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Director, Patient Marketing

Global Blood Therapeutics
South San Francisco, CA
Start date
Sep 23, 2022
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Job Details


About Global Blood Therapeutics, Inc. (GBT)

We are a clinical-stage, publicly traded biopharmaceutical company determined to discover, develop and deliver innovative treatments that provide hope to underserved patient communities.  We are passionate and committed to developing new therapies that can provide transformative clinical benefit to patients.  Our first approved therapy - Oxbryta, is an oral, once-daily therapy that is designed to attack the root cause of sickle cell disease.  We have an active research and business development group focused on discovering novel therapies for serious blood disorders.

Position Summary:

Reporting to the Sr. Director of Marketing, the Director, Patient Marketing will be a key contributor to the growth of Oxbryta.  This position will lead the development of the Patient Marketing strategy, tactics and execution for Oxbryta.  The priority for patient marketing strategies, tactics and programs will be to drive patient awareness, activation, engagement and retention with the brand.  The position requires strong leadership, communication, and collaboration with cross-functional partners. The Director, Patient Marketing will be responsible for budget oversight as well as management of a Associate Director and key agency partnerships.

This role will be based in South San Francisco Head Quarters and be a work interchangeable position requiring 2 days in the office every other week.

Essential Duties and Responsibilities:

  • Lead overall development of Consumer stakeholder strategy, including strategic brand positioning, target audience identification and segmentation, brand strategic imperatives, Brand plan development and execution for Oxbryta
  • Identify and crystalize strategic insights through deep understanding and analysis of market landscape, patient unmet needs, sickle cell patient journey, competitive dynamics and positioning, while focusing on product profile development that will drive significant adoption and differentiation for patients in the sickle cell treatment market
  • Lead key brand prioritizations and strategic decisions as part of an Integrated Brand Team while striving to achieve internal processes that accurately reflect brand opportunity and providing the necessary analysis and support for business needs, e.g. Launch Readiness; Strategic Brand Plan etc.
  • Function as the Consumer-focused commercialization lead throughout market research and analytics planning, patient and HCP advisory boards, patient targeting and segmentation, sales force strategic planning, training and execution planning for patient focused materials
  • Lead development of planning and investment strategy for Direct-to-Consumer advertising, brand promotion and media plans. Develop analytics and track plans of key performance indicators and return on investment analysis to maximize brand growth and revenue for the company. Drive innovative approaches and strategies to reaching and supporting patients to adopt Oxbryta and increase loyalty of customers. Develop comprehensive patient support customer relations marketing (CRM) programs to help patients start and stay on Oxbryta
  • Support the further development of the Oxbryta label, label strategy and negotiations with the FDA, patient clinical data alignment with commercialization strategy, including communication that delivers upon patient unmet needs for clear delivery of content
  • Develop compelling presentations to convey strategies to broad sets of stakeholder audiences, including senior executives, cross-functional leadership teams, and cross-functional partners for understanding and support of brand plans
  • Offer leadership, mentorship and guidance to brand team members, instilling excitement and motivation for development of high performing teams
  • Act as key contributor and presenter for internal brand strategic planning, field force launch and plan of action (POA) meetings, including meeting preparation, agendas, and story line for most effective communications and training
  • Develop a deep understanding of the patient journey including needs, insights and the role of patient communications and support as a critical part of the overall brand communication and marketing mix strategy; identify the need to customize targeting based on geography
  • Identify the optimal combination of messaging and educational initiatives and the appropriate channels to connect with patients and caregivers
  • Align with cross-functional partners to collectively drive the strategic vision and shared goals created for a successful launch
  • Create promotional messaging consistent with the approved label; working closely with Medical, Legal, and Regulatory colleagues and adhere to established review guidelines
  • Manage external agency partners to ensure alignment to strategy and delivery of high impact creative, copy and programs in a timely and compliant manner 
  • Support successful sales meetings; ensure all field personnel have relevant patient-focused materials for the HCP audiences 
  • Work closely with Analytics partners to employ innovative research techniques that drive identification of key insights resulting in impactful marketing plans
  • Work in close conjunction with analytics team to establish defining KPIs and other launch performance measures
  • Monitor key performance metrics and recommend adjustments to strategy/tactics as needed
  • Represent the voice and experience of the patient within the organization
  • Manage direct report and agency partners to meet all timelines and deliverables
  • Create and support an environment of inclusion and excellence


