Senior Director, Consumer Experience and Marketing (Vaccines)

GSK; Philadelphia (Philadelphia County); On-site; USD 120,000 - 180,000; Full time

Job summary

An established industry player is seeking a Senior Director of Consumer Experience and Marketing to lead innovative strategies for vaccine marketing. This role involves overseeing a team to enhance consumer engagement through data-driven insights and advanced digital marketing techniques. You will collaborate with various stakeholders to ensure impactful media investments and refine marketing tactics that resonate with target audiences. If you are passionate about consumer insights and thrive in a dynamic environment, this is an exciting opportunity to make a significant impact in the healthcare sector.

Qualifications

• 5+ years of experience in leading and managing teams.
• Experience in Pharmaceutical Marketing, especially DTC marketing.

Responsibilities

• Lead consumer marketing strategy for vaccine portfolio.
• Drive media planning and execution across multiple channels.

Skills

Consumer Marketing

Team Leadership

Digital Marketing

Stakeholder Engagement

Analytical Skills

Communication Skills

Education

Bachelor’s Degree

MBA or Master’s Degree

Tools

Artificial Intelligence (AI)

Data Management Tools

Job description

Senior Director, Consumer Experience and Marketing (Vaccines)

Join to apply for the Senior Director, Consumer Experience and Marketing (Vaccines) role at GSK.

Site Name: USA - Pennsylvania - Philadelphia

Posted Date: Apr 29 2025

Location: Philadelphia, PA

The ability to understand consumers and patient mindsets and audiences will be critical to the future success of our brands. The way we prioritize and manage investment around Direct to Consumer (DTC) advertising, including TV and online video, has increased significantly with recent launches and has become a significant part of our overall vaccine marketing investment.

As the Senior Director of Consumer Experience and Marketing for the Vaccine Portfolio, you will lead a team of consumer marketing leaders and managers in a second-line leadership capacity.

Responsible for developing the strategy and execution of GSK’s Consumer Media investments. This includes playing a key part of the development and execution of a highly effective newly established end-to-end process and team that continuously refines consumer experience through addressing evolving mindsets of consumers in an impactful and effective way. This includes ensuring highly focused extensive media buys and investments in digital advertising across multiple channels including TV, web, social media, online community forums, and customer relationship management to specifically address identified consumer audiences and mindsets. The role also will drive and integrate the use of Artificial Intelligence (AI) across all aspects of consumer marketing planning and execution.

You will be responsible for developing patient and consumer insights and mindsets, aligning them with strategic commercial objectives, and creating marketing tactics to achieve those objectives. This critical creative and decision-making role will require high levels of stakeholder engagement, financial acumen, and innovative approaches to consumer engagement and activation.

You will report directly to the VP of Marketing, Adult Vaccines.

Key Activities

Experience Planning

• Partner with Brand strategy to develop integrated CX strategy, plans, and tactics across channels
• Drive application of insights (e.g., designing cross-channel journeys to drive consumers to action)
• Drive messaging adaptation across campaigns and tactics
• Recommend media investment grid, and drive channel selection and ongoing, real-time campaign in-market testing and optimizations

Media Execution

• Drive media planning (in partnership with media AOR), including recommendations on media channel mix
• Drive improvement in media management (e.g., data management, BI, media ops automation)
• Support Experience planning in driving (micro) media mix shifts and optimization, based on data
• Develop and execute short-term and long-term marketing plans and budgets in line with brand and portfolio marketing strategies
• Generate actionable insights for older adults suitable for vaccination and apply them to strategic commercial objectives
• Create strategies and tactics to enhance brand and portfolio performance
• Develop measurement plans using advanced analytics to assess strategies and tactics
• Represent GSK to patient organizations through strategic initiatives and policy advocacy
• Select and manage multiple agencies with significant promotional spend (DTC agencies, digital agencies, media buying)
• Collaborate cross-functionally with internal GSK partners in corporate communications, external affairs, HCP brand teams, finance, customer marketing, medical affairs, and ViiV partners
• Engage and influence senior and executive stakeholders across GSK to secure investments and highly visible engagements
• Determine strategic allocation of DTC resources across brands

Qualifications

Basic Qualifications

• Bachelor’s degree
• 5+ years of experience in leading and managing teams
• 3+ years of experience in consumer marketing
• Experience in Pharmaceutical Marketing, especially direct to patients/consumers, and DTC TV and digital marketing

Preferred Qualifications

• MBA or Master’s Degree in marketing or related disciplines
• Experience in vaccines
• Proficiency in digital marketing
• Experience in utilizing AI to understand customers, create campaigns, and continuously refine and modify to maximize impact in the market
• Ability to understand and influence consumer mindsets and experiences
• Experience in market research, marketing promotions, strategy, tactics, and resource allocation
• Practical experience with prescription brand marketing principles
• Ability to motivate, lead, and influence across various levels and functions
• Excellent communication (written & verbal), interpersonal influence, and prioritization skills
• Strong business acumen and demonstrated analytical skills
• Knowledge and practical application of compliance in the pharmaceutical space

For more information, visit GSK US Benefits Summary or contact the GSK Service Centre for accommodations.