Brand Lead Oncology, Opdivo SC & GI

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. Job Description: Brand Lead, Oncology – GI (Opdivo & Opdivo SC Launch) ________________________________________ 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 Posting Title Brand Lead, Oncology – Gastrointestinal & Opdivo SC ________________________________________ Job Summary The Brand Lead, Oncology – Gastrointestinal (GI) is a strategic and executional leader responsible for driving the commercialization of Opdivo (nivolumab) in GI indications and leading the launch of Opdivo SC (subcutaneous formulation) 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 Oncology 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 Associate Director, Oncology, and serves as the brand strategy owner for the GI oncology portfolio and responsible for the launch of Opdivo Subcutaneous. This individual will be the orchestrator of a cross-functional brand team, translating scientific and clinical evidence into compelling commercial strategies that resonate with oncologists, 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 oncology 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 Opdivo GI indications and Opdivo SC, including situation analysis, strategic imperatives, tactical mix, and investment allocation. • Define and manage the brand positioning, messaging architecture, and value proposition for Opdivo in GI oncology across all customer segments. • Drive Opdivo SC 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 oncology. Market Insights & Customer Understanding • Lead market research and analytics initiatives to generate deep understanding of the GI oncology 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, oncology networks, key oncology 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 – Opdivo SC • Own and drive the Opdivo SC 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 Opdivo SC 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. • Contribute to 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 7–10 years of commercial experience in the pharmaceutical/biotech industry • At least 3 years in oncology 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, oncology networks, and specialty clinics 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 decisions ⚡ Execution & Agility Bias for action with ability to adapt in fast-paced, competitive environments 🔬 Scientific Fluency Ability to understand and communicate clinical data in oncology (IO/GI indications) ✅ Integrity & Compliance Unwavering commitment to BMS values, ethics, and regulatory compliance Technical Skills • Proficiency in brand planning tools, CRM platform