Sr. Director - US Consumer Creative & Advertising - Orfoglipron WM / NILEX

Role Summary

Senior Director – U.S. Consumer Creative & Advertising for Orfoglipron WM / NILEX. Lead the development and execution of consumer-branded creative campaigns, integrating PESO channels, to drive obesity-management therapeutic objectives while aligning with Lilly Masterbrand and Disease State Education initiatives. Manage and develop a high-performing consumer marketing team and collaborate with cross-functional partners to deliver innovative, consumer-centric campaigns.

Responsibilities

• Partner with Therapeutic Areas to understand target patients, insights, imperatives, competitive landscape, and KPIs.
• Lead agency development of creative platforms, campaigns, programs, and expressions (Big Idea, FOIs, PESOfest) aligned to the TA brief; confirm briefs with TA leads.
• Provide a strong point of view and clear direction to creative partners across internal and external teams.
• Embed PESO channel extensions into final creative recommendations; coordinate with Central Marketing Team – Consumer and Integrated Agency Team for tight development and execution plans.
• Supervise Creative Campaign and Program development within the Integrated Agency Team planning model.
• Lead creative development and execution for work featuring Celebrity and/or Social Influencer talent.
• Conduct qualitative and quantitative market research and testing to validate creative viability.
• Incorporate cross-cultural insights and other capabilities into campaigns as relevant.
• Manage pre-bid, pre-production, production, and post-production with vendors, ensuring alignment with objectives and budgets.
• Ensure OPDP regulatory compliance from development through execution.

Responsibilities (Campaign Execution)

• Lead on-time, on-budget campaign execution to meet annual goals and TA targets.
• Integrate PESO media recommendations into concepts and plans.
• Ensure consumer insights and data drive tactics while meeting brand objectives and regulatory requirements.
• Ensure Masterbrand and U.S. Consumer standards are met during production.
• Develop at-risk shooting strategies, with coverage planning and safety protocols.
• Lead rough cut reviews and optimizations with agency partners and internal teams.
• Produce and approve all 360-degree campaign assets.
• Manage Celebrity/Influencer collaborations, coordinating with Partnerships and agencies.
• Oversee deliverables, project plans, delays, and decisions as needed.
• Partner with BI&A and Media on KPIs and optimization opportunities; manage discontinuation of tactics as needed.

Responsibilities (People Management)

• Develop, retain, motivate, and recruit marketing talent.
• Foster an inclusive culture and mentor teammates across U.S. Consumer Campaign teams.
• Provide insight-based marketing solutions and elevate performance of direct reports with ongoing coaching.
• Align the team with organizational expectations and behaviors.

Responsibilities (Operations)

• Manage relationships with consumer creative agencies of record and internal agency partners; coordinate with Lilly Marketing Studios as needed.
• Develop relationships with cross-functional partners (Regulatory, Legal, Medical, Corporate Communications) to implement campaign vision.
• Manage AoR fees, production, and operating expenses; advise on budget trade-offs.
• Ensure compliance with company policies and CIQ procedures.

Education

• Bachelor’s Degree.

Qualifications

• Required: Minimum 8 years of recent U.S. consumer marketing experience with direct leadership of creative campaign development and execution.
• Required: Strong technical competencies in go-to-market strategy, campaign development, video/digital production, content creation, and measurement with research and analytics partnership.
• Required: Experience with multichannel digital media and social media marketing.
• Required: Experience influencing cross-functional teams and collaborating with internal and external partners.
• Required: Demonstrated experience leading bidding processes and agency/vendor selection for creative and production services.
• Required: Legal authorization to work in the United States; no visa sponsorship provided.

Additional Preferences

• Experience leading celebrity or influencer marketing partnerships and related creative development.
• Agency-side or Creative Agency management experience; extensive external agency experience.
• U.S. Marketing Operations experience, including Launch Planning, CIQ, and content approvals.
• Experience in brand planning and translating insights into communications platforms; cross-customer marketing experience.
• Understanding of Paid, Earned, Shared, Owned media planning and execution.
• Experience ensuring regulatory compliance in creative production (OPDP, FDA submissions).
• Strong problem-solving, communication, and leadership skills; MBA or advanced marketing certification preferred.
• Location: Indianapolis-based or able to operate from Indianapolis area.

Additional Information

• Travel: 25-35%