Executive Director, HCP Marketing

Initial Therapeutics, Inc.; Watertown (MA); On-site; USD 257,500 - 326,167; Full time

Job summary

EyePoint Pharmaceuticals is seeking an Executive Director of HCP Marketing to lead the brand campaign and promotional strategy for DURAVYU targeting retina specialists. You will drive disease-state education, multichannel engagement, and messaging differentiation to support field teams in a competitive landscape.

Reporting to the VP, Head of Marketing, you will collaborate with Field Marketing, Medical Affairs, Sales, and Market Access, shaping education and promotional strategy for a

Qualifications

• Bachelor's degree required; MBA or advanced degree preferred.
• 12+ years of pharmaceutical or biotechnology HCP marketing experience.
• Experience with multichannel marketing, digital HCP engagement, and customer segmentation.
• Strong cross-functional collaboration with Sales, Medical Affairs, and Market Access.
• Experience with competitive positioning and response in specialty therapeutic areas.

Responsibilities

• Lead HCP brand campaigns for DURAVYU across branded/unbranded channels.
• Develop messaging and multichannel promotional programs for retina specialists.
• Translate clinical differentiators into promotional materials.
• Manage agency relationships and development timelines.
• Design multichannel HCP engagement strategy and optimize channels.

Skills

HCP marketing

Multichannel marketing

Cross-functional collaboration

Strategic messaging

Project management

Education

Bachelor's degree

MBA or advanced degree preferred

Job description

The Commercial team at EyePoint focuses on bringing innovative therapies to patients by ensuring healthcare providers, partners, and communities have access to treatment, reimbursement, and are able to use the product appropriately. This team uses data-driven insights, market access strategies, and a patient-centric approach to improve awareness, access, and adoption of EyePoint’s therapies to help improve vision outcomes for people with serious retinal diseases.

The Executive Director, HCP Marketing will lead the brand campaign and promotional strategy for DURAVYU targeting retina specialists. This leader drives disease-state education and TKI class awareness, owns the multichannel HCP engagement strategy, and develops competitive response and differentiation messaging to support field teams in a market with multiple established and emerging competitors.

EyePoint is building its commercial infrastructure to support the anticipated launch of DURAVYU for wet AMD. As the first TKI to potentially launch in the retina space, HCP education — both about the TKI class and DURAVYU's specific differentiators — will be critical to driving adoption among retina specialists.

Reporting to the VP, Head of Marketing, this role will partner closely with Field Marketing, Peer-to-Peer Marketing, Medical Affairs, Sales, and Market Access.

Key Responsibilities

Brand Campaign & Promotional Strategy

• Lead the design and execution of HCP brand campaigns for DURAVYU across branded and unbranded channels.
• Develop core messaging, creative campaigns, and multichannel promotional programs targeting retina specialists.
• Translate clinical and scientific differentiators into compelling promotional materials.
• Optimize messaging for impact, recall, and field force usability.
• Manage HCP creative agency relationships and promotional development timelines.

Disease-State Education & TKI Class Awareness

• Build pre-launch and post-launch educational initiatives that differentiate DURAVYU's MOA and clinical data.
• Develop TKI class education programs to build foundational understanding among retina specialists.
• Create educational content spanning MOA, disease pathology, treatment burden, and real-world evidence.
• Utilize congress, peer-to-peer, digital, and publication channels to disseminate educational content.
• Partner with Medical Affairs on scientific education alignment.

Multichannel HCP Engagement Strategy

• Design and optimize the HCP channel mix across personal promotion, digital, email, print, and non-personal promotion.
• Develop customer segmentation and targeting strategies aligned with adoption patterns and influence dynamics.
• Test and refine channels for reach, effectiveness, and ROI.
• Ensure integration with field marketing, peer-to-peer, and sales force engagement.
• Manage digital HCP marketing platforms and analytics.

Competitive Response & Differentiation Messaging

• Monitor competitor promotional activities, clinical data releases, and market positioning.
• Build objection-handling tools, competitive positioning guides, and clinical evidence resources.
• Develop rapid response messaging and differentiation strategies for the field force.
• Empower sales and field teams with timely, accurate, and compliant competitive information.
• Track competitive messaging trends and work with marketing operations to use in strategic decision making.

Required Qualifications

Education

• Bachelor's degree required; MBA or advanced degree preferred.

Experience

• 12+ years of pharmaceutical or biotechnology HCP marketing experience.
• Demonstrated success developing and executing HCP brand campaigns and promotional strategies.
• Experience with multichannel marketing, digital HCP engagement, and customer segmentation.
• Strong cross-functional collaboration experience with Sales, Medical Affairs, and Market Access.
• Experience with competitive positioning and response in specialty therapeutic areas.

Knowledge & Capabilities

• Knowledge of retina disease space, HCP engagement models, and specialty pharma marketing.
• Expertise in branded and unbranded pharmaceutical promotion.
• Strong creative judgment and ability to translate science into compelling messaging.
• Excellent project management, communication, and analytical skills.
• Ability to manage multiple agencies and workstreams simultaneously.

Preferred Experience

• Ophthalmology or retinal disease market experience.
• Experience launching novel mechanism or first-in-class therapies.
• Buy-and-bill and physician-administered therapeutics experience.
• Biotechnology launch experience within a pre-commercial or emerging-growth organization.

Success Measures

• HCP awareness, perception, and adoption of DURAVYU.
• Campaign effectiveness, reach, and engagement metrics.
• TKI class awareness among retina specialists.
• Competitive positioning effectiveness and field force satisfaction with marketing support.
• Multichannel engagement performance and ROI.
• Promotional asset delivery timeliness and compliance.

EyePoint is committed to fair andequitablecompensation practices.The salaryoffer iscommensuratewithEyePoint’scompensation philosophy and considers factors including but notlimited to education, training, experience, market conditions, criticality of the role and internal equity.

The target salary range for this position is listed below:

Salary Range

$257,500 - $326,167 USD

Envision Your Future

With the exciting energy of a winning culture and an exhilarating pace, we are an ophthalmology company committed topreventing blindnessby developing and commercializing innovative therapeutics.

The collective power of our values influences everything we do, and everything we do for you.

Transformational Innovation

We exist to change our patients’ lives through the power of sight. We are forward looking, embrace challenges with curiosity, and continuously seek to improve our products and ourselves by learning, problem-solving and pushing the limits of science and technology.

Unwavering Integrity

We recognize our responsibility to our patients, employees, and our community, and value the trust they put in us. We set a high ethical bar and expect responsible leadership at every level to ensure we serve those who matter most to us.

Compassionate Excellence

We believe that fun and excellence can coexist. We foster a culture where enjoying the work we do and caring for each other are as important as delivering exceptional outcomes.

Inclusive Collaboration

We strive to see through the eyes of others and work as one team. We appreciate one another’s differences and perspectives, and ensure everyone feels valued, respected and encouraged to bring their ideas forward.

EyePointis proud to be an equal opportunity employer. We believe that diversity and inclusion among our colleagues is critical to our success as a company, and we seek to recruit, develop, and retain the most talented people from a diverse candidate pool. All applicants will be considered for employment without attention to age, race, color, religion, sex, sexual orientation, gender identity, national origin, veteran, or disability status.