Associate Director, HCP NPP & Digital Activation (Neuroscience)

Bristol Myers Squibb EU Policy; Princeton (NJ); On-site; USD 165,000 - 200,000; Full time

Benefits offered by this job

Comprehensive benefits

Flexible Time Off

11 paid holidays

Global benefits info

Job summary

Bristol Myers Squibb is seeking an Associate Director, HCP NPP & Digital Activation (Neuroscience) in Princeton, NJ. This role leads NPP strategy and digital activation across channels to drive patient initiation and brand adoption, translating strategy into measurable, compliant digital experiences.

The ideal candidate has 5+ years in pharma marketing, with strong analytics and experience across CRM, media plans, and AI-enabled approaches.

Qualifications

• 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.

Responsibilities

• Own the activation and optimization of integrated NPP campaigns across HCP paid, owned, and non-personal channels.
• 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.
• 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

Skills

NPP marketing

digital strategy

HCP engagement

CRM

marketing automation

performance measurement

agency management

Neuroscience/CNS

AI-enabled marketing

Mosaic content

Education

BA/BS required

MBA preferred

Tools

CRM

Marketing automation

Digital media platforms

Job description

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

Compensation Overview

Princeton - NJ - US: $165,360 - $200,376

The starting pay range(s) listed above is for full-time employees (FTE). You may also be eligible for additional discretionary incentive cash and stock opportunities. We determine starting pay thoughtfully – carefully considering the nature of the role, required skills, work location, schedule and the knowledge and experience you bring. Final compensation is guided by pay equity principles and applicable employment laws. Compensation programs are reviewed on an ongoing basis and may be adjusted over time to reflect evolving market factors, and individual, team or Company performance.

Benefits

Subject to the terms and conditions of the applicable plans then in effect, you may be eligible to participate in our comprehensive benefit plans – including wellbeing support, retirement and financial protection benefits, and insurance offerings (medical, dental, vision, life and disability).

U.S.-based exempt employees are eligible for Flexible Time Off (FTO), which provides paid time off without a set accrual limit, subject to manager approval, along with 11 paid company holidays each year.

Non-exempt employees, RayzeBio employees, and employees located in Puerto Rico receive 160 hours of paid vacation annually for new hires (subject to manager approval), 11 paid company holidays, and 3 optional holidays.

Depending on eligibility, employees may also have access to additional time-off benefits, including paid sick leave, up to two paid volunteer days per year, summer hours flexibility, and leaves of absence for medical, personal, parental, caregiver, bereavement, or military needs. Eligible employees also enjoy an annual Global Shutdown between Christmas Day and New Year's Day.

U.S.-based job seekers can explore full benefit offerings at https://careers.bms.com/benefits

How We Work

Where you work matters – because collaboration, innovation and patient impact happen in many settings. Our roles are structured across four work models: site-essential, site-by-design, field-based and remote-by-design. The model assigned to this role is based on its core responsibilities. Learn more at https://careers.bms.com/ways-of-working.

Supporting People With Disabilities

BMS is dedicated to ensuring that people with disabilities can excel through a transparent recruitment process, reasonable workplace accommodations/adjustments and ongoing support in their roles. Applicants can request a reasonable workplace accommodation/adjustment prior to accepting a job offer. If you require reasonable accommodations/adjustments in completing this application, or in any part of the recruitment process, direct your inquiries to [e-mail]. Visit careers.bms.com/eeo-accessibility to access our complete Equal Employment Opportunity statement.

Candidate Rights

BMS will consider qualified applicants with arrest and conviction records, pursuant to applicable laws in your area.

Data Protection

We will never request payments, financial information, or social security numbers during our application or recruitment process. Learn more about protecting yourself at https://careers.bms.com/fraud-protection.

Any data processed in connection with role applications will be treated in accordance with applicable data privacy policies and regulations.

If this posting is missing required information required by local law or incorrect, contact BMS at [e-mail] the Job Title and Requisition number. Do not send application-related inquiries to this email. To check your application status, please login to your Candidate Home Account.

R1606336 : Associate Director, HCP NPP & Digital Activation (Neuroscience)