Sr. Director - Consumer Marketing

At Lilly, the work is demanding because patients are waiting. We unite caring with discovery to help make life better for people around the world, knowing that every decision, every detail, and every day matters. Headquartered in Indianapolis, Indiana, our over 50,000 employees around the globe take on complex challenges to discover and deliver life-changing medicines, strengthen how health is understood and managed, and support the communities we serve. This is hard, urgent, selfless work—but it’s work worth doing. If you’re driven by purpose and ready to bring your best to work that truly matters for patients, we invite you to join us.  This role is responsible for shaping the US Consumer Brand & Experience Strategy and leading the planning, execution, and performance management of Activation & Engagement efforts. This includes leading Campaign Strategy Brief(s), integrating and orchestrating execution across central capability teams (e.g., Consumer Creative & Advertising, Communications, Media, Digital), and driving flywheel performance across channels (PESO). Also responsible for collaborating with cross-functional colleagues (particularly Global TA, US TA, and GCO teams), coaching and developing top marketing talent, and advancing our consumer marketing capabilities to be fit-for-future. The Consumer Marketing Leader is equal parts consumer-obsessed therapeutic area strategist, creative marketing operator, and practical change maker. This role reports to the AVP, Consumer Brand Strategy & Experience Leader and works closely with US Brand Team.

Brand Strategy & Planning • Partner with Global and US Marketing Teams on developing deep understanding of consumer insights (attitudes, behaviors, needs) and market insights (environment dynamics, treatment landscape, competitor strategies). Lead the localization of patient flow model and from/to beliefs and behaviors for target consumer segments and sub-segments. • Co-shape the US Consumer Strategy (with TA Consumer Leader, Brand Leader(s), and Patient Experience Senior Director) – foundational value proposition and differentiators; headwinds, tailwinds, and strategic choices; overall KPIs and goals; approach to adjacent and interdependent efforts; risks and mitigation. • Define Consumer Activation & Engagement Plans – priority campaigns and programs; approach to channels (PESO); personalization priorities across segments; key performance indicators (KPIs). Campaign, Content, and Experience Strategy • Building off Global core claims and core consumer message elements (CCMEs), lead the development of a Therapeutic Area Content Strategy, including specific US Consumer Claims. • Develop Campaign Strategy Briefs and drive briefings to central capability teams (e.g., Consumer Creative & Advertising, Communications, Media) and relevant agencies. • Lead the development of Experience and Tactic Briefs to drive execution of Activation & Engagement efforts beyond core campaigns (e.g., local community programs, digital offerings on owned platforms). Creative, Content, and Tactic Execution • Own the comprehensive, integrated consumer marketing plan, budget, and goals. Orchestrate across central capability teams to ensure alignment to strategy and priorities, coherence and efficiency, and flywheel performance. • Champion consumer insights, feedback, and experience throughout. • Partner with Consumer Creative & Advertising throughout campaign development and pre/during/post production processes; drive approvals within US TA; ensure partners pull through the approach to consumer segments, channels (PESO), and content strategy; and represent the TA in OPDP processes. • Lead execution of Activation & Engagement efforts beyond core campaigns as well as derivations of core campaign tactics. Lead related MLRO approvals, Veeva, and lifecycle management. • Accountable for performance of activation and consumer-driven leakage at treatment