Cardiorenal Associate Director Regional Marketing - San Francisco, CA

Bayer · San Francisco

At Bayer we’re visionaries, driven to solve the world’s toughest challenges and striving for a world where 'Health for all Hunger for none’ is no longer a dream, but a real possibility. We’re doing it with energy, curiosity and sheer dedication, always learning from unique perspectives of those around us, expanding our thinking, growing our capabilities and redefining ‘impossible’. There are so many reasons to join us. If you’re hungry to build a varied and meaningful career in a community of brilliant and diverse minds to make a real difference, there’s only one choice.

PURPOSE

As part of the field-based Product & Portfolio Squad, your primary responsibility is to engage and develop Thought Leaders (TLs), generate insights relevant to strategic decision-making, execute regional meetings, and deliver programs to Healthcare Professionals (HCPs) for Bayer’s Cardiovascular Renal Portfolio. The ultimate goal is to help enable near-term Squad objectives to achieve long-term brand results. The geography of coverage will be Northern California, mainly San Francisco. Travel up to 50% within the territory.

KEY TASKS AND RESPONSIBILITIES

The incumbent will be responsible for activities across five key areas, in each case, acting as a champion to deliver brand communication strategy.

Strategic Thought Leader (TL) Engagement;
Congresses & Regional Convention Leadership;
Speaker Bureau Engagement;
Implement Regional Marketing Initiatives and Programs;
Insight Generation and Field Partnership.

Strategic Thought Leader (TL) Engagement:

Establish and maintain TL relationships in the field of cardiovascular-renal-metabolic health. Engage target customers across appropriate channels and activities (1:1s, conferences, consultancy, speaker bureau, material co-creation, etc.) to create positive product perception and deep relationships. Develop a regional advocate TL base which aligns to CVR product communication strategy. Academic centers, key accounts, and TLs within the region are of particular importance, as well as supporting relationships across other regions;
Identify and recommend TLs to provide brand insight. Collaborate with the local team to identify emerging TLs and make proposals to add or subtract to maintain focus on the critical top TLs significantly driving peer influence, institutional decision-making, and/or scientific advances;
Develop and maintain deep clinical expertise to challenge and advance TL thinking, leveraging consistent expertise in the data, brand strategy, & messaging;
In collaboration with the Area General Manager (AGM), contribute to & inform sentiment tracking along the TL Journey to inform plans to motivate TLs to become vocal champions. Collaborate with TL Strategy/Peer-to-Peer (P2P) Content Lead to deliver strategies to develop TLs;
Develop, implement, and maintain accountability for the interactions and feedback with regional and local external experts across the U.S.

Congresses & Regional Conventions:

Coordinate and execute plans for company presence at appropriate conferences. Leverage & repurpose content leading internal approvals and align & train local staffing to create a strong and effective congress presence;
Coordinate and execute plans for cardiovascular renal related company presence at national conferences as assigned & contribute to national conference planning;
Lead TL meetings and support exec/senior leadership encounters at congresses & industry meetings;
Attend scientific/educational sessions to advance clinical expertise, sharing key insights learned from conferences and TL engagements with sales and brand teams to maximize utility & action plans;
Maintain deep understanding of a region, including opinion leaders and other influencers, treatment and utilization trends, payer and reimbursement dynamics, and opportunities and challenges for the brand and marketing tactics within the region.

Speaker Bureau Engagement:

Lead marketing-initiated peer-to-peer (P2P) program execution including national broadcast;
Supports the execution of the promotional speaker bureau by aiding the development of Opinion Leader faculty to create innovative speaker content, support the training of new speakers, and increase the effectiveness and compliance of promotional programming. Liaison for insight collection from pertinent national, regional, and local level conferences and symposium;
Harvest insights during program execution, feeding ideas and recommendations to P2P content that lead to strengthen and evolve speaker programs, including customizations of P2P content by stakeholder.

Implement Local Marketing Initiatives and Programs:

Own or contribute to various local and national marketing projects that drive brand strategy. Contribute to and actively participate in platform teams focused on improving processes, including speaker bureau, contracting, congress planning, etc;
Tailor brand materials to local needs and assess how to further tailor digital solutions on an area level.

Insight Generation and Field Partnership:

Coordinate, share, and consolidate customer insight & intelligence, including program participation with sales consultants, AGMs, regional/national account directors and other internal partners, enabling all to deliver on the brand strategy;
Execute against regional marketing plan that aligns with strategic imperatives of national brand plan and help drive brand growth at local levels;
Rely on expertise, generate and communicate actionable insights to the brand team to help inform national strategy with regard to tactical execution and driving efficiency and marketing spend;
Lead assigned advisory boards in collaboration with Brand Lead, CRM peers, and agency partners. Develop objectives, complete content development & approval, align internal attendees, oversee

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