Senior Director, Bipolar Launch Lead (HCP)

Bristol Myers Squibb; Princeton (NJ); On-site; USD 210,000 - 320,000; Full time

Job summary

Bristol Myers Squibb in New Jersey is seeking a Senior Director, Bipolar Launch Lead to shape the US market entry for COBENFY, translating global strategy into a US Unified Brand Plan and launch blueprint. You will partner across Medical Affairs, Market Access, Insights, and Commercial teams to build differentiated HCP positioning, segmentation, messaging, and lifecycle plans.

This high-visibility role demands strategic thinking, rigorous planning, and strong collaboration in a fast-moving

Qualifications

• BA/BS required.
• MBA or advanced degree strongly preferred.
• 10+ years of pharmaceutical or biotechnology commercial experience.
• At least one full product launch cycle with accountability for HCP brand strategy.
• Proven experience developing brand positioning, HCP segmentation, and promotional strategy.

Responsibilities

• Translate completed Worldwide outputs into a differentiated US Unified Brand Plan (UBP) and go-to-market plan reflecting US market nuances.
• Serve as the US commercial owner of the Global-to-Local transition and represent US market perspectives.
• Surface in-market insights to inform ongoing brand strategy and lifecycle decisions.
• Lead the US bipolar HCP commercial strategy, including brand positioning, segmentation, and messaging platform.
• Lead the creation and iteration of US launch and go-to-market plans as market dynamics evolve.
• Shape long-range bipolar brand strategy to inform multi-year planning beyond launch window.

Skills

Brand strategy

HCP segmentation

Promotional planning

Launch execution

Market strategy

Education

BA/BS

MBA or advanced degree

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 Senior Director, Bipolar Launch Lead (HCP) will serve as the primary commercial brand point for COBENFY's entry into the bipolar disorder market in the US, shaping long-range brand strategy, preparing the organization for launch, building the executional and tactical framework across the marketing team, and establishing the commercial and medical foundations for a best-in-class US label expansion.

A foundational responsibility is leading the Global-to-Local transition for bipolar: translating Worldwide strategic outputs into a US Unified Brand Plan (UBP) attuned to the market, payer landscape, HCP & SMI ecosystem, and patient journey.

Beyond launch, this leader will partner with the cross-functional matrix and Market Development to shape bipolar market strategy pre- through post-launch, challenging the status quo for providers and patients with Bipolar I disorder - including leveraging COBENFY's schizophrenia presence to accelerate adoption and inform broader cross-indication synergies.

This leader will serve as a key strategic partner within the Brand Leadership Team (BLT), collaborating across Medical Affairs, Market Access, Market Development, Insights & Analytics, Customer Experience, Consumer/HCP Marketing, and Launch Excellence. This is a high-visibility, high-velocity role for someone energized by complexity, comfortable building from the ground up, and confident making consequential decisions in a fast-moving launch context.

Key Responsibilities:

• Translate completed Worldwide strategic outputs into a differentiated, insight-driven US Unified Brand Plan (UBP) & go-to-market plan that reflects the nuances of the US market, payer landscape, HCP ecosystem, and patient journey
• Serve as the US commercial owner of the Global-to-Local transition, representing the US market perspective in global brand forums and cross-regional governance
• Surface U.S. market insights and in-market learnings to Global colleagues to inform ongoing brand strategy and life-cycle management decisions
• Build and refine the US bipolar HCP commercial strategy, including brand positioning, HCP segmentation, messaging platform, creative development and strategic launch blueprint
• Lead the creation and ongoing iteration of the US launch and go-to-market plans, refining tactics as market dynamics and competitive conditions evolve
• Shape long-range bipolar brand strategy, anticipating competitive dynamics and market evolution to inform multi-year strategic planning beyond the initial launch window
• Diagnose launch inhibitors and accelerators within the U.S. bipolar market, translating findings into sequenced initiatives and resource recommendations
• Ensure the brand strategy is grounded in insight, clinically differentiated, and built to guide world-class launch execution
• Ensure all strategies, plans and tactics are aligned with legal and compliance requirements
• Partner with the Market Development team to embed bipolar strategic thinking into ongoing market shaping efforts, challenging the status quo for providers and patients with Bipolar I disorder, and ensuring alignment between pre-launch brand building and the broader launch strategy
• Identify and communicate commercial synergies across COBENFY's schizophrenia and Bipolar I indications, leveraging established brand presence to inform and accelerate Bipolar I adoption
• Serve as a key strategic partner across Medical Affairs, Market Access, Insights & Analytics, Market Development, Customer Experience, and Consumer/HCP Marketing to ensure the bipolar strategy is fully integrated into the broader Neuroscience commercial plans
• Support development of the U.S. Unified Brand Plan (UBP) across commercial, medical, MAx; contribute in the build of senior leadership business reviews and help define key performance metrics
• Partner with Marketing Excellence to ensure launch frameworks and plans are reviewed, refined, and adapted for BMS fit ahead of execution

Key Qualifications and Experience:

• BA/BS required
• MBA or advanced degree strongly preferred
• 10+ years of pharmaceutical or biotechnology commercial experience, with significant strategic marketing and psychiatry therapeutic area exposure
• At least one full product launch cycle with demonstrated accountability for HCP brand strategy, including pre-launch planning and in-market execution
• Proven experience developing brand positioning, HCP segmentation, and promotional strategy in a