Brand Lead Hematology

• Lead the development and execution of the annual brand plan for Reblozyl and Cell Therapies, including situation analysis, strategic imperatives, tactical mix, and investment allocation.
• Define and manage the brand positioning, messaging architecture, and value proposition for Reblozyl and Cell Therapies across all customer segments.
• Drive Reblozyl and Cell Therapies launch readiness and execution, coordinating all pre-launch and launch activities across commercial, medical, market access, regulatory, and supply functions.
• Develop and monitor brand performance KPIs, adjusting strategies and tactics based on market insights and competitive intelligence.
• Digital Innovation & Omnichannel Excellence: Proven ability to lead integrated omnichannel campaigns that seamlessly connect field force, digital, and medical channels to deliver a consistent and impactful brand experience; hands-on experience applying Artificial Intelligence and advanced analytics tools to anticipate market trends, improve customer segmentation, and drive data-informed commercial decisions in specialty hematology.

• Lead market research and analytics initiatives to generate deep understanding of the hematology landscape, unmet needs, patient journey, and stakeholder dynamics.
• Map and analyze public market (IMSS, ISSSTE, IMSS Bienestar) dynamics, formulary processes, institutional protocols, and purchasing cycles.
• Monitor private market dynamics including managed care, hematology networks, key hematology centers, and high-specialty hospitals.
• Integrate insights from field-based teams, medical affairs, and market access to continuously evolve brand strategies.

• Lead and energize the Brand Team (TAS/Sales, Medical Affairs, Market Access, Regulatory, Patient Advocacy, Finance) ensuring cohesive strategy and aligned execution.
• Partner with Medical Affairs to ensure the scientific platform supports commercial objectives within compliance guidelines.
• Collaborate with Market Access to develop value-based tools and evidence strategies for institutional access (public tenders, CBNSS inclusion).
• Work closely with the global brand team to align local strategy with global brand direction.

• Own and drive the Hematology pipeline launch plan, from pre-launch readiness assessment to first patient use and post-launch tracking.
• Lead development of launch promotional tools, training materials, and go-to-market plans for Hematology pipeline across public and private channels.
• Orchestrate cross-functional launch readiness reviews (LRR) and milestone tracking.
• Develop and monitor launch KPIs and adapt tactics as needed to ensure a successful market entry.

• Ensure all brand activities are executed in full compliance with BMS policies, local regulations, and industry codes (COFEPRIS, Código de Ética de la Industria Farmacéutica).
• Manage brand budget with accountability, ensuring resource allocation maximizes ROI and strategic priorities.
• Responsible of business planning cycles (P1, P2, P3, Budget, LRP) with accurate forecasting and strategic narrative.

• Bachelor's degree required in Life Sciences, Business Administration, or related field
• MBA or advanced degree strongly preferred

• Minimum

of commercial experience in the pharmaceutical/biotech industry

• At least

in hematology marketing or brand management in specialty/high-complexity settings

• Proven track record of

(pre-launch through steady state)

• Demonstrated expertise in

strategy and access dynamics

• Experience managing brands in

Unwavering commitment to BMS values, ethics, and regulatory compliance

Technical Skills

• Proficiency in brand planning tools, CRM platforms, and business analytics
• Knowledge of the Mexican pharmaceutical market, COFEPRIS regulatory framework, and public health system dynamics
• Bilingual proficiency (Spanish/English)
• Current use of AI tools

• Work at the forefront of immuno-oncology, hematology and Innovative Medicines, with a portfolio that includes one of the most established PD-1 inhibitors globally and innovative Cell Therapies
• Lead the launch of a next-generation Cell Therapies with significant patient impact
• Thrive in a culture that values bold thinking, cross-functional partnership, and rapid professional growth
• Be part of a company recognized globally for its commitment to patients, diversity, and scientific excellence

#LI-Hybrid

We hire for skills and capabilities, not just credentials - if this role excites you, but doesn't perfectly match your resume, we encourage you to apply anyway.

How We Work

Where you work matters - because collaboration, innovation and patient impact happen in many settings. Our roles are structured across four work models: site-essential, site-by-design, field-based and remote-by-design. The model assigned to this role is based on its core responsibilities. Learn more at https://careers.bms.com/ways-of-working.