Responsible for a brand plan that maximizes patient impact and delivers against financial objectives within a brand/category sub-segment, while the overall accountability remains with the CBL.
A business subsegment is a geography, brand, or portfolio that is managed as part of a broader accountability owned by a CBL.
Manages a sub-segment of the category. Owns the budget and execution of programs as part of the tactical plan.
Responsibilities:
Provide local insights and brand feedback to Brand Lead / Category Lead
Lead Cross-Functional Team to drive brand/portfolio objectives
Form a strong partnership with various cross-functional stakeholders to drive and achieve aggressive revenue targets and profitability objectives
Develop partnerships with multiple vendors to drive diagnostic infrastructure in the country
Collaborate with partners to broaden access to our innovative drugs (Patient Groups, NGOs, etc)
Tailor brand and execute brand strategies to local market needs, and define local priorities for a brand or TA
Select best-fitting modules from cross-EM content; translate and trans-create brand materials, as needed
Manage local agencies for trans-creation (budget, scope, timing, and quality of project)
Forecast brand performance and track progress toward the target
Develop country brand Plan and influence sales targets and brand A&P allocations with Marketing and Sales Leads
Cross-functional brand leadership – across Field Force, Account mgmt, medical, legal, regulatory, etc.
Train Field Force on product positioning and prioritization
Partner with Medical to educate KOLs on emergent medical research and differentiated product attributes.
Accountable
Brand Plan: a review of brand strategies by CBL/regulatory/legal
Campaign Development: Select best fitting modules for country needs
Promo Meetings: Manage compliance review of materials
Shared Accountability
Develop country Op Plan and influence sales targets and brand A&P allocations (with CM/BU Lead and Mktg. Lead)
Long-range forecasting (with the leadership team)
Revenue adjustments, as needed (with the leadership team)
Develop promotional meetings strategy and drive execution
Validate brand-specific messages, and design training (w/medical, regulatory)
Develop awareness campaigns and congress content (w/ KOLs) in partnership with Medical
Product Complexity
Participates in Launch Strategies
Designs and participates in growth product strategies
Designs and drives strategies for foundational products
Organizational Relationships:
Works closely with the CBL in a player-coach working relationship.
Partners with the following team members, Medical, Legal, Regulatory, Access, Sales, GCO, and BAI
Qualifications/Skills & Experience
MBA in Marketing with 5-8 years of relevant Brand Management experience
