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Director - Paid Media - Omnichannel Engagement

Novo Nordisk
Plainsboro, NJ
Start date
Apr 12, 2024

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Marketing, Advertising, Strategic Marketing
Required Education
Bachelors Degree
Position Type
Full time
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Job Details

About the Department 

The Cardiometabolic Marketing Team leads the US marketing efforts for Novo Nordisk’s robust cardiometabolic product portfolio, which includes world class therapies for the treatment of diabetes, obesity, cardiovascular disease, and other serious chronic diseases. As part of the team, you will contribute to the development and delivery of our portfolio vision, business strategies, and tactical plans that drive our business forward. You will help to drive the NNI portfolio and Brand strategies to ensure the products reach the people who need them most.


The Position

Lead a team of in-house media experts to develop, implement and optimize paid media strategy across Patient, HCP, Trade, EHR and other NNI paid media investments for all NNI brands to ensure the achievement of brand goals and objectives. Responsible for exploring new, innovative/emerging channels to reach and influence customers and future-proof the business in an ever-evolving landscape. Manages an aggregate budget of over $900M in spend and is responsible for generating and tracking revenue through ROI analysis. Work closely with Marketing, Omnichannel Engagement, and Communications to ensure media and channel synergies. Serves as the media, awareness, acquisition and retention lead within the COE. Internal expert on paid media as well as online/offline/event driven awareness and acquisition initiatives to deliver on brand needs and goals. Sets the Media strategy and approach to NNI brand and unbranded awareness initiatives, working closely with Patient, COE, and Brand Teams. Responsible for presenting and gaining alignment on NNI brand and transversal media plans throughout all levels of the organization including Executive Management and Board of Directors.



Reports to the Sr Director Omnichannel Engagement. Responsible for the management of a media team that includes internal employees, contingent employees and vendor staff. Works closely with Brand Leadership and other units within Marketing. Other internal relationships include relations with Procurement, Commercial Insights and Analytics (CI&A), Market Access, Regulatory, Sales and Legal personnel, and international colleagues. External relationships include relations with professional services vendors as well as key patient organizations.


Essential Functions

  • Brand planning:
  • Accountable to manage the brand/portfolio paid media budget in conjunction with overall digital and offline media plan
  • Optimizes spend and ensures that resources are appropriately allocated and qualities of services are maintained while costs remain on track and according to budget
  • Monitors agency expenses by looking for opportunities to maximize value while minimizing agency costs
  • Follows internal and external procedures in managing contracts
  • Regularly tracks and reconciles expenses to ensure budget is on track and provide financial reporting to MLT, Finance and Procurement
  • Develops and manages paid media plans across full marketing portfolio
  • Regularly presents media strategy and investment metrics to brand and executive management
  • Ensures alignment of plans with brand teams, providing guidance/insights and soliciting feedback
  • Presents plans for management endorsement in partnership with brand leads
  • Executes the effective integration of various marketing tactics - medical education, advertising, public relations, sales force, NPP, patient education, etc.
  • Identifies needs and leads implementation, in coordination with CI&A, of Marketing and Media Mix Metrics to drive investment level recommendations by brand in relation to portfolio
  • Coordination with CI&A to identify & implement ongoing measurement/optimization plans measuring awareness, conversion, revenue and competitive impact
  • Implements pre-marketing strategies and develops clinical thought-leader relationships and involvement
  • Leads in the development of plans and strategic marketing plans for new and current products
  • Paid Media lead in development of awareness and acquisition initiatives that align to Marketing brand strategies, ensuring alignment of brand positioning and messaging in relation to multichannel efforts
  • Translates brand objectives into strategic multichannel marketing plans, including proven methods as well as innovative opportunities
  • Responsible for preparing and presenting aggregate spend strategy and tactics during the annual brand planning process
  • Manages and tracks investment in excess of $900M annually
  • Works effectively with international colleagues for new product launches
  • Cross functional collaboration:
  • Ensures strategy alignment of Omnichannel efforts
  • Works closely with CI&A to establish, own, and defend metrics necessary to track impact and success of awareness and acquisition initiatives
  • Works with Brand Managers & Leadership to ensure alignment on needs and execution plans are in place
    • Digital strategy and integration:
    • Develops strategic partnerships with digital/online companies that will benefit NNI
    • Works with Omnichannel Operations in integrating brand specific initiatives into overall NNI infrastructure
    • Coordinates with HCP Activation on strategy, targets, approach to market and mode of messaging delivery for HCP and EHR media efforts
    • Works closely with Consumer Activation team to identify, evaluate and implement customer acquisition efforts
    • Collaborates with CI&A to track and monitor investment impact on brand revenue
  • Industry best practices:
  • Determines, implements, and monitors set-up, including testing methodologies, reporting requirements, and modeling requirements, to ensure appropriate implementation and execution of plan
  • Develops robust and intelligent "test-and-learn" approach to all paid media campaigns including emergent digital trends
    • Maintains knowledge of current search engine technology and ensures that NNI sites are optimized to current standards
    • Updates and continues to utilize best practices for paid Pharma promotions across all NNI customer bases
  • Innovation:
  • Relentless drive to identify innovative and emerging opportunities to deliver on brand objetives, presents to stakeholders, provides POVs
    • Market analyses:
    • Partners with CI&A to analyze and define the market and provides accurate sales projections/forecasts for existing products
    • Develop marketing input to extended brand teams in order to maximize brand revenue
    • Develops and maintains key contacts with different target audiences to fully understand marketplace dynamics
    • Provides guidance to market research plans to inform paid media plans and creative assets across full marketing portfolio
    • Hosts portfolio and brand specific media status and optimization as appropriate
  • Partner management:
  • Ensures media buys are targeted efficiently and effectively
  • Manages agency partners in media planning, execution, analysis & talent management responsibilities across portfolio of Marketing brands
  • Works with media agency to ensure appropriate planning, execution and optimization resource tools are in place
  • Promotions:
  • Developments and implements best in class measurement framework
  • Assists in leading key marketing initiatives as needed by brand team
  • Contributes to other brand functions as needed, including special projects and process improvement initiatives
  • Collaborates with COE for respective expertise in customer segment to provide guidance on creative development based on expertise and learnings. (i.e., website, banners, digital videos, etc.)
  • Develops and disseminates promotion and training programs, including coordination of involved external suppliers and agencies, and with input from sales
  • Develops and implements marketing plan with promotional budget responsibility. Lead implementation of promotional tactics within budget parameters
  • Ensures brand lead is aligned on assets needed to execute paid media plan
  • Liaison to other NNI functions as needed to support brand initiatives
  • Manages the media agency and promotional review system to implement overall campaign elements, educational, promotional and public relations programs
  • Selects and manages professional services to create effective launch programs to maximize return on investment
  • Web management:
  • Works closely with CI&A & Omni Operations to establish, and defend metrics necessary to track impact and success of awareness and acquisition initiatives
  • Works with brand account managers or brand point leads to ensure alignment on needs and execution plans are in place
  • Responsible for managing the media budget for all NNI paid media initiatives. Coordinates and manages the vendor relationship, media planning, media purchase and media optimization. Works closely with brand teams, Strategic Sourcing and agency partners with the goal of achieving media efficiencies and effectiveness

