SUMMARY OF THE ROLE

• is responsible for product strategies design and execution to ensure the optimization the market presence of his or her responsible products.
• is responsible for the identification development and mobilization of key opinion leader’s to ensure optimization of advocacy for TA responsible products.
• Work with other function to achieve objectives of AZ products including commercial and hospital sales target, SOV and Market Share.
• develop people and team (optional).

ROLE & RESPONSIBILITIES

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
• Analyze and interpret the research data presented to assist in strategic decision

2. Formulate and develop comprehensive brand and marketing strategies

• Gather market data from company system and public platform on environment, epidemiology, customers& patients’ needs, treatment map, competitors in compliance with laws and regulations.
• Conduct situation analysis, with input from internal & external stakeholders.
• Elaborate clear SWOT, resulting in identification of Key Issues.
• Perform risk analysis and develop mitigation plan.
• Formulate the Promotion Mix.
• Develop forecasting based on market dynamics for the planning period.
• Develop positioning and communication strategies.

3. BEP implementation

• Develop effective academic promotion tools with medical, sales, regulatory team.
• Coordinate the implementation of critical external stakeholder activities including advisory boards, symposia, CME’ s, exhibitions, conferences and meetings.
• Monitor and measure implementation of the plan against agreed measures (i.e. market growth, AZ product growth and market share).
• Manage the forecasting and inventory process to ensure correct stock levels.
• Manage brand A&P to ensure spending under control.

4. Implement the Marketing Strategy, through annual/cyclical plan of action (POA)

• Involve medical, sales, regulatory team to input and validate communication, medical education tools.
• In line with plan, deliver, arrange, conduct and co-ordinate the implementation of critical external stakeholder activities including advisory boards, symposia, CME’s, exhibitions, conferences and meetings.
• Monitor and measure implementation of the plan against agreed measures (i.e. market growth, AZ product growth and market share).
• Manage the forecasting and inventory process to ensure correct stock levels.
• Understand and be familiar with P&L dynamics and maximize these to achieve profit goals.

5. Support Sales team to understand product features and convey accurate academic concepts ​

• Co-ordinate and conduct product training.
• Develop creative product/brand campaigns reinforcing the positioning.
• Design and develop promotional materials reinforcing the product/brand positioning and competitive advantage.
• Present clear product and market strategy at cycle meeting to sales team.
• Evaluate effectiveness of promotional material with field force then conduct Recall Test and adjust as necessary.
• Manage and determine allocation of samples in line with product strategy, where relevant to the market.
• Plan and conduct field visits with sales team to monitor market dynamics.

6. Demonstrate deep understanding of product knowledge and therapy area knowledge

• Take initiative to maintain and upgrade product knowledge through sourcing for product information, reading clinical reports/publications, medical journals.
• Identify marketing opportunities based on medical information, market knowledge, and competitor knowledge.
• Keep up with industry and therapeutic area trend through attending conference, KOL interaction.
• Build and maintain global AZ network and relationships through attendance of regional/global workshops.
• Develop promotional PPTs and deliver key product messages

7. Monitor performance and controls A&P budget

• Track monthly performance vs Budget and analyze reasons for gaps.
• Report performance against budget.
• Complete required monthly administrative submissions on time (market intelligence, activity vs plan, spend vs plan, etc.).
• Monitor and control A&P budget.

8. Team effectiveness, including AZ network

• Build cross-functional team effectiveness with marketing, sales, regulatory, medical colleagues to ensure successful delivery of strategies.
• Share best practice and learning with marketing colleagues to build knowledge and competence.
• Maintain good interpersonal relationships.
• Take responsibility for own personal development.

9. Strong Compliance Awareness

• Comply with AC Code of Conduct and all applicable laws and regulations during business operations.

REQUIREMENTS

1. Job Requirements

• Bachelor’s degree or above
• 3 years working experience in pharmaceutical line or related (Ideally 1 year as medical representative)
• Solid experience in territory management, ESS, and basic marketing, with proven communication and presentation abilities
• Ideally have good historic record of sales performance and some experience of product management
• Additional cross-functional experience in sales management or medical affairs is desirable
• Recognize and are committed to practicing AstraZeneca’s values
• 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 portfolio of products to deliver the desired product position to customers

5) Key Stakeholders Management

• Ability to engage and manage internal and external stakeholders

6) Thinking Strategically

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