JOB DESCRIPTION:Therapeutic Area & Brand Management
Achieve top-line, volume, market share and bottom-line targets for the assigned Therapeutic areas.
Monitor, analyze and evaluate market trends and dynamics to ensure competitive positioning and make necessary recommendations (TA Architecture, Pricing, Repositioning, Indication additions, NPls, Line extensions).
Develop marketing and sales strategy for the assigned portfolio, plan for new launches, achieve brand KPls, identify new customer segments and enhance the brand image.
Oversee development and implementation Annual Brand Plan for assigned brands and carry out changes to the plan if necessary, to ensure that KPls are achieved.
Control and regularly evaluate marketing plans and budget to ensure growth of brands faster than the relevant market to gain market share.
Ensure buy-in of Sales Team to the brand plan and operational plans
Partner with sales team to execute on brand strategies, while building strong relationships with internal and external customers.
Develop key external experts (KEEs) and association partnerships in the relevant therapeutic area
Formulate mid and long term business strategy for assigned TAs and Brands.
Mentor brand management team to ensure optimal campaign execution and implementation.
Accountable for A&P for the TAs/brands assigned and its utilization according to the promotional plan in line with OEC guidance.
Direct, finalize & supervise marketing research initiatives across brands/products.
Generate insights using research and IQVIA data to identify potential markets and factors affecting product demand.
Lead development of marketing content according to market needs, including achievement of CLM/MCE KPls.
Supervise and coordinate with the Demand Manager to develop effective supply demand strategy. Take action in case of abnormal demand.
With the help of sales and distribution department, plan the effective use of samples, with particular focus on the short expiry and non-promoted items.
With input from the Demand, adjust the sales forecast, incorporating all relevant data from within and outside the company.
Oversee product launches and product specific trainings including internal and external presentations in hospitals and at workshops.
Strategize with Sales and Medical Department for selection and development of Symposium and foreign / local speaker programs/Focus groups/ Consultant Panel Discussions, Round Table meetings, ward presentations etc.
NPI & Business Development
Liaise with BD and Bl in development of business case for NPls
Supervising all new Product Launches & Re-Launches pertinent to respective Therapeutic Areas.
Direct, formulate and supervise development / implementation of all new product plans - including pricing, positioning, & pre & post launch activities.
Devise processes and ensure implementation for strong coordination in all relevant departments for product launch
Organize and execute launch events for new products.
Drop size estimation, based on SKUs, communication to Pharmacies and organize exclusive launch event(s) for Pharmacists.
Train Trade Team; development of Pharmacy Portfolio Selling material; and assuring proper weighted distribution and launch in Pharmacies.
Train the Sales Force and organize internal launch event(s).
Marketing Operational Excellence
Collaborate with Sales training to train field force in the effective handling of promotional material, during the Cycle Meetings, with complete understanding and in line with the campaign.
Participate in sales force training / refresher course. Assess brand specific training needs and generate/refresh training material in collaboration with Training team.
Liaise with Comex to quarterly review HCP coverage (as per GTM) and CLM utilization KPls and accordingly take necessary actions to drive performance
Liaise with Trade to ensure Pharmacy coverage KPls and excellence in trade activations as per plan.
Ensure IMUs, Brand Reminders and Samples are timely developed, approved and disbursed to the field force
Ensure all marketing materials along with, pattern details, brand objectives and tactics with supporting tools are provided to the field force as per promotional schedule.
Ensure all cycle meeting documents including cycle strategy guides, based on campaigns well in advance to be sent to the field force at least 15 days before the commencement of the meeting.
Ensure Brand Detailing Priorities as per GTM strategy are quarterly cascaded to the Field Force
Liaise with Digital team to ensure delivery of digital KPls
Drive robust NPI Launch Tracking with Sales and Trade and take timely corrective and preventive measures for ensuring NPI plan/LBE achievement.
Support department project lead for internal management monitoring and OEC/QA for various Audits.
Analysis & Reviews:
Regularly use following tools to analyse data in collaboration with Business insights team PKPI for value, volume, market share analysis
MIP for Rx analysis
PLO for Pharmacy level analysis
Qlickview for CLM KPls and HCP activities analysis Sales Analyser for Red Brick Analysis
Market Insights, Business Radar, Dream Dashboard to review secondary sales analysis for brands in TA, defined Market, Regions & Channels
Actively participate in S&OP and Head of Sales Business Review highlighting opportunities to improve performance in terms of KPls and Lead Measures
Provide meaningful commentary on Brand Performance for area/global reporting
Forecasting:
Analyze market conditions and forecast sales on a regular basis as per the affiliate CCC calendar.
Critically analyse the 24 months rolling forecast submitted and challenge exceptions
Ensure Forecast Accuracy KPI is attained as per CCC target
Ensure preparation of Root Cause Analysis incase of KPI deviation for discussion in monthly Commercial Review
Content Generation/Adoption:
Oversee generation of all marketing material (detail aid, OTC ad, brochure or digital initiative) and Promotional material (Activities/Brand Reminders/ IMUs/PoS) must follow the Abbott brand guidelines and are inline with approved brand architecture, long term givens, and brand plans.
Pharmacovigilance Responsibilities:
To report all spontaneous adverse events related to Abbott products within timelines.
To complete on job induction training with yearly refresher for Pharmacovigilance.
Liaise with Affiliate Safety Representative (ASR) or back-up ASR or if required with the reporter in case of follow up process.
Liaise with ASR/back up ASR for identification, selection, agreement, and execution with the vendor for marketing research and patient support programs
People Responsibilities:
Development of Direct reports in line with their needs as identified by Propel 7 survey.
Maintains Direct Reports by recruiting, selecting, orienting, and training them.
Maintains Direct Reports job results by coaching & counselling Direct reports; planning, monitoring, and appraising job results.
Develops Direct reports by providing information, educational opportunities, and experiential growth opportunities.
Contributes to team effort by accomplishing related results as needed
Value added Responsibilities:
Marketing Manager may also drive and support the following as required:
Supervise digital marketing responsibilities & personnel to ensure effective & actionable strategies pertaining to digital marketing are developed, executed & updated as per the agreed KPls
Work as the launch excellence manager in marketing team & closely collaborate with business development team to ensure launch excellence of NPls as per agreed KPls
JOB FAMILY:Marketing SupportDIVISION:LOCATION:Pakistan > Karachi : Plot No ST-2;KDA SchemeADDITIONAL LOCATIONS:WORK SHIFT:StandardTRAVEL:Yes, 20 % of the TimeMEDICAL SURVEILLANCE:NoSIGNIFICANT WORK ACTIVITIES:Not Applicable
