Marketing Lead, PBC

Title:

Marketing Lead, PBC

Company:

IPSEN K.K.

 

About Ipsen:

Ipsen is a mid-sized global biopharmaceutical company with a focus on transformative medicines in three therapeutic areas: Oncology, Rare Disease and Neuroscience. Supported by nearly 100 years of development experience, with global hubs in the U.S., France and the U.K, we tackle areas of high unmet medical need through research and innovation.

 Our passionate teams in more than 40 countries are focused on what matters and endeavor every day to bring medicines to patients in 88 countries. We build a workplace that champions human-centric leadership and fosters a culture of collaboration, excellence and impact. At Ipsen, every individual is empowered to be their true selves, grow and thrive alongside the company’s success. Join us on our journey towards sustainable growth, creating real impact on patients and society!

For more information, visit us at https://www.ipsen.com/ and follow our latest news on LinkedIn and Instagram.

Job Description:

As a Marketing Lead, your responsibilities will be focused on HCP marketing for PBC (Primary Biliary Cholangitis), owning end-to-end brand strategy and execution to deliver successful pre-launch, launch, and in-market growth for the upcoming elafibranor launch.

The role will own brand planning, development of brand campaign/image, media, and key promotional initiatives; lead KOL engagement, field and omnichannel integration, sales/market data analysis, HCP targeting and segmentation, and marketing budget management.

The role will execute both KAM channel and non-KAM channel  promotional tactics in close partnership with cross-functional stakeholders. Reports to the Japan Head of Commercial.

Core Marketing Activities

• Lead launch readiness forelafibranor, owning pre-launch and launch tactical plans and cross-functional governance
• Own elafibranor Brand Plan and annual operating plan, including strategy, objectives, and integrated tactical roadmap
• Develop and drive competitive strategy for elafibranor (competitive intelligence, differentiation and positioning, and rapid response plans), ensuring compliant execution across channels
• Lead business reviews and performance management, translating insights into actions to maximize launch success and sustainable growth
• Lead key initiatives including omnichannel KOL engagement programs and advocacy initiatives
• Lead engagement strategies with key external stakeholders (e.g., KOLs, HCPs, scientific societies) in partnership with Medical team
• Drive appropriate engagement with patient advocacy groups to understand unmet needs and improve patient access, in alignment with Medical and Compliance
• Define, monitor, and report KPIs for brand plans (leading/lagging indicators), ensuring clear accountability and timely course correction
• Leverage market data, customer analytics, and digital insights to continuously optimize omnichannel programs and brand performance
• Drive market shaping initiatives to improve PBC diagnosis and patient identification through appropriate disease awareness and HCP education initiatives
• Map and continuously refine the patient journey (diagnosis to treatment) and partner cross-functionally to remove access barriers and improve appropriate treatment initiation
• Ensure compliant execution of all promotional activities

Cross-Functional Leadership / Collaboration

• Drive cross-functional alignment with Sales to ensure effective sales force execution, clear accountabilities, and closure of business needs
• Partner with Sales to co-develop and execute integrated promotional programs, and jointly own performance management
• Lead development of brand training and capability building with Sales and Strategic Business Excellence, ensuring readiness for pre-launch, launch, and in-market execution
• Own development of promotional materials and secure timely approvals through the Promotional Review Committee (PRC), ensuring full compliance and alignment to brand strategy
• Partner with Value & Access to align on value story, access strategy, and stakeholder engagement that supports appropriate patient access
• Coordinate with Regulatory Affairs and PV (Pharmacovigilance) to ensure compliant planning and execution across all activities and materials
• Lead omnichannel governance with Digital/Omnichannel partners to deliver a consistent customer experience across personal and non-personal channels
• Incorporate insights from primary and secondary research into the development of field promotional
• tactics
• Partner with Strategic Business Excellence (and external vendors as needed) to ensure data-driven understanding, measurement, and implementation of the brand strategy

Knowledge & Experience:

• At least 5 years of marketing experiences Japan pharmaceutical company, with at least 2 years in Specialty / Hepatology area exposure, ideally including launch planning experience
• Demonstrates a strong entrepreneurial spirit, driving innovation with passion and resilience to pursue new pharmaceutical marketing opportunities.
• Strong communication and interpersonal skills along with the ability to influence others
• Ability to work with multiple internal cross-functional teams and successfully manage multiple projects simultaneously in a matrixed organization.
• Strong scientific/medical aptitude, ideally including experience and knowledge of Specialty / Hepatology with complex science and reimbursement.
• Demonstrated success in project, vendor, and experience managing large budgets.
• Working within an environment of strict compliance to all appropriate regulatory guidelines to successfully design and execute tactics, programs and tools that achieve business objectives.
• Excellent written and verbal skills and strong interpersonal communication skills

Knowledge & Experience (preferred):

• Strong preference for candidates with pharmaceutical sales experience
• Experience in developing strategic and operational plans preferred

Education / Certifications:

•  Bachelor of Life-science/Pharmaceutical/Business or a similar discipline is required
•  MBA or advanced degree preferred

Language(s):

• Proficient in Japanese with excellent fluency. Business-level proficiency in English is required.

#LI-Hybrid

#LI-CT1

We are committed to creating a workplace where everyone feels heard, valued, and supported; where we embrace “The Real Us”. The value we place on different perspectives and experiences drives our commitment to inclusion and equal opportunities. When we include diverse ways of thinking, we make more thoughtful decisions and discover more innovative solutions. Together we strive to better understand the communities we serve. This means we also want to help you perform at your best when applying for a role with us. If you require any adjustments or support during the application process, please let the recruitment team know. This information will be handled with care and will not affect the outcome of your application.

Global specialty-driven biopharmaceutical company focused on oncology, rare disease, and neuroscience. Headquartered in Paris, France.

ipsen.com