    Physical Requirements

    0-10% overnight travel required.


    Development of People

    Ensure that reporting personnel have individual development plans (IDP), with annual goals and measurements that are consistent with the priorities of the business, and that interim reviews are held so that their work is focused on those priorities, and they understand their level of accountability for results and the measurement process.


    Ensure that the IDP forms include completed learning and aspiration plans and are in place for all reporting personnel to enable the achievement of goals and capability to assume increased levels of responsibility.


    Manage the application and communication of all Novo Nordisk policies, procedures, and Novo Nordisk Way.



  • A Bachelor’s degree required, MBA preferred. (Or equivalent experience)
  • A minimum of twelve (12) years progressive media planning and buying experience is required demonstrating a steady career progression with increasing roles of responsibility
  • Marketing/brand management/agency and sales experience within the pharmaceutical industry a plus
  • A minimum of two (3) years supervisory experience is preferred
  • Planning, Execution and Follow-Up - effectively prioritizes and spends his/her time and the time of other on what is important. Develops accurate short and long term plans. Ensures timely execution and follow-up
  • Meets deadlines. Anticipates problems and roadblocks to avoid crisis management
  • The ability to work on cross-functional teams
  • Strong executive presence
  • Solution-orientated

    We commit to an inclusive recruitment process and equality of opportunity for all our job applicants.


    At Novo Nordisk we recognize that it is no longer good enough to aspire to be the best company in the world. We need to aspire to be the best company for the world and we know that this is only possible with talented employees with diverse perspectives, backgrounds and cultures. We are therefore committed to creating an inclusive culture that celebrates the diversity of our employees, the patients we serve and communities we operate in. Together, we’re life changing.


    Novo Nordisk is an equal opportunity employer. Qualified applicants will receive consideration for employment without regard to race, ethnicity, color, religion, sex, gender identity, sexual orientation, national origin, disability, protected veteran status or any other characteristic protected by local, state or federal laws, rules or regulations.


    If you are interested in applying to Novo Nordisk and need special assistance or an accommodation to apply, please call us at 1-855-411-5290. This contact is for accommodation requests only and cannot be used to inquire about the status of applications.


    Novo Nordisk is a leading global healthcare company, founded in 1923 and headquartered in Denmark. Our purpose is to drive change to defeat diabetes and other serious chronic diseases such as obesity and rare blood and endocrine disorders. We do so by pioneering scientific breakthroughs, expanding access to our medicines, and working to prevent and ultimately cure disease. Novo Nordisk employs about 54,400 people in 80 countries and markets its products in around 170 countries. For more information visit

    Our US Research & Development hub, located in the Greater Boston area, brings together the best talent to drive life science innovation. Located in Lexington, Watertown and Cambridge, our teams reflect the full scope of R&D, from early research through late-stage clinical development. We are building for the future by creating a distinct R&D community based on collaboration, partnerships, and cutting-edge research across multiple modalities and therapeutic areas. We recognize that improving human health starts here and that patients rely on us. By combining the speed and agility of biotech with the quality, resources, and stability of a large pharmaceutical company, our US R&D hub will benefit from the best of both worlds to develop new medicines that meet the needs of patients.


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    75 Hayden Avenue

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