layiq

/la·yiq/adjective

worthy; deserving; fitting; suitable.

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

Associate Director, HCP NPP & Digital Activation (Neuroscience) at Bristol Myers Squibb | LAYIQ

Own the activation and optimization of integrated NPP campaigns across HCP paid, owned, and non-personal channels, ensuring seamless execution against the broader demand generation strategy
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, maintaining narrative consistency and brand integrity throughout
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
Key Qualifications & Experience: 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
Experience with CRM, marketing automation, digital media platforms, and performance measurement frameworks
Proven ability to manage agency relationships, budgets, and multiple workstreams simultaneously in a fast-paced environment
Comfort operating at the intersection of strategy and execution, with the range to contribute meaningfully to both
Neuroscience, CNS, or psychiatry therapeutic area experience strongly preferred
Familiarity with Mosaic or modular content ecosystems
Working knowledge of AI-enabled marketing tools, trigger-based engagement platforms, and next-best-action models
Experience with HCP digital platforms including branded websites, on-demand MSL/rep models, and virtual engagement channels
Activation windows are narrow in a launch environment; this leader moves fast and delivers with precision
Bring data-driven, digital-first thinking to HCP engagement; test, learn, and scale what works
Ensure all digital and NPP activation meets BMS promotional and compliance standards
Partner effectively across brand, field, medical, analytics, and agency teams
Connect every channel decision to its downstream impact on patient access and initiation
We hire for skills and capabilities, not just credentials – if this role excites you, but doesn’t perfectly match your resume, we encourage you to apply anyway.

Benefits:

Subject to the terms and conditions of the applicable plans then in effect, you may be eligible to participate in our comprehensive benefit plans – including wellbeing support, retirement and financial protection benefits, and insurance offerings (medical, dental, vision, life and disability).
U.S.-based exempt employees are eligible for Flexible Time Off (FTO), which provides paid time off without a set accrual limit, subject to manager approval, along with 11 paid company holidays each year.
Non-exempt employees, RayzeBio employees, and employees located in Puerto Rico receive 160 hours of paid vacation annually for new hires (subject to manager approval), 11 paid company holidays, and 3 optional holidays.
Depending on eligibility, employees may also have access to additional time-off benefits, including paid sick leave, up to two paid volunteer days per year, summer hours flexibility, and leaves of absence for medical, personal, parental, caregiver, bereavement, or military needs. Eligible employees also enjoy an annual Global Shutdown between Christmas Day and New Year's Day.
U.S.-based job seekers can explore full benefit offerings at https://careers.bms.com/benefits
How We Work
Where you work matters – because collaboration, innovation and patient impact happen in many settings. Our roles are structured across four work models: site-essential, site-by-design, field-based and remote-by-design. The model assigned to this role is based on its core responsibilities. Learn more at https://careers.bms.com/ways-of-working.
Supporting People with Disabilities
BMS is dedicated to ensuring that people with disabilities can excel through a transparent recruitment process, reasonable workplace accommodations/adjustments and ongoing support in their roles. Applicants can request a reasonable workplace accommodation/adjustment prior to accepting a job offer. If you require reasonable accommodations/adjustments in completing this application, or in any part of the recruitment process, direct your inquiries to adastaffingsupport@bms.com . Visit careers.bms.com/eeo-accessibility to access our complete Equal Employment Opportunity statement.
Candidate Rights
BMS will consider qualified applicants with arrest and conviction records, pursuant to applicable laws in your area.
For roles based in Los Angeles County only: If you live in or expect to work from Los Angeles County if hired for this position, please visit this page for important additional information: https://careers.bms.com/california-residents/
Data Protection
We will never request payments, financial information, or social security numbers during our application or recruitment process. Learn more about protecting yourself at https://careers.bms.com/fraud-protection .
Any data processed in connection with role applications will be treated in accordance with applicable data privacy policies and regulations.
If this posting is missing required information required by local law or incorrect, contact BMS at TAEnablement@bms.com with the Job Title and Requisition number. Do not send application-related inquiries to this email. To check your application status, please login to your Candidate Home Account.
R1606336 : Associate Director, HCP NPP & Digital Activation (Neuroscience)

Associate Director, HCP NPP & Digital Activation (Neuroscience)

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