About the position
We are seeking an Associate Director of Patient Marketing, accountable for developing and implementing digital and performance marketing strategies. This role will focus on reaching and engaging patients through digital channels to educate, inform and drive action at critical junctures of the patient journey. You will be a key member of the Brand Team for Insmed's in-line rare disease respiratory product with a potential new indication in the pipeline and will be responsible for the development and execution of strategies and tactics in collaborations with key cross-functional partners to ensure we continuously meet patient needs and drive brand objectives. You will use a multitude of channels - and identify new and innovative approaches and tools- to educate, engage and support patients throughout their journey. You will marry deep patient insights and analytics with the optimal set of digital experiences to enhance every interaction with our patients and drive brand goals. This position will report to the Director, Patient Marketing Lead, and is based in Bridgewater, NJ. This is a hybrid role, which includes regular in-person with purpose meetings. This position does not have any direct reports.
Responsibilities
- Own the development and implementation of digital and performance marketing initiatives based on experience, e.g., Paid Social & Display, Search Engine Marketing, Point of Care, website and video development.
- Synthesize actionable insights from a mix of qualitative and quantitative data to continuously refine marketing strategies, optimize campaign performance, enhance patient experience and increase return on investment.
- Develop and implement comprehensive multi-channel marketing strategies to effectively engage patients throughout their journey.
- Influence without direct authority, collaborate across functions - including franchise marketing teams, healthcare provider and payer marketing, product communications, patient services, information technology, sales, commercial effectiveness, learning and development, advocacy, compliance, medical, legal and regulatory teams.
- Stay informed on the latest developments, standard methodologies and emerging technologies in digital and performance marketing to proactively identify the most promising new opportunities to explore, pilot and implement.
- Establish goals and critical metrics to measure the effectiveness of marketing initiatives, with a focus on continuous learning and data-driven optimization.
- Effectively engage agency partners, handle scopes of work and development and execution of initiatives; Foster a collaborative relationship to drive team success.
- Build cases to secure investment and contribute to Patient Marketing budget management, ensuring optimal use and tracking of resources.
Requirements
- Bachelor's degree or equivalent in marketing or a similar field; MBA preferred.
- 5+ years professional experience in healthcare marketing or biotech/pharmaceutical marketing and driving growth in a fast-paced environment.
- Proven track record in digital and performance marketing channels and tools, with an inquisitive mentality for what's next.
- Skilled in both strategy and execution - with an analytical approach, strong marketing fundamentals, and the ability to build productive partnerships.
- Sharp analytical capabilities - able to dissect data to uncover insights that can be turned into impactful actions.
- Excellent communication and storytelling - written, verbal and visual.
- Peer leadership skills, including inspiring and empowering teams without direct authority.
- A creative, 'what's possible' attitude that always puts the patient first.
- Highly organized with a strong attention to detail, clarity, accuracy, and conciseness.
- Experience in managing external partners (e.g. agencies).
- Ability to interact and successfully build relationships in a dynamic and culturally diverse workplace.
- Ability to work well in a hybrid environment.
Benefits
- Flexible approach to how we work.
- Health benefits and time-off plans.
- Competitive compensation package, including bonus.
- Equity Awards (Long-Term Incentives).
- Employee Stock Purchase Plan (ESPP).
