Director, Digital Marketing, Rare Disease

Role Summary

The Director, Digital Marketing, Rare Disease will shape and execute innovative digital marketing strategies to amplify awareness and engagement across Acadia’s rare disease portfolio, including DAYBUE. This leader will drive omnichannel campaigns across paid media, email, web, search, and Connected TV to deliver measurable impact with patients, caregivers, and healthcare professionals. They will translate brand strategy into digital activation, lead agency partners, and ensure data-driven storytelling that meets business goals and regulatory standards.

Responsibilities

• Partner with marketing functions to translate strategic direction and core campaign materials into a comprehensive digital, multi-channel tactical plan
• Drive alignment for digital marketing programs and serve as an internal thought leader to deliver high-impact programs across channels for Caregivers and HCPs
• Support and develop omnichannel strategies that extend across social, web, mobile, online advertising, search (SEO), apps, loyalty, etc., integrating with offline touchpoints
• Evaluate, implement and manage core digital marketing tools, including CMS, email marketing, lead generation, marketing automation, web and social content publishing, social listening, campaign monitoring and measurement
• Collaborate with Corporate Communications on digital and PR activities
• Monitor, analyze, and report on social media performance metrics, providing actionable insights for optimization
• Manage social listening tools to monitor brand sentiment and industry trends
• Craft digital measurement plans to analyze program performance and identify actionable insights to optimize programs
• Build and evolve subject matter knowledge regarding digital channels, capabilities, and vendors, establishing best practices and standards
• Partner with Commercial Insights, Analytics and Operations to evaluate and measure impact of omnichannel marketing activities
• Serve as a bridge between commercial and IT partners
• Maintain deep understanding of US marketing and regulatory challenges, opportunities, and best practices
• Manage agency partner relationships including digital/media agencies and brand/functional AORs
• Operate with accountability, initiative, and the ability to work under pressure with multiple priorities
• Other responsibilities as assigned

Qualifications

• 10+ years of experience in digital marketing, media planning and execution, marketing automation, or related field, with at least 3 years in pharmaceutical/biotech
• Experience in biotechnology or pharmaceutical industry with understanding of regulatory constraints in patient, caregiver, and healthcare marketing (MLR approval process, data governance including CCPA/CPRA/GDPR)
• Ability to communicate technical concepts to cross-functional teams and stakeholders
• Extensive knowledge of the digital marketing landscape, tools, and ROI measurement techniques
• Experience in patient, consumer and physician engagement strategies
• Expertise with marketing automation systems (e.g., Marketo, Active Campaign, Marketing Cloud)
• Track record of developing and executing digital and social strategies
• Full technical understanding of Google Analytics, HTML and CSS
• Strong analytical skills to translate data into actionable marketing strategy
• Strong verbal and written communication and interpersonal skills
• Passion for leveraging marketing to drive business results
• Comfort with ambiguity and fast-paced environment
• Ability to travel up to 30%

Education

• Bachelor‚Äôs degree in Marketing, Information Systems, Computer Science, Business Administration, or related field. MBA or MS is a plus.

Skills

• Digital marketing strategy and omnichannel planning
• Campaign management and analytics
• Marketing automation technologies
• Regulatory/compliance awareness in pharma/biotech marketing
• Stakeholder management and cross-functional collaboration
• Agency/vendor management
• Data analysis and ROI optimization