Senior Director, DTC Marketing - Dry Eye Disease Portfolio

Bausch + Lomb (NYSE/TSX: BLCO) is a leading global eye health company dedicated to protecting and enhancing the gift of sight for millions of people around the world—from the moment of birth through every phase of life. Our mission is simple, yet powerful: helping you see better, to live better.

Our comprehensive portfolio of over 400 products is fully integrated and built to serve our customers across the full spectrum of their eye health needs throughout their lives. Our iconic brand is built on the deep trust and loyalty of our customers established over our 170-year history. We have a significant global research, development, manufacturing and commercial footprint of approximately 13,000 employees and a presence in approximately 100 countries, extending our reach to billions of potential customers across the globe. We have long been associated with many of the most significant advances in eye health, and we believe we are well positioned to continue leading the advancement of eye health in the future.

Overview 

We are seeking a strategic and results-driven Senior Director of Direct-to-Consumer (DTC) Marketing to lead the U.S. consumer marketing strategy in the dry eye disease (DED) category. This role is accountable for developing and executing integrated DTC strategies that increase disease awareness, motivate patient engagement, and drive demand while maintaining strong alignment with regulatory and compliance standards.

This position will play a critical role in evolving the organization’s DTC operating model, including leveraging AI and advanced marketing technologies to drive personalized content creation and real-time optimization. The ideal candidate brings deep expertise in DTC marketing, a sophisticated understanding of patient behavior, and a strong point of view on how emerging technologies can enhance speed, relevance, and scale in consumer engagement. This leader will be highly collaborative, data-driven, and passionate about building brands that meaningfully improve patients’ lives.

This position reports to the Senior Vice President and General Manager, North America Pharmaceuticals.

Key Responsibilities

Strategic Leadership & AI-Driven Evolution:

• Lead the DTC marketing strategy for Rx dry eye disease brands, owning consumer positioning, segmentation, and engagement.
• Set a clear vision for brand growth grounded in patient insights, competitive dynamics, and unmet needs.
• Evaluate and integrate emerging AI tools for dynamic creative optimization (DCO), conversational engagement (chatbots, AI assistants) and autonomous media buying
• Monitor AI's evolving impact on consumer health-seeking behavior — including shifts in search (AI Overviews, ChatGPT), social algorithms, and patient community platforms — and adapt strategy proactively
• Define customer-centric strategies across the end-to-end patient journey, from awareness through adherence.

Campaign Development & Execution:

• Lead the development and execution of compelling, compliant DTC campaigns across integrated consumer media platforms.
• Translate complex clinical data into clear, patient-relevant, and emotionally resonant messaging.
• Oversee creative development and deployment of promotional assets, leveraging AI-enabled tools to drive personalization and performance.
• Ensure seamless, consistent omnichannel execution across all consumer touchpoints.

Marketing Innovation:

• Champion the use of AI and advanced analytics to enable scalable, personalized content and dynamic messaging.
• Partner cross-functionally to test, implement, and scale AI-driven tools that improve speed, relevance, and impact.
• Ensure AI-enabled marketing practices meet regulatory, legal, privacy, and ethical standards.

Telehealth Integration & Performance:

• Own end-to-end telehealth performance accountability, including DTC-driven telehealth bookings, prescription conversions, and overall contribution to brand Rx growth.
• Partner with patient support team on the telehealth platform providers to optimize patient routing from awareness campaigns directly into compliant virtual care pathways.
• Establish and track telehealth-specific KPIs (e.g., cost-per-telehealth-script, conversion rate from DTC to fills, and long-term patient persistence via virtual follow-up).

Patient Engagement & Experience:

• Champion deep understanding of patient motivations, barriers, and behaviors through research, data, and analytics.
• Lead initiatives that improve patient education, empowerment, and persistence through branded and unbranded programs.
• Partners with Patient Services and Support teams to ensure DTC strategies reinforce access, affordability, and adherence.

Performance & Optimization:

• Own DTC performance measurement, including awareness, conversion, adherence, and ROI.
• Optimize media mix, messaging, and targeting using real-time insights.
• Manage DTC budgets and forecasts to maximize effectiveness and efficiency.

Leadership:

• Serve as the DTC marketing lead across cross-functional teams including Medical, R&D, Sales, Market Access, Legal/Regulatory, Finance, Operations, and integrated Marketing capabilities.
• Build, lead, and mentor a high-performing DTC marketing team and external partners.
• Foster a culture of innovation, accountability, and continuous learning while ensuring full regulatory compliance.

Qualifications

• 10+ years of pharmaceutical, biotech, or healthcare marketing experience, with significant DTC leadership responsibility.
• Bachelor’s degree required; MBA or advanced degree preferred.
• Proven success leading DTC marketing for prescription brands.
• Demonstrated experience implementing personalization, AI-enabled marketing tools, or advanced content optimization approaches.
• Deep expertise in consumer insights, brand positioning, and patient journey strategy.
• Demonstrated ability to translate complex clinical data into compelling marketing messages.
• Strong understanding of DTC media strategy, analytics, and performance optimization.
• Experience leading omnichannel campaigns and non-personal promotion tactics.
• Proven people leader with experience managing teams and agency partners.
• Strong cross-functional collaboration skills and ability to build relationships with key opinion leaders and influencers.
• Excellent strategic thinking, executive presence, and storytelling skills.
• Strong budget management and operational execution capabilities.
• Thorough understanding of pharmaceutical DTC regulatory and compliance requirements.

Strongly Preferred

• Experience in ophthalmology, optometry, dry eye disease, or other relevant chronic conditions.
• Direct experience utilizing AI/ML applications in marketing: DCO, predictive audience modeling, AI content tools, or conversational AI in patient engagement.
• Proven experience driving DTC performance through telehealth channels, including measurable success in converting consumer campaigns to virtual prescriptions and adherence.
• Familiarity with privacy-first marketing architectures: clean rooms, consent platforms, and HIPAA-compliant data ecosystems.
• Exposure to outcomes-based messaging, real-world evidence integration in promotional content, or patient support program design.

Note: This role is eligible for our hybrid work schedule allowing for up to 2 days/week of telecommuting from home and 3 days/week in our Bridgewater, NJ corporate office.

All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or veteran status.

For U.S. locations that require disclosure of compensation, the starting pay for this role is between $215,000.00 and $255,000.00. The estimated salary range reflects an anticipated range for this position. The actual base salary offered may depend on a variety of factors.

U.S. based employees may be eligible for short-term and/or long-term incentives. They may also be eligible to participate in medical, dental, vision insurance, disability and life insurance, a 401(k) plan and company match, a tuition reimbursement program (select degrees), company holidays, and well-being benefits, among others. U.S. based employees are also eligible to receive sick time, floating holidays and paid vacation.

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