Role Overview
This role is a senior commercial position within the UK business, accountable for translating brand ambition, customer insight, clinical differentiation, market context and access opportunities into strategic priorities, investment choices and measurable execution plans that support growth and broaden appropriate patient access.
Positioned as the UK lead for commercial strategy and access delivery, this role holds end-to-end accountability for developing access strategy, shaping brand priorities, leading access expansion plans, driving peer-to-peer medical education programmes, customer engagement activities, materials development and field enablement, ensuring activity is insight-led, compliant, strategically aligned and performance managed.
Reporting directly to the UK Senior Director of Marketing, you will provide senior cross-functional leadership across brand, access and commercial execution, influencing Sales, Medical, Market Access, Regulatory, Compliance and external agency partners to deliver brand growth, enhance customer engagement, expand appropriate patient access and maximise commercial performance in the UK market.
Key Responsibilities
1. Strategic Brand Leadership, Access Strategy & Operational Plan Delivery
- Strategic Brand Leadership: Provide senior leadership in shaping UK brand strategy, integrating commercial, access, customer, market and field insight to define strategic ambition, positioning, growth drivers, customer priorities, key risks and critical success factors.
- Operational Plan Ownership: Own the development and implementation of access-focused operational plans that translate brand strategy into prioritised activities, clear timelines, resourcing requirements, investment choices, cross-functional accountabilities and measurable KPIs.
- Business-Shaping Decision Making: Use market, competitive, customer, financial and field insights to make business-shaping recommendations, identify opportunities, address barriers, prioritise resources and refine brand priorities throughout the year.
- Access Strategy & Expansion Leadership: Lead the brand access strategy and access expansion plans in partnership with VAP and Market Access teams, ensuring funding pathways, regional pull-through requirements, local implementation needs and stakeholder barriers are embedded within strategic and operational planning.
2. Customer Insight, Positioning & Engagement Planning
- Customer Understanding: Generate and apply deep customer insight across priority customer groups, including clinicians, multidisciplinary teams, payers and other NHS decision-makers.
- Segmentation & Targeting: Maintain clear segmentation, targeting and prioritisation to guide promotional resource allocation, customer engagement and field execution.
- Brand Positioning & Messaging: Develop and refine the UK brand positioning, core messages and campaign narrative, ensuring scientific accuracy, customer relevance and compliance.
- Market Access Customer Insight: Retain awareness of payer, pharmacy and regional access stakeholder needs so that brand plans and materials support appropriate local implementation.
3. Peer-to-Peer Meeting Programmes & Customer Engagement
- Peer-to-Peer Programme Leadership: Lead the strategy, design and delivery of national and regional peer-to-peer meeting programmes that support brand objectives and enable meaningful scientific and clinical exchange within compliance requirements.
- Speaker & Faculty Development: Identify, brief and develop appropriate speakers and faculty in partnership with Medical and Compliance, ensuring high-quality content delivery and consistent brand-aligned messaging.
- Meeting Excellence: Own programme planning, agenda development, content flow, customer targeting, logistics oversight and post-meeting evaluation to ensure peer-to-peer activities deliver clear educational and commercial value.
- Omni-Channel Engagement: Integrate face-to-face, virtual and digital engagement channels to extend reach, reinforce key messages and support customer progression through the brand journey.
4. Brand Budgeting, Performance Management & Forecast Input
- Strategic Budget Ownership: Own and optimise the brand budget, making investment recommendations that align spend with strategic priorities, access opportunities, customer impact and expected return on activity.
- Performance Leadership: Establish, monitor and interpret KPIs across brand performance, campaign effectiveness, customer engagement, peer-to-peer programme impact, access pull-through and field adoption, using performance data to drive course correction and senior business recommendations.
- Demand, Forecast & Business Planning Input: Provide senior brand, market, customer and access insight to support forecasting, supply planning, business performance reviews and annual planning discussions.
5. Agency Leadership, Promotional Materials & Access Support Tools
- Agency Leadership: Lead external creative, medical education and healthcare communications agencies to deliver high-quality brand campaigns, peer-to-peer programmes and promotional materials.
- Material Development & Execution: Oversee development, approval and deployment of core promotional and customer-facing materials, ensuring strong strategic alignment, practical field usability and compliance with internal and ABPI standards.
- Access Expansion Materials: Work with Market Access and Medical colleagues to develop and deploy value messages, local implementation tools, objection-handling resources and brand access expansion materials that help address regional access barriers and enable appropriate customer conversations.
6. Cross-Functional Brand Leadership & Field Enablement
- Cross-Functional Brand Leadership: Lead the brand team rhythm and cross-functional planning process, setting clear direction, aligning Sales, Medical, Market Access, Regulatory, Compliance and external partners around shared priorities, resolving delivery barriers and ensuring timely execution against strategic objectives.
- Field Enablement: Equip field teams with clear campaign direction, messaging, materials, briefing support and tools that enable confident, compliant and consistent customer engagement.
- Compliance Partnership: Partner with Medical, Regulatory and Compliance colleagues to ensure all brand activities, meeting programmes, materials and access-related resources are developed and executed to the highest standards.
Skills and Qualifications
Education & Credentials
- Degree Requirement: Bachelor’s degree in Life Sciences, Business, Marketing, or a related commercial discipline.
- Advanced Qualifications: Post-graduate qualifications in Marketing (e.g., CIM, MBA) or Health Policy are highly desirable.
Experience
- Senior Commercial Leadership Track Record: Minimum of 6+ years of progressive experience across brand marketing, product management, market access or commercial leadership within the UK pharmaceutical or biotechnology sectors, with evidence of operating at a senior strategic level and influencing business direction.
- Strategic Planning & Operational Ownership: Proven experience shaping brand strategy, developing access strategy, owning operational plans, influencing senior stakeholders and delivering integrated customer-facing activities that support measurable commercial growth.
- Peer-to-Peer Programme Leadership: Demonstrated success designing and delivering customer meeting programmes, speaker initiatives, advisory boards or medical education activities in a compliant pharmaceutical environment.
- Market Access Experience: Experience working with Market Access, VAP, payer or NHS stakeholder needs, including development of access strategy, access expansion plans, local implementation support and customer-facing access materials.
- Budgetary Management: Proven experience managing brand budgets and optimising investment across promotional, meeting and agency-led activities.
- Launch & Growth Execution: Successful history of leading cross-functional brand launches, growth initiatives or indication/line extension plans, with exposure to market access considerations preferred.
Core Competencies
- Strategic Brand & Access Leadership: Strong capability in classical brand management, segmentation, positioning, customer insight, access strategy development, operational planning, commercial prioritisation and performance leadership.
- Customer Engagement Excellence: Strong understanding of promotional strategy, peer-to-peer engagement, omni-channel activation and field-team enablement.
- Strategic Communication: Ability to distil complex clinical, market, access and health economic information into clear, persuasive messages, materials and business-shaping recommendations.
- Digital & Systems Acumen: Proficiency with marketing tools and systems, including Veeva CRM, Veeva PromoMats and marketing analytics platforms.
- Compliance Excellence: Thorough understanding and practical application of the ABPI Code of Practice across brand planning, promotional materials, meetings and field execution.
Disclaimer: The above statements are intended to describe the general nature and level of work performed by employees assigned to this job. They are not intended to be an exhaustive list of all duties, responsibilities, and qualifications. Management reserves the right to change or modify such duties as required.
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