Director, Patient Marketing - Ophthalmology

About the role

The Director of Patient Marketing - Ophthalmology is a strategic commercial leader responsible for developing and executing the U.S. Patient marketing strategy for the company's ophthalmology division. This leader will craft insight‑driven, omni‑channel programs that build disease awareness, increase proactive eye health behaviors, support treatment consideration, and elevate the overall patient experience. The role requires deep expertise in Patient health marketing, excellence in cross-functional partnership, and a strong understanding of the needs of individuals living with Geographic Atrophy. This role reports to the Senior Director, US Brand Lead - Ophthalmology and is located in Waltham, MA. Roles and Responsibilities: Patient & Patient Strategy Lead development of the end‑to‑end patient marketing strategy for Geographic Atrophy. Translate patient insights, behavioral drivers, and market dynamics into compelling marketing plans that increase disease awareness and encourage informed, proactive care. Build segmentation, targeting, value propositions, and message architecture tailored to diverse patient populations. Campaign Development & Execution Oversee the development of integrated Patient marketing campaigns, including digital, TV, print, social, and audio. Ensure all creative and media align with accessibility needs for patients experiencing vision impairment. Responsible for digital strategy, including CRM, website, content strategy, inbound/outbound campaigns, and full-funnel media activation. Patient Experience & Support Programs Design initiatives that improve patient engagement, onboarding, adherence, and ongoing treatment experience. Oversee the development of patient education content, decision-support tools, and resources that empower individuals managing Geographic Atrophy. Collaborate with Patient Services, Medical, Access, and Field teams to ensure alignment across the patient journey. Market Insights & Analytics Partner with Market Research team in the design and execution of Patient and Caregiver research to understand patient journeys, motivations, and unmet needs in Geographic Atrophy. Leverage analytics, KPIs, and performance dashboards to optimize Patient campaigns and media investments. Monitor competitive activity and evolving standards of care within the space. Cross‑Functional Leadership Partner closely with ECP Marketing, Professional Education, Medical Affairs, Access, Regulatory, and Legal to ensure integrated, compliant, and effective strategies. Serve as the internal expert on patient and caregiver dynamics within ophthalmology. Manage external agency partners and oversee budget planning, allocation, and performance management. Brand Stewardship & Launch Excellence Contribute to annual brand planning and long-range strategic plans. Support the launch of new products, indications, or life-cycle initiatives with Patient and Caregiver-focused strategies and campaigns. Ensure communication reflects the company's commitment to improving eye health and patient outcomes.

Requirements

• Bachelor's degree in Marketing, Business, Life Sciences, or related field. MBA or advanced degree preferred.
• 5+ years leading high-performing teams.
• 10+ years of progressive marketing experience, including significant Patient marketing experience in biotech, pharma, or healthcare.
• Proven success leading multi-channel Patient marketing programs.
• Experience operating in a highly regulated environment with close Medical/Legal/Regulatory partnership.
• Strong leadership, communication, and strategic thinking capabilities.
• Experience in ophthalmology, eye care, rare or chronic disease categories preferred.
• Understanding of patient support programs, CRM, and digital experience platforms preferred.
• Experience launching specialty or innovative treatments preferred.
• Knowledge, Skill & Abilities:
• Patient‑centric mindset with demonstrated empathy for individuals navigating vision challenges.
• Insight-driven marketer skilled at turning complex research into actionable strategies.
• Operational excellence with strong prioritization and execution capabilities.
• Collaborative leader comfortable working across matrixed teams and engaging senior stakeholders.
• Creative problem solver able to simplify scientific information for Patient audiences.
• Success Indicators:
• Increased Patient and caregiver awareness and education in Geographic Atrophy.
• Improved patient and caregiver engagement and behavior change across full marketing funnel.
• Strong patient onboarding and adherence outcomes.
• Effective, compliant marketing campaigns with measurable ROI.
• Positive patient and caregiver feedback and strengthened brand reputation in eye health.
• Travel Requirements:
• 30-35% travel required
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• Education:
• Bachelor's Degree
• Pay Information:
• Base salary for this role will consider multiple factors,

Benefits

Additional Information

Opportunity awaits those up to the challenge of developing transformative therapies across a broad range of debilitating diseases.

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Company Intel

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