Executive Director, Consumer Health Hub Go-to-Market Strategy Lead

Compensation

The base salary range for this position is $220,000 to $350,000. The position may be eligible for a role-specific discretionary bonus, relocation, and/or other compensation elements.

Overview

As an employee of Boehringer Ingelheim, you will actively contribute to the discovery, development and delivery of our products to our patients and customers. Our global presence provides opportunity for all employees to collaborate internationally, offering visibility and opportunity to directly contribute to the company’s success.

The Go-to-Market Strategy Lead for the Consumer Health Hub is responsible for shaping and executing comprehensive strategies that accelerate the growth of Boehringer’s direct-to-consumer platform and emerging consumer-focused business models. The role defines product positioning, messaging, and market-entry plans that resonate with target audiences and drive measurable gains in reach, engagement, and acquisition.

Location: Ridgefield, CT

Duties & Responsibilities

Go-to-Market Strategy Development

• Develops and implements comprehensive go-to-market strategies for the direct-to-consumer platform hub and evolving business units
• Defines product blueprint, operating model, and governance with cross-functional partners
• Defines and segments target audiences, ensuring differentiated and compelling messaging that drives engagement and acquisition
• Ensures alignment of GTM efforts with Boehringer Ingelheim’s Master Brand strategy and broader corporate initiatives

Content & Messaging Ownership

• Owns the development of core messaging and content to increase awareness, reach, and acquisition
• Leads content creation and optimization using direct-response marketing tactics, including A/B testing, to rapidly improve results

Consumer Strategy (PESO Model)

• Defines and executes consumer strategies using the PESO model (Paid, Earned, Shared, Owned) to achieve traffic and engagement goals
• Oversees media planning and partnerships to ensure effective audience reach in collaboration with integrated brand strategies

Cross-Functional Collaboration & Stakeholder Management

• Collaborates with therapeutic area franchises, Value & Access, Human Pharma Operations, IT, Data Privacy, Legal, Compliance, Corporate Affairs, and other cross-functional partners to ensure alignment across initiatives
• Partners with Legal, Regulatory, and Compliance to establish protocols for direct-to-consumer interactions
• Works closely with Business Units to integrate GTM messaging into product marketing, field team training, and customer-facing content

Data-Driven Strategy & Market Analysis

• Leverages analytics, customer feedback, and competitive insights to refine and adapt marketing strategies
• Partners with Omnichannel, Analytics & Insights, Information Governance, and IT to ensure robust data integration, martech optimization, and personalized customer experiences

Marketing Budget & Resource Allocation

• Ensures effective and efficient allocation of resources to maximize return on investment
• Monitors performance to ensure strong ROI on marketing campaigns, projects, and initiatives

Team Leadership & Development

• Leads, motivates, and develops a high-performing marketing team, fostering collaboration, inclusivity, and continuous learning
• Mentors and coaches team members to support their professional growth and performance
• Supports recruitment efforts to bring in top talent

Cultural Leadership

• Fosters an inclusive, safe-to-speak working environment where team members feel empowered to share ideas and collaborate

Requirements

• Bachelor’s degree in Business, Marketing, or related field; MBA or advanced degree preferred
• Minimum 7+ years of consumer marketing leadership experience in health tech, eCommerce, platform businesses, or go-to-market strategy roles
• Proven track record in direct-to-consumer models or digital healthcare markets, ideally in fast-paced or startup settings
• Experience working in HIPAA-compliant data environments and customer data platforms
• Deep understanding of regulatory and data privacy requirements within digital health platforms
• Experience with PESO media strategy and marketing planning
• Expertise in direct-response marketing and A/B testing methodologies
• Strong leadership and executive-level influencing skills
• Ability to translate high-level strategy into hands-on execution
• Strong analytical, strategic, and financial skills with sound judgment and decision-making ability
• Excellent communication skills, including creating executive-level presentations
• Experience managing complex cross-functional projects with strategic impact
• Proven ability to work effectively with external agencies and partners
• Familiarity with media measurement, digital marketing tools, and brand integration in healthcare or digital contexts
• Experience working in matrixed or global environments