Director, Patient Marketing – Ophthalmology

Roles and Responsibilities
- Lead development of the end-to-end patient marketing strategy for Geographic Atrophy.
- Translate patient insights, behavioral drivers, and market dynamics into marketing plans that increase disease awareness and encourage informed, proactive care.
- Build segmentation, targeting, value propositions, and message architecture tailored to diverse patient populations.
- Oversee development of integrated Patient marketing campaigns across digital, TV, print, social, and audio.
- Ensure creative and media align with accessibility needs for patients experiencing vision impairment.
- Own digital strategy including CRM, website, content strategy, inbound/outbound campaigns, and full-funnel media activation.
- Design initiatives that improve patient engagement, onboarding, adherence, and ongoing treatment experience.
- Oversee patient education content, decision-support tools, and resources for individuals managing Geographic Atrophy.
- Collaborate with Patient Services, Medical, Access, and Field teams to align across the patient journey.
- Partner with Market Research to design and execute Patient and Caregiver research.
- Leverage analytics, KPIs, and performance dashboards to optimize campaigns and media investment.
- Monitor competitive activity and evolving standards of care.
- Partner with ECP Marketing, Professional Education, Medical Affairs, Access, Regulatory, and Legal to ensure integrated, compliant strategies.
- Serve as internal expert on patient and caregiver dynamics in ophthalmology.
- Manage external agency partners; oversee budget planning, allocation, and performance management.
- Contribute to annual brand planning and long-range strategic plans.
- Support launch of new products/indications/lifecycle initiatives with patient and caregiver-focused strategies.

Qualifications
Required:
- Bachelor’s degree in Marketing, Business, Life Sciences, or related field.
- 5+ years leading high-performing teams.
- 10+ years progressive marketing experience, including significant Patient marketing experience in biotech, pharma, or healthcare.
- Proven success leading multi-channel Patient marketing programs.
- Experience in highly regulated environments with close Medical/Legal/Regulatory partnership.
- Strong leadership, communication, and strategic thinking.

Preferred:
- Experience in ophthalmology/eye care and rare or chronic disease categories.
- Understanding of patient support programs, CRM, and digital experience platforms.
- Experience launching specialty or innovative treatments.
- MBA or advanced degree.

Key Competencies
- Patient-centric mindset and empathy for individuals navigating vision challenges.
- Insight-driven marketer translating research into actionable strategy.
- Operational excellence, prioritization, and execution.
- Collaborative leader across matrixed teams and senior stakeholders.
- Creative problem solver who simplifies scientific information for patients.

Success Indicators
- Increased patient/caregiver awareness and education for Geographic Atrophy.
- Improved engagement and behavior change across the full marketing funnel.
- Strong patient onboarding and adherence outcomes.
- Compliant campaigns with measurable ROI.
- Positive patient/caregiver feedback and strengthened eye health brand reputation.

Travel Requirements
- 30–35% travel required.