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Title:  Director, Commercial Content Strategy & Customer Experience

Requisition ID:  34747
Date:  Oct 18, 2021

Exton, Pennsylvania, US

Department:  Marketing



Working at West means having an opportunity to work by the side of our patients and customers, our global team members and the communities in which we operate – which all help contribute to a Healthier World.


At West, we are by the side of patients. The work we do impacts patients’ lives each and every day – our products are a critical part of healthcare delivery and we are proud of the role we play to improve patient health. We work by the side of our team members. We come together as one global team to deliver for our customers and help them address their challenges. We are a diverse, close-knit community of professionals, where everyone has a voice and opportunity to learn and grow through mutual trust and respect. With a 95 year plus history, we have a track record for success, which includes reported sales of $2.14B in 2020. We serve by the side of our community. Giving back is in our DNA—our team members across more than 50 sites globally are involved with hundreds of charities that have special meaning to them through our West Without Borders team member-led giving program.


Job Summary:
The Director, Commercial Content Strategy leads the development and execution of content strategies to enable buyer journey across channels with insight and information. This individual will lead the organizational efforts to build effective commercial insights, which leverage West’s unique differentiators, build, and disrupt customer mental models and ultimately lead them to West solutions.  Furthermore, as customers move from awareness to consideration and evaluation of West solutions, this role will ensure that our content strategies help move the customers along the path to purchase, helping them to complete their jobs to be done and remove barriers to adoption of West solutions.

Essential Duties and Responsibilities:
•    Create Buyer Personas for key target market segments aligned with market unit strategies.
•    Lead Buyer Journey Mapping workshops to optimally leverage existing content and identify content gaps which must be closed to help buyers complete their jobs and engage with West.
•    Identify and create tools and diagnostics to help customers in their path to purchase to build consensus and call to action amongst their buying teams. 
•    Lead marketing teams to build and deploy Challenger-based messaging which disrupts customer’s mental models and leads them to West solutions, to fully appreciate our unique differentiators.
•    In partnership with D&T and the Integrated Marketing team colleagues, ensure that content SEO is achieved with relevant keywords and leveraging the customers’ language. 
•    In coordination with Communications and Integrated Marketing team, create commercial social media calendar to ensure a consistent digital presence on social media throughout the year, aligned to commercial priorities and leveraging scientific thought leadership.
•    Finding creative ways of repurposing content for different mediums including social media and video. This work will be completed following an agile marketing framework, collaborating primarily with D&T and other marketing colleagues.
•    Align content themes and assets to the needs of target audiences, infusing the West brand dimensions.
•    Other duties as assigned.


Basic Qualifications: 
•    Minimum Education: Bachelor's Degree in Technical area or Business with high technical aptitude. 
•    8-10 years’ experience in both sales and marketing disciplines is preferred, ideally in B2B role selling technically complex products to the pharma industry. 


Preferred Knowledge, Skills and Abilities:
•    Requires strong understanding of customer buying processes, West products, challenges in adoption.   This expertise is critical to building content that is not only scientific and differentiating but that will accelerate customer path to purchase.  
•    Passionate and customer-focused marketing expertise, with exceptional storytelling, editing, and management with significant experience developing content across multiple platforms and formats.
•    Understand Challenger principles and Customer Journey Mapping.
•    Knowledge and experience with popular content management systems and B2B digital asset management.
•    Understand keyword placement and SEO best practices.
•    Excellent written and verbal communication skills.
•    Fluency in social media marketing principles.
•    Demonstrated experience or background with Marketing of technical / scientific products and content.
•    Knowledge and experience with Content Hubs, preferably Sitecore.
•    Creativity and the ability to develop original content that provokes engagement.
•    Knowledge of global and regional data privacy policies.
•    Able to be aware of all relevant SOPs as per Company policy as they are related to the position covered by this Job Description 
•    Support and contribute to Lean Sigma programs and activities towards delivery of the set target 
•    Able to comply with the company’s safety and quality policy at all times.


Travel Requirements:
•    Must be able to travel up to 10% of the time 


Physical & Mental Requirements:
•    Must be able to work in a sedentary work environment. 
•    Must be able to communicate effectively, speak in front of groups, express & exchange ideas and understand direction.  
•    Maintain the ability to work well with others in a variety of situations.
•    Able to multi-task, work under time constraints, problem solve, and prioritize.
•    Able to learn and apply new information or new skills.







West is an equal opportunity employer and we value diversity at our company. We do not discriminate on the basis of race, religion, color, national origin, gender, sex, gender identity, sexual orientation, age, marital status, veteran status, or disability status.  If you have a special need that requires accommodation in order to apply to West, please send an email to kimberley.eby@westpharma.com.  Where permitted by law, an offer of employment with West Pharmaceutical Services, or any of its subsidiary or affiliate companies, is contingent upon the satisfactory completion of background screening and/or a pre-employment drug screening.

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