Global Marketing Director (Global Commercial KOL Engagement & Customer Education Strategy)

Summary Of The Position

A key player within the Neuroscience franchise who is responsible for the co-development, leadership, and execution of effective marketing strategy to maximize profitable business growth across the world.

You will be responsible for defining the overarching commercial global interaction strategy with key opinion leaders in the NS space with leadership in the following: Global Commercial KOL Interaction strategy; Global Customer Educational Programs & Global Congress Strategy.

The KOL engagement lead will provide strategic direction in collaboration with key stakeholders to understand and define the needs of each asset and to optimize a KOL roadmap with a view to developing a sustainable tactical plan for Ipsen’s Neuroscience team. Success will be measured by gaining and sharing of key insights, and the development of knowledge related to an asset and or disease state and well as the development of mutually beneficial partnerships with relevant stakeholders.

As a global leader in Customer Educational programs you will accountable for developing, executing and managing Customer educational program offerings and leading HCP engagement planning for the brand in targeted indications. This role will have an important external focus on building partnerships with global and regional societies and organisations to elevate Ipsen’s standing and reputation as well as driving business outcomes.

Main Responsibilities

Global Brand Leadership

• Contribute to Global brand strategy and development ideas, including optimisation of brand, global positioning, global messaging, and execution of global marketing strategy and tactics
• Identify, develop and lead key global marketing activities such as commercial education, advisory boards, scientific messaging, congress presence, etc. aligned to global strategy and communication platform
• Working collaboratively to develop fully integrated customer journeys
• Develops communication plans across the product life-cycle and implements multichannel strategies across the marketing mix ensuring delivery of KPIs
• Benchmark against competitors and take corrective action where appropriate
• Ensure appropriate budget allocation and ensure accuracy of phasing to drive business within financial year ensuring the right prioritisation across indications.
• Drive a strong compliance culture throughout the team through role-modelling and ensuring 100% adherence to all SOPs.
• Investigate and challenge Regional and Affiliate visions
  
  

Commercial KOL Interaction Strategy

• Lead the development of global opinion leader mapping (identification, profiling, segmentation) across disease areas & indications working in close collaboration with global & local brand teams.
• Identify, develop and lead key global marketing activities such as commercial education, advisory boards, scientific messaging, congress presence, etc.
• Support local country teams with identification and mapping of global KOLs , deferring to local country marketing team as the primary points of contact for these thought leader relationships and interactions.
• Work in close collaboration with countries and cross-functional partners to ensure KOL engagement strategy, positioning and educational initiatives are consistently aligned with the global business strategy and KOL knowledge needs
• Partner with countries to identify KOLs for strategic advisory/council engagement and work in close collaboration to design, develop and implement productive board meetings
• Lead the development of global speakers & align thought leaders to key areas of expertise; working in close collaboration with global and local marketing, medical, clinical and research colleagues as appropriate
• In partnership with country marketing teams, gain ongoing insight into KOL needs and experience, identifying and aligning on plans to identify and manage key issues and opportunities with cross-functional partners. Develop the brands & Ipsen’s positions and determine educational and messaging opportunities.
  
  

Commercial Educational Program Strategy

• Develop best-in-class education inititatives to support brand uniqueness recognition, product utilisation and business results.
• Lead strategic development of training platforms to align with brand objectives and KPIs, leading the program offerings, format and execution of customer education/training programs, online education, training tools and resources.
• Be on the leading edge of innovation with regards to medical education content, materials and channels taking a proactive approach in anticipating new trends and implementing new training initiatives and programs as needed.
• Develop and lead annual strategic education marketing plan across multiple training platforms aligned with global brand objectives and KPIs with continued evaluation and development of changes and enhancements. Gain insights from speakers and countries on training program enhancements and leads both internal and external advisory boards for the purpose of evolving education and training offerings.
• Regular monitoring and impact of the content, platforms and training provided to ensure maximum KOL engagement and business results. Develops effective working relationships with KOLs, brand teams and executive leadership. Stays abreast of product knowledge and industry trends as related to Neuroscience.
• Accountable for end-to-end customer engagement & training, contracting, training meetings, ensuring compliant program execution and program adherence.
• Responsible for managing department training budget and materials. Works cross-functionally and aligns on process and procedures related to training programs. Travel to selected training programs is required.
  
  

Global Congress Strategy

• Work collaboratively with global brand team, functional, countries and vendors to develop and implement key global congress strategy, identifying strategic opportunities to position the brand, Neuroscience and Ipsen’s content and reputation.
• Selection of congresses in collaboration with the cross functional team, development of overall congress strategy and objectives and managing Ipsen’s sponsorship, commercial presence and facilitating execution of both internal and customer facing activities at the congress, in collaboration with other Ipsen’s functions.
• Partner with medical function to develop strategic plans for collaborating with International & Regional Professional Societies.
• Drive Execution of Strategy
• Develop & ensure alignment with global brand strategy & initiatives
• Drive execution of Global brand strategy and tactics (from a strategic brand perspective) by working collaboratively with cross functional teams at Regional and Affiliate level to maximize current and future franchise value
• Develop a KPIs to measure impact of global marketing activities
• Support Regional and Affiliate teams with the roll out of all Global marketing plans and programmes
• Work with key markets to identify key drivers and align in priority scenarios
• Market Insights
• Develop meaningful insights into the needs of all key customer groups
• Support consolidation, integration and analysis of insights from customers, markets, geographies and other major players.
• Liaise closely with market access & HEOR, business development, business intelligence/market analytics to ensure quality of market data
• Monitor the product life cycle landscape to ensure awareness of new insights and strategies
• Cross Functional Leadership
• Proactively ensures affiliate engagement and the sharing of best practice across the organisation
• Collaborate closely with brand team and other key members to create innovative and best-in class customer engagement, education and training initiatives that drive product utilization and sales.
• Liaise closely with market access & HEOR, business development, business intelligence/market analytics to ensure quality of projects delivered and strong cross functional deliver
  
  

Knowledge & Abilities

Education / Certifications:

• Degree-level education, ideally in life sciences or in business studies
  
  

Experience

• A minimum of 10 years’ experience in the pharmaceutical or biopharmaceutical industry in marketing roles. Additional experience is sales roles will be a plus.
• Experience of hcp training in national/global setting is a plus
• Strong marketing experience in one of the top 5 European markets (UK, France, Germany, Spain, Italy) or in North America (US, Canada), regional or global marketing experience is a plus
  
  

Languages

• Fluency in spoken and written English, knowledge of additional languages such as French would be appreciated
  
  

Technical Competencies Required

• Strategic and Operational marketing expertise
• Strong business acumen and understanding of toxin market
• Strong influencing and communication skills with consistent feedback from key stakeholders
• Excellent project management and process planning skills
• Strong cross-functional leadership skills
• Deep appreciation of patient centricity