Associate Director – Consumer Cross-Cultural Marketing Lead Strategist

At Lilly, we unite caring with discovery to make life better for people around the world. We are a global healthcare leader headquartered in Indianapolis, Indiana. Our employees around the world work to discover and bring life-changing medicines to those who need them, improve the understanding and management of disease, and give back to our communities through philanthropy and volunteerism. We give our best effort to our work, and we put people first. We’re looking for people who are determined to make life better for people around the world.

Position Description:

The Associate Director, Consumer Cross-Cultural Marketing Lead Strategist will be responsible for leading cross-cultural marketing (CCM) capabilities across the Lilly Consumer Marketing organization and serving as CCM Integrator across brand(s) in an agile capacity.

The position will operate in an agile team concept crafted to allow flexibility to implement the below job responsibilities across brands and business units while possibly supporting other consumer needs as business priorities shift.

Position Responsibilities:

Cross-Cultural Marketing Capabilities

• CCM Best Practices: Develop consistent approach, operational ways of working, and standard processes for cross-cultural marketing and marketers to best integrate and collaborate with brand teams and with internal and external partners. Establish and update CCM archetypes to guide resource prioritization. Establish CCM scorecard metrics for consumer brand scorecards and report on CCM performance broadly. Collect feedback from brand partners to motivate change as needed. Consult with cross-cultural marketers and brand teams including review of cross-cultural agency SOWs and tactical plans.
• Cross-Cultural Agency Leadership: Lead agency relationships with cross-cultural agencies and consultants, including regular leadership touchpoints, issue resolution, new service evaluation, and budget reconciliations. Evaluate new partners/vendors who can effectively and efficiently deliver against consumer-first strategy and new cultural marketing needs along the full end-to-end (E2E) consumer journey. Provide leadership for annual business plan for CCM budget.
• Foundational Cultural Understanding: Lead foundational cultural insights development across segments. Upskill Lilly Consumer Marketers in foundational understanding through training, immersive learning and/or other possibilities for integrating into everyday marketing.
• Cross-Cultural Marketing Vision: Develop Next-Generation CCM capabilities vision and roadmap. Leverage external perspectives and innovative ideas for embedding CCM capabilities into consumer marketing holistically.
• Assess Brand/Business Unit Segment Opportunity: Assess brand/therapeutic opportunities across segments for new product or indications to identify level of CCM support. Partner with consumer analytics, market research, and outside primary and/or secondary research partners, for ongoing assessments of market opportunities and performance. Communicate and influence on business opportunities across consumer marketing team.
• Innovate and Integrate: Drive improvements to language translation process for efficiencies and distribution of work across consumer marketing team and/or centralized marketing capabilities. Partner with paid media team to diversify audiences and suppliers. Seek integration and cultural amplification options within Paid, Earned, Shared, Owned (PESO) media framework along with collaboration across entire end to end consumer journey.

Cross-Cultural Marketing Strategy Integration:

• Cross-Cultural Strategy Development and Brand Integration: Lead cross-cultural consumer-first go to market strategy development across brands, integrating within overall brand strategy. Actively participate in insight generation activities across key players and identify cultural integration and amplification gaps/issues/opportunities. Integrate within PESO framework to identify touchpoints for reaching consumers and pull-through of cross-cultural insights throughout a consumer’s end to end journey. Participate in annual customer and business planning process, including development of consumer related objectives and measures.
• Insight/Message Development: Lead identification of key cultural consumer insights for brands/therapeutic areas in partnership with consumer analytics, market research and agency partners. Develop a deep understanding of cross-cultural consumers. Ensure insights are appropriately reflected in all brand plans and communications.
• Tactical Development: Lead development of Spanish-language and dedicated cross-cultural tactics including working with Medical, Regulatory, Legal, and Operations to gain approval for distribution. Ensure consistent application of brand strategy and cross-cultural insights across consumer touch points and channels.
• Project Management: Comprehensive management of cross-cultural projects and programs including adherence to timelines and approval process. Manage tactical communication vehicles, track schedules, coordinate and collaborate across partners. Handle partnerships with internal and external agencies and operate to deliver on compelling, right-sized cross-cultural campaigns and tactics to meet brands’ business objectives.
• Agency Management: Effectively lead agency relationships with cross-cultural agencies, integrated agency partners, and internal creative agencies. Foster productive agency relationships and establish expectations for client – agency collaborations. Be the liaison and run integration between General Market and Cultural Agencies with an efficiency approach. Develop action plans as needed based on regular evaluation.
• Business Impact: Accountable for delivering clear cross-cultural marketing results for the business. Responsible for understanding and integrating marketing and customer strategies to ensure we deliver business goals. Understand opportunity, business impact and tracking to optimize execution and get results.
• Performance Monitoring and Optimizations: Partner with consumer analytics, paid media, and market research teams to assess marketplace and channel mix and make recommendations for brand implications/actions. Develop measurement plan for cross-cultural tactics, monitor performance against critical metrics, and optimize for business results accordingly. Lead review of cross-cultural marketing dashboard with brand team and agency/cross-functional partners. Share regular progress and updates with overarching consumer marketing and consumer experience organizational leadership.
• Financial Management: Supervise and lead cross-cultural marketing budgets across prioritized brands including scope development, monthly tracking, and reconciliation. Recommend trade-offs as needed and find opportunities to drive cost/resource efficiencies.
• Risk Management: Responsible for understanding, implementing, and adhering to company policies, processes and external obligations, as applicable.

