Hemoglobinopathies Strategy Lead

Brand Strategy Lead

The Rare Disease organization leads all US Commercial efforts for Novo Nordisk's Rare Disease portfolio. The Rare Disease portfolio includes medical treatments, customer solutions, and devices across multiple Therapy Areas including Rare Bleeding Disorders, Rare Endocrine Disorders, Rare Renal Disorders, and Hemoglobinopathies (Sickle Cell Disease & Beta Thalassemia), as well as new products in the pipeline. The Rare Disease organization is responsible for leading the enterprise approach to achieving our patient care goals and financial objectives, devising and delivering transformative patient and customer experiences, addressing unmet needs across the communities we serve, and setting the industry standard for extraordinary execution. The team members collaborate and partner cross functionally with multiple functions and groups throughout the US organization, Clinical Development, Research & Early Development, other affiliates, and the Global HQ teams. We are looking for highly motivated individuals who are strategic and bold thinkers, passionate and dedicated to driving change in Rare Disease, patient focused, strong collaborators, and inclusive leaders, as we embark on shaping our exciting future and improving the lives of more patients than ever before.

The Position

The Brand Strategy Lead is pivotal in developing brand level objectives and strategic priorities. They will seek to find a competitive edge and differentiation in NNI brand strategies, set high standards, and establish / maintain a proactive market leadership position. This role will be responsible for driving overall brand growth, market share and profitability as well as supporting the development and execution of the marketing strategies to promote brand in alignment to NNI and therapy area objectives.

Relationships :

Reports to the Hemoglobinopathies Commercial Head. Collaborates closely with cross-functional teams, including sales, marketing, medical affairs, market access and policy / advocacy (MAPA), regulatory affairs, and other relevant NNI departments to ensure alignment of brand objectives, strategies, and marketing promotion.

Essential Functions

Brand Objectives and Strategy : Defines the overarching brand objectives and activation / experience strategy including prioritization of business needs and market opportunities over the short- and long-term horizons. Must develop brand objectives in the context of the overall portfolio strategy for the TA. Understands the definition of the market and develops accurate sales projections / forecasts. Prioritizes phasing of objectives based on engagement objectives and sales forecasts.

Brand Management : Develop brand persona, messaging and concepts inclusive of the positioning and core campaign development to drive market share and revenue growth. Partner with legal, regulatory, and medical affairs for timely review and approval of promotional materials.

Market Research : Support market research efforts and monitor competitive landscape to identify trends, competitive landscape, opportunities, and threats to inform marketing strategies. Translate unmet market needs into actionable brand opportunities.

Unified Brand Voice : Develop and articulate a unified brand voice and messaging strategy that resonates across customer groups and segments. Ensure consistency in brand messaging across all marketing channels and touchpoints.

Go-To-Market Strategy & Launch Planning : Lead the development of the go-to-market strategy, inclusive of new indications. Partner with cross-functional teams to ensure integrated launch readiness and plans. US liaison with the global launch office and global brand team for development of a unified launch approach.

Customer Adoption : Ensure marketing plans are executed in alignment to strategic brand objectives to drive brand awareness, customer acquisition, and product adoption. Provide guidance to HCP and consumer marketing leads to drive effective marketing strategies and initiatives.

Cross functional and Global Collaboration : Partner with global brand teams to align strategies, share best practices, and adapt global assets for local market needs. Act as a liaison between global and in-market teams to ensure brand consistency and agility in response to market dynamics.

Performance Tracking : Define clear KPIs and success metrics for brand performance and ensure ongoing measurement and optimization. Analyze brand performance and KPIs. Provide insight into how to optimize strategies and tactics to reach brand objectives. Proactively identify opportunities for innovation and enhancement to drive brand growth and customer engagement.

Budget Management : Manage the brand level marketing budget, ensuring resources are allocated efficiently to maximize ROI. Oversee agency and vendor relationships to deliver high-quality, on-time, and on-budget deliverables.

Physical Requirements : Approximately 20-30% overnight travel.

Qualifications

Requires a Bachelor's degree; Master's degree preferred. 12+ years of experience including progressively responsible experience within sales, brand management / marketing experience within the pharmaceutical industry required. Proven knowledge of the pharmaceutical industry, including medical, regulatory, and clinical processes. Experience with product launches and lifecycle management. In depth understanding of disease landscape, treatment modalities and market dynamics within specified therapy area preferred. Experience leading brand strategy development and driving impactful customer experiences through expert understanding of market and industry is required. Ability to manage complexity, including the leadership of work across competing priorities. Strong strategic thinking and analytical skills, with the ability to translate insights into actionable marketing strategies to guide customer experiences. Proven track record of innovative market tactics / high impact results (based on metrics / ROI). Outstanding planning and organizational skills with exceptionally high attention to quality of detail and proven track record of results and follow up. Excellent communication and stakeholder management skills, with ability to influence senior leaders and collaborate with cross-functional teams across the organization. Strategic mindset and results driven approach to developing and executing brand marketing plans in alignment with business objectives. Embodies leadership behaviors, including authenticity, servant leadership, will, empathy, decisiveness, a growth mindset, and driving focus and simplicity. Experience with management of outside agencies. Excellent leadership and team management skills, with ability to inspire and motivate others.