Brand Lead Hematology

About the role

At Bristol Myers Squibb, we transform patients' lives through science. The Brand Lead, Hematology is a strategic and executional leader responsible for driving the commercialization of Reblozyl (Luspatercept) and supporting the next launches in Cell Therapy in the market. This individual will develop and implement integrated brand strategies that reflect a deep understanding of public and private healthcare market dynamics, including specialty and high-complexity treatment settings. As part of the BMS Hematology Commercial team, this role plays a pivotal part in ensuring speed to patients, cross-functional alignment, and business excellence in a highly competitive therapeutic landscape.

Responsibilities

• Lead the development and execution of the annual brand plan for Reblozyl and Cell Therapies, including situation analysis, strategic imperatives, tactical mix, and investment allocation.
• Define and manage the brand positioning, messaging architecture, and value proposition for Reblozyl and Cell Therapies across all customer segments.
• Drive Reblozyl and Cell Therapies launch readiness and execution, coordinating all pre-launch and launch activities across commercial, medical, market access, regulatory, and supply functions.
• Develop and monitor brand performance KPIs, adjusting strategies and tactics based on market insights and competitive intelligence.
• Lead integrated omnichannel campaigns that seamlessly connect field force, digital, and medical channels to deliver a consistent and impactful brand experience; apply Artificial Intelligence and advanced analytics tools to anticipate market trends, improve customer segmentation, and drive data-informed commercial decisions in specialty hematology.
• Lead market research and analytics initiatives to generate deep understanding of the hematology landscape, unmet needs, patient journey, and stakeholder dynamics.
• Map and analyze public market (IMSS, ISSSTE, IMSS Bienestar) dynamics, formulary processes, institutional protocols, and purchasing cycles.
• Monitor private market dynamics including managed care, hematology networks, key hematology centers, and high-specialty hospitals.
• Integrate insights from field-based teams, medical affairs, and market access to continuously evolve brand strategies.
• Lead and energize the Brand Team (TAS/Sales, Medical Affairs, Market Access, Regulatory, Patient Advocacy, Finance) ensuring cohesive strategy and aligned execution.
• Partner with Medical Affairs to ensure the scientific platform supports commercial objectives within compliance guidelines.
• Collaborate with Market Access to develop value-based tools and evidence strategies for institutional access (public tenders, CBNSS inclusion).
• Work closely with the global brand team to align local strategy with global brand direction.
• Own and drive the Hematology pipeline launch plan, from pre-launch readiness assessment to first patient use and post-launch tracking.
• Lead development of launch promotional tools, training materials, and go-to-market plans for Hematology pipeline across public and private channels.
• Orchestrate cross-functional launch readiness reviews (LRR) and milestone tracking.
• Develop and monitor launch KPIs and adapt tactics as needed to ensure a successful market entry.
• Ensure all brand activities are executed in full compliance with BMS policies, local regulations, and industry codes (COFEPRIS, Código de Ética de la Industria Farmacéutica).
• Manage brand budget with accountability, ensuring resource allocation maximizes ROI and strategic priorities.
• Responsible for business planning cycles (P1, P2, P3, Budget, LRP) with accurate forecasting and strategic narrative.

Requirements

• Bachelor's degree required in Life Sciences, Business Administration, or related field; MBA or advanced degree strongly preferred.
• Minimum 5-7 years of commercial experience in the pharmaceutical/biotech industry.
• At least 3 years in hematology marketing or brand management in specialty/high-complexity settings.
• Proven track record of successful product launch execution (pre-launch through steady state).
• Demonstrated expertise in public market (institutional) strategy and access dynamics.
• Experience managing brands in private market including HMOs, hematology networks, and high-specialty hospitals.
• Bilingual proficiency (Spanish/English).

Skills & Competencies

• Strategic Thinking: Ability to translate market insights into differentiated, long-term brand strategies.
• Launch Excellence: Proven experience leading multi-channel launches in complex therapeutic areas.
• Analytical Acumen: Strong ability to analyze data, market research, and competitive intelligence to drive decisions.
• Cross-functional Leadership: Skilled at influencing and aligning diverse stakeholders in a matrix organization.
• Market Access Acumen: Understanding of public procurement, institutional access, and formulary inclusion processes.
• Communication & Influence: Compelling storyteller with strong presentation skills for internal and external audiences.
• Customer Centricity: Deep commitment to placing patients and healthcare providers at the center of all decisions.
• Execution & Agility: Bias for action with ability to adapt in fast-paced, competitive environments.
• Scientific Fluency: Ability to understand and communicate clinical data in hematology.
• Integrity & Compliance: Unwavering commitment to BMS values, ethics, and regulatory compliance.
• Technical Skills: Proficiency in brand planning tools, CRM platforms, and business analytics; knowledge of the Mexican pharmaceutical market, COFEPRIS regulatory framework, and public health system dynamics; current use of AI tools.

Why Join BMS?

• Work at the forefront of immuno-oncology, hematology, and innovative medicines, with a portfolio that includes one of the most established PD-1 inhibitors globally and innovative Cell Therapies.
• Lead the launch of next-generation Cell Therapies with significant patient impact.
• Thrive in a culture that values bold thinking, cross-functional partnership, and rapid professional growth.
• Be part of a company recognized globally for its commitment to patients, diversity, and scientific excellence.

Schedule

This role follows BMS’s occupancy structure, which determines where an employee is required to conduct their work. The Brand Lead, Hematology is classified as a Site-by-design role, which may be eligible for a hybrid work model with at least 50% onsite at your assigned facility. Onsite presence is considered an essential job function and is critical to collaboration, innovation, productivity, and a positive company culture.