Director, Segment Marketing
The Director Segment Marketing will leverage business acumen, a strong knowledge of the US Market Access Customer Base, and market access research/VAP field team insights to identify where branded and/or non-branded programs and resources can be developed in support of strengthening partnerships and collaboration with critical customers (such as Managed Care Organizations, Organized Customers (Integrated Delivery Networks, Hospital Systems, Medical Groups).
The Director Segment Marketing will lead a team of BU-aligned Segment Marketers and drive the development of these branded and/or non-branded messaging, tools, and resources that deliver value for access customers while enhancing customer engagement and portfolio access opportunities for VAP customer-facing field teams.
The purpose of the VAP Segment Marketing team is to address unique Opportunities & Needs of Prioritized VAP Segments and Channels to Drive Business Performance ("Right Message to the Right Customer, at the Right Time").
Potential deliverables for VAP Segment Marketing may include:
Strategic Assessments: Evaluation of Specific Segments, Channels, or Stakeholders
New Tools and/or Modifications of Existing Tools
Commercial Customer Collaborations Non-Personal Promotion or Third Party Partnerships
Key responsibilities for the Director Segment Marketing will include:
Ensuring the development and execution of BU-specific Segment Marketing deliverables
Management of Segment Marketing budget and integration of Segment Marketing deliverables into VAP Strategic Payer Marketing annual marketing cycle
Ensuring Segment Marketing deliverables are aligned with brand strategies, VAP Strategic Payer Marketing partners/leadership, and VAP field team needs
Managing, coaching, and mentoring Segment Marketing team in alignment with BMS People Strategy principles
The Director Segment Marketing will be expected to adhere to BMS Core Behaviors and also commit to regular and close collaboration with VAP Strategic Payer Marketing teams (Payer, Quality/Policy/Population Health, Value Marketing) and VAP Strategic Payer Marketing and field leadership.