Senior Director, Consumer Experience and Marketing (Vaccines)

Senior Director, Consumer Experience and Marketing (Vaccines)

Location: Philadelphia, PA

The ability to understand consumers and patient mindsets and audiences will be critical to the future success of our brands. The way we prioritize and manage investment around Direct to Consumer (DTC) advertising, including TV and online video, has increased significantly with recent launches and has become a significant part of our overall vaccine marketing investment.

As the Senior Director of Consumer Experience and Marketing for the Vaccine Portfolio, you will lead a team of consumer marketing leaders and managers in a second-line leadership capacity.

Responsible for developing the strategy and execution of GSK's Consumer Media investments. This includes playing a key part of the development and execution of a highly effective newly established end to end process and team that continuously refines consumer experience through addressing evolving mindsets of consumers in an impactful and effective way. This includes ensuring highly focused extensive media buys and investments in digital advertising across multiple channels including TV, web, social media, online community forums, and customer relationship management to specifically address identified consumer audiences and mindsets. The role also will drive and integrate the use of Artificial Intelligence (AI) across all aspects of consumer marketing planning and execution.

You will be responsible for developing patient and consumer insights and mindsets, aligning them with strategic commercial objectives, and creating marketing tactics to achieve those objectives. This critical creative and decision-making role will require high levels of stakeholder engagement, financial acumen, and innovative approaches to consumer engagement and activation.

You will report directly to the VP of Marketing, Adult Vaccines.

Additional level of key activities:

Experience Planning:

• Partner with Brand strategy to develop integrated CX strategy, plans and tactics across channels
• Drive application of insights (e.g., designing cross-channel journeys to drive consumers to action)
• Drive messaging adaptation across campaigns and tactics.
• Recommend media investment grid, and drive channel selection and ongoing, real-time campaign in market testing and optimizations.

Media Execution:

• Drive media planning (in partnership with media AOR), including recommendations on media channel mix.
• Drive improvement in media management (e.g., data management, BI, media ops automation).
• Support Experience planning in driving (micro) media mix shifts and optimization, based on data
• Develop and execute short-term and long-term marketing plans and budgets in line with brand and portfolio marketing strategies.
• Generate actionable insights for older adults suitable for vaccination and apply them to strategic commercial objectives.
• Create strategies and tactics to enhance brand and portfolio performance.
• Develop measurement plans using advanced analytics to assess strategies and tactics.
• Represent GSK to patient organizations through strategic initiatives and policy advocacy.
• Select and manage multiple agencies with significant promotional spend (DTC agencies, digital agencies, media buying).
• Collaborate cross-functionally with internal GSK partners in corporate communications, external affairs, HCP brand teams, finance, customer marketing, and medical affairs, as well as ViiV partners.
• Engage and influence senior and executive stakeholders across GSK to secure investments and highly visible engagements.
• Determine strategic allocation of DTC resources across brands.

Why You?

Basic Qualifications:

• Bachelor's degree
• 5+ years of experience in leading and managing teams
• 3+ years of experience in consumer marketing
• Experience in Pharmaceutical Marketing, especially direct to patients/consumers, and DTC TV and digital marketing

Preferred Qualifications:

• MBA or Master's Degree in marketing or related disciplines
• Experience in vaccines
• 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 consumer 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 & verbal), interpersonal influence, and prioritization skills
• Strong business acumen and demonstrated analytical skills
• Knowledge and practical application of compliance acumen in the pharmaceutical space

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 special purpose - to unite science, technology and talent to get ahead of disease together - so we can positively impact the health of billions of people and deliver stronger, more sustainable shareholder returns - as an organisation where people can thrive. We prevent and treat disease with vaccines, specialty and general medicines. We focus on the science of the immune system and the use of new platform and data technologies, investing in four core therapeutic areas (infectious diseases, HIV, respiratory/ immunology and oncology).

Our success absolutely depends on our people. While getting ahead of disease together is about our ambition for patients and shareholders, it's also about making GSK a place where people can thrive. We want GSK to be a place where people feel inspired, encouraged and challenged to be the best they can be. A place where they can be themselves - feeling welcome, valued, and included. Where they can keep growing and look after their wellbeing. So, if you share our ambition, join us at this exciting moment in our journey to get Ahead Together.

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