Brand Lead Hematology

Job description

Working with Us Challenging. Meaningful. Life-changing. Those aren’t words that are usually associated with a job. But working at Bristol Myers Squibb is anything but usual. Here, uniquely interesting work happens every day, in every department. From optimizing a production line to the latest breakthroughs in cell therapy, this is work that transforms the lives of patients, and the careers of those who do it. You’ll get the chance to grow and thrive through opportunities uncommon in scale and scope, alongside high-achieving teams. Take your career farther than you thought possible. Bristol Myers Squibb recognizes the importance of balance and flexibility in our work environment. We offer a wide variety of competitive benefits, services and programs that provide our employees with the resources to pursue their goals, both at work and in their personal lives. Read more: careers.bms.com/working-with-us. Bristol Myers Squibb es un empleador que brinda igualdad de oportunidades. Las personas que apliquen para cualquier vacante, y que estén calificadas para la misma recibirán consideración para el empleo sin distinción de raza, color, religión, sexo, orientación sexual, identidad de género, nacionalidad, edad, discapacidad, condición de veterano protegido, embarazo, ciudadanía, estado civil, expresión de género, información genética, afiliación política o cualquier otra característica protegida por la ley At Bristol Myers Squibb, we are inspired by a single vision – transforming patients' lives through science. In oncology, hematology, immunology and cardiovascular disease – and one of the most diverse and promising pipelines in the industry – each of our passionate colleagues contribute to innovations that drive meaningful change. We bring a human touch to every treatment we pioneer. Join us and make a difference. Job Summary The Brand Lead, Hematology is a strategic and executional leader responsible for driving the commercialization of Reblozyl (Luspatercept) and support for the next launches in Cell Therapy in the market. This individual will develop and implement integrated brand strategies that reflect a deep understanding of the public and private healthcare market dynamics, including specialty and high-complexity treatment settings. As part of the BMS Hematology Commercial team, this role plays a pivotal part in ensuring speed to patients, cross-functional alignment, and business excellence in a highly competitive therapeutic landscape. Job Description The Brand Lead reports to the Franchise Lead, Hematology, and serves as the brand strategy owner for the hematology portfolio and supports the launch of Cell Therapies. This individual will be the orchestrator of a cross-functional brand team, translating scientific and clinical evidence into compelling commercial strategies that resonate with hematologists, multidisciplinary teams, and healthcare institutions across both public (institutional/government) and private market segments. We are seeking a results-driven, patient-centered professional, passionate about hematology and experienced in specialty/high-complexity product management, who brings strong strategic acumen, executional discipline, and proven launch excellence capabilities aligned with the BMS Commercialization Model. Key Responsibilities Brand Strategy & Commercialization Lead the development and execution of the annual brand plan for Reblozyl and Cell Therapies, including situation analysis, strategic imperatives, tactical mix, and investment allocation. Define and manage the brand positioning, messaging architecture, and value proposition for Reblozyl and Cell Therapies across all customer segments. Drive Reblozyl and Cell Therapies launch readiness and execution, coordinating all pre-launch and launch activities across commercial, medical, market access, regulatory, and supply functions. Develop and monitor brand performance KPIs, adjusting strategies and tactics based on market insights and competitive intelligence. Digital Innovation & Omnichannel Excellence: Proven ability to lead integrated omnichannel campaigns that seamlessly connect field force, digital, and medical channels to deliver a consistent and impactful brand experience; hands-on experience applying Artificial Intelligence and advanced analytics tools to anticipate market trends, improve customer segmentation, and drive data-informed commercial decisions in specialty hematology. Market Insights & Customer Understanding Lead market research and analytics initiatives to generate deep understanding of the hematology landscape, unmet needs, patient journey, and stakeholder dynamics. Map and analyze public market (IMSS, ISSSTE, IMSS Bienestar) dynamics, formulary processes, institutional protocols, and purchasing cycles. Monitor private market dynamics including managed care, hematology networks, key hematology centers, and high-specialty hospitals. Integrate insights from field-based teams, medical affairs, and market access to continuously evolve brand strategies. Cross-Functional Leadership Lead and energize the Brand Team (TAS/Sales, Medical Affairs, Market Access, Regulatory, Patient Advocacy, Finance) ensuring cohesive strategy and aligned execution. Partner with Medical Affairs to ensure the scientific platform supports commercial objectives within compliance guidelines. Collaborate with Market Access to develop value-based tools and evidence strategies for institutional access (public tenders, CBNSS inclusion). Work closely with the global brand team to align local strategy with global brand direction. Launch Excellence Own and drive the Hematology pipeline launch plan, from pre-launch readiness assessment to first patient use and post-launch tracking. Lead development of launch promotional tools, training materials, and go-to-market plans for Hematology pipeline across public and private channels. Orchestrate cross-functional launch readiness reviews (LRR) and milestone tracking. Develop and monitor launch KPIs and adapt tactics as needed to ensure a successful market entry. Operational Excellence & Compliance Ensure all brand activities are executed in full compliance with BMS policies, local regulations, and industry codes (COFEPRIS, Código de Ética de la Industria Farmacéutica). Manage brand budget with accountability, ensuring resource allocation maximizes ROI and strategic priorities. Responsible of business planning cycles (P1, P2, P3, Budget, LRP) with accurate forecasting and strategic narrative. Required Qualifications Education Bachelor's degree required in Life Sciences, Business Administration, or related field MBA or advanced degree strongly preferred Experience Minimum 5-7 years of commercial experience in the pharmaceutical/biotech industry At least 3 years in hematology marketing or brand management in specialty/high-complexity settings Proven track record of successful product launch execution (pre-launch through steady state) Demonstrated expertise in public market (institutional) strategy and access dynamics Experience managing brands in private market including HMOs, hematology Skills & Competencies – BMS Commercialization Model Competency - Description 🎯 Strategic Thinking Ability to translate market insights into differentiated, long-term brand strategies 🚀 Launch Excellence Proven experience leading multi-channel launches in complex therapeutic areas 📊 Analytical Acumen Strong ability to analyze data, market research, and competitive intelligence to drive decisions 🤝 Cross-functional Leadership Skilled at influencing and aligning diverse stakeholders in a matrix organization 🏥 Market Access Acumen Understanding of public procurement, institutional access, and formulary inclusion processes 💬 Communication & Influence Compelling storyteller with strong presentation skills for internal and external audiences 🌎 Customer Centricity Deep commitment to placing patients and healthcare providers at the center of all deci