Director Marketing HIV Portfolio Planning & Access

Gilead – Foster City, CA

Leading direct-report team, and cross-functional partners, to create the 3- year strategic planning for the 11 brand HIV portfolio, reporting to the Senior Director of US HIV Marketing. Portfolio strategies will be developed in close collaboration with global Commercial Planning, Marketing Sciences, Medical Affairs, Clinical Development and Managed Markets colleagues. Expert cross-functional management is required.

Developing portfolio and brand payer access strategies, in concert with a cross-functional Managed Markets team and a via a Brand Market Access Lead (BMAL), reporting to the Director of Portfolio Planning & Access. Broad recommendations will need to be developed from multivariate analysis of product profiles, lifecycle plans, clinical utility, HEOR, payer landscape, gross-to-net implications and related factors. Recommendations will be inclusive of, but not limited to, pricing, contracting, rebating and co-pay reimbursement.

Managing direct reports and multiple external agency relationships inclusive of hiring, developing resourcing recommendations, on-boarding, setting performance expectations and managing deliverables to meet specified timelines and budget constraints.

Building PPA team through strong recruiting, hiring, on-boarding, developing and stretching top talent.

Director Marketing HIV Portfolio Planning & Access

Essential Duties and Job Functions:
Portfolio Planning

• Prepare the US HIV Business Unit for sustainable growth over a 3-year strategic planning horizon, with a strong focus on switch and conversion strategies; moving the current TDF-portfolio to the pending TAF-based portfolio.
• Conducts commercial assessments and strategic marketing activities during product development, including product profile development, market research, competitor positioning and attributes, working closely with Marketing Sciences.
• Develop pilot programs, with detailed metrics, to demonstrate proof in concept for strategic portfolio initaitives (switch, etc.)
• Create unified HCP and DTP strategies that will contribute to sustainable growth through TDF LOE
• Responsible for lifecycle management of 11 HIV brands, in a 3-year US Commercial window
• Partners closely with HIV Commercial Planning & Operations, Medical Affairs, Marketing Sciences, Managed Markets and Business Operations and Contract Compliance.
• Responsible for cross-functional development of positioning, messaging, branding and product life cycle management strategies as well as on-going coordination with global commercial to gather and share global (US/EU) best practices.
• Supports planning and execution of HIV Advisory Boards. Working with OLP leadership to define agenda, prepare materials, and engage advisors for meeting.
• Develops marketing messages directed to a broad range of HIV customers
• Provides a long-term view to senior Marketing management based on personal knowledge of the competitive environment.
• Assess relevant market development opportunities in partnership with cross-functional groups (e.g., diagnostic companies, EMR, integrated health systems, point-of-care testing)
• Contribute to development of a comprehensive plan for switch and conversion of legacy HIV products to TAF-based portfolio in the HIV market through 2018
• Generation of strategies to mitigate impact of genericization of antiretrovirals
• Ensure US Commercial input into global HIV Commercial Plan, working closely with global Commercial partners
• Effectively lead the HIV BPOA and support TAF-portfolio launch planning process
  • Integrated, long-range (1-3 years) plans covering HCP, OL, patient/consumer, and payer audiences
    

• Manage competitive entry planning in concert with HCP and OLP leadership. Design war-gaming exercises and ensure team is prepared to blunt competitive launches.
• Leads or serves as a key project team member on cross-functional projects, often with high visibility to senior management within the organization or with international impact.

Market Access Leadership

This position will analyze key marketplace trends in order to conceive and develop innovative marketing-focused access strategies and resources for field sales; work with sales analytics to attain customer and market insights; anticipate market and competitive trends and define strategies, positioning, and plans.

In coordination with the US Market Access team, the candidate will lead the development of all market access strategies and promotional tactics related to launch pull-through initiatives, product life-cycle management, brand/portfolio messaging and customer value tools for health care professionals and/or patients.

In coordination with Business Operations & Contract Compliance (BOCC), the candidate will be responsible for development of basic pricing and contracting strategies, to be reviewed by Business Unit VP.

Direct team member efforts in working with external agencies, market research, sales operations, forecasting and sales leadership to create marketing tactics and resources supporting the overall brand plan for HIV products.

Manage the interface with members of the sales organization, Trade, Patient Support Services, NAMs and RDs to ensure successful implementation of promotional resources. The candidate will help set and monitor KPIs for the access marketing plan.

