Sr. Director - US Consumer Creative & Advertising - Orfoglipron WM / NILEX

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 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.

Senior Director – U.S. Consumer Creative & Advertising, Orfoglipron WM / NILEX

We are excited to announce an opportunity to join the Central Marketing Team - Consumer dedicated to elevating U.S. consumer advertising campaign creative excellence for Lilly medicine brands. With a mission to encourage and empower people to take charge of their health, our goal is to deliver best-in-any-class award-winning innovation and distinction in advertising and creative, ensuring that our campaigns not only resonate with audiences but also drive meaningful change in the world of healthcare. Ideal candidates will have a passion for building great creative work and advocating on behalf of consumers’ deepest inner human truths to help them feel seen and make the world take note.

This U.S. Consumer Creative & Advertising Senior Director is charged with delivering creative excellence for one of Eli Lilly’s future obesity management medications by crafting novel, human-centric consumer campaigns that reinforce consumer trust in Lilly and the value of its medicines. The role leads, develops, plans, and drives personalized PESO channel-integrated U.S. Consumer Branded Creative Campaigns and assets similar to CPG-like campaigns that help deliver against priority Therapeutic Area consumer business objectives and fit within a cohesive campaign strategy relative to co-existing Lilly Masterbrand and Disease State Education initiatives. The ideal candidate will be a creative leader with shown team management experience, able to inspire, coach, and develop high-performing consumer marketing talent.

This position may operate in agile teams, with alignment to specific brands, therapeutic areas or capabilities teams, adjusting based on business needs.

JOB RESPONSIBILITIES

Consumer Campaign Development

• Partner with Therapeutic Areas (TAs) through the briefing process to ensure comprehensive understanding of target patients, insights, strategic imperatives, competitive landscape, and KPIs.
• Lead agency development process of creative platforms/campaigns/programs and campaign expressions, inclusive of Big Idea, Festival of Ideas (FOIs) and PESOfest buildouts, that deliver on the TA creative brief; confirm creative briefs with TA leads.
• Maintain a strong point of view (POV) and creative vision, with the ability to provide clear, concise direction to creative external and internal cross-functional partners.
• Ensure creative PESO channel extensions are embedded into final creative recommendation; partner with fellow Central Marketing Team – Consumer and Integrated Agency Team (IAT) teams to ensure tight creative development and execution plans.
• Supervise Creative Campaign and Program development and execution plans with the primary AOR or equivalent experience within the Integrated Agency Team (IAT) planning model.
• Lead Creative Campaign and Creative development and execution process, collaboration, and timelines for work featuring Celebrity and/or Social Influencer talent.
• Conduct market research and testing (qualitative and quantitative) as needed to ensure the viability of creative campaigns and programs with consumers.
• Integrate cross-cultural marketing insights and other GCO consumer capabilities into creative platforms/campaigns/programs, as relevant.
• Lead the pre-bid, pre-production, production, and post-production process for and with creative and production vendors, ensuring alignment with campaign objectives and budgetary constraints.
• Be responsible for OPDP submission processes for consumer campaign materials, ensuring regulatory compliance from development through execution.

Campaign Execution

• Lead on-time, on-budget creative campaign execution with the team to achieve annual business goals and Therapeutic Area targets.
• Integrate Paid, Earned, Shared, and Owned (PESO) media recommendations into creative concepts and marketing plans.
• Ensure tactics are consumer insights and data-driven, while meeting Therapeutic Area and brand objectives.
• Ensure execution of Lilly Masterbrand and U.S. Consumer creative standards during production, with a focus on meeting regulatory parameters and compliance requirements.
• Develop and implement at-risk shooting strategies, including coverage planning and safety protocols to mitigate production risks.
• Lead rough cut review and optimizations in collaboration with agency partners and internal collaborators to ensure alignment with campaign goals.
• Lead production and approval of all other complementary 360-degree campaign assets.
• Lead Campaign and Creative execution, collaboration, and production for work featuring Celebrity and/or Social Influencer talent, maintaining tight alignment with Partnerships team, celebrity talent agency/agents, etc.
• Oversee deliverables, approve project plans, address delays, and call out as needed.
• Partner with BI&A and Media on campaign performance KPIs/metrics and optimization opportunities.
• Run discontinuation and retirement of tactics, including plan approval.

