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.

Context

US Consumers navigate considerable complexity in managing their healthcare, and their experience is often vastly different from the personalized, seamless engagements we’ve come to expect from the banking, retail, and travel industries. While the pandemic led to innovations in virtual care, alternate models for distribution, and integrated health and wellness solutions, these innovations focus on specific points in the patient journey versus a holistic, end-to-end patient experience.

Launched in January 2024 for people in the U.S. living with obesity, migraine, and diabetes, LillyDirect is an industry-leading digital healthcare experience to support and empower patients on their care journey. Through this new operating model, Lilly aims to improve patient access to care, help reduce healthcare costs, and enable better outcomes for people living with chronic disease. The rapid uptake of LillyDirect underscores the significant unmet need of people struggling to navigate the complex U.S. health care system. As such, we are seeking to expand our offerings and scale the business operations with speed to enable better outcomes for our patients.

Position Description:

The Associate Director for LillyDirect Content Strategy will be expected to work with autonomy to lead content strategy across the LillyDirect Platform, CRM and Accesspoints. From strategy through execution by collaborating with LillyDirect Platform and Go To Market (GTM) teams as well as cross-functional partners across Media Services, Social, Website Enterprise and creative partners.

In addition to this, the Associate Director will partner with Business Insights & Analytics (BI&A) to build, track, validate and optimize the LillyDirect content strategy, including developing insights on the LillyDirect consumer through research and analysis of available data points

The Associate Director will also be expected to partner with Tech @ Lilly to navigate the ambiguity of dependent workstreams across the enterprise such as first party data (1PD), GTM, and Tech @ Lilly to ensure the LillyDirect content is accurately represented and prioritized.

The position reports directly to the SENIOR DIRECTOR – OTGS VIRTUAL CARE & DIGITAL SOLUTIONS

Key Objectives/Deliverables: The Associate Director’s responsibilities are listed below.

Objective 1: Develop a holistic LillyDirect Content Strategy (30%)

• Map journeys across audiences throughout the full funnel across all digital touch points, inclusive of paid, earned, owned & shared (PESO).

• Create content calendars and collaborate with product brand and creative partners to develop content for each respective journey.

• Collaborate with LillyDirect GTM team to inform content for paid strategy for 2025

Objective 2: Lead the Implementation and execution of content strategy across LillyDirect platform (50%)

• Partner with Tech @ Lilly and BI&A to ensure journeys are built out and align to LillyDirect platform and the enterprise 1PD tech stack.

• Implement content journeys for each respective audience across PESO including flighting.

• Partner with Creative agency as well as cross-functional partners such as LillyDirect GTM team, 3rd party strategy team, Off To A Good Start, Medical and product brand teams to develop Empowerment and Success content

Objective 3: Measurement & Optimizations (20%)

• Partner with BI&A and Tech @ Lilly to set up tracking and measurement for journeys.

• Monitor performance to better understand and optimize towards performance.

This position will operate in an agile team concept designed to allow flexibility to execute the above job responsibilities either as fully dedicated, partially dedicated, and/or working across multiple programs. The incumbent should expect the alignment to a specific program or solution could change based upon business need and the duration of alignment will vary.

Minimum Experience / Personal Skill Requirements:

• At least 5 years of media or digital industry experience and/or one of the following:

• Completion of Lilly Marketing Academy

*Equivalent marketing/industry experience

• Proven experience with digital marketing, social media, and content development.

Additional Preferences:

• A deep understanding of the underlying technology to delivery on content strategy across Paid Earned Shared and Owned (PESO).

• Experience with developing and acting on deep customer insights

• Demonstrated leadership and strong collaboration skills

• Proven ability to be proactive in problem identification and solution development

• Self-directed, strong project management and prioritization skills

• Ability to use internal and external analysis to identify key areas of new and long term opportunity for LillyDirect across the portfolio

• Disease State experience/expertise

• Experience with Behavioral Economics

• Experience with Virtual Care

• US Affiliate marketing materials approval process experience (PCA, FCAP, QCLT)

• Experience leading through ambiguity to create direction

• Ability to work cross functionally including alliance partners

• Strong communication skills and ability to simplify complexity

• Strong decision-making skills and proven ability to influence others

• Experience working with agency and external partners

Other Information:

• Location: Indianapolis / Remote

• Lilly currently anticipates that the base salary for this position could range from between $117,000 to $171,600 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.

Travel Percentage:

• 10-20%

Eli Lilly and Company, Lilly USA, LLC and our wholly owned subsidiaries (collectively “Lilly”) are committed to help individuals with disabilities to participate in the workforce and ensure equal opportunity to compete for jobs. If you require an accommodation to submit a resume for positions at Lilly, please email Lilly Human Resources ( LillyRecruitingCompliance@lists.lilly.com ) for further assistance. Please note This email address is intended for use only to request an accommodation as part of the application process. Any other correspondence will not receive a response.

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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.

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