About this role
At Bristol Myers Squibb, our employees often ask, “Who are you working for?”—a question that fuels collaboration, accountability, and urgency in our work. Our purpose-driven culture inspires us to discover, develop, and deliver innovative medicines to prevail over serious diseases. We offer uniquely interesting and meaningful work, opportunities for growth, and a supportive environment that values inclusion, wellbeing, flexibility, and comprehensive benefits.
This is work that transforms the lives of patients, and the careers of those who do it.
Position Summary
The Associate Director, HCP NPP & Digital Activation (Neuroscience) will serve as the primary execution owner for HCP NPP (non-personal promotion) strategy and digital activation across the COBENFY portfolio. Reporting to the Director, Neuroscience Integrated Growth Strategy & Digital Acceleration, this role translates strategic direction into channel-level activation, ensuring integrated, data-driven HCP engagement across paid, owned, and non-personal channels drives measurable impact on patient initiation and brand adoption.
This is a high-execution, high-accountability role designed for a commercially fluent, analytically strong marketer who thrives in a fast-moving launch environment and brings demonstrated experience turning NPP strategy into scalable, compliant, and performance-optimized experiences.
Key Responsibilities
Own the activation and optimization of integrated NPP campaigns across HCP paid, owned, and non-personal channels, ensuring seamless execution against the broader demand generation strategy
Translate segmentation, behavioral insights, and analytics into targeted, personalized HCP engagement strategies across digital, CRM, web, and field-connected channels
Partner with the Director to ensure channel execution is fully aligned to the overarching HCP initiation and growth strategy
Own day-to-day strategy and performance of HCP digital platforms including CobenfyHCP.com, on-demand ecosystems, and virtual engagement channels
Drive continuous optimization of digital experiences through performance measurement, test-and-learn frameworks, and insight-driven iteration
Champion AI-enabled and trigger-based engagement approaches, ensuring personalization and next-best-action logic is embedded across HCP touchpoints
Pull through the HCP media plan with precision, ensuring channel activation, asset deployment, and campaign timing are executed flawlessly against the established strategy
Bring a performance marketing mindset to all channel decisions, using engagement data, behavioral insights, and real-time metrics to inform optimization and fuel continuous improvement
Communicate channel performance clearly to senior stakeholders, translating results into actionable next steps
Partner with the AOR to ensure creative strategy is seamlessly translated into asset-based storytelling across non-personal and digital channels, maintaining narrative consistency and brand integrity throughout
Partner with the Mosaic content ecosystem to ensure modular assets are activated effectively across triggered and non-personal channels
Own sampling strategy execution and point-of-care activation, including e-commerce-enabled models where applicable
Ensure all content and channel activation is compliant, on-brand, and integrated across the full HCP engagement ecosystem
Partner cross-functionally across HCP Marketing, DTC Marketing, Customer Experience, Hospital, Market Access, Medical, Field, Insights & Analytics, IT, Legal, Regulatory, and external agencies to ensure seamless NPP execution
Support field enablement by ensuring digital tools, content, and engagement models are integrated with personal promotion and accessible to customer-facing teams
Contribute to shared KPI frameworks, reporting cadences, and business reviews tied to NPP and digital performance
Key Qualifications & Experience
BA/BS required; MBA or advanced degree preferred
5+ years of pharmaceutical or biotechnology commercial experience with a focus on NPP marketing, digital strategy, or HCP engagement
Demonstrated experience activating and optimizing NPP campaigns across paid, owned, and non-personal channels in a specialty or CNS environment
Strong analytical fluency with the ability to translate data, segmentation, and behavioral insights into targeted engagement strategies
Experience with CRM, marketing automation, digital media platforms, and performance measurement frameworks
Proven ability to manage agency relationships, budgets, and multiple workstreams simultaneously in a fast-paced environment
Comfort operating at the intersection of strategy and execution, with the range to contribute meaningfully to both
Neuroscience, CNS, or psychiatry therapeutic area experience strongly preferred
Familiarity with Mosaic or modular content ecosystems
Working knowledge of AI-enabled marketing tools, trigger-based engagement platforms, and next-best-action models
Experience with HCP digital platforms including branded websites, on-demand MSL/rep models, and virtual engagement channels
Activation windows are narrow in a launch environment; this leader moves fast and delivers with precision
Bring data-driven, digital-first thinking to HCP engagement; test, learn, and scale what works
Ensure all digital and NPP activation meets BMS promotional and compliance standards
Partner effectively across brand, field, medical, analytics, and agency teams
Connect every channel decision to its downstream impact on patient access and initiation
We hire for skills and capabilities, not just credentials – if this role excites you, but doesn’t perfectly match your resume, we encourage you to apply anyway.
Compensation Overview
Princeton - NJ - US: $165,360 - $200,376