Director, Consumer Marketing - COBENFY

Location: Princeton - NJ - US

At Bristol Myers Squibb, our employees often ask, “Who are you working for?”—a question that fuels collaboration, accountability, and urgency in our work. Our purpose-driven culture inspires us to discover, develop, and deliver innovative medicines to prevail over serious diseases. We offer uniquely interesting and meaningful work, opportunities for growth, and a supportive environment that values inclusion, wellbeing, flexibility, and comprehensive benefits. This is work that transforms the lives of patients, and the careers of those who do it.

Position Summary:

The Director, Consumer Marketing (Psychiatry) will serve as the lead consumer brand strategist and execution owner for COBENFY across the psychiatry patient and care partner audience. Reporting to the Executive Director, Marketing Strategy Lead, this leader will build, activate, and continuously optimize an integrated consumer marketing program spanning paid media, television, digital, social, CRM, and patient support channels, and will lead a team of consumer marketing professionals.

This is a high-visibility, high-accountability role that requires equal parts brand thinking and media sophistication. The ideal candidate brings deep consumer marketing experience in pharma or healthcare, a strong command of paid media strategy and optimization across TV and digital, and the range to move fluidly between long-horizon brand planning and day-to-day campaign performance management. Consumer marketing for serious mental illness (SMI) is uniquely complex, and this leader must bring real empathy for the patient and care partner experience alongside the commercial instincts to drive awareness, initiation, and persistence at scale.

Key Responsibilities:

Consumer Brand Strategy and Campaign Development

• Own the integrated consumer and care partner marketing strategy for COBENFY, translating brand positioning, patient insights, and clinical data into compelling branded campaigns

• Lead the development of patient and care partner journeys, segmentation frameworks, and insight-driven personas that identify unmet needs, barriers, and moments that matter across the treatment experience

• Evolve messaging architecture and brand story as new clinical data emerges, keeping consumer-facing materials current, emotionally resonant, and compliant across indications

Paid Media Strategy, TV Planning and Optimization

• Serve as the primary marketing owner of the consumer media plan across television, digital, social, search, and emerging channels, in partnership with the media agency of record (AOR)

• Oversee TV campaigns end to end, from creative briefing and production through trafficking, airing, and performance analysis, across linear, connected TV (CTV), and streaming environments

• Establish consumer media KPIs and drive continuous optimization of targeting, channel mix, spend allocation, and creative rotation, both in-flight and across planning cycles, translating performance data into clear recommendations for brand and leadership stakeholders

Digital, Social and CRM Activation

• Lead consumer digital programs across owned, earned, and paid channels, including the COBENFY patient website, social media, programmatic, search, and CRM, in partnership with the Omnichannel COE and digital agency partners

• Own CRM strategy and patient communication journey design, ensuring messaging is personalized and sequenced appropriately across the treatment journey

• Apply new technologies and digital capabilities to innovate the consumer experience and improve campaign performance and engagement outcomes

Patient and Care Partner Experience Integration

• Partner with Customer Experience (CX) to design an integrated consumer experience spanning awareness, treatment consideration, onboarding, access, affordability, initiation, adherence, and ongoing support, ensuring the post-initiation experience is as strategically considered as the acquisition funnel

• Build partnerships with patient advocacy groups and patient organizations that empower patients and care partners to seek appropriate treatment and support services

Cross-Functional Partnership and Brand Integration

• Collaborate with HCP Marketing, DTC Marketing peers across other brands and therapeutic areas, Customer Experience, Market Access, Medical Affairs, Regulatory, Legal, Public Relations, and Patient Support to integrate consumer strategy into the broader commercial plan and deliver a connected experience across the patient and prescriber journey

• Manage consumer marketing budgets with discipline, ensuring on-time, on-budget delivery, and partner with Insights and Analytics to track performance and identify optimization needs

• Ensure all consumer programs and materials meet the highest standards of regulatory compliance, FDA guidelines, and BMS promotional review requirements

People and Partner Leadership

• Lead, coach, and develop a team of consumer marketing professionals, setting clear priorities, building capabilities in media, digital, and analytics, and fostering an inclusive, high-performing team culture

• Manage multiple agency and vendor partners simultaneously, holding them accountable to timelines, quality, and outcomes

Key Qualifications and Experience:

• BA/BS required; MBA or advanced degree strongly preferred

• 10+ years of pharmaceutical or biotechnology commercial experience, with demonstrated accountability for consumer or patient marketing