Basic Qualifications

• Bachelor’s Degree
• 3+ years of multi-cultural marketing experience, leading development of integrated marketing plans and accountability for business results (agency or client)
• Qualified candidates must be legally authorized to be employed in the United States. Lilly does not anticipate providing sponsorship for employment visa status (e.g., H-1B or TN status) for this employment position

Additional Preferences

• Effective leader with experience inspiring change, encouraging new capabilities and influencing up and across organizations
• Demonstrated cultural understanding and experience gaining and activating cultural consumer insights in marketing strategies; African American and/or Hispanic Market insights understanding is a plus
• Fluency in Spanish
• Prior agency management or in-agency experience
• Ability to use internal and external analysis to identify key areas of near and long-term opportunity for the business
• Ability to be data-driven and think strategically and creatively
• Proactive and solutions-oriented problem-solver
• Shown ability to drive innovative business solutions
• Demonstrated agency, peer, and cross-functional leadership and teamwork
• Strong communication skills and listening skills
• Experience with Veeva Vault Promo Mats asset management and approval platform
• Generate consumer insights from data analytics and market research
• Ability to work effectively within complex, changing environment
• Self-directed, strong project management, budget management and prioritization skills
• Curious learner with an external focus on latest trends and ideas for improvements
• MBA Preferred

Additional Information:

• Estimated travel of 0 - 25%
• Lilly currently anticipates that the base salary for this position could range from between $122,250 to $179,300 and will depend, in part, on the successful candidate’s qualifications for the role, including education and experience. Full-time equivalent employees also will be eligible for a company bonus (depending, in part, on company and individual performance). In addition, Lilly offers a comprehensive benefit program to eligible employees, including eligibility to participate in a company-sponsored 401(k); pension; vacation benefits; eligibility for medical, dental, vision and prescription drug benefits; flexible benefits (e.g., healthcare and/or dependent day care flexible spending accounts); life insurance and death benefits; certain time off and leave of absence benefits; and well-being benefits (e.g., employee assistance program, fitness benefits, and employee clubs and activities). Of course, the compensation described above is subject to change and could be higher or lower than the range described above. Further, Lilly reserves the right to amend, modify, or terminate its compensation and benefit programs in its sole discretion and Lilly’s compensation practices and guidelines will apply regarding the details of any promotion or transfer of Lilly employees.

Lilly is dedicated to helping individuals with disabilities to actively engage in the workforce, ensuring equal opportunities when vying for positions. If you require accommodation to submit a resume for a position at Lilly, please complete the accommodation request form (https://careers.lilly.com/us/en/workplace-accommodation) for further assistance. Please note this is for individuals to request an accommodation as part of the application process and any other correspondence will not receive a response.

Lilly is an EEO/Affirmative Action Employer and does not discriminate on the basis of age, race, color, religion, gender, sexual orientation, gender identity, gender expression, national origin, protected veteran status, disability or any other legally protected status.

Our employee resource groups (ERGs) offer strong support networks for their members and help our company develop talented individuals for future leadership roles. Our current groups include: Africa, Middle East, Central Asia Network, African American Network, Chinese Culture Network, Early Career Professionals, Japanese International Leadership Network (JILN), Lilly India Network, Organization of Latinos at Lilly, PRIDE (LGBTQ + Allies), Veterans Leadership Network, Women’s Network, Working and Living with Disabilities. Learn more about all of our groups.

WeAreLilly