Regional Business Manager | Pfizer | Kolkata

Job Description

Job Purpose:

Regional Business Manager is responsible for the business performance of the Outsourced business for assigned Geography / Locations ensuring the right business planning, execution, outcomes, and oversight /controls. RBM leads the regional business with an Outsourced Business Partner team (or counterpart) focusing on 3 key areas: field force execution, HCP engagement/activities and sales planning (stockist/semi/retail) to ensure execution rigor and compliance through the sales hierarchy and as per Pfizer standards.

The role is responsible to achieve and exceed the budgeted sales for the assigned geographical region. , The role partners with the Outsourced Business Partner to optimize productivity, coverage of customers, and resource deployment in accordance with growth opportunities, evolving operating environment, and customer preferences. Deliver the short term and envision and prepare for the mid to long-term success of the business. Identify business and growth opportunities and develop an operating business plan

Position Responsibilities:

In order of importance, list the key accountabilities critical to the performance of the position. It is recommended not to list actual tasks but focus on essential responsibilities that highlight accountability and the level of judgment required.

Business Performance :

• Oversight of business performance & Responsible to achieve budget
• Management of the Routine tasks
• Field Force Strategy execution through CSO
• Promotion Strategy execution and feedback.
• Leading the transition to the new operating model
• Ensuring and closing the loops in plan execution
• Smooth onboarding of stockists/ wholesales to new supply points

Field force Execution:

• Plan & Conduct fieldwork. Monitor the SLA and coverage KPIs. Ensure rigor/discipline of field force
• Coaching/feedback on product knowledge/execution
• Responsible for training planning, delivery, and sustainability in product knowledge and selling skills

People: 

• Demonstrate and promote Pfizer’s global values in all interactions
• Demonstrate leadership behaviors
• Set out targets and objectives jointly for key positions with the BU Head
• Appraise performance on the achievement of targets against predefined objectives and recommend career progression decisions for team members
• Ensure subordinate development through performance monitoring, periodical counseling, guiding and coaching
• Maximize the productivity of the team through efficient decision-making and delegation of authority
• Actively focus on subordinate development through performance monitoring, periodical counseling, guiding and coaching
• Assist the Field Training Manager in the identification of training needs for the field/ virtual executives in the region
• Ensure the field / virtual executives undergo training in line with the identified needs as well as relevant product and selling skills training programs
• Provide guidance to the team with respect to company procedures, policies, and guidelines
• Handle grievances and disciplinary issues in the region in consultation with HO departments
• Responsible for the creation of Individual Development Plans for the reporters at the beginning of every year and conduct of periodic reviews on the progress made. Provide them with the requisite assistance to enable their development as per the plan
• Acts as the custodian of all compliance-related matters for the region

HCP Engagement Activities & Channel Partners Engagement:

• HCP Engagement planning and execution
• Smooth transition of HCP engagement and relationships
• Marketing activities execution and feedback from HCPsFocus on business process and maintaining the overall quality of work, channel execution through different platforms.

The role of an RBM, while pegged at the same level as that of a Regional Business Manager, there are some key differences in the scope and priorities of this role as below:

• Management of sales operations lies with the CSO team, while the accountability of driving sales through strategic leadership/ intervention lies with the RBM
• Implementation of sales and marketing initiatives is supervised by the RBM, while is directly managed on the ground by the CSO team
• Considering the above priorities, the geographical coverage for the RBM role is expected to be wider Good Management skill with 3rd parties and vendor management. Should be able to create a significant influence on the key stakeholders.
• Proficiency in analytical skills of complex data to draw meaningful insights to drive the business efficiently

Detail description of the role is as below.

