Neuroscience HCP NPP & Digital Activation Lead

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

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.