layiq

/la·yiq/adjective

worthy; deserving; fitting; suitable.

A role, opportunity, or path that merits attention, time, and pursuit.

Marketing Director - H&N Cancer at CareDx, Inc. | LAYIQ

Brand Strategy and Annual Planning
: Develop and execute an integrated, insight-driven marketing strategy for the specialty oncology franchise. Own the annual marketing plan and multi-year brand roadmap, aligned with Specialty Oncology growth objectives, evolving evidence, market access priorities, customer needs, and patient journey.
Market Development and Adoption
: Design initiatives that expand appropriate NavDx adoption across priority HPV-driven cancers and care settings. Identify barriers to testing, segment customers by opportunity and readiness, and develop strategies that increase ordering-provider reach, reactivate lapsed users, deepen utilization, and support integration into patient-management workflows.
Commercial Focus and Indication Expansion
: Translate franchise priorities into focused commercial plans for established and emerging use cases. Support continued growth in head and neck cancer as evidence, market readiness, and organizational priorities evolve.
Customer and Market Insights
: Use quantitative and qualitative insights, including sales performance, ordering behavior, market research, competitive intelligence, field feedback, KOL input, and customer journey analysis, to identify opportunities, sharpen segmentation, and guide investment decisions.
Positioning, Messaging, and Promotional Execution
: Develop differentiated positioning and compelling messaging for healthcare professionals, care teams, KOLs, patients, and other relevant stakeholders. Lead the creation and deployment of field tools, sales aids, digital campaigns, speaker materials, email content, website content, objection handlers, and competitive resources that are clinically grounded and action oriented.
Clinical Evidence Translation
: Partner with Medical Affairs and Clinical Development to translate complex clinical and scientific evidence into clear, compliant, and differentiated marketing strategies. Connect evidence milestones to customer education, adoption barriers, market development, and broader commercial opportunities.
Field Enablement and Sales Partnership
: Collaborate closely with Sales and Sales Training to equip customer-facing teams with clear strategies, effective tools, and consistent messaging. Establish feedback loops that capture field insight, inform rapid-response materials, and improve execution in priority accounts and territories.
Omnichannel and Digital Marketing
: In collaboration with the digital marketing center of excellence, develop coordinated personal and non-personal promotion that reaches customers with relevant content at the right point in their adoption journey. Use engagement data and customer behavior to refine channel mix, content sequencing, and campaign effectiveness.
Performance Measurement and Resource Allocation
: Define KPIs and dashboards that connect marketing activity to business outcomes, including awareness, engagement, ordering-provider growth, customer activation or reactivation, utilization, and campaign effectiveness. Evaluate ROI, optimize spend, and redirect resources toward the highest-impact opportunities.
Cross-Functional Leadership and Agency Management
: Lead through influence across Marketing, Sales, Medical Affairs, Clinical, Market Access, Digital, Product, Compliance, and Operations. Provide agencies and creative partners with clear briefs, strategic context, brand standards, and actionable feedback to ensure high-quality, timely execution.
Compliance and Budget Management
: Lead materials through Medical-Legal-Regulatory review and ensure clinical accuracy, brand consistency, and compliance with applicable requirements and company policies. Own budget planning, forecasting, tracking, and prioritization while maintaining flexibility to respond to market shifts, new evidence, and competitive activity.
Minimum Education, Experience, & Specialized Knowledge (Required): Marketing Experience
At least 8-10 years of relevant marketing experience in diagnostics, biotech, pharma, or medical device industries, with a proven track record of leadership and strategic impact. Strong background in developing strategic, data-driven marketing plans for complex diagnostic or therapeutic products. A proven track record of engaging healthcare professionals (HCPs), key opinion leaders (KOLs), and cross-functional teams, translating clinical data into compelling promotional messaging. Applies market insights to inform pipeline strategy and optimize lifecycle planning. Familiarity with market research methodologies and able to lead complex research projects. Experience leading multichannel campaigns, including digital and social media, and navigating the MLR review process in a highly regulated environment is essential. Additionally, this marketer must be comfortable with budget management, agency collaboration, and driving protocol adherence and pull-through.
Health Care/Life Sciences
– Experience in Oncology disease state and a HCP-facing healthcare environment is strongly preferred—ideally in Specialty Therapeutics, Diagnostics, Genomics, Life Sciences. Familiarity with HIPAA compliance, data privacy regulations, and the MLR review process is essential. Candidates should have a proven ability to translate complex clinical or scientific data into clear, impactful marketing strategies that drive adoption, adherence, and behavior change across both HCP and patient audiences. Backgrounds in Pharmaceuticals, Medical Devices, or Chronic and Rare Disease marketing are also highly relevant, particularly given their similar stakeholder complexity, patient engagement needs, and regulatory demands.
Leadership & Cross-Functional Influence
– The Specialty Oncology Marketing Director must be a strong peer leader, self-starter, and collaborator that works effectively across Product, Sales, Clinical, Medical Affairs, and Regulatory to ensure promotional content is clinically accurate, compliant, and strategically aligned. The ideal candidate excels at turning strategy into action, driving alignment across stakeholder groups, and executing initiatives that support both revenue growth and improved patient outcomes. Success in this role requires the ability to influence without authority and thrive in a matrixed, mission-driven organization.
Education
A Bachelor’s degree is required, with a strong preference for candidates who hold a BA/BS in Life Sciences, Molecular Biology, or Clinical Science, reflecting a solid foundation in healthcare or scientific disciplines relevant to CareDx’s mission. An MBA or other advanced degree is also preferred, demonstrating advanced training in strategic thinking, business acumen, and cross-functional leadership—key attributes for driving impact in a complex, data-driven, and highly regulated healthcare environment.
Required Core Competencies
Strategic Agility - comfortable navigating ambiguity and driving clarity in complex landscapes
Drive for Results in dynamic, fast-paced setting
Leadership
Collaboration and Teamwork
Innovative thinking
CareDx, Inc. is an Equal Opportunity Employer-vets/disabled, and participates in the E-Verify program.
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Marketing Director - H&N Cancer

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