Associate Director, Consumer Marketing
Full Time /
The Associate Director, Consumer Marketing (NASH) will be a critical member on the U.S. Marketing team and Commercial team at Madrigal focused on building and executing a robust go-to market plan for Consumers and other key customers. This is a truly unique opportunity to shape a nascent but dynamic NASH (nonalcoholic steatohepatitis) marketplace in preparation for a potential first-to-market therapeutic with blockbuster aspirations.
In partnership with the Vice President and Director, Consumer Marketing, this individual will execute Consumer Marketing efforts to support a successful US commercial launch of resmetirom. Specifically, this role will be responsible and accountable for the flawless execution of workstreams related to (but not limited to) digital marketing, media, planning, and delivery, and other strategic and operational efforts from inception (tactical strategy) to optimization (analytics), across multiple target consumer audiences.
With support from full-service creative and media agencies, this role will be required and empowered to translate brand strategy into detailed project plans, create actionable project scopes, effectively manage budgets and timelines needed, and deliver high-impact outputs while aligning with key cross-functional partners and solving business challenges with fit-for-purpose solutions.
Partner closely with Consumer Marketing Vice President, Director, agency teams and marketing members to design, execute and measure consumer marketing strategies and tactics for resmetirom aligned to brand strategy, positioning, targeting, and messaging and meet all FDA regulations and standards
Responsible for supporting and executing key aspects of an integrated, multi-channel Consumer-directed product promotional plan/mix across personal (point of care) and non-personal channels to drive Consumers through the awareness/adoption funnel to generate resmetirom demand at launch and beyond
Involvement and collaboration with other critical workstreams may include (but not limited to) core/derivative consumer materials, disease state education efforts, corporate affairs, market access & patient support services, operational needs (print vendors, email/CRM platform management, Veeva), etc
Leverage market research insights and evaluate promotional effectiveness using KPIs/metrics in partnership; adjust tactics/content as needed based on insights
Effectively collaborate to ensure alignment and success with cross-functional partners including Market Research, Analytics, Corporate Affairs, Patient Services, Medical Affairs, Regulatory, Legal, Compliance, Market Access, etc.
Proactively identify new tactical ideas and/or vendors based on evolving customer needs and market dynamics to elevate brand competitiveness, abilities and performance
Leads agency partners, manages promotional budgets and evaluates brand performance to ensure appropriate resource allocation and timely delivery within financial constraints
Required Skills & Abilities:
Extreme business ownership mentality and capability is required – purposeful decision making, strong strategic and analytical skills, effective planning/project management skills, attention to detail, flawless execution, proactively identifies needs or issues, etc.
Demonstrated success in navigating and solving strategic, operational, organization and marketplace business challenges with fit-for-purpose approaches from inception to execution is required
Depth and breadth of marketing experiences in terms of channels, stakeholders, disease states, business models, etc
Superb communication and cross-functional partnering skills with capability to influence without authority (medical, legal, regulatory, PRC/MLR committee, leadership, agency, etc.)
Desire to grow and develop professionally to gain more responsibilities resulting in greater organizational impact
Ability to execute and thrive in urgent business environments that lack structure/processes
Ability to translate clinical data as appropriate into compelling and easy to understand consumer communications
Strong analytical skills & ability to translate market research into actionable strategies & tactics
Some travel is required – not more than 20% of the time
Education and Experience:
Bachelor's Degree, MBA preferred
Candidate must have at least 5-7 years of biopharmaceutical marketing experience
At least one specialty launch experience within the past 5 years
Robust experience in digital / non-personal promotion and customer analytics
Robust experience developing media plans
Experience in smaller company (or team) environments is a plus