Consumer Experience Strategy Head - Obesity & Liver

Duties & Responsibilities

• Strategic Leadership & Vision
• Define and own the long term TA Obesity & Liver Health consumer experience and DTP/DTC strategy, with clear priority on the obesity launch wave from 2028 onwards. Focus on ROW and collaborate closely with the US team.
• Establish consumer health and consumer goods thinking as a strategic differentiator in obesity, positioning Boehringer Ingelheim to compete effectively in an increasingly competitive and consumer-driven market environment.
• Shape strategic choices on geographic focus, capability scope, differentiation versus competitors.
• Establish a clear enterprise relevant vision that positions consumer centricity as a strategic competitive advantage for Boehringer Ingelheim in obesity.
• Consumer Engagement & DTP Strategy
• Develop and operationalize a data driven consumer engagement strategy grounded in segmentation, analytics, real world evidence, behavioral insights, and continuous measurement.
• Build robust segmentation frameworks (needs based, behavioral, attitudinal, lifecycle based) leveraging qualitative and quantitative data to define DTP approach.
• Translate insights into strategic choices on targeting, value propositions, messaging, channels, and experience design.
• Design full funnel engagement models (awareness → retention) for obesity assets using test and learn methodologies pre and post launch.
• Establish KPIs and measurement frameworks to optimize impact and feed insights back into strategic refinement.
• Ensure strong integration of brand strategy, patient services, digital channels, data, and analytics into a coherent, compliant, and insight-led consumer experience.
• Technology, Platforms & Solutions Enablement
• Define the consumer engagement technology and solutions vision required to deliver the obesity DTP strategy at scale, including marketing technology, data platforms, personalization, analytics, and orchestration capabilities.
• Engage and manage external partner ecosystem provided solutions and tech stack will be bought and not built in-house.
• Partner closely with IT, Data & Analytics and GTM to evaluate, develop, or select the solutions and partners needed to build Boehringer Ingelheim’s fit-for-purpose, consumer ecosystem.
• Translate consumer needs into solution requirements and roadmaps ensuring compliance, privacy, and alignment with enterprise digital platforms.
• Ensure scalability, interoperability, and reuse of consumer engagement solutions across regions and therapeutic areas.
• Capability & Organization Building
• Establish operating models, governance, and agile ways of working to accelerate learning and innovation.
• Develop internal talent and selectively leverage external partners to accelerate scale and innovation.
• Cross functional & Global Collaboration
• Act as an orchestrator and a senior strategic partner to Global Brand Heads, Medical Affairs, Market Access, Patient Services, Data & Analytics, IT, Legal, Compliance, Privacy, and regional/local organizations.
• Partner closely with the US Consumer Head to align innovation and enable global scalability.
• Lead relationships with strategic external partners (technology providers, telehealth, fulfillment, community partners).
• People Leadership
• Build, inspire, and develop a high performing, diverse team with strong consumer, digital, data, and technology enablement skills.
• People leadership of a team of 3-5 people to start with, to be expanded as TA needs develop.
• Foster a culture of innovation, accountability, collaboration, and consumer centric decision making.
• Model BI leadership behaviors and enterprise thinking.

Requirements

• Bachelors degree in Business, Marketing, Economics, Health Sciences, Life Sciences, or related fields. Master degree, MBA strongly preferred.
• 12+ years professional work experience, with extensive pharma or related experience strongly preferred (e.g. in-depth knowledge of the US marketplace in healthcare, agency, consulting, e-commerce industries).
• Extensive and long-term senior level experience in consumer marketing, DTC/DTP, digital marketing.
• Strong background in consumer health/consumer goods with transfer of best practices.
• Proven track record in strategy development, capability building, and solution enablement.
• Strong understanding of marketing technology and solutions.
• Strong partnership skills with IT and digital functions.
• Executive level stakeholder management and influencing.
• Analytical, data driven, and consumer centric mindset.
• International experience and cultural adaptability.
• Proficiency in English (written and spoken) essential, additional languages desired