Senior Director, Consumer Experience and Marketing (Vaccines)

Role Summary

Senior Director, Consumer Experience and Marketing for the Vaccine Portfolio. Leads a team of consumer marketing leaders in a second-line leadership capacity to develop and execute GSK’s consumer media investments and end-to-end consumer experience strategies, incorporating AI-driven planning and multi-channel digital advertising.

Responsibilities

• Partner with Brand strategy to develop integrated CX strategy, plans and tactics across channels
• Drive application of insights (e.g., designing cross-channel journeys to drive consumers to action)
• Drive messaging adaptation across campaigns and tactics
• Recommend media investment grid, and drive channel selection and ongoing, real-time campaign in market testing and optimizations
• Drive media planning (in partnership with media AOR), including recommendations on media channel mix
• Drive improvement in media management (e.g., data management, BI, media ops automation)
• Support Experience planning in driving (micro) media mix shifts and optimization, based on data
• Develop and execute short-term and long-term marketing plans and budgets in line with brand and portfolio marketing strategies
• Generate actionable insights for older adults suitable for vaccination and apply them to strategic commercial objectives
• Create strategies and tactics to enhance brand and portfolio performance
• Develop measurement plans using advanced analytics to assess strategies and tactics
• Represent GSK to patient organizations through strategic initiatives and policy advocacy
• Select and manage multiple agencies with significant promotional spend (DTC agencies, digital agencies, media buying)
• Collaborate cross-functionally with internal GSK partners in corporate communications, external affairs, HCP brand teams, finance, customer marketing, and medical affairs, as well as ViiV partners
• Engage and influence senior and executive stakeholders across GSK to secure investments and highly visible engagements
• Determine strategic allocation of DTC resources across brands

Qualifications

• Required: Bachelor’s degree
• Required: 5+ years of experience in leading and managing teams
• Required: 3+ years of experience in consumer marketing
• Required: Experience in Pharmaceutical Marketing, especially direct to patients/consumers, and DTC TV and digital marketing
• Preferred: MBA or Master’s degree in marketing or related disciplines
• Preferred: Experience in vaccines
• Preferred: Proficiency in digital marketing
• Preferred: Experience in utilizing AI to understand customers, create campaigns, and continuously refine and modify to maximize impact in the market
• Preferred: Ability to understand and influence consumer mindsets and experiences
• Preferred: Experience in market research, marketing promotions, strategy, tactics, and resource allocation
• Preferred: Practical experience with prescription brand marketing principles
• Preferred: Ability to motivate, lead, and influence across various levels and functions
• Preferred: Excellent communication (written & verbal), interpersonal influence, and prioritization skills
• Preferred: Strong business acumen and demonstrated analytical skills
• Preferred: Knowledge and practical application of compliance acumen in the pharmaceutical space