Senior Director, New Product Planning
Posted on Apr 6, 2021 by ACADIA Pharmaceuticals
Responsible for leading strategic direction for Acadia's current and future rare disease portfolio. This includes Trofinetide within the current US indication for Rett's Disease and for any potential future indications. This includes utilizing data and market knowledge to identify and initiate optimal approaches to both current product value and future areas of opportunity. Lead internal cross functional teams and manage external agencies to ensure stakeholder alignment. Also a key contributor to analyses and strategic insights to inform the clinical and commercial development of rare disease pipeline products, as well as collaboratively building sound commercial assessments of potential new rare disease assets for the organization.
Lead all key aspects of market understanding and development relative to rare disease markets.
Lead marketing strategy for Trofinetide, including audience definition and segmentation, value proposition, branding, positioning, key messages, and promotional material development.
Develops the commercial launch plan for Trofinetide in the U.S. market, including brand growth strategies and tactics that target HCPs, patients & caregivers.
Provides strategic direction on market research objectives and designs, as well as other innovative approaches to inform rare disease brand strategies.
Interprets research findings and draws appropriate insights based on the results.
Builds strong relationships with internal partners (Business Development, Marketing, Clinical Affairs, Medical Affairs, Market Research, Access & Reimbursement), collaborating effectively to ensure team success.
Manages productive external relationships with Key Opinion Leaders and Congress leadership.
Ensures close collaboration with Patient Services and Patient Advocacy to identify and address key areas of need and to ensure optimal level of engagement and support for the relevant patient and caregiver communities
Manages relationships with key creative agencies/consultants in support of core HCP/patient/caregiver audience needs and conduct yearly assessments.
Assumes overall brand budget accountability and manages promotional spend forecasts; works with finance to monitor spending against budget/forecast; Identifies trends and insights to optimize spend, performance, and ROI.
Works with Access & Reimbursement, Medical Affairs and HEOR to develop differentiation, as well as effective strategies and tactics designed to secure appropriate market access for Trofinetide and other rare disease molecules we may bring into the portfolio.
Provides executional oversight of external stakeholder promotions and disease state initiatives.
Drives overall marketing direction that corresponds to and takes advantage of key environmental changes in the market, competition, new data, treatment paradigm shifts, and market events that require reaction.
Develops/nurtures partnerships with relevant centers of excellence, patient services and patient advocacy organizations (national/regional/local).
Partners with U.S. sales, account management and medical leadership teams to ensure appropriate training programs are adequately developed to support pre/post launch activity plans.
Informs the commercialization plan for potential new assets, particularly as it relates to resource needs and overall market opportunity (ie sales force sizing requirements, identification of target patient populations, HCPs, access strategy)
Conducts market analyses to inform recommendations for key segment value drivers, growth opportunities, target product profiles, & revenue potential
Identifies, analyzes, and translates relevant clinical and landscape data, as well as competitive intelligence, to inform the development of asset strategies and BD opportunities
Collaborates with Value Analytics and other Commercial Strategy team members to support business development efforts and ad hoc strategic initiatives
Works collaboratively with the in line HCP and market research teams within marketing to identify go-to-market needs and inform strategy for future indications and new rare disease products
Represents commercial perspective in organizational decision-making related to rare disease business development opportunities, clinical development and life cycle management programs.
Supports the LCM function within the commercial strategy team as a partner during times of heavy LCM specific project load
Performs other duties as assigned
Requires a Bachelor's degree in marketing, health care, business administration or related field; MBA, advanced degree or other equivalent experience preferred. A minimum of 12 years of progressively responsible experience within the pharmaceutical or biotech industry. Requires at least 5 years of experience working in rare disease with key internal stakeholders to develop and preparing market for launch - CNS experience a plus. New product planning and business development collaboration experience preferred. Requires a solid background in marketing and applying learnings to strategy development. An equivalent combination of relevant education and experience may be considered.
Recent rare disease pre-launch and launch experience
Strong interpersonal, partnering and cross-functional collaboration skills
Ability to work successfully in a dynamic, fast paced, team-oriented environment with learning agility and style flexibility
Ability to work with leadership and other cross functional peers and colleagues
Proficiency at creating and communicating a clear vision among team members, effectively aligning resources and activities to achieve functional area and/or organizational goals
Ability to challenge the status quo and drive organizational action
Ability to creatively problem solve
Ability to travel up to 30% of time.