The Marketing Manager I/II – DTC Patient Marketing will be a key driver of Elahere® (mirvetuximab soravtansine-gynx) direct-to-consumer and patient-facing marketing strategies. Elahere is the first FDA-approved ADC for FRα-positive, platinum-resistant epithelial ovarian, fallopian tube, or primary peritoneal cancer — representing a transformative therapy for a patient population with significant unmet need.
This role is responsible for developing, executing, and optimizing patient-directed promotional programs and multichannel campaigns that meaningfully connect women living with platinum-resistant ovarian cancer to information about Elahere and FRα testing. The MMI/II will serve as a critical connector between patient insights, brand strategy, HCP marketing, and media execution — bringing the patient voice to the forefront of the Elahere brand.
Key Responsibilities
Patient Marketing Strategy & Campaign Execution
- Develop and execute integrated, multichannel DTC patient marketing plans in alignment with overall Elahere brand strategy, ensuring consistency across paid media, owned channels, digital platforms, and patient support programs.
- Lead development of patient-facing promotional materials including digital advertising, social media content, disease awareness campaigns, and patient ambassador/testimonial programs, from brief through regulatory approval and launch.
- Champion patient-centric messaging rooted in the Elahere efficacy and safety story, including OS benefit (median 16.5 months vs. 12.7 months vs. chemotherapy) and the importance of FRα biomarker testing as a gateway to treatment eligibility.
- Develop DTC messaging frameworks that address the emotional and clinical journey of women with platinum-resistant ovarian cancer — including recurrence, treatment decision-making, and communicating with their oncologist.
Omnichannel & Digital Marketing
- Partner with digital/media agencies to plan, activate, and optimize paid digital campaigns (search, display, social, programmatic, CRM/email, and streaming/video).
- Manage patient website content strategy and SEO/SEM initiatives in alignment with brand guidelines and regulatory requirements.
- Utilize data and analytics to monitor campaign KPIs — including reach, site traffic, patient activation rates, and script lift — and translate performance data into actionable optimization recommendations.
Patient Support & Access Integration
- Collaborate with patient services, market access, and Halo (AbbVie's patient support program) teams to ensure seamless integration of DTC patient acquisition tactics with downstream support enrollment and adherence programs.
- Develop communications that address patient barriers, including FRα testing access, out-of-pocket costs, and ocular toxicity management guidance for patients.
Cross-Functional Collaboration
- Partner closely with HCP marketing to develop aligned messaging architectures that reinforce the provider-patient dialogue around Elahere — particularly regarding FRα testing and treatment selection.
- Collaborate cross-functionally with Medical Affairs, Regulatory, Legal, Market Research, and Patient Advocacy to ensure all DTC materials are compliant, scientifically accurate, and patient-centered.
- Serve as the patient marketing lead on the Elahere brand team, representing DTC strategy in brand planning and commercial leadership reviews.
Budget & Agency Management
- Manage DTC patient marketing budget with full accountability for accurate tracking, forecasting, and ROI measurement.
- Direct and manage external agency partners (creative, media, digital) ensuring delivery of high-quality work on time and within budget.
Insights & Market Intelligence
- Commission and synthesize patient-level market research, social listening, and journey mapping studies to generate actionable insights that inform messaging, channel strategy, and creative development.
- Monitor competitive DTC activity in the ovarian cancer space and provide strategic recommendations to brand leadership.
Education
- Bachelor's degree required in Marketing, Life Sciences, Business, Communications, or related field.
- MBA or advanced degree strongly preferred.
Experience – Marketing Manager I
- 3+ years of marketing experience, with at least 2 years in pharmaceutical or biotech marketing.
- Prior exposure to oncology, rare disease, or specialty patient marketing preferred.
- Experience developing patient-facing promotional materials and navigating the regulatory/MLR review process.
Experience – Marketing Manager II
- 5–7+ years of progressive pharmaceutical marketing experience, with a minimum of 3 years in oncology or specialty DTC patient marketing.
- Demonstrated track record leading multichannel DTC campaign development and execution, including digital/social media, CRM, and patient support integration.
- Experience working on ADC, biomarker-driven, or companion diagnostic brands strongly preferred.
- Prior ownership of patient marketing within a brand team structure, including leadership of agency relationships and cross-functional alignment.
Skills & Competencies
- Strong strategic thinking and business acumen with the ability to translate patient insights into differentiated marketing strategies.
- Deep understanding of oncology patient journeys, health equity considerations, and the emotional complexity of cancer treatment decisions.
- Proficiency in digital marketing metrics, analytics platforms, and performance reporting.
- Excellent written and verbal communication skills; ability to develop compelling narratives for senior commercial leadership.
- Demonstrated ability to manage complexity in a cross-functional environment and influence without direct authority.
- Working knowledge of FDA promotional regulations, PhRMA guidelines, and the MLR review process as applied to oncology DTC marketing.
- High level of personal integrity, accountability, and commitment to AbbVie's values.
About AbbVie
AbbVie's mission is to discover and deliver innovative medicines and solutions that solve serious health issues today and address the medical challenges of tomorrow. We strive to have a remarkable impact on people's lives across several key therapeutic areas including immunology, oncology and neuroscience - and products and services in our Allergan Aesthetics portfolio. For more information about AbbVie, please visit us at www.abbvie.com. Follow @abbvie on LinkedIn, Facebook, Instagram, X and YouTube.
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The compensation range described below is the range of possible base pay compensation that the Company believes in good faith it will pay for this role at the time of thisposting based on the job grade for this position. Individual compensation paid within this range will depend on many factors including geographic location,and we may ultimately pay more or less than the posted range. This range may be modified in the future.
We offer a comprehensive package of benefits including paid time off (vacation, holidays, sick), medical/dental/vision insurance and 401(k) to eligible employees.
This job is eligible to participate in our long-term incentive programs.
Note: No amount of pay is considered to be wages or compensation until such amount is earned, vested, and determinable. The amount and availability of any bonus, commission,incentive, benefits, or any other form of compensation and benefits that are allocable to a particular employee remains in the Company's sole and absolute discretion unless anduntil paid and may be modified at the Company’s sole and absolute discretion, consistent with applicable law.
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