SUMMARY OF THE ROLE

• To lead the cross functional ‘Brand Team’ and collaborate well with global team in the development of brand strategy aligned to overall TA strategy and company priorities. 
• Optimize a portfolio of products to strategically optimize product life cycles and therapy area strategy, build & maintain professional relationships.
• Work with other functions to achieve objectives of AZ products including commercial and hospital sales target, SOV and Market Share.

ROLE & RESPONSIBILITIES

1. Portfolio Strategy Planning

• Develop a Therapeutic Area Strategy, to optimize product fit and portfolio strength.
• Review and manage Marketing mix for each product in portfolio to optimize promotional effort.
• Develop a clinical support program (Phase IV, CEP) to support campaign objectives.
• Develop the highest standards of training material and programs (with BMs) and make available to Medical Representatives.
• Develop product launch plans (with BMs) and submit to Marketing Director.
• Work with BMs and sales management to provide quality product sales forecasting
• Develop training strategy (with BMs) to align with LCM.
• Build and maintain global AZ network and relationships through attendance of regional/global workshops.

2. Build on patient’s insight/customer insights to lead new product launch

• Generate insights and implications from market and to meet patients/customers’ needs and outcomes
• Develop a deep understanding of Therapeutic Area and translate into business plan
• Prepare product messages and solution that address the needs.
• Ensure effective cross functional collaboration and alignment to brand objectives.

3. Implementation: Budgeting & Promotional campaign execution

• Review, amend, consolidate and submit brand budgets to Marketing Director for Product Portfolio.
• Manage expenses to ensure costs remain within budget while seeking more efficient and productive forms of promotional expenditure.
• Work with BMs to develop individual marketing plans for each product in portfolio.
• Review BM plans for promotional methods and find ways to maximize promotional impact for each dollar spend. Seek promotional and cost synergies across product portfolio.
• Ensure high quality promotional material produced by BMs.
• Work with Market Intelligence / Market Research Agencies to track marketing effectiveness (all parameters) and report findings and recommendations to Marketing Director.
• Ensure high quality delivery of product training programs.
• Review all plans for Symposia to ensure aims are fully achievable with maximum benefit to product promotion for each dollar spend.
• Work with BMs to maximize advantages and benefits when working with outside agencies.
• Develop and maintain relationship with KOLs.
• Win in right way.

4. Exceptional key stakeholder influence and management

• Develop trust and long-term collaboration with KOL
• Build effective and seamless collocation with global team, and gain global strong support and endorsement along launch readiness and launch execution
• Strong influence with sales team and medical team to ensure launch execution excellence.
• Strong influence with cross-functional team (legal. Compliance digital, patients’ solution etc.) to drive brand plan execution

REQUIREMENTS

1. Job Requirements

• Bachelor’s degree or above, preferably in Medical or related majors, MBA is preferred
• At least 5 years’ experience in pharmaceutical marketing, must have launch new product experience, with a strong background in product/brand marketing and demonstrated leadership and team management responsibilities
• Proficient in both written and spoken English
• Skilled in using MS Office software

2. Functional Competency

1) Product and Environment Knowledge

• Knowledge of own product, relative disease and R & D initiatives within own TA
• Knowledge of competitor products and marketing approach
• Understand how national healthcare & regulatory environment impacts TA
• Understand access environment including NRDL/PRDL, tender policy, hospital listing etc.
• Knowledge of various channels including core, emerging, county, CHC, and retail

2) Campaign Execution

• Well designed & well-prepared campaign plan in details
• Execute campaign precisely according to the plan
• Summarize the key findings & give feedback to the team after the campaign execution to further improve the campaign impact

3) Communication & Presentation Skills

• Effectively communicate campaign plan to sales force
• Effective presentation & communication skills to deliver the campaign key messages to customers (KOLs & physicians)
• Cross-functional communication (finance/ purchasing/etc.)

4) Campaign Development

• Understand the behaviors (and behavior barriers) of customers
• Understand motivations behind behaviors (and behaviors barriers)
• Develop campaigns against specific customer segments with specific behavior objectives
• Develop campaign messages that is well supported by medical data and tested with sales force and customers to be effective
• Design optimal package of promotion mixes to deliver the desired product position to customers

5) Influencing Key Stakeholders

• Interactive and influence with KOL
• Interactive and influence with sales force
• Interactive and influence with medical affair/regulatory/clinical research
• Interactive and influence with Asia Pac Regional/ISMO/GMBD MKTG team
• Interactive and influence with cross functions: commercial/manufacture/HR/etc.

6) Strategic thinking

• Logical and implementable BP/BEP
• Sound LRP with global alignment

7) Innovation

• Innovative campaign design and/or execution
• Address the key MKT issues with creative approach