Head of Brand & Insights

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Job Description

About BioLife Plasma Services

Every day at BioLife, we feel good knowing that what we do helps improve the lives of patients with rare diseases. While you focus on our donors, we’ll support you. We offer a purpose you can believe in, a team you can count on, opportunities for career growth, and a comprehensive benefits program, all in a fast-paced, friendly environment.  

This position is currently classified as “hybrid” in accordance with Takeda’s Hybrid and Remote Work policy.

BioLife Plasma Services is a subsidiary of Takeda Pharmaceutical Company Ltd.

Accountabilities

• Grow awareness of BioLife and of plasma donation overall and create consumer advocacy, inspiring plasma donation evangelism.
• Develop and implement a comprehensive global brand marketing strategy that aligns with and delivers on the company's overall business objectives and growth targets.
• Develop and implement strategies to collect, analyze, and interpret customer data, providing actionable insights to drive marketing initiatives and tactics.
• Advise on the development of comprehensive marketing strategies to enhance brand visibility and drive customer acquisition, retention, and loyalty in alignment with company objectives.
• Oversee the creation and implementation of brand guidelines to maintain consistency across all marketing channels and touchpoints.
• Establish and manage a data-driven insights capability within the marketing team, leveraging analytics and market research to inform decision-making; build BioLife’s data-driven brand strategy.
• Integrate insights into marketing campaigns, channel strategies, and platform decisions.
• Spearhead efforts to refresh and evolve the brand identity, keeping it relevant and resonant with target audiences.
• Drive brand growth through innovative marketing initiatives.
• Analyze and synthesize donor insights, market research, and competitor analysis to identify opportunities and develop effective brand positioning strategies.
• Inform marketing planning and execution roadmaps and seasonal strategies using deep understanding of the BioLife donor, their behaviors, and their donation journeys.

Dimensions & Aspects

• Lead the development and execution of integrated marketing campaigns across various channels, including traditional and digital media, social media, and experiential marketing.
• Connect the BioLife brand to the donor experience through insights-sharing, action planning, and advisory support for operations and in-center resources.
• Collaborate closely with cross-functional teams, including forecasting, transformation, customer & business excellence, and operations, to ensure alignment and seamless execution of data- and insights-driven brand marketing strategies.
• Monitor and analyze brand performance, market trends, and competitor activities, making data-driven recommendations for brand positioning and marketing strategy optimization.
• Provide strategic guidance and recommendations to senior leadership, presenting brand marketing initiatives and results, and contributing to overall business strategy discussions.
• Foster a culture of creativity, experimentation, and continuous improvement within the brand marketing team, encouraging innovative thinking and exploration of new marketing approaches.
• Develop and manage strategic partnerships with external agencies, vendors, and technology providers to enhance brand marketing capabilities and drive innovation.
• Stay up-to-date with industry best practices, emerging trends, and technological advancements in brand marketing, bringing new ideas and approaches to the organization.
• Lead a small team while influencing across BioLife as a whole.
• Provide support and advisory guidance to the Head of Marketing and Global Head of BioLife.

Key Skills, Abilities, and Competencies

• Proven ability to collaborate, establish trust and demonstrate a high level of humility, integrity and discretion.
• Significant experience working with and/or leading cross-functional and global teams.
• Ability to build strong relationships and interact with all levels within the organization, including top leadership.
• Demonstrated executive presence and experience managing high-touch relationships and highly sensitive business matters involving strategy and planning.
• Strong organization skills, ability to influence and negotiate competing priorities with success.
• Strong interpersonal skills reflecting cultural awareness and sensitivities, unique ability to manage group/team dynamics, and conflict resolution.
• Polished communications and presentation skills, including written and oral communication of executive level information and recommendations; global and cross-functional communications.
• Strong analytical and decision-making ability, including ability to synthesize complex and diverse inputs to a problem, and recommend solutions/ preferred options.
• Able to challenge project assumptions in order to resolve conflicts, optimize schedule, costs and quality and ensure alignment of asset goals and objectives.
• Fluency (spoken and written) in English.

Living our leadership behaviors is a basic expectation for Takeda leaders that include:

• Focusing on few priorities
• Inspiring and enabling people
• Elevating the capabilities of our organization
• Demonstrating strategic enterprise thinking
• Fairness
• Integrity
• Honesty
• Perseverance
• Putting the Patient at the Center
• Building Trust with Society
• Reinforcing our Reputation
• Developing the Business
• Effective Coaching and Counseling Skills

Complexity and Problem Solving

• Routinely requires high level of problem-solving capability and business acumen.
• Ability to balance competing priorities: quickly and objectively drives the team towards a path which maximizes value.
• This role requires the incumbent to rationalize both strategically and tactically, and be able to present clear recommendations and risks to senior leaders and key stakeholders.

Internal and External Contacts

• Job is accountable to BioLife Head of Marketing. Primary interaction will be with BioLife Marketing, Operations,  functional heads, and other BioLife team members within headquarters and plasma centers.

Education and Experience Requirements

• Bachelor's degree in marketing, business, or a related field; an advanced degree is preferred, and previous agency experience is nice-to-have.
• Proven track record of at least 15-17 years in brand marketing, marketing strategy, brand insights, or related roles.
• Relevant coursework or experience in consumer behavior, data analysis, and market research methodologies.
• Deep understanding of brand strategy development, marketing innovation, and effective brand positioning.
• Strong analytical skills and proficiency in data analysis tools and techniques; hands-on experience with statistical analysis, data visualization, and predictive modeling is strongly recommended.
• Strong leadership skills, with experience leading and developing high-performing teams on leading global brands.
• Excellent analytical and problem-solving abilities, with a strategic mindset and ability to translate consumer insights and data into actionable marketing strategies.
• Strong business acumen and financial understanding to assess marketing ROI and optimize resource allocation.
• Effective communication and collaboration skills to work cross-functionally and build relationships with internal stakeholders and external partners.
• Proven ability to identify emerging trends and market opportunities, translating them into effective brand strategies.
• Entrepreneurial mindset with a passion for driving innovation, exploring new marketing approaches, and capitalizing on market disruptions.
• Expert in Microsoft applications (i.e., PowerPoint, PowerBI, Excel, Word, SharePoint, Outlook, Teams, etc.).

Other Job Requirements

• Est. 15% travel (may include global travel) to effectively interact with team members at offsite meeting locations, collection centers, labs and manufacturing facilities.
• Est 15% of role may require working during non-traditional hours.

BioLife Compensation and Benefits Summary

For Location:

U.S. Base Salary Range:

EEO Statement

Takeda is proud in its commitment to creating a diverse workforce and providing equal employment opportunities to all employees and applicants for employment without regard to race, color, religion, sex, sexual orientation, gender identity, gender expression, parental status, national origin, age, disability, citizenship status, genetic information or characteristics, marital status, status as a Vietnam era veteran, special disabled veteran, or other protected veteran in accordance with applicable federal, state and local laws, and any other characteristic protected by law.

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