  • Bachelor’s degree in marketing or related fields.  Advanced degree preferred
  • Minimum 9-14 years’ experience in patient marketing within the pharma or biotech industry
  • 4+ years of experience leading teams and/or managing people (i.e., employees, contractors) required for leadership positions
  • Previous experience in Strategic Brand Development, In-line Marketing, marketing consulting roles, and/or consumer healthcare focused advertising and promotion role
  • Experience in strategic positioning of products for success within competitive environments
  • Broad marketing experience required across the lifecycle with emphasis on launch experience in specialty arena and/or rare disease
  • Experience managing mass media DTC promotional programs on well-established consumer facing product(s)
  • Strong patient focus and knowledge of engagement dynamics along the continuum of care
  • Multicultural patient marketing experience preferred
  • Experience developing multi-channel campaigns and programs through all stages from concept to implementation and execution
  • Strong business acumen, strategic thinking, and execution excellence
  • Scientific acumen & therapeutic understanding, with the ability to analyze complex datasets
  • Experience working within matrix-based teams and project management
  • Works collaboratively and proactively, maintains high degree of planning, coordination & project management skills, demonstrated ability to problem solve & resolve conflict with diplomacy
  • Builds strong relationships with peers and cross functional partners outside of immediate team
  • Self-starter, learns fast, quickly grasps the essence of concepts, can change course rapidly where required, demonstrates intellectual curiosity
  • Open to suggestion & experimentation for improvement, embraces ideas from others, encourages innovation but matches innovation to reality
  • Demonstrates the ability to communicate ideas & make the complex easy for others to understand
  • Executes highly effective working team meetings with internal and external partners and is visibly inclusive and transparent in all he/she does
  • Exhibits strong emotional intelligence, diplomacy, maintenance of confidentiality, maturity and organizationally savvy
  • Experience in managing external agency partners to meet deadlines in alignment with SOWs
  • Seasoned leader with the ability to confidently prioritize, direct, and manage multiple workstreams in a timely manner
  • Proven ability to use analytical skills and critical thinking to diagnosis business issues and incorporate into development or adjustment of marketing plans to achieve business results in a self-directed manner
  • Exceptional communication skills (written, verbal and presentations), time management, planning, project management, organizational and negotiation skills
  • Travel required 25 – 40% (estimated)

Fit with GBT culture:

  • Ability to build strong relationships with co-workers of various backgrounds and expertise
  • Ability to function at a high level in a team setting whether leading the group or acting as an individual contributor
  • Values-based leadership consistent with GBT's Core Values
  • Excitement about the vision and mission of GBT
  • Flexibility
  • Integrity

NOTE:  This position summary is not intended to be all-inclusive. Employee may perform other related duties as negotiated to meet the ongoing needs of the organization.

The Company complies with all laws respecting equal employment opportunity and does not discriminate against applicants with regard to any protected characteristic as defined by federal, state, and local law.  This position may require you to work onsite or interact in person with customers of the Company and/or work onsite from time to time at the Company’s facilities.  The Company requires all employees working in its facilities (including attending in-person meetings and events) to be fully vaccinated from COVID-19 (except as required by applicable law).  Therefore, this position requires you to be fully vaccinated from COVID-19, subject to reasonable accommodations for a disability/medical condition or sincerely-held religious belief, and/or as otherwise required by applicable law.  The Company considers you fully vaccinated once 14 days have passed since you received either the second dose in a two-dose COVID-19 vaccine series or a single-dose COVID-19 vaccine. This position requires you to maintain a fully-vaccinated status against COVID-19, subject to reasonable accommodations required by applicable law. The vaccine must have been FDA approved, have emergency use authorization from the FDA, or, for persons fully vaccinated outside of the U.S., be listed for emergency use by the World Health Organization.



Global Blood Therapeutics (GBT) is a biopharmaceutical company dedicated to the discovery, development and delivery of life-changing treatments that provide hope to underserved patient communities. Founded in 2011, GBT is delivering on its goal to transform the treatment and care of sickle cell disease (SCD), a lifelong, devastating inherited blood disorder. The company has introduced Oxbryta® (voxelotor), the first FDA-approved treatment that directly inhibits sickle hemoglobin polymerization, the root cause of SCD. GBT is also advancing its pipeline program in SCD with inclacumab, a p-selectin inhibitor in development to address pain crises associated with the disease. In addition, GBT’s drug discovery teams are working on new targets to develop the next generation of treatments for SCD. To learn more, please visit and follow the company on Twitter @GBT_news.

Find Us
181 Oyster Point Blvd
South San Francisco
United States
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