1. Deep understanding of customer insights

Regular customer visit, frequent sales team interaction

Understand the objective of different types of marketing research. Be able to identify research needs and provide clear brief to agency

Analyze agencies’ proposal and identify right agency for research, manages and monitors research project with agency

Analyses and interprets the research data presented to assist in strategic decision

2. Develop brand plan (BP) , brand execution plan (BEP) and long range plan (LRP)

• Gathers market data on environment, epidemiology, customers & patients needs, treatment map, competitors.
• Conducts situation analysis, with input from internal & external stakeholders.
• Elaborates clear SWOT, resulting in identification of Key Issues .
• Performs risk analysis and develop mitigation plan,
• Develops forecasting based on market  dynamics for the planning period.
• Develops positioning and communication strategies.

3. BEP implementation

• Monitors and measures implementation of the plan against agreed measures (i.e. market growth, AZ product growth and market share).
• Manages the forecasting and inventory process to ensure correct stock levels
• Co-ordinates and conducts product training.
• Develops creative product/brand campaigns reinforcing the positioning.
• Presents clear product and market strategy at cycle meeting to sales team.

5. Demonstrates deep understanding of product knowledge and therapy area knowledge

• Identifies marketing opportunities based on medical information, market knowledge, and competitor knowledge.
• Keep up with industry and therapeutic area trend through attending conference, KOL interaction
• Builds and maintains global AZ network and relationships through attendance of regional/global workshops.