Senior Product Brand Director – Consumer Marketing

Position Brand Description:

At Lilly, we strive to have outstanding product launches with highly integrated C3 (consumer, HCP and Payer) go-to-market strategies. This position will be responsible for influencing, shaping, planning, and executing obesity consumer marketing strategies. Along with coaching and developing top marketing talent, the Consumer Senior Product Brand Director is responsible for collaborating across functions and leveraging customer insights to drive brand strategy and tactical execution, delivering a remarkable human experience.

Responsibilities:

The Senior Product Brand Director’s responsibilities are listed below. A Senior Product Brand Director may not perform all the tasks listed.

Brand Operations Support

• Partner Relationship Management
• Primary owner of relationship with consumer agencies (internal and external).

Channel Execution

• Responsible for consumer marketing strategy for the brand.
• Responsible for execution of the marketing plans in partnership with the team to deliver annual business plan goals.
• Responsible for measurement and reporting of performance in collaboration with analytics, media and other relevant parties, as necessary.
• Make recommendation to team on tactical trade-offs based on budget and/or data-driven metrics

Budget Management

• Accountable and owner of budget.
• Make recommendations to team on budget trade-off decisions.

Risk Management

• Responsible for understanding, implementation, and adherence to company policies, processes and external obligations, as applicable.
• Ensure team operates in compliance with Customer Information Quality (CIQ) procedures and tools.

Tactic Development

• Key Content: Accountable for the development and maintenance of the brand's Key Content document, including ensuring appropriate resources are assigned, serving as Marketing reviewer of content and ensuring maintenance requests are reviewed and addressed in a timely manner.
• New Method of Promotion: Accountable for assessing new promotional delivery methods, obtaining appropriate reviews and approvals, and completing appropriate documentation.
• Prepare, Create, Approve (PCA): Accountable for the deliverables, approving project/deliverable plans, prioritizing projects, intervening on projects suffering delays, serving as initial point of escalation, and advancing further as needed.
• Tactic Discontinuation and Retirement Management: Accountable for discontinuation plans, including participation in development and approving plans.
• Responsible for measurement plan(s)

People Management (30%)

• Develop, retain, empower and recruit top marketing talent.
• Champion and foster diversity and inclusion
• Mentor and help develop teammates across the brand team and Consumer Marketing Platform.
• Contribute to the development of insights-based strategy and marketing capabilities within and beyond the brand team.
• Handle performance and development of direct reports.
• Drive Team Lilly expectations across the team

Brand Strategy (35%)

Strategic Brand Development

• Lead strategy and execution for crucial steps to enable a successful launch while planning for 2025 and beyond.
• Lead the consumer inputs for and influence the development of the overall brand strategy and customer council plan, including business plan.
• Champion culturally competent marketing and deploy appropriately-scaled multicultural (MCM) opportunities, if applicable, in partnership with MCM Consumer Director.
• Help lead strategy for segment and strategic initiatives.
• Provide input to objectives and strategy; provide strategic inputs and brand imperatives for the media communications brief (lead by media team)and ensure alignment for ensuing media plan.

Customer Experience

• Identify and remove obstacles that prohibit us from delivering a positive customer experience or moving with agility.
• Lead the development of insight-based messages.
• Identify key insight(s) for brand in partnership with Lilly Market Research (LMR).
• Understand all customer insights and identify integration moment of truths (MOTs) and issues/opportunities.

Dialogue/Message/Creative Development

• Accountable for development and selection of messages in partnership with agency and market research, including key messages needed to enable a seamless start and deter leakage,
• Actively participate in agency-led development of creative platform, approve creative brief and expression of creative platform/campaign.
• Provide C3 brand voice and strategic imperatives to inform Marketing Mix and Channel Strategy Development
• Provide recommendations for the development of integrated key player communications strategy and initial OPEX recommendations.

Channel and Tactic Planning

• Consult with agency during channel and tactic planning for key segments (non-sales force channel focus).
• Ensure all brand tactics are insight and data driven – deliver against specific brand objectives.
• Approve final plan.
• Monitor performance of channel via performance metrics from agency/analytics/Consumer Marketing Platform partners.
• Understand appropriate Marketing and Medical interactions.
• Interpret published data and look for marketing implications.

The position will operate in an agile team concept designed to allow flexibility to execute the above job responsibilities as either dedicated, partially dedicated, and/or working across multiple brands. The incumbent should expect the alignment to a specific brand and/or therapeutic area to change based upon business need and the duration of alignment will vary.

Basic Requirements:

• Bachelor’s Degree
• 5+ years of brand management experience
• 3+ years of consumer marketing experience at the senior/executive director level or equivalent
• Qualified candidates must be legally authorized to be employed in the United States. Lilly does not anticipate providing sponsorship for employment visa status (e.g., H-1B or TN status) for this employment position.

Additional Skills/Preferences:

• Significant consumer marketing experience and brand strategy, including campaign development, video/digital production, creating digital marketing content and execution strategy and measurement and analytics.
• Experience with mass media planning, marketing mix modeling and working with market research and analytics
• Experience with brand planning and translating customer insights into compelling communications platforms and go-to-market strategies
• Experience successfully coaching and leading a team of individuals
• Confirmed executional excellence
• Strong bias for action and sense of urgency
• Strong oral and written communicator
• Ability to get work done through others
• Channel/tactic understanding
• Analytics experience, especially in digital
• Experience building and leveraging custom audiences for digital communications
• Critical thinking skills
• Team leadership, ability to engage, lead and develop teams within function or cross-functionally
• Familiarity with the diabetes disease state and marketplace
• Cross customer experience
• Agency management experience

Additional Information:

• This position is based in Indianapolis, not a remote role.
• Travel: 0-25%