Purpose Statement:
The Associate Director, APS Strategy & Marketing - Oncology Launch is the dedicated patient services launch leader for a multiple myeloma product. This role connects APS and the Oncology brand team to translate brand strategy, patient and provider needs, access dynamics, and operational requirements into an integrated support strategy and launch plan. The leader shapes the care model, integrates patient and provider marketing, drives readiness, defines measures, and mitigates risks while aligning matrixed partners around shared launch outcomes.
Responsibilities:
Launch Strategy and Care Model Leadership
- Contribute to end-to-end APS strategy and launch plan, from care model design through readiness, execution, and optimization.
- Translate patient, caregiver, provider, access, field, and market insights into support solutions that help patients access, start, and stay on therapy.
- Define the support value proposition, experience principles, and prioritized capabilities with APS and Oncology stakeholders.
- Reflect the multiple myeloma journey, including care settings, treatment sequencing, education needs, access barriers, affordability, and therapy support requirements in offerings and marketing materials.
Patient and Provider Marketing
- Develop patient and provider marketing strategy, including audience journeys, messages, channels, and engagement plans.
- Lead launch materials and experiences across digital, CRM, web, field, hub, and other appropriate channels.
- Partner with brand, APS marketing, agencies, and vendors to deliver consistent, on-strategy communications within scope, timing, and budget.
- Lead and execute marketing tactic creation, review and rollout including collaboration with training team and brand teams
- Collaborate with brand and act as an SME for activities and messaging associated with APS programs
- Manage larger cross functional marketing budget for all APS marketing activities with accountability for monthly LBEs and accountability to APS and brand finance
Cross-Functional Leadership and Governance
- Orchestrate collaboration across Brand, Market Access, Medical, Legal, Regulatory, Compliance, Operations, Analytics, Finance, Technology, Field teams, and partners in the development of patient services initiatives and marketing.
Access, Operations, and Field Readiness
- Partner with access, reimbursement, hub, distribution, operations, and field leaders to execute the oncology support model.
- Incorporate enrollment, benefit verification, prior authorization, financial support, case management, education, and field support needs and other offerings as determined by the team..
- Account for oncology workflows, site-of-care needs, benefit design, distribution requirements, and multiple myeloma provider expectations.
- Lead readiness for training, tools, workflows, vendor capabilities, data flows, service standards, issue resolution, and feedback loops.
Measurement, Financial Stewardship, and Optimization
- Define indicators across access, time to therapy, engagement, experience, operations, and persistence, where appropriate.
- Partner with Analytics and Operations on dashboards, performance reviews, insights, and action planning.
- Own portions of budget planning, forecasting, vendor scope, investment recommendations, risk identification, and post-launch optimization.
Key Deliverables
- APS launch strategy, and patient/provider experience journeys
- Operational, hub, field, training, data, vendor, and readiness plans
- Deliver Launch tactics on time and in budget
- Build and manage budget related to all marketing activities and on cross-functional projects that employee owns
- Determine KPIs and tracking plan for new activities and initiatives, and regularly report on progress