Executive/Senior Director, Zepbound Consumer Marketing

Eli Lilly and Company is a global healthcare leader headquartered in Indianapolis, Indiana, dedicated to improving lives through innovative medicines. The role of Executive/Senior Director for Zepbound Consumer Marketing involves shaping the US Consumer Brand & Experience Strategy, leading activation efforts, and managing cross-functional teams to create impactful marketing campaigns.

Responsibilities:

• Partner with Global and US Marketing Teams on developing deep understanding of consumer insights (attitudes, behaviors, needs) and market insights (environment dynamics, treatment landscape, competitor strategies). Lead the localization of patient flow model and from/to beliefs and behaviors for target consumer segments and sub-segments
• Co-shape the US Consumer Strategy (with TA Consumer Leader, Brand Leader(s), and Patient Experience Senior Director) – foundational value proposition and differentiators; headwinds, tailwinds, and strategic choices; overall KPIs and goals; approach to adjacent and interdependent efforts; risks and mitigation
• Define Consumer Activation & Engagement Plans – priority campaigns and programs; approach to channels (PESO); personalization priorities across segments; key performance indicators (KPIs)
• Building off Global core claims and core consumer message elements (CCMEs), lead the development of a Therapeutic Area Content Strategy, including specific US Consumer Claims
• Develop Campaign Strategy Briefs and drive briefings to central capability teams (e.g., Consumer Creative & Advertising, Communications, Media) and relevant agencies
• Lead the development of Experience and Tactic Briefs to drive execution of Activation & Engagement efforts beyond core campaigns (e.g., local community programs, digital offerings on owned platforms)
• Own the comprehensive, integrated consumer marketing plan, budget, and goals. Orchestrate across central capability teams to ensure alignment to strategy and priorities, coherence and efficiency, and flywheel performance. Champion consumer insights, feedback, and experience throughout
• Partner with Consumer Creative & Advertising throughout campaign development and pre/during/post production processes; drive approvals within US TA; ensure partners pull through the approach to consumer segments, channels (PESO), and content strategy; and represent the TA in OPDP processes
• Lead execution of Activation & Engagement efforts beyond core campaigns as well as derivations of core campaign tactics. Lead related MLRO approvals, Veeva, and lifecycle management
• Accountable for performance of activation and consumer-driven leakage at treatment decision. Responsible for partnering with BI&A to ladder up campaign, program, and tactic level metrics into overall US Consumer KPI Framework
• Lead a high-performing team of expert consumer strategists, creative marketers, and change makers
• Cultivate a team culture to enable extraordinary talent to thrive – encourage candor with kindness; create accountability with transparency; coach to context and clear-thinking over control; promote belonging and inclusivity
• Foster productive, trust-based relationships across the enterprise, externally, and with partners
• Be thoughtful and judicious with resources; facilitate trade-offs without compromising on standards
• Comply with company policies, processes, and external obligations. Promote team compliance
• Represent our aspiration to be the world’s most people-centered, trusted medicine company as a habit inside and outside Lilly