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Role Summary
The Country Brand Lead (CBL) is responsible for management of a designed product group to achieve planned sales, profit and other marketing objectives. This includes owning brand strategies, collaborating with cross-functional stakeholders to tailor strategies and tactics for the market, drive product growth, forecast revenues and operating expenses, and achieve revenue and profitability targets.
Key Responsibilities
- Manage all aspects of the cardiovascular portfolio in Thailand, including setting local vision/ direction and coordinating cross functional needs
- Drive innovation in a highly dynamic and competitive market by challenging the status quo
- Tailor regional/global brand strategies to local market needs, and define local priorities for key brands with tactical implementation plan to prepare for execution and tailors as appropriate for segments and leverage best practices
- Allocate and execute country brand budget
- Manage local agencies for trans-creation (budget, scope, timing, and quality of project)
- Forecast brand performance and track progress towards target
- Lead Field Force training on product positioning and strategies
- Provide cross-functional brand leadership - across Field Force, account management, medical, market access and policy, legal, regulatory, etc.
- Partner with Medical to educate KOLs on emergent medical research, differentiated product attributes and patient advocates
- Build and maintain relationships with key external stakeholders such as KOLs and policy makers
Key Accountabilities/Deliverables
Accountable
Brand Plan: local commercial strategies derived from proactive customer engagement and competitive insights.
Tactical Plan: Detailed tactical planning with A&P budgets coupled with flawless execution of tactical planning aligned with timelines and budget
Active prioritization, allocation and execution of country brand budget ; making trade off decisions based on the best ROI for the business
Monthly commercial performance insights; opportunities and risks assessment in line with market evolution
Create and maintain a local team culture that challenges the status quo, values collaboration and supports innovation.
Campaign Development: Adapt regional/global content to specific country needs
Promo Meetings: Speaker identification, drive content and manage compliance review of materials
Local POAs
Shared Accountability w/ Cross-functional Stakeholders
Brand plan : Local cross functional strategies based on competitive insights with relevant cross functional teams
Develop Country Op Plan, Long-range forecasting, influence sales targets and brand A&P allocations
Revenue and resource adjustments as needed (with BU Lead and RTAL)
FF capability building through insights and training (with Sales Managers/ trainers)
Develop promotional meetings strategy (with RTAL)
Validate brand-specific messages, design training (w/medical, regulatory) Develop awareness campaigns, congress content (w/ KOLs) in partnership with Medical
Qualifications:
- 5 years & up of marketing and sales experience in pharma
- CV experience preferred
- Bachelor’s Degree in Pharmaceutical Science; Master’s degree or MBA desired
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