AstraZeneca - Brand Leader

Position title: Brand Leader

Grade: Band 4 A /Band 4 B

Reports to: Marketing Director / Therapy Area Leader

Position purpose:

- Develop a brand to its optimal potential throughout its life cycle.

Internal key customers: Sales Management and Field Force, Medical, and Regulatory Departments, Marketing colleagues, Finance, Supply Chain, Global/regional groups, Training

External customers: Key opinion leaders, doctors, medical societies, healthcare associations, Pharmacists, Patients associations, Communication agencies (market research, PR, ads and events companies, etc)

Minimum requirements:

- A university graduate, 2-3 years experienced in the industry, Proficient in oral and written communication (English)

- Ideally 1 year as medical representative

Competencies & Level / Core Competencies:

- Customer focus

- Innovation

- Teamwork, incl X-function

- Leadership, incl. Assertiveness

- Action & Result oriented

- Excellence & Integrity

- Performance management

- Change management

Function related Competencies:

- Strategic thinking

- Product knowledge

- Marketing management (incl environment, competitor intelligence, forecasting, scenario planning) - B

- Relationship building / Networking

- Ability to learn & Knowledge management

- Creativity

- Planning, Organisation, Coordination

- Analytical skills

- Finance & Resource management

- Influencing skills

- Effective communication, incl active listening - B

- Negotiation skills

- Presentation skills

- Problem solving & Decision making

- Work organisation & Priority management

- Interpersonal skills (incl flexibility & diversity) - B

- Meetings management (incl facilitation)

- Project management

- Media Skills & Stakeholder management

Key Result areas/ outputs:

- Understand the customers and environment: conducts market research

- Formulates & develops Marketing Strategy, including 5 years LTF/Strategic Plan

- Implements the Marketing Strategy, through annual tactical plan

- Supports Sales team to deliver the sales objectives & activities

- Builds KOLs endorsement & advocates, networks with other stakeholders

- Demonstrates high level of product knowledge and therapy area under responsibility

- Monitor performance and A&P budget

- Team effectiveness, including AZ network

- Adherence to AZ and industry code of conducts, ethics and code of marketing practice

Key Result areas/ outputs Activities:

Understand the customers and environment:

- Listens actively to customers: reps, clinicians,

- Identifies the need for market research (e.g. gaining customer insight, tracks adoption, test positioning and messages, message recall test, pricing etc.)

- Determines budget available

- Prepares a comprehensive and clear market research brief for agency

- Analyses agencies’ proposal and identifies the right agency for the research.

- Manages and monitors research project with agency

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

Formulates & develop Marketing Strategy:

- 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 KSF and key Issues .

- Makes risk analysis, including NPV.

- Decides Marketing Mix (product, price, place, promotion).

- Develops forecasting based on patient dynamics for the planning period.

- Develops a positioning and communication strategy.

- Converts strategy elements into a workable operational and launch plan.

Key Result areas/ output Activities:

Implements the Marketing Strategy:

- Involves medical, sales, regulatory team to input and validate communication, medical education tools

- Inline with plan delivery, arranges, conducts and co-ordinates the implementation of critical external stakeholder activities including, advisory boards, symposia, CME’s, exhibitions, conferences and meetings

- Determines and manages relevant suppliers/agencies to deliver the plan

- 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

- Understands and is familiar with P&L dynamics and maximises these to achieve profit goals

Supports Sales team to deliver Sales objectives and plans:

- Co-ordinates and conducts product training.

- Develops creative brand campaigns reinforcing the positioning, adapted to the sales force.

- Designs and develops promotional materials reinforcing the brand positioning and competitive advantage.

- Presents clear product and market strategy at cycle meeting to sales team.

- Evaluates effectiveness of promotional material with field force then conduct Recall Test, and adjusts as necessary.

- Manages and determines allocation of samples in line with product strategy, where relevant to the market.

- Plans and conducts field visits with representatives to monitor market dynamics.

Builds KOL endorsement & advocates, Networks with other stakeholders:

- Identifies the key stakeholders and KOLs to achieve endorsement and advocacy.

- Provides scientific information on the brand (publications, slide kit…) to build and maintain relationship.

- Develops key stakeholders and KOLs through advisory boards, clinical studies, speakers, symposia, CME’s, visits, etc.

Demonstrates high level of product knowledge and therapy area:

- Takes initiative to maintain and upgrade product knowledge through sourcing product information, reading clinical report and publications, medical journals.

- Identifies marketing opportunities based on medical information, market knowledge, and competitor knowledge.

- Regularly updates knowledge and disease area by attending medical conventions, and KOL interaction; Understand treatment trend.

- Builds and maintains global AZ network and relationships through attendance of regional/global workshops.

Monitor performance and A&P budget:

- Tracks monthly performance vs Budget, and analyse reasons for gaps.

- Reports performance against budget

- Completes required monthly administrative submissions on time (market intelligence, activity vs plan, spend vs plan, etc).

- Monitors A&P budget.

Team effectiveness, including AZ network:

- Builds cross-functional team effectiveness with marketing, sales, regulatory colleagues… to ensure successful delivery of strategy.

- Shares best practice and learning’ with marketing colleagues to build knowledge and competence.

- Maintains good interpersonal relationships.

- Takes responsibility for own personal development.