professionals and stakeholders to support brand advocacy and market penetration
Engage and collaborate with senior stakeholders to secure buy-in and resources for HCP and channel engagement initiatives, ensuring high visibility and strategic alignment
Brand Performance Measurement & Reporting
Report on the effectiveness of brand HCP and channel marketing initiatives to senior leadership, providing insights and strategic recommendations for continuous improvement
Define and monitor leading and lagging indicators such as intent, vaccination rates, and market share to assess and drive brand performance Business Management
Drive innovation in brand HCP strategy approaches to stay competitive and adapt to market changes
Foster an environment of innovation, inclusion, challenge, trust, and development within the teams
Why You?
Basic Qualifications:
Bachelor’s degree
8+ years of customer marketing or other relevant commercial experience
5+ years working with or leading cross-functional teams
2 + years of strategy development preferably in complex environments
Experience in pharmaceutical marketing
Preferred Qualifications:
MBA or Master’s degree in marketing or related disciplines
Experience in vaccines strongly preferred
Field experience strongly preferred
Proficiency in digital marketing
Experience in utilizing AI to understand customers, create campaigns, and continuously refine and modify to maximize impact in the market
Ability to understand and influence HCP mindsets and experiences
Experience in market research, marketing promotions, strategy, tactics, and resource allocation
Practical experience with prescription brand marketing principles
Ability to motivate, lead, and influence across various levels and functions
Excellent communication (written and verbal), interpersonal influence, and prioritization skills
Strong business acumen and demonstrated analytical skills
Knowledge and practical application of compliance acumen in the pharmaceutical space
Core Capabilities / Competencies:
Competitive mindset: Passion to conquer uncharted territory and create public health impact
HCP and channel brand strategy and positioning: Bring the strategic vision to define and elevate HCP and channel brand strategy, positioning it with clear differentiation and purpose across HCP segments
Brand design: Envision and architect holistic brand experiences that seamlessly connect HCP interactions to the brand’s purpose, emotion, and value
Market landscape understanding: Possess a deep, analytical grasp of HCPs in the vaccines marketplace – able to interpret trends, competitive movements, and HCP and channel customer behaviors to anticipate change and guide strategic decisions
Objectives and key results: Driven by outcomes, able to establish and deliver measurable goals that align marketing performance with business growth and public health impact
Additional Capabilities / Competencies:
Demonstrates an understanding of channels, pricing, and market access strategies
Strong analytical skills with the ability to make data-driven decisions
Drives market and brand opportunity analysis and develops actionable brand insight
Demonstrates sense of ownership for the shared success of the team and asset
Thrives in a fast-paced, dynamic, competitive environment and drives culture of trust, respect, transparency, and accountability
LI- GSK
Please visit GSK US Benefits Summary to learn more about the comprehensive benefits program GSK offers US employees.
Why GSK?
Uniting science, technology and talent to get ahead of disease together.
GSK is a global biopharma company with a purpose to unite science, technology and talent to get ahead of disease together. We aim to positively impact the health of 2.5 billion people by the end of the decade, as a successful, growing company where people can thrive. We get ahead of disease by preventing and treating it with innovation in specialty medicines and vaccines. We focus on four therapeutic areas: respiratory, immunology and inflammation; oncology; HIV; and infectious diseases – to impact health at scale.
People and patients around the world count on the medicines and vaccines we make, so we’re committed to creating an environment where our people can thrive and focus on what matters most. Our culture of being ambitious for patients, accountable for impact and doing the right thing is the foundation for how, together, we deliver for patients, shareholders and our people.
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