Senior Director, Consumer Experience and Marketing (Vaccines)

Senior Director, Consumer Experience and Marketing (Vaccines)

Philadelphia, PA

The ability to understand consumers and patient mindsets and audiences will be critical to the future success of our brands. The way we prioritize and manage investment around Direct to Consumer (DTC) advertising, including TV and online video, has increased significantly with recent launches and has become a significant part of our overall vaccine marketing investment. As the Senior Director of Consumer Experience and Marketing for the Vaccine Portfolio, you will lead a team of consumer marketing leaders and managers in a second-line leadership capacity. Responsible for developing the strategy and execution of GSK's Consumer Media investments. This includes playing a key part of the development and execution of a highly effective newly established end to end process and team that continuously refines consumer experience through addressing evolving mindsets of consumers in an impactful and effective way. This includes ensuring highly focused extensive media buys and investments in digital advertising across multiple channels including TV, web, social media, online community forums, and customer relationship management to specifically address identified consumer audiences and mindsets. The role also will drive and integrate the use of Artificial Intelligence (AI) across all aspects of consumer marketing planning and execution.

You will be responsible for developing patient and consumer insights and mindsets, aligning them with strategic commercial objectives, and creating marketing tactics to achieve those objectives. This critical creative and decision-making role will require high levels of stakeholder engagement, financial acumen, and innovative approaches to consumer engagement and activation. You will report directly to the VP of Marketing, Adult Vaccines.

Additional level of key activities :

• Experience Planning : 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
• Media Execution : 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

Why You?

Basic Qualifications :

Preferred Qualifications :

If you require an accommodation or other assistance to apply for a job at GSK, please contact the GSK Service Centre at 1-877-694-7547 (US Toll Free) or +1 801 567 5155 (outside US). GSK is an Equal Opportunity Employer. This ensures that all qualified applicants will receive equal consideration for employment without regard to race, color, religion, sex (including pregnancy, gender identity, and sexual orientation), parental status, national origin, age, disability, genetic information (including family medical history), military service or any basis prohibited under federal, state or local law.