This role involves leading the development and execution of brand strategy to drive HCP awareness, engagement, and adoption to achieve launch success. Own the development and execution of HCP brand strategy grounded in deep understanding of clinical data, existing standards of care, treatment guidelines, and competitive dynamics. Translate strategic insights including segmentation, decision drivers, and prescribing behaviors into launch readiness plans and prioritized HCP engagement tactics. Lead development and execution of positioning, messaging and creative, as well as integrated HCP campaigns, including personal and non-personal channels. Serve as a core member of launch leadership teams ensuring alignment of brand and HCP strategy across functions. Partner closely with the Patient & Consumer Marketing lead and Digital team to deliver aligned omnichannel strategy and integrated activation across HCP, patient, and digital touchpoints. Actively partner with Sales, Sales Training, and Commercial Operations to develop and optimize field force initiatives. Work closely with Medical, Legal, Regulatory, and Compliance to ensure compliant and aligned messaging and execution. Collaborate closely with Medical Affairs to integrate clinical data and real-world experience into HCP brand strategy and ensure aligned evidence generation planning. Establish performance indicators to assess and optimize launch performance and promotional effectiveness. Develop and manage relationships with external vendors and agency partners. Manage HCP marketing budget and resource allocation.