Global Marketing Director - Consumer Strategy and Market Development, Migraine

Title:

Global Marketing Director, Consumer Strategy and Market Development, Migraine

Company:

Ipsen Biopharmaceuticals Inc.

About Ipsen:

Ipsen is a mid-sized global biopharmaceutical company with a focus on transformative medicines in three therapeutic areas: Oncology, Rare Disease and Neuroscience. Supported by nearly 100 years of development experience, with global hubs in the U.S., France and the U.K, we tackle areas of high unmet medical need through research and innovation.

 Our passionate teams in more than 40 countries are focused on what matters and endeavor every day to bring medicines to patients in 88 countries. We build a workplace that champions human-centric leadership and fosters a culture of collaboration, excellence and impact. At Ipsen, every individual is empowered to be their true selves, grow and thrive alongside the company’s success. Join us on our journey towards sustainable growth, creating real impact on patients and society!

For more information, visit us at https://www.ipsen.com/ and follow our latest news on LinkedIn and Instagram.

Job Description:

The Director, Global Consumer Strategy & Market Development, Migraine is responsible for defining and leading the global patient strategy and market-development agenda for Dysport in migraine.

The role will develop a deep understanding of the migraine patient’s experience and identify the structural, behavioral and perceptual barriers that prevent appropriate patients from recognizing their disease burden, seeking care, receiving an accurate diagnosis, reaching appropriate specialist care and progressing toward effective preventive treatment. The Director will translate patient insights into strategies supporting market development, disease awareness, patient activation, patient experience and appropriate treatment consideration across chronic and episodic migraine.

The Director will champion the use of advanced analytics, machine learning, artificial intelligence and other emerging technologies to deepen patient understanding, identify unmet market opportunities, improve segmentation and support more precise, scalable and insight-led patient and market-specific development strategies. The position will play a critical role in expanding addressable opportunities by identifying where patients are lost across their journey and developing scalable global strategies that markets can use to address these gaps.

The role will work closely with Global Medical, Market Access, Insights & Analytics, GPPS, Corporate Affairs, the global and US organization and external agencies to ensure patient and market-development strategies are insight-led, innovative, globally scalable and locally relevant.

WHAT - Main Responsibilities

Global Patient Strategy

• Lead development and evolution of the global patient strategy for Dysport in migraine across chronic and episodic migraine.

• Develop a deep understanding of patient needs, beliefs, motivations, treatment expectations and barriers.

• Define meaningful global patient segments based on needs, behaviors, disease burden, treatment history and readiness for preventive treatment.

• Establish clear patient behavioral objectives aligned with the broader migraine commercial strategy.

• Develop the global patient value proposition, messaging framework and patient-engagement principles.

• Ensure advanced analytics and emerging technologies are appropriately incorporated into patient strategy where they can improve understanding, prioritization and decision-making.

Patient Journey

• Develop a comprehensive understanding of the patient journey, focused specifically on the patient audience and spanning symptom recognition, disease awareness, care seeking, diagnosis, referral, preventive-treatment consideration, treatment initiation and persistence.

• Identify key patient drop-off points, unmet needs and barriers across that journey.

• Understand how patient beliefs, knowledge, previous treatment experience, expectations and healthcare-system factors influence progression through the patient journey.

• Identify opportunities to improve patient recognition of migraine burden and understanding of preventive-treatment options.

• Apply patient-flow analytics and other advanced analytical approaches, where appropriate, to identify patterns, barriers and opportunities across the patient journey.

• Ensure that patient journey strategy remains clearly focused on patient needs and behaviors, while collaborating with other functions on healthcare-system or HCP-dependent barriers.

Market Development & Market Shaping

• Develop global market-development strategies aimed at increasing the number of appropriate patients reaching effective preventive migraine treatment.

• Identify structural barriers to market development, including underdiagnosis, undertreatment, delayed care seeking, delayed referral, limited disease awareness and inconsistent use of preventive therapy.

• Identify opportunities to support appropriate evolution of the preventive-migraine treatment market across chronic and episodic migraine.

• Define strategies to improve patient activation and support appropriate dialogue between patients and healthcare professionals.

• Identify scalable opportunities to address patient-related barriers to diagnosis, referral and preventive-treatment consideration.

• Partner with markets to prioritize market-development opportunities based on local epidemiology, healthcare-system dynamics, treatment pathways and patient behaviors.

• Leverage advanced analytics, predictive approaches and other emerging capabilities to support identification and prioritization of high-value market-development opportunities.

Patient Engagement & Activation

• Define how education, disease awareness, patient activation and support can positively influence relevant patient behaviors.

• Develop global patient-engagement principles that can be appropriately adapted to different regulatory and cultural environments.

• Partner with Digital and other relevant functions to identify patient engagement opportunities and appropriate channels.

• Explore the appropriate use of machine learning, AI-enabled analytics and other emerging technologies to improve the relevance, precision and effectiveness of patient engagement and activation strategies.

• Partner with Digital, Data Science and analytics teams to identify opportunities for more tailored engagement based on patient needs, behaviors and journey stage.

• Ensure patient communications are grounded in meaningful patient insights and deliver relevant, understandable and actionable information.

• Ensure all data-driven and technology-enabled patient strategies are developed within applicable regulatory, privacy, legal and compliance requirements.

Advocacy & External Engagement

• Partner with Advocacy, Medical and other relevant functions to understand the perspectives and unmet needs of the migraine community.

• Identify appropriate opportunities for disease awareness, patient education and community engagement.

• Support strategic engagement with patient organizations and other relevant external stakeholders in compliance with applicable policies and regulations.

• Incorporate patient and community insights into broader market-development and patient-engagement strategies.

Global Launch & Market Collaboration

• Partner with Regional and Local teams to develop global-to-local patient and market-development frameworks.

