Lead Upstream and Patient Marketing IZERVAY

Lead, Upstream and Patient Marketing, IZERVAY

About Astellas

Astellas is a global life sciences company committed to turning innovative science into VALUE for patients. We provide transformative therapies in disease areas that include oncology, ophthalmology, urology, immunology and women's health. Through our research and development programs, we are pioneering new healthcare solutions for diseases with high unmet medical need. Learn more at Astellas.com.

Are you driven to make a real difference in the lives of patients?

We're seeking passionate individuals who thrive in dynamic environments, embrace new ideas, and aren't afraid to take intelligent risks. People who act with unwavering integrity and are deeply committed to making a tangible impact.

Purpose & Scope

The Lead, Patient & Upstream Marketing is responsible for leading the strategy, development, and execution of patient-centric and upstream marketing initiatives to drive diagnosis, treatment initiation, and persistence for IZERVAY.

This role provides strategic leadership and oversight of Direct-to-Consumer (DTC) marketing, patient engagement programs, and upstream healthcare provider (HCP) marketing, focused on optometry and general ophthalmology referral networks. The leader ensures that patient activation and upstream demand generation efforts are fully integrated with broader brand strategy and commercial priorities.

The role manages a team of three direct reports (2 Patient Marketers and 1 Upstream Marketer) and is accountable for delivering a high-impact, insight-driven, and compliant marketing approach that drives measurable business outcomes.

Role and Responsibilities

Patient Marketing Strategy & Execution (DTC & Patient Engagement)

• Lead development and execution of the Direct-to-Consumer (DTC) strategy, including campaign development, optimization, and ongoing performance management
• Oversee the DTC media strategy and planning, ensuring effective allocation of a significant marketing investment across channels to maximize patient reach and conversion
• Drive continuous campaign evolution through data, analytics, and performance insights
• Lead development and execution of patient engagement initiatives, including:
• Adherence and persistence programs
• Patient education and support materials
• Patient ambassador and advocacy programs
• Ensure alignment of all patient-facing initiatives with brand positioning, compliance requirements, and customer insights
• Partner with Market Access, Medical Affairs, and Brand teams to ensure an integrated patient experience across the treatment journey

Upstream Marketing Strategy (Referring HCPs)

• Provide strategic leadership and oversight of upstream (referring HCP) marketing, focused on optometry and general ophthalmology
• Lead development of a comprehensive upstream marketing strategy to increase disease awareness, diagnosis, and appropriate referral patterns
• Oversee execution of a full HCP marketing plan, including:
• Non-personal promotion (digital, email, and other channels)
• Congress strategy, planning, and execution
• Speaker program strategy and implementation
• Development of field materials to support upstream sales teams (if applicable)
• Ensure upstream efforts are aligned to brand priorities and integrated with downstream retina strategy
• Partner with Sales, Medical Affairs, and other cross-functional teams to ensure consistent and effective engagement with upstream audiences

Leadership & Team Development

• Lead, coach, and develop a high-performing team of marketers, fostering strong strategic thinking and execution excellence
• Establish clear objectives, performance metrics, and development plans for team members
• Promote a culture of collaboration, accountability, and continuous improvement
• Ensure appropriate resource allocation and prioritization across patient and upstream initiatives

Cross-Functional Collaboration & Integration

• Partner closely with Brand Strategy, Market Development, Sales, Market Access, Medical Affairs, Regulatory, and Legal to ensure aligned execution
• Ensure patient and upstream strategies are fully integrated into the broader brand plan and lifecycle strategy
• Contribute to brand planning, forecasting, and performance tracking processes
• Serve as a key stakeholder in cross-functional and leadership discussions impacting brand performance

Performance Management & Execution Excellence

• Define and track key performance indicators (KPIs) for DTC campaigns, patient engagement programs, and upstream initiatives
• Leverage insights and analytics to optimize marketing investments and improve ROI
• Manage external vendors, agencies, and partners to ensure high-quality and efficient execution
• Ensure all activities are conducted in a compliant and ethical manner