Apellis Pharmaceuticals

Marketing

• Lead development of the end‑to‑end patient marketing strategy for Geographic Atrophy.
• Translate patient insights, behavioral drivers, and market dynamics into compelling marketing plans that increase disease awareness and encourage informed, proactive care.
• Build segmentation, targeting, value propositions, and message architecture tailored to diverse patient populations.
• Oversee the development of integrated Patient marketing campaigns, including digital, TV, print, social, and audio.
• Ensure all creative and media align with accessibility needs for patients experiencing vision impairment.
• Responsible for digital strategy, including CRM, website, content strategy, inbound/outbound campaigns, and full-funnel media activation.
• Design initiatives that improve patient engagement, onboarding, adherence, and ongoing treatment experience.
• Oversee the development of patient education content, decision-support tools, and resources that empower individuals managing Geographic Atrophy.
• Collaborate with Patient Services, Medical, Access, and Field teams to ensure alignment across the patient journey.
• Partner with Market Research team in the design and execution of Patient and Caregiver research to understand patient journeys, motivations, and unmet needs in Geographic Atrophy.
• Leverage analytics, KPIs, and performance dashboards to optimize Patient campaigns and media investments.
• Monitor competitive activity and evolving standards of care within the space.
• Partner closely with ECP Marketing, Professional Education, Medical Affairs, Access, Regulatory, and Legal to ensure integrated, compliant, and effective strategies.
• Serve as the internal expert on patient and caregiver dynamics within ophthalmology.
• Manage external agency partners and oversee budget planning, allocation, and performance management.
• Contribute to annual brand planning and long-range strategic plans.
• Support the launch of new products, indications, or life-cycle initiatives with Patient and Caregiver-focused strategies and campaigns.
• Ensure communication reflects the company’s commitment to improving eye health and patient outcomes.

Director, Patient Marketing – Ophthalmology

• Lead end-to-end marketing execution for the ECP vertical, balancing strategic rigor with speed.
• Set clear strategic direction for creative development and maintain a high bar for clarity, relevance, and consistency.
• Oversee major campaigns, sales enablement initiatives, and conference strategy as critical brand and commercial moments.
• Partner closely with the Agency of Record to deliver impactful, insight-led work.
• Act as both an advocate for the ECP vertical and a steward of the broader brand ecosystem.
• Own and evolve the brand strategy for the Eye Care Professional audience, grounded in deep customer understanding and insight.
• Own and manage the ECP marketing budget across all major areas.
• Support the continuous evolution and emboldening of ECP messaging through strong partnership with Medical, Regulatory, and Legal teams.
• Lead, mentor, and develop a team of experienced marketers.

Director, Patient Marketing – Ophthalmology

Director, ECP Marketing