• Ensure patient strategy is integrated with overall brand strategy, HCP strategy and launch planning while maintaining clear ownership of the patient audience and patient journey.

• Work closely with priority markets to pressure-test global patient strategies and identify opportunities for scalable execution.

• Partner with the US organization while ensuring global patient strategies remain applicable across diverse healthcare systems and regulatory environments.

• Identify opportunities to pilot and scale innovative patient- and data-driven approaches across priority markets.

Patient, Market & Advanced Analytics Insights

• Partner with Insights & Analytics to generate patient journey, segmentation and behavioral insights.

• Define strategic insight-generation priorities that support patient strategy, market development and launch decision-making.

• Champion the use of advanced analytics, machine learning and AI-enabled approaches to deepen understanding of patient behaviors, journey progression, unmet needs and market-development opportunities.

• Partner with Insights & Analytics, Data Science, Digital and other relevant functions to identify and prioritize high-value use cases for predictive modeling, advanced segmentation, patient-flow analysis and other innovative analytical approaches.

• Define the relevant business questions, strategic requirements and measures of success for advanced analytics and AI-enabled initiatives while relying on technical experts for model development and implementation.

• Translate outputs from advanced analytics and machine-learning models into actionable commercial, patient and market-development decisions.

• Explore opportunities to identify patient segments, journey barriers and market opportunities that may not be evident through traditional research methodologies alone.

• Lead relevant global patient market research and insight-generation initiatives.

• Partner with Medical and Market Access to understand how clinical practice, reimbursement, policy and healthcare-system constraints affect patient progression.

• Continuously monitor changes in patient behaviors, expectations, data availability, technological capabilities and the broader migraine treatment environment.

Performance Measurement

• Develop KPIs measuring progress against patient behavioral and market-development objectives.

• Establish appropriate measures related to disease awareness, patient activation, diagnosis, referral, preventive-treatment consideration and other relevant indicators.

• Define success measures for advanced analytics and innovation initiatives based on their contribution to strategic decision-making, patient understanding and market-development outcomes.

• Partner with Insights & Analytics and market teams to assess effectiveness and optimize strategy.

Agency & Budget Management

• Lead and manage relevant external agencies and strategic partners supporting patient insights, market-development strategy, disease-awareness initiatives, patient communications, activation programs, analytics and innovation initiatives.

• Develop clear agency briefs and ensure external partners deliver strategically aligned, patient-centered and high-quality work.

• Oversee relevant agency scopes, budgets, timelines and performance.

• Ensure external partners supporting data, analytics, AI or technology-related initiatives work effectively with relevant internal technical and compliance stakeholders.

HOW - Knowledge & Experience

Knowledge & Experience (essential):

• 10+ years of progressive experience in pharmaceutical, biotechnology or related healthcare industries.
• Strong experience in patient/customer strategy, marketing or market development.
• Demonstrated experience with patient journey mapping, segmentation and insight generation.
• Experience supporting pharmaceutical launches or major lifecycle opportunities.
• Global or above-country commercial experience.
• Strong cross-functional leadership and influencing skills.
• Experience translating patient insights into scalable global strategies and market-execution frameworks.
• Demonstrated ability to use data, analytics and customer insights to inform strategic commercial decisions.
• Ability to partner effectively with analytics/ data-science, digital and technical teams without requiring direct technical ownership of model development
• Ability to work from our Cambridge, MA HQ on a hybrid model including working from the office

Knowledge & Experience (preferred):

• Migraine, neuroscience or specialty-care experience.
• Experience in patient activation, disease awareness or market shaping.
• Experience with specialty, physician-administered therapies, neurotoxins or biologics.
• Experience engaging with patient advocacy organizations.
• Familiarity with markets characterized by significant diagnosis, referral, treatment or access barriers.
• Experience applying advanced analytics, machine learning, AI-enabled segmentation, predictive modeling or other emerging technologies to commercial, customer or patient-strategy challenges.
• Experience working with real-world data, patient-flow analytics or other large healthcare datasets is advantageous.

Education / Certifications (essential):

•  Bachelor’s Degree or Equivalent in relevant field.

Education / Certifications (preferred):

• MS/MBA or other relevant advanced degree.

Language(s)

• English required
• Additional languages advantageous for a global role.

Compensation

The annual base salary range for this position is $190,500 - $270,000

The pay range displayed above is the range of base pay compensation within  which Ipsen expects to pay for this role at the time of this posting. Individual compensation within this range depends on a variety of factors, including, but not limited to, prior education and experience, job-related knowledge and demonstrated skills.

This job is eligible to participate in our incentive compensation program as well as our long-term incentives program.

At Ipsen we are proud to offer a comprehensive employee benefits package, including 401(k) with company contributions, group medical, dental and vision coverage, life and disability insurance, short- and long term disability insurance, as well as flexible spending accounts. Ipsen also provides parental leave, paid time off, a discretionary winter shutdown, well-being allowance, commuter benefits, and much more.

We are committed to creating a workplace where everyone feels heard, valued, and supported; where we embrace “The Real Us”. The value we place on different perspectives and experiences drives our commitment to inclusion and equal opportunities. When we include diverse ways of thinking, we make more thoughtful decisions and discover more innovative solutions. Together we strive to better understand the communities we serve. This means we also want to help you perform at your best when applying for a role with us. If you require any adjustments or support during the application process, please let the recruitment team know. This information will be handled with care and will not affect the outcome of your application. Ipsen is an equal opportunity employer that strictly prohibits unlawful discrimination. We recruit, employ, train, compensate, and promote without regard to an individual’s race, color, religion, gender, sexual orientation, gender identity/expression, national origin/ancestry, age, mental/physical disability, medical condition, marital status, veteran status, or any other characteristic protected by law.