Job Title
Manager, Consumer Digital Marketing
Requisition
JR000015468 Manager, Consumer Digital Marketing (Open)
Location
Malvern, PA
Additional Locations
Job Description Summary
Job Description
The Manager Manager, Consumer Digital Marketing leads digital marketing strategies and execution for consumer-facing programs within the Branded Specialty portfolio. This role focuses on driving full-funnel consumer engagement from awareness to persistence through multiple digital channels while ensuring compliance and collaboration across teams.
Key Accountabilities Consumer Digital Strategy & PlanningAssist in defining vision, strategy and implementation of digital marketing solutions that will improve the consumer experience (CX) via paid, earned, and owned media. Support the creation of annual and quarterly DTC channel strategies and test-and-learn roadmaps aligned to brand objectives, audience insights, and business KPIs.Partner with Consumer Marketing Lead to translate research, search trends, and first party data into audience frameworks, messaging hypotheses, and journey maps (pre-diagnosis ? diagnosis ? treatment decision ? adherence/persistence).Collaborate with Consumer Marketing Lead to define measurement plans (reach, engagement, quality traffic, conversions), incrementality approaches, and budget allocations by objective and channel.Uses audience research and trend analysis to create relevant content and digital strategies. Assesses customer data, market trends, and competitor actions. Monitors social media to spot topics and trends affecting audience interests.Develops learning & educational programs for the branded business and other marketing members to educate/inform them about digital marketing landscape to stay abreast of innovations and opportunities.Evaluates emerging technologies and provides thought leadership and perspective for adoption where appropriate, including Direct-To-Patient initiatives such as telemedicineWorks with marketers to assess the landscape and identifies new capabilities to optimize the user experience.Tactical Execution & AnalyticsCoordinates with brand and fellow consumer team to plan and execute consumer media ecosystem to optimize the user funnels to drive demand.Lead the end-to-end development of DTC media and experiences (briefs, creative, specs/trafficking, QA, launch, in-flight optimization).Own SEO/SEM for consumer journeys (keyword strategy, content, technical SEO, paid search) to grow qualified traffic and cost-efficient conversions.Architect and execute social media playbook (promote products, services, or brands, and drive website traffic & conversions through content creation, platform selection, advertising, performance analysis, and overall strategy development).Design and optimize CRM/email/SMS programs (opt-in consent, frequency, suppression, lifecycle triggers) with compliant ISI/fair balance placement across templates and landing pages.Builds relevant KPI's and metrics into campaigns. Presents high-level analytics and identifies areas for optimization.Uses strong analytical ability to define, track, and analyze end-to-end consumer experience across multiple channels and customer touch points to convert insights into concrete action plans.Monitors changes in digital marketing platforms and makes recommendations for adjustments as needed.Orchestrate quality digitl DTC submissions through MARC using the Veeva Vault platform; coordinating with Marketing Services as well as Legal, Medical, Regulatory.Ensure fair balance/ISI prominence and branded vs. unbranded separation across sites, media, and social; manage disclaimers, safety info, and link architecture for consumer readability.Lead label change remediation as needed for all digital assets in use (site content, banners, social posts, email templates, video, downloads) per company work instructions and timelinesChampion privacy by design (HIPAA/PHI, CAN SPAM, TCPA, state privacy laws) and brand safety/suitability in media buying; maintain auditable content trails in Veeva (versioning, expiry, archiving).Partnerships & Ways of WorkingAssists in managing digital external partners to ensure successful partnerships, including agency partners (media, creative, SEO/SEM, analytics): clear briefs, SOWs, deliverables, QA standards, and performance accountability.Collaborate with Insights & Analytics to define tagging, experimentation, and reporting; partner with IT/Data/legal for cookie consent, privacy, CDP/CRM integrations.Successfully partners with cross-functional teams, including marketing operations, technology, digital enablement, patient access, brand teams and integrated agency partners.Evaluates new external partners to identify potential areas for innovation and/or partner expansion.Brand Team Support for Supprelin® LAWorks closely with Supprelin LA brand to support administrative tasks such as Scope of Work with assigned agency, PO creation, invoicing, etc.Lead AOR for brand in collaboration with brand lead to drive business performanceResponsible for marketing execution primarily for Consumer digital tactics such as paid search, paid social, organic search and websites. Occasionally support HCP marketing tactics such as IVA, email campaigns, and training & in-office materials. QualificationsEducation & ExperienceBachelor's degree in Marketing or a related field is required.Advanced Degree - Masters or MBA is desirable.5-8 years total marketing experience with 5+ years in digital; strong track record leading consumer (DTC) programs in regulated categories; pharma/life sciences experience preferred.KnowledgeDemonstrated experience in search engine optimization, paid search, omnichannel marketing, website development, email, social media and display advertising campaigns. Hands on fluency with analytics & ad tech (e.g., GA4, tag management, ad servers/DSPs, social platforms) and marketing automation/CRM principles.Demonstrated success running omnichannel DTC programs (SEO/SEM, paid social, programmatic/video, web, email/SMS) with measurable impact.Proven experience advising stakeholders and effectively influencing business partners and peers is critical.Excellent vendor leadership, cross-functional collaboration, project management, and communication skills.Experience in Direct-to-Patient is a plus. Knowledge of the telemedicine landscape, evolving patient dynamics, and ability to integrate into marketing initiatives.Skills & AbilitiesConsumer first strategy & creative acuity (insight ? hypothesis ? test ? scale).Analytical rigor & performance orientationAttention to detail & project management (vendor management, cross-functional leadership, timeline, scope, and budget)Governance excellence (Medical, Legal, Regulatory, Compliance/Veeva VAULT, fair balance/ISI, AE/PC, labeling updates).Influence & collaboration across Brand, Medical, Legal, Regulatory, Compliance, Patient Access, Sales, Training, IT, Digital Enablement, Insights & Analytics and agencies.Physical RequirementsThis is a headquarters (Malvern, PA/virtual) based position that will require minimal travel (up to 15%).
At Keenova, we know that we contribute to something that matters because we make quality products that impact patient lives. Our dynamic work environment provides unique experiences for employees to grow and develop.
Invest in your own career with Keenova and let's do something dynamic together.
Keenova provides equal employment opportunities to applicants and employees without regard to race; color; gender; gender identity; sexual orientation; religions practices and observances; national origin; pregnancy, childbirth, or related medical conditions; protected veteran status; disability; or any other category protected by law.
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