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Consumer Strategy Marketing

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In this highly cross-functional role, the Consumer Strategy Lead is focused on providing expertise in developing differentiating strategies for Healthcare Consumer marketing. Working with Brand Team the HCC Strategy Lead seeks to define the best approaches to enhance and leverage Consumer insights for Healthcare consumers, caregivers and patients.
Duties & Responsibilities:
Expert knowledge of the principles of advertising, marketing, communications and media with specific focus on the Healthcare consumer in
• Collaborates and provides strategic support through the planning process including advising teams on strategic tools – customer portraits, targetting and segmentation
• Participates in strategic planning process (SME)
• Participate in brainstorming sessions
• Seeks and models a consumer-centric view in all strategic thinking
• Collaborates and consults on consumer/ media plan recommendations and alternatives; liases with resident Media Strategist. Works consultatively on determining best approach to measure media performance.
Liaises with Market Research specialist to leverage innovative research approaches that unearth unique consumer insights for superior customer centricity as a competitive advantage
• Shares industry competitive activity in the marketplace to help teams anticipate trends in HCC marketing
• Generate tactical alternatives based on brand/account needs and requests
Meet with agencies/ media teams and industry representatives on a regular basis to pursue ideas that are strategically aligned with the brand/account business
Liaises with Consumer Care, Brand Teams, and other relevant departments that reach the healthcare consumer to achieve a consistent experience across all disciplines for the healthcare consumer
Shares best practices to accelerate adoption of new approaches across the organization and leverages innovation across all teams
Defines leading edge consumer strategies for relevant markets globally for healthcare consumers and caregivers
Works with complete knowledge of and in full compliance with the regulatory standards
Reports to the Head of Consumer COE
Skills/Abilities
• Strong understanding of: healthcare issues in the US market and the PPACA, healthcare trends and challenges globally, consumer strategy, promotion & media planning, user experience principles, DTC, internet, rich media and social media, emerging capabilities/technologies, relationship marketing, adherence strategy & promotion
• Experience with the development and execution of integrated Marketing Communication and Promotional Plans to support overall brand /account team strategies
• Outstanding communication and interpersonal skills; ability to build strong relationships with cross functional partners; strong leadership with multi-disciplined teams
• Excellent problem-solving skills and business judgment
• Ability to formulate solutions to consumer/ media challenges (Analytical thinking)
• Prioritization skills (multi-tasking)
Will advise/consult on the development of our HCC marketing communications strategies and plans for prioritized brands.
May provide executional support for brands based on business priorities
• Strong Healthcare customer understanding and ability to turn customer insight into action

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