Mer Hpv Vaccines Consumer Activation
vor 2 Monaten
Our Human Health Division maintains a “patient first, profits later” ideology. The organization is comprised of sales, marketing, market access, digital analytics and commercial professionals who are passionate about their role in bringing our medicines to our customers worldwide.
Join our dynamic MER Vaccines & Pharma Marketing and Commercial teams, focused on delivering innovative medicines and vaccines across the region. You'll contribute to our 130-year legacy of advancing vaccines for diverse age groups.
In your pivotal role as the Director of Consumer Activation and Conversion (CAC), you'll lead the execution of compelling digital and omnichannel campaigns for consumers and healthcare providers throughout the MER region. You'll collaborate with MER RCLs, Global and HHI teams to tailor content, driving business growth, enhancing disease awareness, and promoting patient-doctor consultations.
As leader of the MER CAC Team, you'll operate in a high-visibility role reporting to the MER Vaccines & Pharma CMO, significantly shaping the future of healthcare access in the region. In this role you will elaborate and lead Consumer activation: Parents, Adolescents & Young adults - the latest segment (private segment) will represent a significant part of you HPV business (more than 30%) and will drive an important part of our product’s growth.
As the CAC Lead, your primary responsibility will be to guide the CAC Team in effectively implementing consumer activation strategies and campaigns across all markets in the MER region, ultimately aiming to increase vaccination coverage rates for our HPV vaccines. This task involves adjusting global, regional, and/or local marketing content to meet the distinct opportunities and demographics in specific markets. Furthermore, in partnership with the MER HPV RCL and other relevant colleagues, you will maintain oversight for ensuring a consistent rollout and execution of these consumer activation strategies across all MER markets.
**Main Responsibilities**:
**Consumer Activation **Insights, Content Co-Creation & Localization**
- Collaborate with the MER DD&A (Regional & Global) to support the development of consumer insights including compartmental and behavioral data to support campaigns creation, impacts, call to action & media investments.
- Co-construct consumer activation assets within the GRL Model (Global Agency Model, Master Brand, HHI content strategy) based on MER markets consumers insights & requirements.
- Support localization & transcreation of content for different MER markets. Ensure that all content is culturally sensitive and relevant for the target audiences. Work in partnership with agencies as needed to ensure that all campaigns are effectively delivered through digital and social channels.
**Market Support & Guidance for **Consumer Activation**
- Act with your team, in close collaboration with relevant MER RCLs, as a liaison with in-market Business Unit leads and marketing leads, ensuring appropriate activation capabilities across markets in the region. Facilitate the sharing of best practices and resources to promote consistency and excellence in all markets.
- Develop comprehensive frameworks and playbooks for activating consumers via digital/social channels. Provide clear recommendations, instructions, guidelines, and resources to support in-market teams in their activation efforts.
**Strategic Planning, Governance, measurement and reporting & Change Management**
- Take charge of the MER digital consumer strategy. This includes strategic planning, execution, and evaluation of all consumer digital initiatives. Collaborate closely with the MER DD&A Regional Team and with in-market activation leads to synchronize efforts and ensure alignment with overall business objectives.
- Support the establishment of governance structures within the markets, working with stakeholders on efficient medical and legal approvals. Ensure compliance with all relevant regulations and standards.
- Identify digital capabilities needs across the health ecosystem such as engagement channel requirements and third-party coalition requirements. Ensure in collaboration with MER IT & MER DD&A that all digital assets and platforms are optimized and maintained to support campaign execution.
- Oversee the setting of key performance indicators (KPIs) and the reporting of campaign results. Work closely with performance and insights specialists to analyze data, generate insights, and make informed decisions.
- Assume ownership of community practices and manage the social media community team across the region. Develop and implement strategies to foster engagement, encourage positive interactions, and address any issues or concerns that may arise.
- Drive change management initiatives for the CAC Team. This includes creating effective communication strategies, developing capability building programs, and promoting collaboration among team members.
**Specific attributes required*
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