• Proven people leadership experience, including direct management and development of marketing talent

• Deep experience developing and executing integrated consumer marketing campaigns across TV, digital, social, CRM, and patient support channels

• Proven command of paid media strategy and planning, including TV (linear, CTV/streaming), digital, social, and search, with hands-on experience managing media AOR relationships and optimizing in-flight performance

• Strong analytical skills, with the ability to establish KPIs, interpret campaign performance data, manage budgets, and translate insights into clear strategic and tactical recommendations

• Demonstrated ability to manage multiple agency and vendor relationships, with strong project management and organizational skills

• Excellent communication and presentation skills, with the ability to articulate consumer strategy and campaign performance clearly to brand leadership and senior stakeholders
• Neuroscience, CNS, psychiatry, or SMI therapeutic area experience strongly preferred

• US product launch experience with accountability for consumer marketing from pre-launch through in-market execution

• Experience designing patient and care partner journeys, segmentation frameworks, and consumer personas in a complex specialty market

• Familiarity with CRM platforms, marketing automation, and patient support program integration (hub services, PASS, specialty pharmacy coordination)

• Working knowledge of pharmaceutical promotional review, MLR submission requirements, and FDA regulations governing consumer promotion

• Experience with branded and unbranded consumer strategies, including disease awareness and stigma-reduction programming in mental health
  

We hire for skills and capabilities, not just credentials – if this role excites you, but doesn’t perfectly match your resume, we encourage you to apply anyway.

Princeton - NJ - US: $196,950 - $238,661 


The starting pay range(s) listed above is for full-time employees (FTE). You may also be eligible for additional discretionary incentive cash and stock opportunities. We determine starting pay thoughtfully – carefully considering the nature of the role, required skills, work location, schedule and the knowledge and experience you bring. Final compensation is guided by pay equity principles and applicable employment laws. Compensation programs are reviewed on an ongoing basis and may be adjusted over time to reflect evolving market factors, and individual, team or Company performance.

Benefits:

Subject to the terms and conditions of the applicable plans then in effect, you may be eligible to participate in our comprehensive benefit plans – including wellbeing support, retirement and financial protection benefits, and insurance offerings (medical, dental, vision, life and disability).

U.S.-based exempt employees are eligible for Flexible Time Off (FTO), which provides paid time off without a set accrual limit, subject to manager approval, along with 11 paid company holidays each year.

Non-exempt employees, RayzeBio employees, and employees located in Puerto Rico receive 160 hours of paid vacation annually for new hires (subject to manager approval), 11 paid company holidays, and 3 optional holidays.

Depending on eligibility, employees may also have access to additional time-off benefits, including paid sick leave, up to two paid volunteer days per year, summer hours flexibility, and leaves of absence for medical, personal, parental, caregiver, bereavement, or military needs. Eligible employees also enjoy an annual Global Shutdown between Christmas Day and New Year's Day.

U.S.-based job seekers can explore full benefit offerings at https://careers.bms.com/benefits

How We Work

Where you work matters – because collaboration, innovation and patient impact happen in many settings. Our roles are structured across four work models: site-essential, site-by-design, field-based and remote-by-design. The model assigned to this role is based on its core responsibilities. Learn more at https://careers.bms.com/ways-of-working.

Supporting People with Disabilities

BMS is dedicated to ensuring that people with disabilities can excel through a transparent recruitment process, reasonable workplace accommodations/adjustments and ongoing support in their roles. Applicants can request a reasonable workplace accommodation/adjustment prior to accepting a job offer. If you require reasonable accommodations/adjustments in completing this application, or in any part of the recruitment process, direct your inquiries to adastaffingsupport@bms.com. Visit careers.bms.com/eeo-accessibility to access our complete Equal Employment Opportunity statement.

Candidate Rights

BMS will consider qualified applicants with arrest and conviction records, pursuant to applicable laws in your area.

For roles based in Los Angeles County only: If you live in or expect to work from Los Angeles County if hired for this position, please visit this page for important additional information: https://careers.bms.com/california-residents/

Data Protection

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If this posting is missing required information required by local law or incorrect, contact BMS at TAEnablement@bms.comwith the Job Title and Requisition number. Do not send application-related inquiries to this email. To check your application status, please login to your Candidate Home Account.

R1607252 : Director, Consumer Marketing - COBENFY