• Creation of evolved access services, morphing current access offerings to meet the demand of a more managed HIV landscape. Will include assessment of vendor capabilities, selection of vendor partner, design and build out of needed services; done in concert with Business Operations and Contract Compliance (BOCC) colleagues.
• Responsibilities include the development of innovative access marketing strategies and resources that focus on BU “X” for all field sales teams to achieve short-term and long-term business objectives.
• This position will work closely with Brand Marketing, Market Access, Trade, Patient Support Services, and field sales management to align strategies designed to create access and coverage for BU “X” products.
• This person will act as point to the brand teams for all access marketing functions, activities and communications. In addition, the position will work closely with the Regional Directors, and will create unique local market solutions for payer customers and healthcare providers.
• This role will also integrate data/information from various brand teams, account managers, field sales and primary and secondary market research to develop strategies and tactics that enable attainment of assigned outcomes according to the Brand Access business plan.

Develop product reimbursement strategy through the creation of marketing tools, integration of internal/external clinical and economic data, healthcare economic value propositions, and related materials. This role will also lead the creation of pull-through materials for use by field sales.

General Responsibilities

• Demonstrates command of all traditional and non-traditional marketing channels including print, online, broadcast
• Identifies, selects, manages and evaluates external agencies, consultants and vendors to develop marketing programs in support of achieving Gilead’s strategic objectives.
• Works collaboratively with Corporate Communications to identify synergies and maintain a positive corporate image within the marketplace.
• Effectively manages multiple agency partners to produce deliverables within timelines and allocated budget.
• Gains approval for marketing materials through internal promotional review process and adheres to SOPs.
• Sets priorities in circumstances of continued complex and conflicting requirements.
• Utilizes high level of business acumen in analyzing and coordinating activities from identified industry trends, competitor’s resources and practices.
• Sets a positive example for others to follow – shares own expert knowledge – models standards of performance, offers guidance and support
• Ensures that all marketing activities are in compliance with regulatory and legal requirements.
• Holds ultimate responsibility for staff development, budgeting and cost control, and strategic planning of department.
• Provides leadership and guidance to direct reports and project team members in an effort to develop strong leaders at Gilead.
• Possesses strong hiring and staff development skills, with the ability to motivate and engage individuals.

Knowledge, Experience and Skills:
Knowledge

• Proven expertise as a leader with well developed influencing and negotiating skills.
• Excellent interpersonal skills with ability to lead, interact with, focus, resolve conflict and drive consensus among individuals from a variety of cultures, and disciplines.
• Understanding of the healthcare industry, managed care, specialty pharmacy and/or coverage/reimbursement is required. Must have a strong presence with ability to command respect through exercise of sound business judgment and clear decision-making.
• Excellent communications skills with an ability to efficiently and productively communicate both orally and in writing are required.
• Proven project management skills, performance management, planning, prioritization, objective setting, meeting management and plan execution.
• Must possess the ability to maintain, develop, and utilize a level of product and therapeutic disease knowledge to promote the appropriate use of Gilead products to Key Opinion Leaders.
• Must have a track record of successful pharma/biotech patient/community marketing with an understanding of expense budget planning and tracking.
• Experience managing cross-functional teams or work groups.
• Demonstrated understanding of pharmaceutical regulatory requirements and impact on development of marketing materials is required.
• Recognized expertise in implementing a pharmaceutical communication plan targeting patients, healthcare providers, and advocacy/community organizations.
• Must have a successful development of external relationships among multicultural populations and organizations.
• Must be fluent in English.
• Candidate must demonstrate creative and strategic thinking; strong leadership and influence skills; excellent communications skills; strong project management skills and the desire to work in a fast-paced, matrix environment. This position may require up to 25% domestic travel.

Specific Education and Experience Requirements

• 10+ years of experience.
• A minimum of 5 years in product marketing or advertising focused on consumers/patients is required. Experience in HIV and/or with the LGBT community is preferred.
• Bachelor’s degree in marketing or related fields required.
• Familiarity with marketing fundamentals, strategy, sales and commercial policies and practices.
• Sales, Managed Care Account Management, Market Access, Pricing and/or related fields
• Advanced training in relevant market access discipline a plus
• Previous experience in marketing research and/or pharmaceutical sales desired.
• MBA or other advanced business degree is desired.
• HIV therapeutic area knowledge preferred.

APPLY

The post Director Marketing HIV Portfolio Planning & Access appeared first on Seasons of Pride.