People Management

• Develop, retain, motivate, and recruit top marketing talent.
• Champion and cultivate an inclusive culture.
• Mentor and develop teammates across the Global Customer Office Consumer Marketing, in particular U.S. Consumer Campaign teams.
• Give insight-based consumer marketing solutions and marketing capabilities.
• Elevate performance and development of direct reports, providing real-time coaching and feedback, as well as quarterly check-ins.
• Champion Team Lilly expectations and behaviors across the team.

Operations

• Own relationships with consumer creative agencies of record (AoR) and social/specialty agencies, and run integration among internal agency partners, including Lilly Marketing Studios, as needed.
• Develop productive relationships with cross-functional partners (Regulatory, Legal, Medical, Corporate Communications, and fellow Global Customer Office Teams) to effectively implement campaign vision.
• Handle AoR fees, production and operating expenses budget relative to creative campaign and asset development and execution and recommend budget trade-offs to TA.
• Ensure compliance with company policies, processes, and external obligations.
• Ensure team compliance with Customer Information Quality (CIQ) procedures and tools.

MINIMUM REQUIREMENTS

• Bachelor’s Degree.
• Minimum 8 years of recent U.S. consumer marketing experience, including direct leadership of creative campaign development and execution.
• Strong technical competencies in consumer marketing, including go-to-market strategy, campaign development, video/digital production, content creation, and measurement in partnership with market research and analytics.
• Experience with multichannel digital media and marketing tactics, including social media.
• Experience influencing cross-functional teams and successfully collaborating with internal and external partners.
• Demonstrated experience running bidding processes and agency/vendor selection for creative and production services.
• Legal authorization to work in the United States.
• Lilly does not provide employment visa sponsorship for this position.

ADDITIONAL PREFERENCES

• Experience leading or handling celebrity or social media influencer marketing partnerships and associated creative campaign development.
• Significant external Agency-side experience (creative or account) and/or experience running Creative Agency management experience.
• Shown U.S. Marketing Operations experience, including U.S. Launch Execution Planning, customer information quality, and content approval processes.
• Experience in brand planning and translating customer insights into communications platforms.
• Cross-customer marketing or marketing capabilities experience.
• Paid, Earned, Shared, Owned Media channel/tactic understanding and media planning.
• Experience ensuring regulatory compliance in creative production, including OPDP and FDA submissions.
• Critical thinking skills; comfortable with ambiguity.
• Team leadership and cross-functional management skills.
• Strong communication and influence skills.
• MBA or advanced marketing certification.
• Indianapolis-based

Additional Information:

• Travel: 25-35%

 

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Actual compensation will depend on a candidate’s education, experience, skills, and geographic location.  The anticipated wage for this position is

$154,500 - $226,600

Full-time equivalent employees also will be eligible for a company bonus (depending, in part, on company and individual performance). In addition, Lilly offers a comprehensive benefit program to eligible employees, including eligibility to participate in a company-sponsored 401(k); pension; vacation benefits; eligibility for medical, dental, vision and prescription drug benefits; flexible benefits (e.g., healthcare and/or dependent day care flexible spending accounts); life insurance and death benefits; certain time off and leave of absence benefits; and well-being benefits (e.g., employee assistance program, fitness benefits, and employee clubs and activities).Lilly reserves the right to amend, modify, or terminate its compensation and benefit programs in its sole discretion and Lilly’s compensation practices and guidelines will apply regarding the details of any promotion or transfer of Lilly employees.

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