Director, Consumer Marketing, Xywav Sleep Franchise

Director, Consumer Marketing, Xywav Sleep Franchise

Reporting to the Executive Director and Head of Consumer Marketing, Xywav

The Director, Consumer Marketing, Xywav plays a critical role in the Sleep Franchise, leading the development and execution of integrated consumer marketing strategies for Xywav across narcolepsy and idiopathic hypersomnia (IH). This individual is responsible for building and optimizing the full patient experience—from disease awareness and demand generation through treatment initiation, engagement, and loyalty—while delivering business growth and improving patient outcomes.

The Director serves as the strategic lead for consumer marketing initiatives, collaborating across core cross-functional partners; HCP Marketing, Patient Services, Analytics & Insights, Customer Experience Team, Finance, Medical and Patient Advocacy as well as Sales and Market Access and leading/managing relationship with consumer agency of record.  The role requires a strong balance of strategic/analytical thinking, executional excellence, financial acumen, influence without authority and leadership in a highly matrixed environment.

Key Responsibilities

Brand Strategy & Consumer Planning

• Lead the development of the consumer strategic brand plan and associated annual tactical plans for Xywav.
• Develop and maintain consumer brand positioning, messaging architecture, core claims documents, and patient-facing communication strategies across narcolepsy and IH.
• Partner closely with HCP Marketing, Commercial Strategy, and cross-functional stakeholders to ensure integrated brand planning and execution.
• Lead consumer competitive intelligence efforts and identify opportunities to strengthen market positioning.
• Serve as the consumer marketing lead for strategic planning processes, including annual brand planning, POA meetings, and National Sales Meetings.

Patient Journey Strategy & Engagement

• Own the end-to-end consumer and patient journey strategy across demand generation, treatment initiation, engagement, and retention.
• Identify opportunities to improve patient experiences through innovative programs, content, and work closely with customer experience team to ensure brand strategy is pulled through in all developed derivative tactics.
• Develop strategies and programs that support both disease awareness and branded consumer engagement objectives.
• Partner with Patient Services teams to ensure seamless integration between marketing initiatives and patient support programs.

Patient Advocacy & Ambassador Programs

• Lead the consumer patient advocacy strategy and maintain key relationships with advocacy organizations.
• Oversee consumer engagement activities involving:
  • Narcolepsy Network and advocacy organizations
  • Regional and national advocacy events
  • Patient education programs
  • Patient ambassador initiatives
• Direct patient ambassador strategy and execution, including testimonial content, website integration, video development, and social media activation.
• Represent consumer marketing at advocacy meetings, conferences, and patient-focused events.

Content, Creative & Campaign Development

• Lead development and execution of consumer creative campaigns and campaign refreshes.
• Ensure consistent implementation of messaging across all patient-facing channels and materials.
• Direct creation of core disease education and branded marketing materials across digital and print channels.
• Oversee patient education materials, starter kit materials, onboarding resources, welcome kits, and other patient support communications.
• Partner with agencies to ensure delivery of high-quality creative assets and campaign execution.

Market Research, Analytics & Insights

• Lead consumer market research strategy across the patient journey.
• Manage ongoing tracking studies, market research initiatives, patient insights programs, and audience understanding efforts.
• Utilize insights, measurement, social listening, and market intelligence to optimize strategies and tactics.

Financial Management & Agency Leadership

• Oversee consumer marketing budgets, financial planning, and ongoing budget management.
• Manage agency of record partnership and hold agency accountable for performance, execution, timelines, and outcomes.
• Lead relationships with key consumer agencies and partners, including core creative elements (campaign, messages and core assets), CRM, and patient experience organizations.
• Provide continuous budget oversight including investment prioritization and resource allocation decisions.
• Oversee agency SOW development and approval.

Minimum Requirements

• Bachelor's degree required; MBA preferred.
• 7+ years of pharmaceutical or healthcare marketing experience with significant consumer/direct-to-patient marketing responsibilities.
• 10+ years of commercial, marketing, sales, product management, or related pharmaceutical experience; experience in rare disease and sleep medicine preferred.
• Strong collaborator with demonstrated record of effectively leading and/or working in cross-functional teams and ability to navigate change and move work and team members forward.
• Strong communication and presentation skills including to leadership teams
• Demonstrated ability to shift focus between strategy, planning, and execution with agility and attention to detail
• Demonstrated analytical, problem-solving, planning, project management and organizational skills
• Recent experience working in organization with customer experience team and/or marketing COE centralized group supports brand marketing teams
• A strongly preferred candidate would have a pharmaceutical career progression demonstrating growth in responsibility and scope, particularly in commercial positions

Physical Demands

• Approximately 20–30% domestic travel.
• Frequent use of computers, communication devices, and standard office equipment.

Work Environment

• Remote or office-based work environment with frequent virtual and in-person collaboration.
• Responsibilities may occasionally require work outside standard business hours to meet business needs.
• Frequent interaction with consumer marketing team members, internal leadership, cross-functional partners, external agency partners, and patient advocacy organizations.