As HCP Senior Brand Manager, Nicorette, you will lead the development and execution of the HCP strategy across Northern Europe.
Operating at the intersection of healthcare professional marketing, smoking cessation, behavioral science, and commercial strategy, you will determine how Nicorette engages priority healthcare professionals and develop programs that build knowledge, confidence, recommendation, and advocacy.
You will connect HCP marketing, professional education, pharmacy, field force, omnichannel engagement, and healthcare pathways, ensuring that professional engagement is fully integrated into the overall Nicorette brand and commercial strategy.
You will lead and develop a team of two. You will also work closely with Medical Affairs, Consumer Marketing, Sales, Customer teams, Regulatory, Legal, Commercial Excellence, Global teams, and external agency partners to translate strategy into high-quality execution.
Key Accountabilities
HCP Strategy & Business Leadership
- Own the Northern Europe HCP strategy and annual HCP brand plan for Nicorette, aligned with overall brand, category, and commercial objectives.
- Develop annual and longer-range strategies that strengthen professional recommendation, advocacy, and support for smoking cessation.
- Champion the voice of the healthcare professional within brand planning, using HCP insight to influence strategic priorities and investment decisions.
- Identify growth opportunities through analysis of HCP needs, professional practice, healthcare pathways, market dynamics, and competitive activity.
- Define the role priority HCP audiences can play in supporting smokers through their quit journey.
- Translate insight into clear strategic choices and compelling business cases for HCP investment.
- Ensure HCP strategy is fully integrated with consumer, customer and commercial plans.
HCP Segmentation, Behavior Change & Customer Journey
- Define priority HCP audiences, their needs and the behaviors required to drive improved smoking-cessation support and brand growth.
- Develop segmentation and targeting strategies that focus investment on the highest-value audiences and opportunities.
- Build customer journeys that move HCPs through awareness, understanding, confidence, recommendation, and advocacy.
- Identify barriers to professional action and develop targeted interventions to overcome them.
- Apply behavioral science and customer insight to the development of HCP propositions and engagement programs.
- Ensure engagement delivers genuine professional value and drives measurable behavior change.
Omnichannel HCP Engagement
- Develop integrated HCP engagement strategies spanning field force, CRM, digital platforms, professional media, education, congresses, peer-to-peer programs, and professional partnerships.
- Define the role of different channels across the HCP journey and ensure they work together as an integrated customer experience.
- Partner closely with field-force teams to translate strategy into high-quality customer conversations, tools and activation.
- Use first-party data, engagement signals, and customer insight to increase the relevance and personalization of HCP communications.
- Build disciplined test-and-learn programs to improve effectiveness and scale successful interventions.
- Continually optimize channel mix, customer experience and investment based on performance.
Scientific & Evidence-Based Marketing
- Develop a strong understanding of the science underpinning nicotine dependence, smoking cessation, behavior change, and the Nicorette portfolio.
- Translate complex clinical and scientific evidence into clear, compelling, and credible HCP narratives.
- Partner with Medical Affairs to ensure professional communications are scientifically robust, balanced, relevant, and compliant.
- Monitor developments in evidence, clinical practice and the wider smoking-cessation landscape to identify opportunities and risks.
- Use evidence appropriately to strengthen professional confidence in smoking-cessation interventions and Nicorette.
Pharmacy, Healthcare Pathways & Professional Practice
- Develop a strong understanding of how smoking cessation is delivered across priority Northern European healthcare systems and professional settings.
- Understand the role of pharmacy and other priority healthcare professionals within smoking-cessation pathways.
- Identify barriers and opportunities affecting professional recommendation, access, and adoption of appropriate cessation interventions.
- Translate healthcare-system and professional-practice insight into actionable HCP marketing opportunities.
- Partner with customer, pharmacy and relevant cross-functional teams to strengthen Nicorette’s role within appropriate professional pathways.
- Adapt strategies to reflect differences in healthcare delivery, professional practice and customer needs across markets.
Professional Education, Advocacy & Partnerships
- Develop professional education programs that strengthen HCP knowledge, confidence and capability in supporting quit attempts.
- Build productive relationships with appropriate experts, professional organizations, and healthcare partners.
- Develop scalable peer-to-peer and expert-led education programs in partnership with Medical Affairs.
- Lead appropriate congress, educational and professional engagement activities.
- Develop high-quality HCP content, including educational materials, clinical tools, webinars, e-learning, CRM programs, and field-force assets.
- Identify opportunities to build credible professional advocacy around smoking cessation and evidence-based interventions.
Commercial Excellence & Performance
- Establish a clear measurement framework connecting HCP reach, engagement, behavior, recommendation, advocacy and commercial impact.
- Demonstrate the relationship between professional engagement, HCP behavior and Nicorette/category performance.
- Use customer, market, recommendation and campaign data to identify opportunities and optimize investment.
- Define clear hypotheses and KPIs for major programs and apply disciplined test-and-learn principles.
- Manage the HCP marketing budget and agency roster, setting clear scopes, governance, performance expectations and commercial accountability to maximize quality, efficiency and return on investment.
- Translate performance and learning into clear recommendations for senior leadership.
Cross-Functional Leadership
- Act as the HCP marketing lead for Nicorette across Northern Europe.
- Lead agency relationships across HCP strategy, creative development, content, omnichannel activation, and measurement, ensuring high-quality delivery, strong governance, and value for investment.
- Lead, coach, and develop a team of two, setting clear objectives, building capability, and creating accountability for delivery.
- Connect HCP, consumer and customer strategies to maximize total brand impact.
- Build strong partnerships across Medical Affairs, Marketing, Sales, Customer teams, Regulatory, Legal, Commercial Excellence and Global functions.
- Influence complex cross-functional teams without direct authority and establish clarity around priorities, ownership and delivery.
- Set clear strategic direction for agency partners and hold internal and external teams accountable for high-quality execution.
- Contribute to building HCP marketing and omnichannel capability across the wider organization.
