Brand Management — Launch & Nurture, Governed for Scale

Outcome:

Director Strategy Map

Pre-Launch

KOL insights, message house & claim ladder, channel eligibility, component library, MLR patterns, consent & QA specs, pilot markets.

Launch

Outcome-led claim sets, ISI placement, omnichannel flighting (HCP endemic + search/social/CTV), POC alignment, weekly Decision One-Pager.

Nurture

Sequenced journeys (education → initiation → adherence), creative/claim rotation, Salesforce/Veeva territory triggers, bi-monthly optimization and regional reallocation.

Who this helps

What you get

Positioning & Message Matrix — value pillars, audience ladders, approved claims with evidence, objections & responses
Design System & Component Library — web/HCP/DTC/email/social patterns, ISI/fair-balance modules, disclosures, tokenized design
MLR-Ready Templates — LPs, emails, banners, social/video variants; embedded references & fair balance
DAM Taxonomy & Metadata — asset IDs, versioning, rights, evidence links, expiration/sunset timers
Modular Content Ops — atomic model (claim → component → format), Jira/Asana routing, acceptance criteria, review checklists
Localization Playbooks — legal language toggles, claim tiers by market, do/don’t guidance
Accessibility & Performance Spec — WCAG patterns, CWV thresholds, alt/ARIA rules
MLR Submission Kits — annotated comps, claim cross-refs, PI version/date, redline handling

The Brand Manager Command Center -Duties to Execute

Creative & Templates

Keep the design system current, author modular copy blocks with references, and publish definitions of done. Bake in accessibility (WCAG) and performance (CWV) budgets and include co-branding variations with clear approval rules.

Social (HCP & DTC)

Own cadence, sequencing, and moderation SOPs. Ensure fair-balance overlays, compliant hashtags/mentions, UTM hygiene, and paid allowlists—plus a cut-down matrix for sizes/durations across placements.

Email/CRM

Manage send calendar, frequency caps, segmentation, and suppression. Validate legal footers/ISI, run deliverability checks (SPF/DKIM/DMARC), and track GA4 events/UTMs with post-send QA.

Search & Programmatic/CTV

Search & Programmatic/ CTV Build keyword plans with negatives and compliant ad copy. Set frequency, viewability/attention, and IVT thresholds; manage geo splits and creative length matrix; audit post-bid and optimize to outcomes.

Endemic & POC

For HCP, align NPI match and decile/whitespace tiers with journal/CME adjacency. For patients, use condition hubs and POC sequences around visits. Suppress cross-channel overlap and keep MLR packets per partner.

Salesforce/Veeva & Field

Define next-best-action triggers, rep-initiated journeys, and suppression logic. Feed call notes and CLM results back into audiences and creative; align territory heat maps to media intensity for closed-loop learning.

Data & Measurement

Own the KPI dictionary, naming/UTM standards, and GA4 schema. Monitor freshness /completeness /accuracy SLOs, ship the weekly Decision One-Pager, and maintain MMM/MTA exports with stable keys and governed fields

Vendors & Budget

Run RFPs, lock SOWs/SLAs with service credits, and enforce acceptance criteria. Normalize rate cards, QA invoices, manage access hygiene, and score vendors on timeliness, quality, governance, and ROI trends.

Video & Medical Storytelling

Lead treatment →storyboard →script aligned to claims and evidence. Produce cut-downs (6/15/30s) with captions and on-screen ISI; manage talent/rights; track VTR, recall lift, and time-to-approval.

Congresses & Events

Plan pre/during/post programs: teasers, booth assets, and recaps with consented lead capture. Coordinate speaker approvals, geo media near venues, CLM sync, and field follow-ups; roll outcomes into brand metrics.

NEW: Video Production & Medical Storytelling

What I lead

Deliverables

Creative treatment + storyboard

aligned to claims/evidence and fair-balance

Cut-downs & formats

6s/15s/30s, vertical/landscape, CTV/OTT, social, HCP endemic placements

On-screen compliance

ISI overlays, risk/benefit parity, captions/subtitles, localization

Med-legal workflow

pre-brief templates, reference packets, redline loops, talent/usage rights

Accessibility & performance

open captions, audio descriptions (as needed), lightweight render specs for CWV

NEW: UX/UI Diagnostic & Optimization (I oversee)

What I do

Deliverables

UX Audit Deck

UX Audit Deck usability heuristics, journey friction, IA clarity, accessibility gaps

Performance & CWV plan

LCP/INP/CLS targets, asset budgets, lazy-load rules

Performance & CWV plan

Form friction removal, CTA hierarchy, trust /compliance placement

Wireframes & prototypes (Figma)

Component updates that snap to your design system

A/B test plan & measurement

GA4 events, success metrics, sample size guidance

Mini-KPIs

↑ asset reuse

(+25–40%)

↓ time-to-asset

(−20–30%)

≥90%

brand consistency

↓ MLR cycles

(−15–25%)

VTR/recall

lift adoption

UX CVR lift

& CWV pass

Problems I fix

Brand drift across regions/channels
Non-standard claims/evidence → MLR loops
Rebuilding assets from scratch
DAM sprawl (IDs/versions/expiration)
Launch content that doesn’t ladder into nurture
Videos that win creative awards but fail MLR or KPIs
UX debt that blocks conversions

FAQs

Replace our creative agency?

No—your partners produce faster with clear systems, templates, and acceptance tests; I co-produce video with them.

Works with our DAM/CMS?

Yes—taxonomy maps to your stack; migration guidance included.

Co-branding/partners?

Included in the message matrix and templates with approval rules.

AI in production?

Optional copilots for copy QA and evidence cross-checks—human review + audit logs. 