Associate Director, Marketing - Social Media, Rare Disease (Friedreich Ataxia)

Biogen - Cambridge, MA

Full-time - Mid Level

Cambridge, MA

1,001-5,000 employees

Chemical Manufacturing

About the position

The Associate Director, Marketing - Social Media, Rare Disease - Friedreich Ataxia (FA) - Patient/Consumer will play a pivotal role within the North American Organization, leading the development and execution of comprehensive social media strategies aimed at healthcare professionals (HCPs), patients, and caregivers. This position is critical for driving innovative social media engagement initiatives that maximize reach and engagement across various platforms. The individual will work closely with HCP and Patient engagement leads, as well as omnichannel and media partners, to ensure a cohesive approach that supports the intersection of HCPs, site of care teams, patients, families, and key advocacy organizations. In this role, the Associate Director will be responsible for delivering compelling social media campaigns based on business scenarios and customer insights. This includes overseeing social media display advertising through paid, owned, and earned approaches, while influencing data-driven decision-making and fostering a culture of continuous learning. The individual will also develop and lead a social media influencer strategy targeting both HCPs and patients, continuously improving effectiveness and engagement metrics. The Associate Director will define critical metrics and implement social listening strategies aligned with FA objectives, actively disseminating insights that support identified goals and business challenges. Collaboration with Advocacy, Corporate Communication, and other relevant stakeholders is essential to ensure an integrated approach across various channels. The role also involves participating in external industry events to stay abreast of innovative social media trends and practices, bringing best practices back to Biogen to enhance the effectiveness of social media campaigns within the rare disease space. Innovation is a key focus, as the Associate Director will identify and incorporate new social media strategies, programs, and tactics that leverage advancements in technology, media, and communications. The position requires a deep understanding of digital channels and the ability to navigate execution within complex multidisciplinary teams, collaborating with various functional groups across the organization, including Corporate Affairs, Regulatory, Market Access, and Medical Affairs.

Responsibilities

• Develop and execute social media strategy for the FA within the Rare Disease Franchise.
• Serve as a social media subject matter expert delivering compelling campaigns based on business scenarios and customer insights.
• Deliver on social media display advertising utilizing paid, owned, and earned approaches, influencing data-driven decision-making and continuous learning.
• Develop and lead social media influencer strategy (HCP and Patient), continuously improving effectiveness and engagement.
• Define critical metrics and implement appropriate Social Listening tracking aligned to FA strategies, actively disseminating insights that support identified goals and business challenges.
• Collaborate with Advocacy, Corporate Communication, and other relevant stakeholders to ensure a cohesive and integrated approach across various channels.
• Participate and influence social media governance, developing and implementing policies and procedures to ensure the health, continuous innovation, and compliance of Biogen's social media efforts.
• Participate in external industry events, continuously learning about innovative social media trends and practices, bringing best practices to Biogen to improve effectiveness of Biogen's social media campaigns within rare disease.
• Identify and incorporate innovative social media strategies, programs, and tactics that leverage advancements in technology, media, and communications.
• Collaborate with multiple functional groups across the organization, including Corporate Affairs/Comms, Field, Regulatory, Market Access, Market Research, Commercial Operations, Legal, Patient Advocacy, and Medical Affairs.

Requirements

• Bachelor's Degree required; MBA preferred.
• 7+ years of pharma or biotech commercial experience; within those, 5+ years of social media marketing experience.
• Proven track record of planning and delivering social media engagement strategies at launch and across the product life cycle.
• Specific technical experiences should include knowledge in social media management platforms, digital channels governance and operation, digital content strategy, social media listening.
• Expertise in making key business choices and leading implementation across the matrix.
• Credible, dynamic, and creative professional with high energy and customer-centric mindset.
• Excellent communication skills and strong personal presence.
• Thrive on challenge and will be a highly collaborative, perceptive, and analytical problem solver, and exhibit strategic and innovative agility.

Nice-to-haves

• Rare Disease experience

Benefits

• Comprehensive health insurance coverage
• 401k retirement savings plan
• Paid time off and holidays
• Opportunities for professional development and growth
• Employee discounts on products and services
• Flexible work arrangements