OBU New Assets Director - GU/Gyn, GI/HBC, Hema

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  • 上海
  • Asset Strategy & Positioning: Define the long-term brand strategy for new assets of GU/Gyn, GI/HBC, Hema, including target patient segments, value proposition, competitive differentiation, and portfolio fit; ensure clear articulation across internal and external stakeholders.
  • Insight Generation: Lead customer research, market landscaping, and unmet needs assessments to inform asset strategy, brand architecture, and messaging; synthesize clinical insights into actionable marketing plans.
  • Go-to-Market & Launch Excellence: Build integrated global launch plans (milestones, channels, content, resourcing), establish launch KPIs, and oversee execution readiness in partnership with regions; drive pre-launch disease education and stakeholder engagement.
  • Cross-Functional Leadership: Chair cross-functional asset marketing forums; align with R&D on target product profile and label strategy, with Medical on evidence generation and scientific narrative, and with Market Access on value/price strategy and payer evidence needs.
  • Prelaunch marketing shaping: Closed work with medical team to disease education and treatment
  • Competitive & Scenario Planning: Lead competitive intelligence, scenario modeling, and contingency plans; prepare response strategies for competitor launches, guideline changes, and market disruptions.
  • Market Access & Pricing Support: Partner on value story, objection handling, budget impact modeling, and payer communication tools to secure timely access and optimal reimbursement.
  • Driven launch excellent: track prelaunch KPI and make sure all KPI is on track.
  • Governance & Compliance: Ensure all marketing activities meet regulatory, legal, ethics, and promotional code requirements; manage review processes and risk mitigation.
  • Budget & Vendor Management: Own marketing budgets for assigned assets; select and manage agencies and vendors to deliver high-quality, on-time outputs.
  • People Leadership: Lead and develop a small team of asset marketers and matrix partners; foster a culture of collaboration, curiosity, and high performance.