Strategic:

• While the CSO is responsible for driving the end sales, it is the responsibility of the RBM to provide a strategic direction for the region while collaborating with the key leadership stakeholders of the CSO
• Prepare the regional targets for each of the key products, and plan monthly sales targets for each district so as to optimize the potential and field force productivity for the region as a whole.
• Monitor DMs distribution of targets to territories – product-wise and value-wise for each key product with annual and monthly sales targets
• Validate the sales targets set by the CSO
• Plan and develop a suitable sales strategy in consultation with the DBMs
• Organise collection of market intelligence through systematic collection and analysis of data, statistics, and information from the field and use the same to recommend and/or redesign sales strategy to meet competition.
• Support the SM in budgeting for the BU
• Conduct sales analytics to identify areas/stakeholders to be focused upon for driving business growth

Operational / Process:

• Keep himself updated on the competitors’ activities through personal visits to medical practitioners, wholesalers, and retailers and through systematic collection and analysis of data, statistics, and information.
• Make joint visits to key customers/opinion leaders to build up effective relationships and assess the effectiveness of promotional strategy / promotional campaigns. Make suitable recommendations to HO as deemed fit.
• Coordinate with Medical Research Department in updating information and data on pharma products for its dissemination to the field force.
• Review and assess the effectiveness of sales campaigns and programs; take corrective action and recommend improvement in sales planning, sales methods, market coverage, and sales administration.
• Coordinate with the local chapter of the Indian Medical Association and other Medical Associations of Physicians & Surgeons etc for participating in Medical Symposia and Group Meetings.
• Maintain contacts with eminent medical practitioners and opinion makers, wholesalers, hospital authorities, and concerned government officers to promote goodwill and the Company’s image.
• Support in driving institutional sales for the region by developing and managing relationships with key institutions in the region. Negotiate special prices for the sale of Pharma products to hospitals and other institutions and for the liquidation of short-dated stocks.
• Build relationships with and manage key opinion leaders & key customers
• Supervise product promotion campaigns for new & existing products in the region
• Provide inputs to the marketing team to assist marketing strategy articulation
• Coordinate with the CFA and internal distribution teams to ensure product availability in the region
• Render assistance and coordination with Medical Research Department in the conduct of clinical trials for existing and new products. Keep MRD informed of the clinical trials conducted by competitors

Culture/ Compliance/ People:

• Demonstrate and promote Pfizer’s global values in all interactions
• Demonstrate leadership behaviors
• Set out targets and objectives jointly for key positions
• Appraise performance on the achievement of targets against predefined objectives and recommend career progression decisions
• Handle grievances and disciplinary issues in the region in consultation with HO departments
• Actively focus on subordinate development through performance monitoring, periodical counseling, guiding and coaching
• Assure imparting of product and selling skills training for team members. This is not limited to direct reports. The RBM is responsible for the training the concerned CSO employees
• Provide guidance on company procedures, policies, and guidelines
• Conduct manpower planning for the region in association with the CSO for the Contractual field force resources

Financial:

• Manage P&L for the region
• Responsible for expense management for the region including the promotional budget for their team (self & direct reports)
• Ensure achievement of Sales budgets for the assigned geographical region
• Regulate the acceptance and execute orders within the authorized limit
• Ensure that customer dues are collected in accordance with credit terms & outstanding are kept to the bare minimum
• Ensure proper utilization of product samples, detailing aids, and other promotional material.
• Ensure budget control and adherence for the area
• Ensure proper accounting and reporting of expenses for their team.

Technology:

• Driving adoption and usage of technology/Digital initiatives for HCP and Trade stakeholders in the region
• Use IT tools and integrated software for Business and MIS.
• Identify technology solutions for enabling better information availability.
• Continuously evaluate technology developments for evaluating and adopting innovations in training.

Skills / Knowledge / Qualification / Experience:

1. Qualification

• A degree in Sciences / Pharmacy or Graduation with relevant experience is desirable.
• A diploma/ Degree in sales/marketing is advantageous
• Experience of 8 to 10 years in sales

2. Special Skills & Knowledge

• Knowledge of therapeutic segments and related medical information.
• Knowledge of regulatory aspects and issues related to the Pharmaceutical industry.
• Knowledge of applicable Pfizer policies and procedures, including those relating to promotional practices and adverse event reporting
• Commercial terms and conditions.