Brand Lead

Position Overview

Bicara Therapeutics is seeking a Senior Director, Brand Lead – US who will be responsible for developing and executing the US brand strategy and commercial plan for ficerafusp alfa, supporting the company’s transition toward commercialization. This leader will serve as the day-to-day brand owner, translating customer and market insights into differentiated positioning, messaging, promotional strategy, and integrated brand execution.

Reporting to the Executive Director, Marketing, the Senior Director will help establish the commercial foundation for a successful launch, including HCP and patient/customer strategy, agency partnerships, promotional materials, omnichannel engagement, and launch readiness.

This role is based in our Boston office and follows a hybrid schedule, with three in-office days each week.

Responsibilities

Brand Strategy & Planning

• Develop and execute the US brand strategy, positioning, messaging, and annual brand plan for ficerafusp alfa.

• Translate clinical, market, competitive, and customer insights into compelling brand strategies and differentiated customer experiences across key professional and consumer stakeholder groups.

• Lead development of the brand value proposition, positioning core messaging, segmentation, and customer engagement strategy.

• Develop and maintain the integrated brand plan across HCP, patient, digital, field, and other customer channels.

• Partner with Market Research/Insights to identify evolving customer needs, barriers, opportunities, and competitive dynamics.

• Develop competitive strategy and proactively identify threats and opportunities that may impact brand performance.

• Lead brand forecasting and contribute to commercial planning and resource allocation.

Pre-Launch & Launch Readiness

• Lead marketing workstreams supporting launch readiness and execution.

• Develop launch strategy, priorities, milestones, and critical-path activities, including Day 0 planning orchestration, and execution in partnership with cross-functional launch leadership.

• Lead development of pre-launch and launch promotional strategy, materials, and programs

• Partner with Medical Affairs, Regulatory, Legal/Compliance, Market Access, Commercial Analytics, and Sales to ensure integrated execution.

• Ensure promotional materials and customer-facing communications are developed and approved in accordance with FDA, OIG, PhRMA, and company MLR requirements.

• Support development of launch tools, resources, and customer engagement programs for the field organization.