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Associate Director, Regional Marketing - New York / Philadelphia 

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 New York and Connecticut. 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.

1. Strategic Thought Leader (TL) Engagement;
2. Congresses & Regional Convention Leadership;
3. Speaker Bureau Engagement;
4. Implement Regional Marketing Initiatives and Programs;
5. 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 execution, and share meeting outcomes/insights with all key stakeholders not in attendance, especially AGM and local Squad;
• Collaborate with assigned ad board lead to extend moderator and/or customer invites to within region TLs. Attend & actively participate in select ad boards. Share back customer/institution specific insights to local team;
• Collaborate with local teams to enable the field's optimal engagement and execution when opportunities arise, such as sponsorships, conferences, & events;
• Share knowledge on systems & processes with Brand Lead, AGM, within CRM team but also across the matrix team, leveraging experience and sharing proven approaches to establish & build deep TL relationships across different customer types.

 

WHO YOU ARE

Bayer seeks an incumbent who possesses the following:

REQUIRED QUILIFICATIONS

• Bachelor's degree;
• Valid drivers license and clean driving record;
• 5-7 years' experience in the pharma/biotech industry with at least 2 years of customer facing;
• 2 years' experience working within the cardiovascular therapeutic area;
• Proven accomplishment in identifying and driving a strategic approach to business;
• Proven track record of sales, customer-facing success, and/or superior project management;
• Significant experience in creating, maintaining, and growing relationships with key customers and stakeholders;
• Demonstrated ability to advance parallel initiatives in a fast-paced environment, show attention to detail, take ownership of issues, work independently and follow through to completion;
• Proactive, results-oriented, hard-working, self-starter motivated by a challenging task;
• Demonstrated ability to work effectively cross-functionally, both within the organization and with external partners, collaborating to ensure successful project completion;
• Desire to take the next step in your career to build a marketing capability or advance in sales leadership;
• Travel (50% +) to customer engagements, medical conferences, patient advocacy events, and internal meetings. Travel may occur in the evenings and on weekends.

PREFERRED QUALIFICATIONS

• Bachelors degree with a life science background;
• To reside in or near the geography;
• Marketing or other functional/leadership experience in sales training, sales management, account management, market access, and/or other commercial areas;
• Experience working with academic institutions and key accounts.

Employees can expect to be paid a salary between $ 143,280.00 - $214,920.00. Additional compensation may include a bonus or commission (if relevant).  Additional benefits include health care, vision, dental, retirement, PTO, sick leave, etc. 

This salary range is merely an estimate and may vary based on an applicant's location, market data/ranges, an applicant's skills and prior relevant experience, certain degrees and certifications, and other relevant factors.

This posting will be available for application until at least 8/22/26.

This role is eligible for an employee referral bonus.

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    YOUR APPLICATION      

Bayer offers a wide variety of competitive compensation and benefits programs. If you meet the requirements of this unique opportunity, and want to impact our mission Health for all, Hunger for none, we encourage you to apply now. Be part of something bigger. Be you. Be Bayer. 
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