Brand Marketing Director - Vaccines

Business Introduction

The ability to understand market dynamics and brand positioning is critical to the future success of our brands. The way we integrate marketing strategies into execution plans has become a significant part of our overall brand marketing investment, ensuring GSK's leadership in the industry.

Job Title: Brand Marketing Director - Vaccines

Summary

As the Director of Brand Marketing, you will drive the strategic direction of GSK's brand marketing initiatives, manage cross-functional alignment and ensure the integration of comprehensive strategies that enhance brand visibility and foster growth across multiple channels.

You will be responsible for conducting market and landscape assessments to understand the competitive environment and identify growth opportunities. This critical role requires high levels of stakeholder engagement and financial acumen. You will define and monitor leading and lagging indicators to assess and drive brand performance, ensuring alignment with overarching business goals. You will define and monitor leading and lagging indicators to assess and drive brand performance, ensuring alignment with overarching business goals.

You will report directly to the Senior Director of Brand Marketing, Adult Vaccines.

Additional level of key activities:

Brand Marketing & Planning:

• Establish and refine the brand's value proposition, ensuring it resonates with all relevant customer groups and differentiates the brand in the market

• Lead the development of the customer funnel and journey, iterating to ensure GSK remains responsive to market demands and changes

• Develop and maintain the brand book to ensure consistent messaging and brand identity

• Engage with the Global Brand team to align on strategy, landscape assessment, long-range forecasting, and other key topics. Ensure clear narratives on brand needs and performance, including senior leader reporting (e.g. Monthly Performance Reporting, Quarterly Business Reviews)

• Lead long-range forecasting, Strategic and Operational planning to align marketing strategies with business objectives and market dynamics

• Partner with communications and PR teams to maximize impact of brand initiatives and messaging

• Maintain a detailed overview of the disease landscape and engage in policy and regulatory initiatives to support brand objectives and engage in policy and regulatory initiatives to support brand objectives

• Conduct market and landscape assessments to understand the competitive environment, identify growth opportunities and inform strategic decisions

• Partner with Market Access and trade teams to develop pricing and contracting strategies

• Help maintain the brand's budget, ensuring efficient allocation of resources

Brand Performance Measurement & Reporting

• Lead Brand Health initiatives to ensure alignment with strategic goals and enhance brand performance

• Define and monitor leading and lagging indicators such as intent, vaccination rates, and market share to assess and drive brand performance

• Monitor and report on brand performance to senior leadership, providing insights and strategic recommendations for continuous improvement

Business Management

• Drive innovation in brand strategy to maintain a competitive advantage and adapt to market changes

• 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 to secure investments and key decisions

• Foster an environment of innovation, inclusion, challenge, trust, and development within the teams

Why You?

Basic Qualifications:

• Bachelor's degree

• 8+ years marketing or other relevant commercial experience

• Minimum of 2 years of strategy development and/or forecasting

• Minimum 1 year experience with lifecycle planning/business analysis

• Minimum 1 year experience in Pharmaceutical Marketing

Additional Qualifications:

• MBA or Master's degree in marketing or related disciplines

• Experience in vaccines strongly preferred

• Proficiency in digital marketing

• Experience in utilizing AI to understand customers, create campaigns, and continuously refine and modify to maximize impact in the market

• Ability to understand and influence consumer mindsets and experiences

• Experience in market research, marketing promotions, strategy, tactics, and resource allocation

• Practical experience with prescription brand marketing principles

• Ability to motivate, lead, and influence across various levels and functions

• Excellent communication (written & verbal), interpersonal influence, and prioritization skills

• Strong business acumen and demonstrated analytical skills

• Knowledge and practical application of compliance acumen in the pharmaceutical space

Core Capabilities / Competencies:

• Business acumen and strong analytical mindset to make data-driven decisions

• Market Landscape Understanding: A deep, analytical grasp of the vaccines market - able to interpret trends, competitive movements, and customer behaviors to anticipate change and guide strategy

• Competitive Mindset: Passion to conquer uncharted territory and create Public Health impact

• Brand Strategy and Positioning: Bring the strategic vision to define and elevate brand strategy, positioning it with clear differentiation and purpose across all relevant customer types

• Objectives and Key Results: Driven by outcomes, able to establish and deliver measurable goals that align marketing performance with business growth and public health impact

Additional Capabilities / Competencies:

• Demonstrates an understanding of channels, pricing, and market access strategies

• Drives market and brand opportunity analysis and develops actionable brand insight

• Demonstrates sense of ownership for the shared success of the team and asset

• Thrives in a fast-paced, dynamic, competitive environment and drives culture of trust, respect, transparency, and accountability

Work Arrangements: This role is an in-office position with flexible/hybrid working options available in line with GSK's policies. Remote or fully home-working arrangements are not available for this role.

Please visit GSK US Benefits Summary to learn more about the comprehensive benefits program GSK offers US employees.

Why GSK?

Uniting science, technology and talent to get ahead of disease together.

GSK is a global biopharma company with a purpose to unite science, technology and talent to get ahead of disease together. We aim to positively impact the health of 2.5 billion people by the end of the decade, as a successful, growing company where people can thrive. We get ahead of disease by preventing and treating it with innovation in specialty medicines and vaccines. We focus on four therapeutic areas: respiratory, immunology and inflammation; oncology; HIV; and infectious diseases - to impact health at scale.

People and patients around the world count on the medicines and vaccines we make, so we're committed to creating an environment where our people can thrive and focus on what matters most. Our culture of being ambitious for patients, accountable for impact and doing the right thing is the foundation for how, together, we deliver for patients, shareholders and our people.

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