Associate Director, HCP NPP & Digital Activation (Neuroscience)

Job description

At Bristol Myers Squibb, our employees often ask, “Who are you working for?”—a question that fuels collaboration, accountability, and urgency in our work. Our purpose-driven culture inspires us to discover, develop, and deliver innovative medicines to prevail over serious diseases. We offer uniquely interesting and meaningful work, opportunities for growth, and a supportive environment that values inclusion, wellbeing, flexibility, and comprehensive benefits. This is work that transforms the lives of patients, and the careers of those who do it. Position Summary: The Associate Director, HCP NPP & Digital Activation (Neuroscience) will serve as the primary execution owner for HCP NPP (non-personal promotion) strategy and digital activation across the COBENFY portfolio. Reporting to the Director, Neuroscience Integrated Growth Strategy & Digital Acceleration, this role translates strategic direction into channel-level activation, ensuring integrated, data-driven HCP engagement across paid, owned, and non-personal channels drives measurable impact on patient initiation and brand adoption. This is a high-execution, high-accountability role designed for a commercially fluent, analytically strong marketer who thrives in a fast-moving launch environment and brings demonstrated experience turning NPP strategy into scalable, compliant, and performance-optimized experiences. Key Responsibilities: 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. Compensation Overview: Princeton - NJ - US: $165,360 - $200,376 The starting pay range(s) listed above is for full-time employees (FTE). You may also be eligible for additional discretionary incentive cash and stock opportunities. We determine starting pay thoughtfully – carefully considering the nature of the role, required skills, work location, schedule and the knowledge and experience you bring. Final compensation is guided by pay equity principles and applicable employment laws. Compensation programs are reviewed on an ongoing basis and may be adjusted over time to reflect evolving market factors, and individual, team or Company performance. 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 Dis