Sr. Director, Patient Marketing (DTC Media & Engagement)

About the role

At Neurocrine Biosciences, we pride ourselves on having a strong, inclusive, and positive culture based on our shared purpose and values. We know what it takes to be great, and we are as passionate about our people as we are about our purpose - to relieve suffering for people with great needs. What We Do: Neurocrine Biosciences is a leading neuroscience-focused, biopharmaceutical company with a simple purpose: to relieve suffering for people with great needs. We are dedicated to discovering and developing life-changing treatments for patients with under-addressed neurological, neuroendocrine and neuropsychiatric disorders. The company's diverse portfolio includes FDA-approved treatments for tardive dyskinesia, chorea associated with Huntington's disease, classic congenital adrenal hyperplasia, endometriosis* and uterine fibroids,* as well as a robust pipeline including multiple compounds in mid- to late-phase clinical development across our core therapeutic areas. For three decades, we have applied our unique insight into neuroscience and the interconnections between brain and body systems to treat complex conditions. We relentlessly pursue medicines to ease the burden of debilitating diseases and disorders because you deserve brave science. For more information, visit neurocrine.com , and follow the company on LinkedIn , X and Facebook . ( *in collaboration with AbbVie ) The Senior Director, Patient Marketing will lead the strategic vision, investment, and execution of all direct-to-consumer (DTC) marketing efforts across the Ingrezza business, with primary accountability for ~$150M in annual media investment spanning Linear TV, Streaming, Paid Search, Paid Social, Programmatic, Digital Display, and owned patient engagement channels (CRM/email). This role serves as the leader for patient demand generation-owning end-to-end DTC strategy including audience segmentation, channel mix optimization, media buying, creative production, and performance analytics. The Sr. Director will build and scale a best-in-class, data-driven DTC engine that drives patient awareness, engagement, and brand growth, while ensuring full alignment with regulatory requirements and corporate objectives. Building on existing brand leadership expectations, this role expands scope to lead brand-specific (Ingrezza) DTC media investment strategy, advanced analytics, and integrated patient activation across channels. _ Your Contributions (include, but are not limited to): DTC Strategy & Leadership Own the DTC strategy driving patient acquisition, education, and activation at scale Lead long-range planning for patient marketing for the Ingrezza brand, including brand-level prioritization, investment allocation, and ROI optimization Serve as the senior subject matter expert in DTC marketing, including Linear TV, CTV/Streaming, and digital performance media Partner with Omnichannel team to translate business objectives into integrated, omnichannel patient journeys across awareness, consideration, and conversion Serve as a trusted advisor to senior leadership, influencing key business and investment decisions, shaping brand and commercialization strategy through patient-centric insights and DTC performance data Media Investment & Channel Leadership (~$150M Budget) Direct and optimize ~$150M in annual media spend across: Linear TV (national & local broadcast/cable buying) Streaming / Connected TV (OTT platforms) Paid Search (Google/Bing) Programmatic display & video Lead agency partnerships for media planning and buying, ensuring best-in-class negotiation, placement strategy, and efficiency Establish KPI frameworks (reach, frequency, GRPs, CPA, ROI, patient starts) and continuously optimize channel mix Oversee advanced attribution modeling and marketing mix modeling (MMM) to inform investment decisions TV Media Buying & Creative Production Leadership Provide strategic oversight of national TV media buying strategy, including upfronts, scatter market, and audience targeting approaches Lead development of high-impact DTC creative across video, digital, and integrated campaigns Partner with creative agencies to ensure production of compelling, compliant, and performance-driven content Ensure creative effectiveness through testing frameworks (A/B, multivariate, copy testing, brand lift studies) Align messaging across channels while tailoring execution for platform-specific performance Data, Analytics & Performance Optimization Build and scale a performance-driven marketing organization leveraging real-time data and insights Implement advanced measurement frameworks including: Multi-touch attribution (MTA) Marketing mix modeling (MMM) Drive continuous optimization of campaigns based on data insights, audience segmentation, and behavioral trends Partner with Commercial Operations and Analytics teams to unlock actionable insights and predictive modeling Cross-Functional Leadership Serve as a key me

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